What Santander Arena does

Santander Arena is a privately-operated entertainment venue complex in downtown Reading, Pennsylvania, managed by Oak View Group (OVG) under a naming rights partnership with Santander Bank. The complex comprises two distinct venues: the flagship Santander Arena (700 Penn Street), an 8,800-seat concert venue and 7,200-seat hockey arena opened in September 2001, and the historic Santander Performing Arts Center (136 North 6th Street), a 1,700-seat theater dating to the 1870s. Across more than 20 years of operations, the venues have hosted over 2,800 events spanning concerts, sporting events, family shows, Broadway performances, and community gatherings.

The business operates an event-driven revenue model across multiple streams: ticket sales (via Ticketmaster and box office), cashless food and beverage concessions, corporate sponsorships, group sales (10+ tickets), and a growing portfolio of premium experiences including Loft Lounge seating, suite memberships, seat licenses, Priority Access Club annual membership ($50/year), and Dinner on the Mezz pre-show dining. Anchor tenancy by the Reading Royals (ECHL hockey, affiliate of the Philadelphia Flyers) and the Reading Symphony Orchestra provides a recurring event base, supplemented by touring acts brought in through major promoters (Live Nation, Peachtree Entertainment, AEG).

The venue went fully cashless in August 2021, accepts all major credit/debit cards and Apple Pay, and has invested in accessibility through a KultureCity partnership providing sensory inclusion services. Sponsorship and partnership operations are managed by dedicated personnel (Tammy Dahms, VP Corporate Partnerships; Jalyn Dueñas, group sales and premium experiences), reflecting an institutional approach to revenue diversification. The company is privately held with no venture capital or public equity funding, and revenue figures are not publicly disclosed.

Name

Santander Arena

Legal name

Santander Arena

Website

https://santander-arena.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

Santander Arena is a privately-operated entertainment venue complex in Reading, Pennsylvania, managed by Oak View Group, operating an 8,800-seat arena and a 1,700-seat performing arts center hosting concerts, sports, and live events for the Berks County region.

Ownership category

akta.pro rank

Product category

Live Entertainment Venue & Event Hosting

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Spectator Sports (7112), Performing Arts, Spectator Sports, and Related Industries (711)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Arena & Stadium Operations (Large-Capacity Venues) (MPAGALAA)

akta.pro secondary industries

Arenas & Indoor Sports Centers (MPAKAEAB), Concert Halls & Music Venue Operations (Symphony Halls, Recital Venues) (MPAGALAC), Event Operations & Venue Services (Box Office, FOH/BOH, Concessions) (MPAIAFAL)

Keywords

• Live entertainment venue
• Arena event hosting
• Premium hospitality suites
• Group ticketing services
• Sports and concerts

Headquarters

HQ city

Reading

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales: Primary revenue stream from ticket sales for concerts, sporting events, family shows, and community events across two venues. Tickets sold through Ticketmaster and box office.
2. Premium Experiences: Revenue from premium seating options including Loft Lounge tickets, suite memberships, seat licenses, and single night suite rentals. Also includes Priority Access Club membership ($50/year).
3. Food, Beverage & Concessions: Food and beverage sales from concessions stands throughout both venues. The venue went cashless in August 2021, accepting all major credit/debit cards and Apple Pay.
4. Sponsorships & Partnerships: Corporate sponsorship opportunities including in-arena signage, digital advertising, hospitality experiences, and custom promotions. Contact: Tammy Dahms, VP of Corporate Partnerships.
5. Group Sales: Group ticket sales for parties of 10 or more with discounted pricing, personalized service, and optional pre-show dining experiences.
6. Dinner on the Mezz: Pre-show dining experience at Santander Performing Arts Center featuring chef-crafted menus, complimentary wine, and upscale hors d'oeuvres as an add-on to event tickets.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Santander Arena operates two live entertainment venues in downtown Reading, Pennsylvania — an 8,800-seat arena (7,200 for hockey) opened in 2001 and a 1,700-seat historic performing arts center — hosting concerts, sporting events, family shows, Broadway productions, and community events. Revenue is generated through ticket sales via Ticketmaster, concessions, premium hospitality offerings (Loft Lounge, suites, seat licenses, Priority Access Club membership, pre-show dining), group sales, and corporate sponsorships, with the Reading Royals ECHL hockey team and Reading Symphony Orchestra as anchor tenants.

Product overview

Santander Arena operates two distinct entertainment venues in Downtown Reading, Pennsylvania: the Santander Arena (a 8,800-seat concert arena / 7,200-seat hockey venue opened in 2001) and the Santander Performing Arts Center (a 1,700-seat historic theater dating to the 1870s). The venue portfolio is complemented by premium hospitality experiences including Loft Lounge premium seating, Suite Memberships, Priority Access Club membership, Seat Licenses, Suite Rentals, and Dinner on the Mezz pre-show dining. The complex hosts the Reading Royals hockey team and offers group sales services for organizations. Ticket sales are handled through Ticketmaster. No software product, API, or developer platform is offered.

Differentiator

Problem solved

Functional benefit

Products and services

• Santander Arena Primary arena venue at 700 Penn Street, Reading, PA, seating up to 8,800 for concerts and 7,200 for hockey. Home to the Reading Royals (ECHL affiliate of the Philadelphia Flyers) and hosts concerts, sporting events, family shows, and community entertainment.
• Santander Performing Arts Center Historic theater venue at 136 North 6th Street, Reading, PA, holding 1,700 guests. Features a professional-grade sound system and advanced engineered acoustics, and serves as home to the Reading Symphony Orchestra and Broadway on 6th Street series.
• Loft Lounge Premium seating option on the suite level (third floor) with private entrance, premium food from the in-house culinary team, private bar, private restrooms, complimentary posters, and light snacks and beverages. Targets guests seeking an upscale concert and event experience.
• Suite Membership Private suite offering for entertaining clients, business community engagement, team rewards, or personal entertainment, with multiple suite options positioned both above and close to the action. Sold via direct sales contact.
• Priority Access Club Year-round all-access pass to events at Santander Arena and Santander Performing Arts Center. $50 for 365 days; includes priority ticket access before public on-sale, member-only presales, exclusive Membership ID, early access to premium experiences, member discounts on select shows and eligible group tickets, monthly Flash Sales, and a dedicated account manager.
• Seat Licenses Personal Seat License in Sections 116, 117, or 118 locking in premium seats for Reading Royals hockey and entertainment. Includes full Reading Royals season tickets plus exclusive year-round benefits.
• Suite Rentals Single-night suite rental offering premium seating, exclusive lounge access, and hospitality service for special occasions, cheering on teams, or hosting events.
• Dinner on the Mezz Pre-show dining experience at the Santander Performing Arts Center with a unique menu for each show, including complimentary wine, water, soda, upscale hors d'oeuvres, chef-attended carving and action stations, homemade soup, salad, pasta, entrees, and dessert. Sold as an add-on to event tickets.
• Group Sales Group ticketing service for parties of 10 or more, offering discounted pricing, minimal $10 processing fee per order, personalized customer service, locked-in group pricing for late additions, and optional on-site dining with dinner-and-show packages at the Performing Arts Center.

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered flagship, core and minor.

• Santander BankflagshipGTM or Marketing PartnerNaming sponsor of the Santander Arena. Santander Bank is a major Spanish banking group with significant presence in the US market.
• Oak View Group (OVG)coreOthersOVG is the venue management company operating Santander Arena. They handle employment, sponsorships, and overall venue operations.
• TicketmastercoreChannel Partner/ Reseller/ DistributorOfficial authorized ticketing platform for all events at Santander Arena and Santander Performing Arts Center. Only authorized ticket seller.
• LyftminorGTM or Marketing PartnerOfficial Rideshare Partner of Santander Arena. New users can use code SANTANDERARENA for 50% off first 2 rides.
• KultureCityminorStrategic or Co-development PartnerNonprofit organization partnered with the venue for sensory inclusion. Provides sensory bags, weighted lap pads, and accessibility resources for guests with sensory needs.
• Abilities In MotionminorStrategic or Co-development PartnerOrganization powering accessibility information on the venue website. Provides accessibility resources and information for patrons.
• Reading Parking AuthorityminorChannel Partner/ Reseller/ DistributorProvides event parking for the venue across multiple parking garages and lots in downtown Reading.
• DoubleTree by HiltonminorOthersOfficial hotel partner. Located adjacent to venue at 701 Penn Street. Offers accommodations for event attendees.
• Live NationcoreChannel Partner/ Reseller/ DistributorMajor concert promoter and live entertainment company that brings major acts to the venue.
• iHeart MediaminorGTM or Marketing PartnerMajor radio and media company, one of many local/regional sponsors listed on the partners page.
• Alvernia UniversityminorOthersLocal university partner listed on sponsors page.
• Penn State BerksminorOthersUniversity campus partner listed on sponsors page.

Scale indicators5 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• PPL Center: Multi-purpose arena in Allentown, PA (~10,000-seat capacity) hosting Lehigh Valley Phantoms (AHL) and concerts. Closest geographically and structurally comparable peer to Santander—both are mid-sized Pennsylvania arenas anchoring secondary markets, operated by venue-management groups, and competing for the same regional touring acts.
• Mohegan Sun Arena at Casey Plaza: ~8,000-seat arena in Wilkes-Barre, PA hosting the Wilkes-Barre/Scranton Penguins (AHL) and touring concerts. Nearly identical capacity, tenant model (minor-league hockey + concerts), and Pennsylvania-secondary-market positioning to Santander Arena.
• Giant Center: ~10,500-seat arena in Hershey, PA, home of the Hershey Bears (AHL). Operated by Hershey Entertainment & Resorts. Comparable mid-sized Pennsylvania arena with a deep regional tourism base (Hersheypark) and a similar live-entertainment calendar to Santander.
• American Music Theatre: ~1,600-seat performing arts venue in Lancaster, PA featuring Broadway-style shows, concerts, and family entertainment. Highly comparable to the 1,700-seat Santander Performing Arts Center in scale, programming format, and Southeast PA regional positioning.
• Hershey Theatre: ~1,900-seat historic theater in Hershey, PA offering touring Broadway, concerts, comedy, and family programming. Directly comparable to Santander Performing Arts Center in capacity, historic character, and Broadway-series programming model.
• Freedom Mortgage Pavilion: ~25,000-capacity outdoor amphitheater in Camden, NJ, operated by Live Nation. Comparable live-entertainment venue serving the Greater Philadelphia market—competes with Santander for concert dollars in the same metropolitan catchment area.

Broad incumbents

• Wells Fargo Center: ~19,500-seat arena in Philadelphia, home of the 76ers and Flyers. Major-tenant flagship that draws top-tier touring acts away from secondary-market arenas like Santander, making it the most consequential competitive incumbent in Santander's broader catchment.
• PPG Paints Arena: ~19,000-seat arena in Pittsburgh, home of the Penguins. Premier PA arena and the largest AHL-adjacent competitor; while geographically distant, it draws regional touring acts from the same promoter ecosystem (Live Nation/AEG) that supply Santander.

Others

• Oak View Group: National venue-management firm operating Santander Arena on behalf of the venue owner. Industry peer via shared platform economics—not a direct competitor, but a strategic partner whose portfolio growth affects Santander's touring content and sponsor leverage.
• Live Nation Entertainment: Global live-entertainment conglomerate that owns Ticketmaster and operates as both content promoter and venue owner. Partner to Santander (routed concerts, ticketing) but increasingly a competitor as it vertically integrates venue operations—a structural reference point for the consolidation trajectory Santander operates within.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/santanderarena
• Xx.com/santander_arena

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Santander Arena