The arenas business in Germany, Switzerland and Austria is in rude health, with many venues reporting a record year for attendance and turnover in 2016
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2016 was a strong year for arenas in central and eastern Europe, according to the inaugural European Arena Yearbook, seemingly outperforming the festival sector
By IQ on 04 Jan 2018
A majority of central and eastern European (CEE) arenas reported strong growth in 2016, boosted by growing demand and increased consumer confidence, IQ’s European Arena Yearbook 2017 reveals.
Almost all the arenas surveyed in eight CEE countries – Croatia, Latvia, Lithuania, Estonia, the Czech Republic, Hungary, Poland and Serbia – recorded positive results last year, with some even recording their most successful year to date, as they shrugged off the last remnants of the global financial crisis, which hit central and eastern Europe particularly hard.
While GDP is still not as high as in western Europe, demand is strong, consumer confidence has returned to the market and average audience figures are higher than some of the more affluent nations: the arenas surveyed sold 4,368,253 tickets to 882 events, generating €130.5 million.
Sport dominates the calendars at arenas across the region, accounting for 56% of programmes. Music makes up 26%, while family shows and miscellaneous events make-up 9% and 6%, respectively. Only 11 comedy shows took place in these arenas last year, an average of one per arena.
The largest attraction for people is clearly music events, which draw the highest average attendance: 7,761 (survey average attendance: 4,953).
“They used to regard it as very important to be seen as having significant and cool cultural festivals, but that’s changing”
‘Miscellaneous events’ are the next biggest draw, pulling an average crowd of 6,946 to corporate events and exhibitions.
Family and sports events attract average audiences of 4,300 (survey average: 5,157) and 3,610 (4,662) each.
Promoter Nick Hobbs, who books acts at all levels across central and eastern Europe, the Balkans and Turkey, says there’s starting to be a trend of people moving away from festivals and towards arena shows. “The festival market doesn’t seem to be doing as well as it was, but arenas are doing better,” he says. “That’s because sponsorship – which is essential for festivals, but not usually part of the P&L [profit and loss] of an arena show – is struggling, as companies shift their focus away from music.
“In some countries, such as Poland, municipalities are shifting their marketing spend away from cultural events due to the political climate. They used to regard it as very important to be seen as having significant and cool cultural festivals, but that’s changing due to a much more culturally conservative government.”
With the economic situation in many countries improving, arenas are seeing steady growth.