Kirk Goodman, General Manager, Smart Financial Centre

Invest: spoke with Kirk Goodman, general manager of Smart Financial Centre, about evolving trends in live entertainment, balancing premium experiences with accessibility, and the venue’s role in strengthening the local economy. “We’re constantly trying to find new ways to improve our customer service and add experiences people can’t get at home,” Goodman said.

What key trends are shaping the hospitality and entertainment sector?

One of the biggest things we’re watching right now is the fluctuation in pricing across the board. Everything we do is impacted by rising costs, whether it is food and beverage, transportation for artists, or materials we source from overseas. When gas prices increase or tariffs are introduced, it creates a ripple effect that ultimately impacts how we price our offerings while still trying to keep them affordable for guests.

Also, we are competing more than ever for people’s time and attention. There are endless entertainment options available at home, so our job is to give people a reason to leave their couch and come experience something live. That means not only bringing in great shows but also creating an experience that feels unique. We’re constantly trying to find new ways to improve our customer service and add experiences people can’t get at home.

How would you describe the demand for live entertainment?

Strong shows will always sell tickets. What has changed is how we identify those shows. There are artists with massive followings that may not be on everyone’s radar, but they can sell out venues overnight because of their digital presence. Being able to recognize those trends quickly is critical.

After COVID, 2023 was a huge year across the industry, with pent-up demand driving ticket sales. Since then, things have normalized, but demand is still there. People may be more selective about how many events they attend, but they still want to go out and be entertained. Our role is to curate a mix of programming that appeals to different demographics and price points while ensuring a strong experience for every guest.

How do you position Smart Financial Centre to attract artists and promoters in a competitive market like Houston?

Houston is a competitive market with multiple venues often bidding on the same acts. We focus on creating an exceptional experience for artists and their teams. That includes everything from operational efficiency to thoughtful touches behind the scenes.

For example, we hosted a large regional Mexican band and created a custom backstage experience with a live taco setup. Those details matter. When artists have a great experience, they want to return. We also prioritize transparency and strong relationships with promoters to ensure that shows are successful for everyone involved.

How do you balance premium offerings with accessibility for a broader audience?

We offer a range of experiences at different price points. On the premium side, we have suites and a renovated lounge with curated dining options that elevate the experience. Guests can choose to enhance their visit with these offerings or enjoy the show in a more traditional way.

Equally important is making sure the general experience is smooth and enjoyable. That includes everything from parking and entry to concessions and cleanliness. We recently adjusted our bag policy to reduce friction for guests. Small changes like that can significantly improve the overall experience.

What role does Smart Financial Centre play in the local economy?

Our venue is a strong economic driver for the region. While we are located in Sugar Land, a large portion of our audience comes from the Greater Houston area. When people attend events, they also spend money at local restaurants, hotels, and businesses.

We work closely with the city of Sugar Land, which is an important partner. They understand the value we bring in attracting visitors and supporting local economic activity. It’s a mutually beneficial relationship that helps strengthen the broader community.

How are you preparing for major events like the FIFA World Cup coming to Houston?

The World Cup presents a unique opportunity, but also some challenges. With multiple host cities across North America, travel logistics will be complex for visitors. We’re focused on creating complementary experiences, both for those attending the matches and for locals who may want alternative entertainment options. We are working with local partners and participating in related initiatives, including community events and panels tied to the World Cup Hosting Committee. The goal is to position our venue as part of the broader ecosystem supporting the event while continuing to serve our local audience.

What challenges are you seeing in workforce development and talent retention?

Staffing remains a challenge across multiple areas, from leadership roles to part-time event staff. Our operations rely on a large workforce, including food and beverage teams, security, and technical staff.

Retention comes down to creating a positive work environment. We focus on recognition, engagement, and making employees feel like they are part of something meaningful. In the entertainment industry, many roles are part-time, so we have to give people a reason to keep coming back despite other opportunities.

How is technology shaping your operations and guest experience?

Technology plays a role in nearly every aspect of our business. On the operations side, we are investing in energy-efficient systems and upgrading aging infrastructure. On the guest side, speed and convenience are key.

From mobile ticketing and cashless transactions to faster security screening, technology helps reduce friction and improve the experience. However, it is an ongoing cycle. As soon as you implement one solution, a newer one becomes available, so we have to be strategic about where we invest.

What are your top priorities over the next few years?

As we approach our 10-year anniversary, we are focused on positioning the venue for its next decade. That includes evaluating upgrades, rethinking premium offerings, and expanding how we use the space for events beyond concerts, such as corporate gatherings and community functions.

We also want to strengthen partnerships within the community. There is a lot of opportunity to collaborate with other local venues and organizations to create a more connected entertainment ecosystem. Ultimately, our goal is to remain a key part of what makes this region a great place to live and work.

Is there anything else you would like to highlight?

We want to be one of the top entertainment destinations in the region and a meaningful part of the community. At the end of the day, what makes this industry special is the experience we create for people.

Every event brings thousands of people together to enjoy something memorable. If you can’t appreciate that, then you’re in the wrong business. For us, it’s what makes the work so rewarding.