November 22, 2014

New Performance Venue Coming to Sugar Land

Sugar Land will be welcoming a whole new level of performers, musicians and many other touring acts very soon. Next month, ACE Theatrical will be breaking ground on a new state-of-the-art performance center off of U.S. 59 and University that will open exciting new opportunities for the area.

What’s unique about this new venue is that it will feature movable walls, allowing it to expand or contract to accommodate crowds ranging from 3,300 to 6,400 depending on the event. David Anderson, President and CEO of ACE Theatrical, is thrilled with the concept.

"Sitting in the smaller, 3,000-seat configuration, you'll really feel you're in a more intimate venue like Jones Hall or Hobby Center, not like you're in a 10,000-seat stadium or amphitheater that's just got some curtains dropped in, or turns out some of the lights on all the empty seats.”

While there are venues ranging in all sizes, the ability for the center to accommodate the crowd with solid walls "…fills a niche in the Houston market that is not filled by any existing venue.” Amenities patrons can expect to see in the new space include comfortable seating, luxury suites and upscale finishes.

In addition to bringing arts to Sugar Land, the new performance center will give a major boost to the local economy. According to a feasibility study conducted in 2012, building the performance center in Sugar Land will encourage investors, strengthen the job market and promote educational opportunities. “It will create an iconic landmark visible to motorists on U.S. Highway 59 and anchor a mixed-used development envisioned to include retail, office, commercial and residential surrounding a public plaza,” said city spokesman Doug Adolph.

Though most information on the 38.5-acre site regarding future lease tenants is yet to be determined, the new performance venue shows serious promise for Sugar Land.