City of Sugar Land, ACE Theatrical Group Break Ground on $74.3M Performance Venue

The City of Sugar Land in partnership with ACE Theatrical Group recently broke ground on a unique, $74.3 million state-of-the-art performance venue. The facility will be developed on a 38.5-acre tract located southeast of U.S. Highway 59 and University Boulevard.

ACE Center Sugar Land

The city of Sugar Land, in partnership with ACE Theatrical Group, has broken ground on a unique, $74.3 million state-of-the-art performance venue. The facility will be developed on a 38.5-acre tract located southeast of U.S. Highway 59 and University Boulevard.

The project was designed to accommodate a wide range of types of performances through the implementation of moveable walls – depending on the performance and on needs, the facility’s size can be increased from 3,300 seats to more than 6,400.

According to an official statement, amenities of the theater include seating with cup holders, luxury suites, corporate hospitality areas, quality finishes and convenient parking. Through its unique design and amenities, Sugar Land officials hope that the venue “will set a new standard in the touring industry and change the entertainment landscape in the Houston-Woodlands-Sugar Land metro region.”

The facility was spurred by a 2008 Market Analysis and Feasibility Study performed by CSL International, which showed that the Houston market is in need of such a performance venue and that it would be financially feasible to develop one. In addition, the study showed that the project will help promote investment, create jobs and increase educational opportunities.

“A feasibility study conducted in 2012 shows the project will provide an annual benefit to the community of $26.1 million or a return of $572 million over 30 years,” said Mayor James Thompson. “The venue has the potential of attracting more than 260,000 paid attendees in year one, growing to more than 300,000 by year five.”