Arena Market: Austria

Business is roaring back to pre-pandemic levels in many European markets and arenas are reporting fast sell-outs at the top end of the business.

But economic struggles and a cost-of-living crisis mean that consumers are being more cautious with their spending, resulting in sluggish sales for mid-levels acts in many countries. Costs are also a concern for many arenas, which are working hard to control the price of staffing and energy.

Nonetheless, across the continent, sustainability is a strong focus, as venues recognise that being more environmentally friendly also means cost savings. The future looks bright – but with a level of caution.

In one of its first forays into mainland Europe, Oak View Group won the bid to construct a €384m, 20,000-capacity arena in Vienna. However, in October 2023, an Austrian court revoked the decision, leaving the “state-of-the-art” venue – initially scheduled to start construction next year – in limbo.

“This beautiful city has always been the jewel in Europe’s cultural landscape, but it had no arena to match it”

“This beautiful city has always been the jewel in Europe’s cultural landscape, but it had no arena to match it,” OVG boss Tim Leiweke said to Die Presse following the decision.

Bosses at the capital’s current arena, the 16,000-capacity Wiener Stadthalle, might disagree with Leiweke, as it continues its reign as Austria’s largest arena. The multipurpose space will host The National, Jonas Brothers, Kygo, and Billie Eilish over the next 12 months.

Outside Vienna, Austria has a number of multipurpose spaces, like Messe Congress Graz Betriebsgesellschaft in the nation’s second-largest city, Graz. The city hall and open-air arena portions of the eight-venue complex boast a combined capacity of over 35,000, with the indoor Stadthalle arena available to host 14,500 people.

“People are being more selective than before due to ticket prices but are generally spending money again to enjoy the live experience”

In 2023, the complex, dubbed “a one-stop store” by Christof Strimitzer, head of marketing and communications, hosted roughly 300 events and welcomed over 620,000 visitors. The desire for events is steadily growing for the venue’s patrons, he says, with entertainment options expanding past solely music.

“There has been a slow comeback, but we are now back to a good level. People are being more selective than before due to ticket prices but are generally spending money again to enjoy the live experience,” he says. “Family entertainment and sports segments are very much in demand.”

Over in Innsbruck, the 10,000-capacity Olympiahalle primarily functions as an ice hockey venue but will bring in Deep Purple and German rapper Ski Aggu later this year.