Get Full Government Meeting Transcripts, Videos, & Alerts Forever!
Get email alerts on the Stafford Center Operations topic
No spam. Unsubscribe anytime.
Stafford Center posts rising revenue; operator highlights nearly sold shows and pushes digital marketing
Summary
FM Squared reported stronger revenues at the Stafford Center, highlighted nearly sold concerts and a dinner-theater model that drew 400 attendees, and requested better marketing coordination with local hotels and the city’s events to boost midweek and corporate bookings.
FM Squared, the operations firm for the Stafford Center, told the Stafford Economic Development Corporation that the performing-arts venue and ballrooms have shown revenue gains year-to-date and are attracting new promoters while the operator pursues expanded marketing partnerships.
Brian Blum, president of FM Squared, recapped a recent Motortown All Stars event that coupled a theater concert with a ballroom dinner attended by more than 400 guests and highlighted the role of local vendors. Blum said February revenue was roughly $50,000 higher than the prior year and year-to-date revenue was about $167,000 higher with only about $51,000 in related expense increases.
Blum listed upcoming ticketed events and clients for the Stafford Center, including Taste of Ireland (high advance sales), Ballet Forte (April), Grand Kyiv Ballet (April 17), the Punjabi Society of Greater Houston (April 19), Iranian singer-songwriter Aaron Afshan (April 20), and several other national and international acts through July. He noted the venue is also hosting not-for-public ticketed clients, such as school band concerts, which are not always shown on public calendars.
Board members and Blum discussed marketing strategy. Blum said the center has limited direct marketing budget and seeks low-cost partnerships, including a hotel outreach program Councilman Bostick has pursued to give hotels event information for guest packets. Blum proposed more digital marketing—targeted Facebook/Instagram campaigns and better use of the venue’s “keep me posted” database—to boost midweek corporate business and weekday shows.
Blum confirmed the venue often acts as a rental facility rather than promoter and that tenants/promoters are responsible for much of their event marketing; nonetheless the center’s own digital engagement has helped reintroduce audiences after COVID restrictions eased. Board members asked about local catering; Blum confirmed the caterer for a recent event was Stafford-based Fresh and Savory and that promoters had praised the vendor.
The board thanked FM Squared for the report and asked staff to continue coordinating marketing and event promotion with hotels, the Stafford Center and the Grid development to maximize weekday occupancy and visitor draw.
