The Broadmoor World Arena

What The Broadmoor World Arena does

The Broadmoor World Arena is a multi-venue sports and entertainment complex headquartered at 3185 Venetucci Boulevard in Colorado Springs, Colorado, founded in 1998 and managed by Legends Global on behalf of owner El Paso County. The portfolio comprises three operating venues: the 7,343-seat (up to 9,250 for concerts) Broadmoor World Arena, the World Arena Ice Hall (a U.S. Olympic and Paralympic Training Site with three sheets of ice), and the Pikes Peak Center for the Performing Arts (hosting 200+ performances annually). Revenue is generated through five streams: ticket sales (AXS online + box office), facility and arena rental (19,500 sq ft of column-free exhibition space), premium Penrose Club membership (regular and corporate tiers), food and beverage via OVG Hospitality, and integrated advertising/sponsorship packages. The venue serves general event attendees, figure skaters and hockey players, corporate groups, military personnel, and premium members across the Pikes Peak region.

Technology infrastructure is operational rather than differentiated: AXS provides the primary ticketing platform with Mobile ID entry; Finnly Connect handles ice-scheduling and registration; and Dartfish powers video analysis for figure skating technique. The Ice Hall supports over 120 hours of weekly figure skating ice time, hosts the Broadmoor Skating Club (Olympic and World champion-producing organization since 1939), and runs Learn-to-Skate, public skating, and adult hockey programs.

The go-to-market motion is event-driven and direct-to-consumer: events are sold through AXS online, in-person at the Pikes Peak Center box office, group sales, military ITT offices, and the Backstage Pass newsletter for presale access. Pricing is unit-based across public-facing activities ($6 public skating admission, $10 pick-up hockey, $11.25/$9.25 figure skating drop-in rates) with subscription pricing for Penrose Club membership. The complex carries industry recognition including the PSA Fritz Dietl National Award for Ice Arena Excellence (2013, 2017), U.S. Figure Skating Rink of Distinction (2018), and the 2024 PSA Coaches Hall of Fame induction.

Name

The Broadmoor World Arena

Legal name

The Broadmoor World Arena

Website

https://broadmoorworldarena.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

251–500 employees

Short description

The Broadmoor World Arena is a multi-venue sports and entertainment complex in Colorado Springs operating an 8,000-seat arena, a U.S. Olympic ice training site, and a performing arts center, serving event attendees, figure skaters, hockey players, corporate clients, and military personnel across the Pikes Peak region.

Ownership category

akta.pro rank

Product category

Sports & Entertainment Venue

NAICS

Fitness and Recreational Sports Centers (713940), Fitness and Recreational Sports Centers (71394)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Arenas & Indoor Sports Centers (MPAKAEAB)

akta.pro secondary industries

Multi-Sport Complexes & Community Sports Parks (MPAKAEAH), Ice Rinks & Winter Sports Facilities (MPAKAEAG)

Keywords

• Live entertainment venue
• Sports arena hosting
• Ice sports training
• Figure skating facility
• Event ticketing services

Headquarters

HQ city

Colorado Springs

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain, Technology or R&D

Revenue model

1. Event Ticket Sales: Primary revenue from ticket sales for concerts, family shows, sporting events, and ice performances through AXS ticketing platform and box office
2. Facility and Arena Rental: Rental of arena space for events, trade shows, and private functions; 19,500 sq ft of column-free exhibition space available
3. Premium Membership Programs: Revenue from Penrose Club memberships (regular and corporate) offering VIP access, preferred seating, private entrances, and dining services
4. Food and Beverage Services: OVG Hospitality provides catering services including pre-show dining, Penrose Club dining, and concessions; also includes World Arena Cafe and Pro Shop operations
5. Advertising and Sponsorship: Integrated marketing packages including category exclusivity, permanent concourse signage, LED in-arena signage, activation elements, e-marketing, and outdoor marquee placement

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels5 records

Core offering

The Broadmoor World Arena is a multi-purpose sports and entertainment venue in Colorado Springs that hosts concerts, family shows, sporting events, comedy performances, and national/international skating competitions. The complex also operates the adjacent World Arena Ice Hall, a U.S. Olympic and Paralympic Training Site providing figure skating training, Learn-to-Skate programs, public skating, and hockey leagues, as well as the separately managed Pikes Peak Center for the Performing Arts.

Product overview

The Broadmoor World Arena operates as a multi-venue entertainment and sports complex in Colorado Springs, Colorado. The portfolio consists of three main venues: The Broadmoor World Arena (main 7,343-8,000 seat multi-purpose arena), the World Arena Ice Hall (U.S. Olympic Training Site with three sheets of ice), and the Pikes Peak Center for the Performing Arts (performing arts venue hosting 200+ events annually). The venue complex offers complementary products including the Learn-to-Skate program, Broadmoor Skating Club, public skating and hockey programs, premium membership (Penrose Club), suite rentals (Toyota Terrace), pre-show dining, and arena booking/advertising services. The World Arena Ice Hall specifically provides figure skating coaching, ice dancing, hockey leagues, public skating, and a pro shop/cafe. Together, these products serve entertainment consumers, skating enthusiasts, corporate event planners, and community organizations.

Differentiator

Problem solved

Functional benefit

Brands

• Penrose Club: Premium VIP membership club offering exclusive seating, private entrance, VIP parking, and fine dining services at The Broadmoor World Arena.
• Toyota Terrace
• Broadmoor Skating Club

Products and services

• The Broadmoor World Arena (venue rentals and event hosting) Multi-purpose arena venue with 7,343-8,000 seats (up to 9,250 for concerts) hosting concerts, family shows, sporting events, and comedy performances. Includes 19,500 sq ft of column-free exhibition space plus 2,000 additional floor seats, available for event booking and arena rentals.
• World Arena Ice Hall U.S. Olympic and Paralympic Training Site operating three sheets of ice for figure skating, hockey, public skating, speed skating, curling, and the Broadmoor Skating Club. Offers 120+ hours of weekly dedicated figure skating ice time and serves as a regional hub for competitive ice sports.
• Pikes Peak Center for the Performing Arts Separate performing arts venue hosting over 200 performances annually including concerts, theater, and comedy shows. Owned by El Paso County and operated under the management of The Broadmoor World Arena, sharing staff and ticketing resources.
• Learn-to-Skate Program US Figure Skating-affiliated learn-to-skate program teaching Snowplow Sam, Basic Skills, Pre-Freeskate, Free Skate, Adult, and Hockey levels. Delivered in seven-week sessions with certified instructors at the World Arena Ice Hall. Figure skating priced at $100 (7-week) or $90 (6-week); Hockey Initiation at $120 (7-week) or $110 (6-week).
• Private Figure Skating Lessons Year-round one-on-one private lessons from nationally accredited figure skating coaches including Olympic and World-level trainers. Covers freestyle, moves in the field, choreography, spins, pairs, ice dancing, and off-ice training. Drop-in session rate $11.25/45 min; contract ice rate $9.25/45 min.
• Public Skating Sessions Open public ice skating sessions at the World Arena Ice Hall with $6 admission and $4 skate rental. Includes advance sales options and structured activity offerings for recreational skaters.
• Pick-Up Hockey Adult pick-up hockey sessions at the World Arena Ice Hall with $10 admission. Limited to 20 skaters and 3 goalies, with online pre-registration required through Finnly Connect.
• World Arena Ice Hall Adult Hockey League Adult hockey league organized through the World Arena Ice Hall on Saturday mornings at $10 per person, with goalies playing free. Coordinated with the Colorado Springs Amateur Hockey Association.
• Penrose Club Membership Premium VIP membership offering private entrance, preferred seating, advance ticket purchasing, private bar, pre-show dining, VIP parking, and access to exclusive club facilities at both Broadmoor World Arena and Pikes Peak Center. Available in Regular and Corporate tiers; $10 guest fee for regular members; corporate members receive up to twice-yearly waived meeting space rental fees (savings up to $1,200 annually).
• Toyota Terrace Suite Premium suite experience at The Broadmoor World Arena featuring private entrance, bar, restrooms, spacious legroom, padded seats, comfortable lounging area, drink rail at every seat, and personalized dining options. Available for group buy-out with a 50-person minimum.
• Pre-Show Dining Fine dining experience offered before events in the Penrose Club and Peter Susemihl Room at Broadmoor World Arena, and the ANB Bank Room at Pikes Peak Center. Catered by OVG Hospitality at $35.95 per person including salad, entrees, sides, dessert, and coffee/tea; Penrose Club Members receive $5 discount. Sip & Savor Package at $38 includes a bottle of wine and charcuterie selection for two.
• Broadmoor Skating Club Elite figure skating club established in 1939 based at the World Arena Ice Hall. Producing organization behind 8 Olympic medalists (3 gold), 6 World Champions, and 65+ national champions. Hosts Fire and Ice public exhibitions featuring club members and international skaters training at the facility.
• World Arena Cafe and Pro Shop On-site cafe and pro shop located in the World Arena Ice Hall lobby offering figure skating boot and blade sales, hockey skate sharpening, full-service fittings and mountings, gourmet beverages, made-to-order food, grab-and-go options, and figure skating and hockey apparel. Skate sharpening services provided by Bruce Hurd (Living on the Edge).
• Arena Booking Services Event booking services for corporate events, trade shows, concerts, family shows, and sporting events. Offers meeting rooms (Penrose Club, Broadmoor Suite, Peter Susemihl Room), trade show space (19,500 sq. ft.), and technical support with available tech packets.
• Advertising and Sponsorship Packages Marketing partnership packages offering category exclusivity, permanent concourse signage, LED in-arena signage, activation elements, on-site branding, e-marketing, hospitality, and outdoor marquee options. Sold directly through the Director of Marketing.

Quantifiable outcome

• 65+ national champions produced by Broadmoor Skating Club
• +2 more outcomes

Named customers11 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature3 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Pikes Peak Center for the Performing ArtscoreStrategic or Co-development PartnerPikes Peak Center is owned by El Paso County and managed by the Broadmoor World Arena. The venue hosts over 200 performances annually and shares staff, ticketing, and operational resources with the World Arena.
• AXScoreTechnology or IntegrationAXS provides the primary ticketing platform for all events at the Broadmoor World Arena and Pikes Peak Center, including mobile ID entry system for venue access.
• OVG HospitalitycoreImplementation/ SI/ Consulting PartnerOVG Hospitality is the in-house catering service provider for pre-show dining, Penrose Club dining, and general food and beverage services at the venue.
• Peterson Space Force Base ITTminorChannel Partner/ Reseller/ DistributorMilitary Information, Tickets and Travel office providing 10% discounted tickets to Broadmoor World Arena events for military personnel and families.
• Fort Carson Army Leisure Travel ServicesminorChannel Partner/ Reseller/ DistributorMilitary Leisure Travel Services office providing 10% discounted tickets to Broadmoor World Arena events for Army personnel and families.
• USAF Academy ITTminorChannel Partner/ Reseller/ DistributorAir Force Academy Information, Tickets and Travel office providing 10% discounted tickets to Broadmoor World Arena events.
• Schriever Space Force Base ITTminorChannel Partner/ Reseller/ DistributorSpace Force Base Information, Tickets and Travel office providing 10% discounted tickets to Broadmoor World Arena events.
• The Broadmoor HotelcoreStrategic or Co-development PartnerThe Broadmoor Hotel is the affiliated luxury resort that inspired the Broadmoor World Arena naming and brand. The Penrose Club membership connects the venues, and the hotel offers dining and accommodation partnerships.
• U.S. Olympic and Paralympic CommitteecoreStrategic or Co-development PartnerThe World Arena Ice Hall is an official U.S. Olympic and Paralympic Training Site, providing elite training facilities for figure skating and other ice sports.
• Broadmoor Skating ClubcoreStrategic or Co-development PartnerThe Broadmoor Skating Club is the resident figure skating organization at World Arena Ice Hall, producing Olympic and World champions since 1939.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• ASM Global: World's largest venue management company, operating hundreds of arenas, convention centers, and stadiums. ASM Global directly competes with Legends Global for the same venue management mandates, including at multi-purpose arenas like Broadmoor World Arena.
• Dickies Arena: 14,000-seat multi-purpose arena in Fort Worth, Texas, operated by Legends Global and hosting concerts, family shows, and sporting events. Closest operational analog to Broadmoor World Arena given shared Legends Global management and similar programming mix.
• BOK Center: 19,000-seat arena in Tulsa, Oklahoma operated by ASM Global. Comparable mid-sized regional arena hosting major touring concerts, family shows, and sporting events with a similar market-positioning logic to Broadmoor World Arena.
• Paycom Center: ~18,000-seat arena in Oklahoma City operated by ASM Global. Another comparable mid-size regional arena hosting NBA games, concerts, and family entertainment in a secondary market similar in size to Colorado Springs.
• U.S. Olympic & Paralympic Training Center (Lake Placid): Official U.S. Olympic Training Site hosting ice sports including figure skating, speed skating, and hockey. The most direct peer in terms of the World Arena Ice Hall's Olympic Training Site designation and elite training infrastructure.
• Pikes Peak Center for the Performing Arts: Affiliated performing arts venue managed by Broadmoor World Arena itself. While internally linked, it operates as a comparable small-to-mid-format performance venue hosting 200+ shows annually in the same Colorado Springs market.

Broad incumbents

• Oak View Group (OVG): Sports and entertainment platform providing venue development, hospitality, and content services. OVG is the parent of Legends Global and OVG Hospitality, which already provides F&B at Broadmoor World Arena, making it the closest strategic and operational counterpart.
• Ball Arena (Denver): ~20,000-seat arena in Denver operated by Kroenke Sports & Entertainment. The dominant Colorado-region arena that competes with Broadmoor World Arena for touring act routing decisions in the same state.

Emerging players

• Ice Centre at the Promenade: Multi-sheet ice facility in the Denver metro area offering figure skating, hockey, and Learn-to-Skate programs. Comparable ice-program peer to the World Arena Ice Hall, though smaller and without Olympic Training Site designation.

Regional players

• Southwest Motors Events Center (Colorado State Fair): Multi-purpose events center in Pueblo, Colorado hosting concerts, expos, and regional events. A regional Colorado alternative venue competing for some touring acts and entertainment spend within the broader southern Colorado catchment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/bworldarena
• Facebookfacebook.com/broadmoorworldarena

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Broadmoor World Arena