News Flash

2017 City News Releases

Posted on: January 31, 2017

Super Bowl to Bring Tourists to Sugar Land; City Prepares

Sugar Land, Texas - Sugar Land is preparing for a unique opportunity to showcase the city to an international audience as visitors arrive for Super Bowl weekend.

With approximately 400 reservations (which translates to 200 aircraft on the ground) received by GlobalSelect at Sugar Land Regional Airport, visitors from throughout the world will arrive this week at the airport known as the “Luxury Gateway to Houston” before filling area hotels, eating at restaurants, shopping at local stores and visiting the City’s entertainment venues.

SLRA accommodates the largest business jets and annually serves more than 100 Fortune 500 companies. Its close proximity to the Houston/Gulf Coast region, as well as onsite U.S. Customs service, minimizes the travel time for busy regional and international corporate executives and contributes to the economic strength of the region.
The capacity crowd expected in Sugar Land this week will fuel the City’s growing tourism efforts, providing an important source of revenue that supports the high level of services residents expect while also maintaining one of the state’s lowest tax rates.

Many businesses are planning Super Bowl activities, including the recently announced Maxim party at the Smart Financial Centre at Sugar Land, which will include both indoor and outdoor activities for ticketed attendees at the private event that will necessitate the closure of a section of Lexington Boulevard immediately adjacent to the venue. Residents may notice the arrival of large trucks at the venue during the days leading up to the Super Bowl.

Sugar Land’s 6,400-seat live performance center is one of several entertainment venues identified by citizens and approved by voters to promote tourism. It is projected to provide an annual benefit to the community of $26.1 million over 30 years.

Sugar Land will activate its emergency operations center during Super Bowl weekend to coordinate additional police, traffic and citizen communication resources that may be needed to address the possibility of traffic, noise and other concerns.

The parking lot of Constellation Field, 1 Stadium Drive, has been contracted as an official transportation staging area. About 750 vehicles will be parked at the baseball stadium for use in Houston during Super Bowl weekend.

Mercer Stadium, 16403 Lexington Blvd., will also be utilized. The majority of the vehicles are expected to depart the parking lots early Sunday morning and return later that evening.

 While Super Bowl visitors will arrive at SLRA during various times this week, their departures are expected to occur during a short time frame from Sunday night into Monday morning.

Citizens are asked to be patient during Super Bowl weekend, as city employees work hard to mitigate any inconveniences as part of this unique region-wide event.
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