Arena Market: Switzerland

Nestled in the heart of Europe, Switzerland is a melting pot of languages, tastes, and venues. Surrounded by Germany, France, and Italy, programming across the country caters to various tongues, with consumers having a taste for everything. But as the country is on the smaller side, A-list tours draw patrons from across the country.

“The Swiss live entertainment market appears to be thriving,” says Thomas Kastl, managing director at St. Jakobshalle Basel. “International acts, in particular, have a significant draw, attracting larger audiences and contributing to the vibrancy of the entertainment scene. This enthusiastic reception indicates a strong demand for diverse cultural experiences and suggests a promising landscape for both local and international performers alike.”

Located in Münchenstein, near the northern border town of Basel, the 12,400-capacity St. Jakobshalle boasts 11 multiuse spaces across 20,000sqm to host a spectrum of events, including concerts, sports, exhibitions, and seminars. Kastl says the team finds strength in the diversity of spaces and programming options, with 2023 marking a new surge in activity.

“We take great pride in accommodating this diverse range of events, underscoring our commitment to providing a fitting venue for every occasion”

St. Jakobshalle has Bryan Adams, Avenged Sevenfold, Cigarettes After Sex, and Hans Zimmer lined up to perform, with handball and fencing championship tournaments also on the calendar.

“We take great pride in accommodating this diverse range of events, underscoring our commitment to providing a fitting venue for every occasion,” Kastl says.

Also on the horizon, various improvement projects for St. Jakobshalle include digitalisation, roof load optimisation, and furthering its sustainability initiatives. Last year, the venue joined fairpflichtet (fair duty), a 300-member-strong transparency and sustainability initiative for the German- speaking event industry.

In Switzerland’s most populous city, Zürich, Hallenstadion (15,000) – the nation’s biggest venue and winner of the Venue Award at the 2024 Arthur Awards – is also investing in new sustainable projects. Despite not undergoing any major renovations for 20 years, the venue is transitioning all lighting to sustainable LED sources and installing a solar power system.

Yet updates to keep the venue one of Europe’s top venues, CEO Philipp Musshafen says, come at a cost. Beyond the monetary tolls for ongoing projects, expenses are rising across the board for venues, promoters, and producers – resulting in rising ticket prices and affecting sales, Musshafen says.

“While Swiss audiences are accustomed to high ticket prices, they equally expect top-tier offerings: from venue quality and service to the show itself and sound quality”

“While Swiss audiences are accustomed to high ticket prices, they equally expect top-tier offerings: from venue quality and service to the show itself and sound quality,” he adds.

Nonetheless, the consumer market has never been stronger, according to Musshafen. Swiss people are eager to get back out to events, and 2025 looks to be a busier schedule than average, with Nickelback, Aventura, Karol G, and Olivia Rodrigo stopping by. Hallenstadion is also introducing new experiences for its patrons, with the unveiling of the STUDIO premium offering last year.

“With the introduction of the STUDIO, we’ve established an entry-level VIP offering,” Musshafen says. “I often compare it to the economy-plus class on an airplane. The StarLounge, in comparison, represents business class, while the individual private boxes epitomise first class.”

Offering something for everyone is commonplace in the Swiss market. Across the country, venues range in size and offerings, with a variety of arena tiers available for international artists.

ASM Global operates the Vaudoise Aréna (12,000) in Renens, which is primarily purposed for ice hockey but is also set to host André Rieu and Moby this year. In French-speaking Geneva, the 9,500-capacity Geneva Arena will welcome Luis Fonsi, Disney On Ice, ABBAMania, and other multi-language theatre, entertainment, and family-friendly offerings in 2024.