Urban governments around the world are trying to strengthen their Competitiveness through urban marketing, which originated from location marketing and is applied to urban space. South Korea has recently made efforts to extend cultural and art space within its cities. Accordingly, it is strongly needed to conduct a research on customer satisfaction, behavioral intention, and image as art space. This study aims to establish marketing strategies for urban cultural and art space, based on the survey on overall customer satisfaction and behavioral characteristics of the Seongnam Arts Center. The results of the survey show that the easy and convenient access to exhibitions and performing theater has had a positive influence on the overall satisfaction of our customers. The responses show difference in accordance with the customer’s gender and age. It is suggested that men in their 40 or over prefer performances and exhibition while women in their 30 or less have preference on the convenient use of art space. These findings suggest that it is important to strategically analyze customer’s age, gender, and behavior before establishing successful marketing plans for urban cultural and art space.