What SNHU Arena does

SNHU Arena is a privately held, multi-purpose entertainment venue in Manchester, New Hampshire, in operation since its grand opening on November 15, 2001 (groundbreaking April 2000), originally branded as Verizon Wireless Arena and renamed in 2015 following a naming rights partnership with Southern New Hampshire University. The venue is managed by Legends Global (with ASM Global also referenced as a venue management partner). Configurable seating ranges from approximately 10,019 (hockey) to 11,140 (basketball) to 10,050-11,770 (concerts) on an 8.03-acre footprint at 555 Elm Street, supplemented by 32 luxury suites, 5 party suites, and 2 private clubs. The arena hosts 50+ events annually spanning concerts (e.g., Elton John, Aerosmith, Phish, Shinedown), WWE wrestling, comedy (Matt Rife, Seth Meyers), family entertainment, and past AHL hockey (Manchester Monarchs).

The product portfolio centers on live-event hosting plus tiered premium experiences: Luxury Suites (up to 16 guests, customizable catering, in-suite attendant, private restrooms, available via annual/multi-year plans, custom packages, ticket banks, or one-time rentals), VIP Club (reserved seating with private bar between sections 206/207), Sam Adams Lounge (main concourse branded VIP bar with express service), and VIP Parking (prepaid passes near the rear entrance). Ticketing runs exclusively through Ticketmaster using Safetix encrypted, auto-refreshing mobile barcodes with Apple Wallet integration; the venue operates cashless via 38 draft beer towers, 38 point-of-sale registers, 26 permanent plus 12 portable concession stands, all-gates walk-through metal detectors, and a clear bag policy (bags larger than 9" x 12" x 4" prohibited).

Revenue mechanics span transactional ticket sales (individual event take-rate via Ticketmaster), recurring subscription revenue from annual/multi-year premium plans, one-time per-event charges for lounge passes and VIP parking, and on-site concessions income. Customer segmentation is horizontal: corporate clients use suites for client entertainment and team rewards (highest-margin segment, direct enterprise sales via dedicated contact Madison Griffin), private event bookers rent party suites, and the general public purchases individual event tickets. Distribution combines Ticketmaster's global online and mobile channel, the venue's box office (open on event days only), direct enterprise suite sales, and an emerging pa.exchange marketplace storefront for self-serve luxury suite booking. Marketing channels include the snhuarena.com website, an email newsletter subscription flow, and organic social on Twitter, Facebook, and Instagram. Anchor commercial partnerships include SNHU (naming rights), Coca-Cola (exclusive beverage), and Sam Adams/Boston Beer Company (VIP lounge naming).

Name

SNHU Arena

Legal name

SNHU Arena

Website

https://snhuarena.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

SNHU Arena is a privately held, multi-purpose entertainment venue in Manchester, New Hampshire, managed by Legends Global, hosting 50+ concerts, sports, family, and comedy events annually for up to ~11,770 guests. Tickets are sold exclusively through Ticketmaster mobile, with premium hospitality revenue from luxury suites, VIP Club, Sam Adams Lounge, VIP parking, and on-site concessions serving both corporate and consumer customers across New England.

Ownership category

akta.pro rank

Product category

Live Entertainment Venue

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Spectator Sports (7112)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Arenas & Indoor Sports Centers (MPAKAEAB)

akta.pro secondary industries

Arena & Stadium Operations (Large-Capacity Venues) (MPAGALAA), Venue Food, Beverage & Hospitality Operations (Concessions, Catering, Premium Seating) (MPAGALAN), Concession & Stadium / Arena Catering (THAFAIAG)

Keywords

• Live entertainment venue
• Event hosting services
• Premium hospitality suites
• Sports arena operations
• Concert venue management

Headquarters

HQ city

Manchester

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Supply Chain, Marketing or Sales

Revenue model

1. Ticket Sales: Primary revenue stream from ticket sales for concerts, sports events, family shows, and wrestling events. Tickets sold through Ticketmaster platform and venue box office.
2. Premium Experiences (Luxury Suites & VIP Club): Revenue from annual or multi-year premium plans, custom event packages, ticket banks, and one-time luxury suite rentals. Includes dedicated attendant service, customizable catering, private restrooms, and priority access.
3. Sam Adams Lounge Access: VIP lounge experience with full bar and snack service. Lounge passes can be added to any event ticket for express bar service and premium stage views.
4. VIP Parking: Prepaid parking passes for VIP lot located at corner of Lake Ave and Chestnut Street, steps away from arena rear entrance.
5. Concessions & Food & Beverage: On-site food and beverage sales. Venue has 38 draft beer towers and 38 cash registers. 100% bottled soda. 26 permanent concession stands plus 12 potential portable beer stands.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

SNHU Arena is a multi-purpose entertainment arena in Manchester, New Hampshire that hosts concerts, sports events (hockey, basketball), family shows, comedy, and wrestling, with seating capacities ranging from 10,019 to 11,770 depending on configuration. The venue sells tickets through Ticketmaster and its box office, and offers premium experiences including luxury suites, a VIP Club, the Sam Adams Lounge, and VIP parking passes. Managed by Legends Global (under ASM Global), the facility runs over 50 events annually featuring global entertainers and sports franchises.

Product overview

SNHU Arena is a physical event venue (concert arena/sports facility) in Manchester, NH offering event hosting services as its core product, with premium experience add-ons including Luxury Suites, VIP Club, Sam Adams Lounge, and VIP Parking. The venue is managed by Legends Global and hosts over 50 events annually featuring concerts, sports, wrestling, and comedy performances. Ticketing is handled exclusively through Ticketmaster's mobile platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Luxury Suites Private luxury suites available for individual events or annual/multi-year plans, accommodating up to 16 guests with customizable catering, dedicated in-suite attendant, and private restrooms, suited for corporate entertainment or personal celebrations.
• VIP Club Exclusive reserved seating area on the upper concourse between sections 206 and 207, featuring private bar and lounge access with priority access to concerts and events.
• Sam Adams Lounge Intimate VIP experience located on the main concourse featuring full bar and snack service with premium stage views and express bar service. Lounge passes can be added to event tickets.
• VIP Parking Prepaid parking passes for the VIP Parking Lot located at the corner of Lake Ave and Chestnut Street, providing quick access near the arena's rear entrance.
• Mobile Ticketing Digital ticket delivery via Ticketmaster Mobile Delivery enabling entry using mobile phone, ticket management, transfer functionality, and Safetix encrypted auto-refreshing barcode technology.
• Event Hosting Event venue hosting concerts, sports events, wrestling, comedy shows, and family entertainment, with seating capacities ranging from 10,019 to 11,770 depending on event configuration.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• ASM GlobalcoreStrategic or Co-development Partner · 15 November 2001ASM Global is the venue management company operating SNHU Arena. They are one of the world's leading venue management companies overseeing facilities globally.
• Legends GlobalcoreStrategic or Co-development Partner · 15 November 2001Legends Global is a Legends managed facility. They provide venue management services for SNHU Arena, handling operations and guest services.
• TicketmastercoreChannel Partner/ Reseller/ DistributorPrimary ticketing partner for SNHU Arena. Provides online ticket sales platform, mobile ticketing with Safetix technology, and event distribution. Handles refunds, exchanges, and customer support for ticket purchases.
• Southern New Hampshire University (SNHU)coreOthersNaming rights sponsor for SNHU Arena. SNHU is a major regional university providing significant brand visibility and sponsorship support for the venue.
• Coca-ColaminorOthersOfficial beverage sponsor. Venue has 5 Coca-Cola vending machines for public use and serves Coca-Cola products at concession stands.
• Sam Adams (Boston Beer Company)minorOthersSam Adams Lounge named after Sam Adams beer brand. Provides branded VIP lounge experience with full bar and snack service on the main concourse.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• XL Center: Hartford, CT multi-purpose arena of comparable size (~15,000 capacity) hosting AHL hockey (Wolf Pack), UConn basketball, and concerts. Directly comparable as a mid-size New England arena with similar event mix and capital intensity.
• Amica Mutual Pavilion: Providence, RI arena (~12,400 capacity) hosting Providence Bruins (AHL), Providence Friars basketball, and touring concerts. Closely comparable in size, regional positioning, and tenant/event profile to SNHU Arena.
• DCU Center: Worcester, MA arena (~14,800 capacity) hosting Worcester Railers (ECHL) and a similar mix of concerts, comedy, and family shows. Comparable mid-tier New England venue with overlapping draw radius.
• MassMutual Center: Springfield, MA arena (~6,700–8,000 capacity for hockey, expandable) operated by MGM Resorts. Comparable mid-size New England venue hosting AHL Springfield Thunderbirds and concerts, similar premium-experience model.
• Tsongas Center: Lowell, MA multi-purpose arena (~6,500 capacity) hosting UML River Hawks hockey and concerts. Comparable in size class and New England market positioning, though somewhat smaller than SNHU.
• Mohegan Sun Arena at Casey Plaza: Wilkes-Barre, PA arena (~8,000–10,000 capacity) hosting Wilkes-Barre/Scranton Penguins (AHL) and concerts. Comparable mid-tier arena with similar tenant and event profile to SNHU.
• GIANT Center: Hershey, PA arena (~10,500–12,000 capacity) hosting Hershey Bears (AHL) and concerts. Closely comparable in size, configuration flexibility, and Hershey Entertainment's branded entertainment ecosystem.
• Cross Insurance Center: Bangor, ME arena (~8,500 capacity) hosting University of Maine hockey and concerts. Comparable in size and tier to SNHU, sharing the northern New England market and operated by an affiliated venue-management group.

Regional players

• Webster Bank Arena: Bridgeport, CT arena (~10,000 capacity) hosting Bridgeport Islanders (AHL) and concerts. Comparable in size and tier to SNHU Arena but serves a separate Connecticut market rather than direct competition.

Broad incumbents

• TD Garden: Boston, MA flagship arena (~19,000 capacity) operated by Delaware North, home to Bruins (NHL) and Celtics (NBA). Represents the dominant regional incumbent that competes for premium tour routing against mid-size venues like SNHU Arena.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/snhuarena_nh
• Facebookfacebook.com/snhuarena
• Instagraminstagram.com/snhuarena
• LinkedInlinkedin.com/company/snhu-arena

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 SNHU Arena