The building of a new concert and performing arts venue in Sugar Land is one step closer to becoming reality. The site proposed is near the intersection of Highway 59 and University and within the commercial grounds of Telfair, one of Newland Communities' cash cows.

Real estate prices have been rising steadily as the Telfair development nears conclusion. The affluence of residents in the area makes it prime for amenities like the Houston Museum of Natural Science at Sugar Land, which found a suburban home within the community's perimeter.

Last week, Sugar Land city council approved a measure that would allow bilateral discussions with developer ACE Sugar Land, LLC. According to the meeting's agenda, "the creation of entertainment venues is a key component of the City of Sugar Land’s development strategy in becoming a destination not only for employment, retail, residential and medical services, but also for entertainment."

A market analysis study in 2008 concluded that a performing arts venue would act as a catalyst for capital investment and job creation, buzz words everyone loves to hear under current economic conditions.

The city expects to purchase a 95-acre site from Newland and turn it into a multi-use environment centered around arts and entertainment. The construction of a minor league baseball stadium in Sugar Land has already begun — with the Skeeters, an Independent League franchise, set to begin play in 2012.

That's great. But given how underutilized the nearby Stafford Centre is, is the building of a 6,500 seat theater premature?

The facilities at the Stafford Centre are great. The hall has world class acoustics and seats 1,100. It's the current home of the Fort Bend Symphony Orchestra. Parking is plentiful and access is convenient.

In April, there was only one public event listed, and the same for May. There is nothing public scheduled for July. A representative at the Stafford Centre cited being busy with private events like weddings, church and school performances, but the amount of events of wider interest are few and far between.

What makes the city of Sugar Land think that there will be more interest for a new, much larger venue that's only 15 miles away?

Sure, the size difference between the facilities means completely different event profiles. But if the interest for arts and entertainment in the area truly existed, Stafford Centre would be packed with higher profile events that show the support of the nearby community. It isn't.

Maybe they are hoping for an "If you build it, they will come" scenario.

It was a citizen-appointed committee that proposed the building of the entertainment venue in 2007. Sugar Land voters later approved for funding in a November 2008 referendum.

Another performing arts venue to keep an eye on is the historic Lakeview Auditorium. Owned by the Fort Bend Independent School District and operated by the Sugar Land Cultural Arts Foundation, it is currently undergoing capital improvements and aiming for a September grand opening. The 400-seat theater will be suitable for small recitals, chamber music, comedy and smaller community theater.