ASM strike ‘diamond’ with Desert Diamond Arena

Article posted by Coliseum, February 20^th, 2023

Image: ASM Global

The City of Glendale (Arizona, US) officials have approved an ambitious new long-term lease agreement and $40 million renovation plan with ASM Global – the world’s largest venue management company – as part of a multiyear strategy to continue to increase the venue’s (the Desert Diamond Arena) fiscal returns and prominence as a key element in the City’s growth as a national entertainment hub.

‘ASM Global’ stated that the ASM Global has successfully operated the City-owned venue for the past six-and-a-half years (taking over management on July 1^st, 2016). 2022 marked the Desert Diamond Arena’s (in Glendale, Arizona) best financial performance in the past 17 years, highlighted by multiple soldout events including the American rock band Pearl Jam, the American country music singer-songwriter Eric Church, Grupo Firme (regional Mexican band), the American singer-songwriter Alan Jackson, and two Billie Eilish (American singer-songwriter) concerts. 2023 is expected to surpass last year’s stellar fiscal record.

Los Angeles, California (US)-based ASM Global is the world’s leading producer of entertainment experiences. It is the global leader in venue and event strategy and management – delivering locally tailored solutions and cutting-edge technologies to achieve maximum results for venue owners. The company’s elite venue network spans five continents, with a portfolio of more than 350 of the world’s most prestigious arenas, stadiums, convention and exhibition centers, and performing arts venues.

Apply for membership

The 18,300-capacity Desert Diamond Arena is an indoor multipurpose entertainment arena located in Glendale, Arizona (US). The venue anchors the 223-acre, $1 billion Westgate Entertainment District.

Nestled in the heart of Glendale, the Westgate Entertainment District offers a dazzling display of specialty shops, eateries and entertainment with a unique sense of community.

The City leaders said they are excited about this announcement.

Said Glendale City Manager Kevin Phelps, “This agreement demonstrates that ASM Global, an internationally recognized leader in arena and venue management, is aligned with our belief about the tremendous future for our ever-expanding Sports and Entertainment District. Much of our recent success here in Glendale is that we have positioned ourselves together with high-impact, respected partners like the ASM Global. It has an unparalleled international portfolio, including the most prestigious, iconic and successful venues. We look forward to seeing just how far this relationship will elevate and build on our goal to be recognized as one of the top sports and entertainment districts in the United States.”

ASM Global’s President and head honcho Ron Bension said, “We passionately believe in Glendale and Desert Diamond’s potential to live up to its name as a diamond in the entertainment sphere. The area’s track record of hosting spectacular events – like the Super Bowl (annual final playoff game of the National Football League) – can grow even more to enrich the community. We’re looking forward to further leverage our worldwide expertise in this market.”

‘ASM Global’ further stated that utilizing its global relationships in content, programing, planning, technology, sustainability, and guest safety, ASM Global will partner to fund renovation plans to enhance the guest, artiste and athlete experience at the Desert Diamond. The Glendale site is part of ASM Global’s network of more than 350 venues around the world that host 20,000 events and welcome 165 million guests every year.

The American design, architecture, engineering, and urban planning firm HOK has been selected to help with the renovation and design.

As part of the new agreement, which includes a lease/buy option for ASM to exercise, the company plans to robustly leverage its anchoring of the adjacent $1 billion Westgate Entertainment District, formerly known as the Westgate City Center, the super-regional, mixed-use development destination for shopping, dining, entertainment, and commercial office space.

The ASM Global has an unrivaled track record working with major cultural and entertainment districts and venues and projects including the L.A. Live in Los Angeles (US), Darling Harbour in Sydney (Australia), the 12,500-capacity OVO Arena Wembley in London (UK), and the 21,000-capacity AO Arena in Manchester (UK).

Said Dan Dahl, Director of Real Estate for YAM Properties, “The Westgate is an outdoor oasis and hub for nightlife as well as concert and game celebrations due to its proximity to the 63,400-capacity State Farm Stadium and the Desert Diamond Arena. Our property has seen tremendous growth over the past few years, and we’re excited that ASM will aid in its continued expansion.”

The Desert Diamond Arena is home to the popular Professional Bull Riders Arizona Ridge Riders and currently hosts concerts and other entertainment acts throughout the year. The Desert Diamond Arena has a seating capacity of 18,300 for basketball and about 19,000 for concert events. The arena has 3,075 club seats and 87 luxury suites.

The Professional Bull Riders, Inc. is an international professional bull riding organization based in Pueblo, Colorado, United States.

The Professional Bull Riders (PBR) Chief Executive Officer (CEO), Sean Gleason, said, “The PBR and Teton Ridge chose Glendale as the home of the Arizona Ridge Riders in large part due to our longstanding relationship with ASM Global. They have been an incredible partner over the years supporting hundreds of PBR events in venues they own or operate, and we knew the launch of the Arizona Ridge Riders would be successful with their support.”

The Desert Diamond Arena has hosted numerous concerts and events of note since opening in December 2003. A string of concerts in the arena’s inaugural year included performances by the American singer-songwriter Prince, the British rock and pop singer and songwriter Rod Stewart, the American country music singer Toby Keith, American singer Britney Spears, and the American singer-songwriter Usher.

Continue to follow Coliseum for latest updates on venues business news. Coliseum is dedicated towards building the best global community of sports and entertainment venue executives and professionals creating better and more profitable venues.

Become a member of the only Global Sports Venue Alliance and connect with stadiums, arenas and experts from around the world. Apply for membership at coliseum-online.com/alliance and make use of the 365Coliseum Business.

Watch 250 member-exclusive videos with valuable tips for your venue