Success Story

Smart Financial Centre at Sugar Land

Of the many performance venues in the Houston metropolitan area — the 4th largest entertainment market in the world — Smart Financial Centre at Sugar Land stands out as a coveted destination for artists and fans alike. Brought to life by a public-private partnership and voter-approved incentive packaging, with notable support from the City of Sugar Land, the venue brings more than 400,000 people to the Sugar Land and Houston Texas region annually.  

An Entertainment Destination 

Smart Financial Centre at Sugar Land is a state-of-the-art, multiform performing arts facility, strategically located 22 miles from downtown Houston. The venue seats 6,400 and has the ability to block over half of those seats from view for smaller events.  

Opening in 2017 with a performance from renowned comedian Jerry Seinfeld, Smart Financial Centre has since hosted more than 100 events annually. Ranked 7th in the world in ticket sales for venues under 10,000 seats (Pollstar 2019 Mid-Year Ranking), No. 1 hottest music venue, in 2018 and Best of Houston® Large Venues in 2019 and 2020 by the Houston Press. Smart Financial Centre at Sugar Land sets a standard for live performance venues, hosting a diverse lineup of programming ranging from Latin artists, touring acts like Chris Rock, and world-famous artists like Sting, Journey and Diana Ross.  

Whether an intimate show or a sold-out Broadway theatre production, Smart Financial Centre at Sugar Land's cutting-edge technology allows building management to adjust the facility’s acoustics, providing optimal monitoring for performers and a top-notch experience for guests. 

Driven by Community 

Sugar Land is committed to driving results for local businesses while benefiting the community and making Sugar Land a great place to live. In 2007, the City of Sugar Land collaborated with citizens to form a Visioning Task Force that identified five development opportunities with a high potential of increasing Sugar Land’s standing as a premier entertainment destination. Several notable public-private partnerships have since been brought to life in addition to Smart Financial Centre at Sugar Land, including Constellation Field and Crown Festival Park at Sugar Land.

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