Launching a new arena presents a unique opportunity to excite fans, attract sponsors, and secure early revenue; all before the doors officially open. This arena marketing guide outlines a clear strategy to help generate momentum from the ground up, building a database of engaged supporters, selling premium spaces and corporate suites, and making a powerful first impression for your new entertainment venue.
Step 1: Launch the New Arena Website Early & Tell the Story
Objective: Raise awareness, capture first-party data, and showcase progress.
Get your official new arena website live as soon as possible to start generating early buzz. Create a dedicated “news section” to share key development milestones, sponsor announcements, team partnerships, and early event updates. This narrative will help sell the vision to promoters, sponsors, and fans alike.
Essential features for your new arena website:
Sign-up forms for premium hospitality interest, general ticket news, and press enquiries.
Integration with a CRM and mailing platform to manage segmented communications.
Embedded social media feeds to keep the site vibrant and interactive.
Alongside key pages such as news, events, resident teams, and premium offerings, early content on accessibility, food & beverage offerings, sustainability, and future transport and parking plans are essential. These are key to winning over corporate or premium guests and sponsors whose values align with inclusivity and environmental responsibility.
Step 2: Open Premium & Corporate Pre-Sales
Objective: Convert interest into income.
As the new arena structure begins to take shape, it’s time to turn early engagement into premium and corporate pre-sales. Early renderings of Premium Spaces will generate demand and enable pre-sales of premium spaces. Take inspiration from clubs like Everton FC or Valencia CF, who created physical preview spaces for fans to test out seats and hospitality areas in advance.
Key actions for selling premium spaces:
Launch pre-sale campaigns aimed at early sign-ups and local businesses interested in your premium offerings.
Establish a sales workflow for outbound emails, calls, and face-to-face meetings.
Build a lead list of local companies using tools like ZoomInfo or Apollo.io to identify businesses interested in hospitality or client entertainment.
Use messaging that creates urgency and exclusivity, highlighting limited premium inventory and encouraging early commitment
Step 3: Focus on Ticket Conversions Pre-Opening
Objective: Drive early ticket sales and reward early supporters.
As opening night approaches, begin offering tickets for test events and early headline shows. Give those who have registered their interest priority access through pre-sale windows (e.g. Ticketmaster’s Pre-Sales functionality).
Marketing should emphasise:
- Exclusive buying windows for newsletter subscribers.
- Final information on confirmed F&B menus, FAQs, and getting to the venue.
- Updates on venue accessibility and green initiatives to keep sustainability top of mind. If it is not on your radar, here is an example of what best practice FAQs for Accessibility and Sustainability look like.
This stage is all about converting interest into action.
Step 4: Deliver a Show-Stopping Opening
Objective: Maximise excitement and ensure early events are sold out.
The opening event is your flagship moment. Use house tickets to invite local influencers, music and sporting icons, community leaders and press to capture and amplify the launch energy. Their content will help build hype and social proof.
Push the message across:
- Organic and paid social media.
- Email and fan communications.
- PR and local media coverage.
This is your chance to show the venue in full swing — and drive ongoing demand.
Step 5: Transition to Real Content Post-Opening
Objective: Maintain momentum and refine your approach.
Once the arena is open, replace CGI renders with real photography and video from opening nights. Update the website and marketing materials to reflect the live experience with a focus on the crowd energy to actual F&B options.
Key updates:
- Refreshed FAQs, transport info and venue guides based on real usage.
- Promotional materials showcasing live events and fan reactions.
- Case studies and press highlights to help attract new sponsors and partners.
Final Word
Generating buzz starts well before opening night. With a clear plan and consistent messaging, you can build a loyal fanbase, drive early revenue, and position your arena as the go-to destination for live entertainment and sport.
usheru can offer you and your venue a free, no-commitment analysis of your digital marketing set up.
