The “reimagined” Desert Diamond Arena aims to become the premier music venue in the Valley.
Later this March, when the $42 million transformation of Glendale’s Desert Diamond Arena from sports facility to “music mecca” is finally completed, Valley music fans will be presented with more than just a refurbished hockey rink with better acoustics.
The “reimagining” of the 22-year-old former home to the Phoenix Coyotes as a (mostly) full-time concert venue will also include streamlined check-in gates and concession stands along with scores of premium suites, loges and club spaces designed to offer “a VIP upgrade for everyone who wants it,” according to the arena’s general manager Dale Adams. “Everyone loves a premium experience.”
Today’s concert tickets are already astronomically priced, Adams agrees, but he says concertgoers have by now resigned to saving up to see their favorite artists, and many are willing to upgrade their experience – sometimes just for the Instagram selfies. He says there may be $60, $95 or $200 upgrades available to watch the show from club seats to mini-suites to the arena’s Studio 623 booths, designed to ape the vibe of a recording studio.
“Not everyone has to be a millionaire to enjoy a premium experience,” Adams guarantees. “We’re offering a range of tiers to fit different budgets.”
The redesign is a strategic response to the evolving live music industry, according to Ralph Marchetta, regional vice president of arena operator ASM Global.
“In the old days, artists would tour in support of an album – it was mostly seen as a marketing angle,” says Marchetta, who cut his teeth working security and selling concert T-shirts at Veterans Memorial Coliseum in the early ’80s. “Now, recorded music isn’t where artists make the money. Touring is really their primary source of revenue.”
As such, artists and promoters are prioritizing venues that maximize revenue while minimizing empty seats. While much of the revenue from upgrades stays with the venue, promoters and artists may negotiate a share of the take from things like VIP packages and even concessions, particularly if they include artist-branded perks.
“It’s incredibly competitive,” says Marchetta, who also operates concerts at neighboring State Farm Stadium and is keeping a watchful eye on the soon-to-open VAI Amphitheater nearby.
“Venues compete on everything today, from amenities to backstage facilities. So, we’re really focused on becoming the premier music-centric venue in this market.”
Upgrade Me!
Though the redesigned Desert Diamond Arena will have plenty of general admission seats, here are the premium options and where they will be located in the arena:
Encore Club Theatre Boxes Level 3
Lounge-style seating offering elevated sightlines and luxury amenities for small groups.
The View Club Suites Level 3
Private seating, exclusive lounge access and high-end food and beverage service.
Luxury Suites & Suite Loges Level 2
Premium views, service from a dedicated suite attendant, VIP parking and exclusive entrances for large (think corporate) groups.
Studio 623 Booths Level 1
Semi-private seating areas for small groups with décor inspired by recording studio sound booths.
Bassline Bar Level 1
VIP lounge offering craft beverages in an exclusive social space before and after the show.
