This article was originally published in the Brand Finance US City Index 2024 Report
In an exclusive interview with Brand Finance, the President and CEO of Space Center Houston delves into the key initiatives that have shaped the center's role as a hub for space exploration, education, and tourism. With a focus on cultivating innovation, inspiring curiosity, and bolstering Houston's reputation as Space City, the CEO outlines how Space Center Houston connects the public with the future of space exploration while contributing to the city's economic growth and global appeal.
Interview with William T. Harris
President & CEO,
Space Center Houston
Space Center Houston plays a pivotal role in shaping the city's identity as a center for space exploration. How does the center cultivate innovation and inspire curiosity within the community to reinforce Houston's reputation as Space City?
Houston is fondly called Space City because it is home to NASA Johnson Space Center and Space Center Houston, and many commercial space companies. As the official visitor’s center of NASA with more than 400 space artifacts, exhibits, and experiences, Space Center Houston’s purpose is to bring people and space closer together. We are the main street for the space exploration sector and the only organization that provides unique experiences that ignite and satisfy curious minds of all ages. Space Center Houston also links the public and private space sectors. Our collections focus on the past, present, and future of space exploration, helping our 1.3 million visitors understand the importance of space exploration for the benefit of humanity here on Earth. Moreover, our learning programs which range from children to adults are designed to build the workforce of tomorrow today. STEM careers are growing at a fast pace and there is a significant gap in readiness in the United States. Our learning programs are designed to bridge that gap. Space Center Houston helps to inspire the next generation of innovators.
Museums and attractions are one of the cornerstones of a city's tourism industry. How does Space Center Houston engage with other cultural institutions and tourism organizations in Houston to create synergies that enhance the overall visitor experience and contribute to the city's brand as a top tourist destination?
Space Center Houston is the world’s leading science and human space exploration and experience STEM learning center. As one of the main attractions in Texas and the No. 1 destination for international visitors, Space Center Houston works in close partnership with tourism organizations around the state to encourage new businesses to locate or expand operations in Houston and neighboring cities, helping to propel the economy. Space Center Houston has participated in proposals that have resulted in business development. In these instances, we’ve created personalized experiences uniquely designed for the proposal or pitch (sports, annual conventions, new developments, etc.). We’ve invited leadership team members to visit the city and take a guided tour of Space Center Houston, offering a true VIP experience. As president and CEO of Space Center Houston, I participate on various boards of directors, including the National Museum and Library Sciences Board where I have the opportunity to work with leaders who advance, empower, and shape policy for America’s museums, libraries, and related organizations. Other board affiliations include the Association of Science and Technology Centers (ASTC), the QueensCare Charitable Foundation, and the Greater Houston Partnership.
Houston ranks 12th overall in the Brand Finance US City Index, showcasing notable strength in business and investment as it secures the third spot in the pillar, following Texan counterparts Austin and Dallas-Fort Worth. How can entities like Space Center Houston collaborate with state and city brands to support Houston's reputation as a hub for business and investment and beyond?
Generating over $118 million annually, we are an economic driver that brings jobs and revenue to the Greater Houston area. We employ over 1,700 crew members at Space Center Houston and greet more than 1.3 million visitors and more than 250,000 students and educators annually. We convene regularly with civic leaders and policymakers to strategize ways of improving opportunities for businesses and individuals to help provoke economic prosperity and enhance Houston’s reputation as a place to live, work, and thrive. By continuing our mission of excellence and curating unique exhibits that inspire the next generation of scientists and explorers, and leave visitors in awe coupled with economic development opportunities and incentives, Houston will continue to be a prime location for start-ups and expansions. It may be time to plan a visit to Space City.
