NOW Arena
NOW Arena is an 11,800-seat multi-purpose venue in Hoffman Estates, Illinois, hosting concerts, family shows, sporting events, and corporate functions under management by Oak View Group and ownership by the Village of Hoffman Estates.
- Company typePrivate
- Founded2006
- HeadquartersHoffman Estates, United States
- Headcount251–500
- GTM typeB2C
- OfferingServices
What NOW Arena does
NOW Arena is an 11,800-seat multi-purpose entertainment, cultural, and sports venue located in Hoffman Estates, Illinois, in the northwestern Chicago suburb (Prairie Stone Business Park, immediately north of I-90 and west of Illinois Route 59). Opened in October 2006, the venue is owned by the Village of Hoffman Estates (a municipal government entity) and professionally managed by Oak View Group (OVG), an international venue management and hospitality company. The arena's product surface spans ticketed live events (concerts, family shows, sporting events), permanent tenancy by the Windy City Bulls (NBA G League affiliate of the Chicago Bulls), premium seating (68 luxury suites and 1,000 club seats), corporate and private event space rental (Arena Floor 17,000 ft², The Club 8,000 ft², Suite Lounge 1,750 ft²), on-site 4,700-space parking, and accessibility offerings including a KultureCity Sensory Room.
The business model is multi-stream and transaction-based. Revenue is generated through Ticketmaster-driven ticket sales (the primary ticketing platform) and the on-site Wintrust Box Office, single-event and annual suite rentals, per-event cashless parking, customizable corporate sponsorship packages (including I-90 digital billboard advertising and on-site activation), and event-space rental with in-house catering by Levy Restaurants. Customer segments are hybrid: consumer attendees (concerts, sports, family shows), corporate partners (sponsors and advertisers), corporate event planners (rental clients), and premium suite holders. Distribution runs through Ticketmaster online, the Wintrust Box Office, direct enterprise sales for premium seating and event space, ParkWhiz pre-pay parking, and a Lyft rideshare partnership.
The technology stack is conventional for a regional venue: mobile ticketing via Ticketmaster Account Manager (digital wallet required, screenshots not accepted), fully cashless payment acceptance (debit/credit plus Apple/Google/Samsung Pay) processed via Shift4, ParkWhiz online parking reservations, and partner integrations with KultureCity for accessibility services and Compass Group/Andy Frain for F&B and security staffing. Logistics coverage includes four official lodging partners and several restaurant partners. No proprietary AI, no proprietary mobile application, and no APIs or SDKs are documented; the venue operates on partner-led platforms rather than in-house software.
NOW Arena firmographics
Firmographics- Name
- NOW Arena
- Legal name
- NOW Arena
- Website
- https://nowarena.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- NOW Arena is an 11,800-seat multi-purpose venue in Hoffman Estates, Illinois, hosting concerts, family shows, sporting events, and corporate functions under management by Oak View Group and ownership by the Village of Hoffman Estates.
- Ownership category
- akta.pro rank
NOW Arena industry classification
Industry- Product category
- Live Entertainment Venue / Multi-Purpose Arena
- NAICS
- Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131)
- SIC
- Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Arena & Stadium Operations (Large-Capacity Venues) (MPAGALAA)
- akta.pro secondary industries
- Sports & Arena Event Venues (Stadiums, Arenas) (THAHAAAF), Venue Food, Beverage & Hospitality Operations (Concessions, Catering, Premium Seating) (MPAGALAN), Event Operations & Venue Services (Box Office, FOH/BOH, Concessions) (MPAIAFAL), Concession & Stadium / Arena Catering (THAFAIAG)
Keywords
Where NOW Arena is headquartered
LocationHeadquarters
- HQ city
- Hoffman Estates
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
NOW Arena business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Infrastructure, Operations, Marketing or Sales, Supply Chain, Technology or R&D
Revenue model
- Event Ticketing: Revenue from ticket sales for concerts, sporting events, family shows, and other entertainment events through Ticketmaster and the Wintrust Box Office. Ticket prices vary by event.
- Premium Seating (Suite Rentals): Revenue from single-event suite rentals (up to 21 guests) and annual suite packages that include tickets to all events and parking passes.
- Parking: Per-event parking fees (cashless) at the 3,200 on-site parking spots. Parking is free for Windy City Bulls games during 2024-25 season.
- Corporate Sponsorship: Customizable sponsorship and marketing partnerships including I-90 digital billboard advertising, on-site activation opportunities, event sponsorship, and digital advertising.
- Event Space Rental: Rental of event spaces including Arena Floor (17,000 ft²), The Club (8,000 ft²), and Suite Lounge (1,750 ft²) for corporate events, meetings, banquets, and receptions with Levy Restaurants catering.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Event tickets vary by show |
| Transaction based/ take rate | Pay-as-you-go | Group discounts available |
| Transaction based/ take rate | Pay-as-you-go | Parking per event |
| Other | Multi-year contract | Sponsorship packages custom |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels6 records
NOW Arena product offering
Product offeringCore offering
NOW Arena is an 11,800-seat multi-purpose live entertainment and sports venue that hosts concerts, sporting events, family shows, and corporate functions in Hoffman Estates, Illinois. Its core offerings are event ticketing (via Ticketmaster and the Wintrust Box Office), premium suite rentals (annual packages and single-event rentals accommodating up to 21 guests), and corporate event space rentals (Arena Floor, The Club, Suite Lounge) with on-site catering by Levy Restaurants. Additional services include pre-pay parking, mobile ticketing, cashless payment systems, and accessibility services including a KultureCity sensory room.
Product overview
NOW Arena is an 11,800-seat multi-purpose family entertainment, cultural, and sports center managed by Oak View Group. The venue operates a unified platform combining live event hosting with ticketing (via Ticketmaster), premium seating experiences (annual and single-event suites), corporate event space rentals (arena floor, Club, Suite Lounge with Levy Restaurants catering), and accessibility services (KultureCity sensory room, assistive listening devices). The venue hosts the Windy City Bulls NBA G League team, concerts, family shows, and community events with mobile ticketing, pre-pay parking via ParkWhiz, and group ticket discounts. Additional services include sponsorship partnerships, supplier diversity programs, and cashless payment systems. Seating capacity varies by event type: 3,000-6,000 for theater shows, 9,400 for football/hockey/lacrosse/soccer, 10,000 for basketball, and 11,800 for concerts.
Differentiator
Problem solved
Functional benefit
Products and services
- Live Event Hosting & Ticketing Multi-purpose arena hosting concerts, sporting events, family shows, wrestling events (e.g., New Japan Pro-Wrestling G1 Climax 36), volleyball tournaments (Volleyball Nations League), and community events. Tickets are sold via Ticketmaster and the Wintrust Box Office. Seating capacity is configurable (3,000-11,800) by event type. Designed for individual consumers seeking live entertainment.
- Premium Suite Rentals (Annual and Single-Event) Rental of 68 luxury suites — including 43 on suite level and 24 on concourse level — accommodating up to 21 guests per suite. Annual suite packages include tickets to all 24 Windy City Bulls home games plus all publicly ticketed events, with parking passes included. Single-event suite rentals available for individual events. Designed for corporate clients (client entertainment, employee rewards) and premium consumers seeking luxury hospitality.
- Corporate Event Hosting & Event Space Rentals Rental of event spaces including the Arena Floor (17,000 ft², accommodating 600+ people), The Club (8,000 ft², accommodating up to 250 people), and Suite Lounge (1,750 ft²) for corporate meetings, banquets, receptions, sales events, and private functions. In-house catering by Levy Restaurants with customizable menus. Designed for corporate event planners and organizations hosting business functions.
- Pre-Pay Parking via ParkWhiz Pre-pay parking reservation system at NOW Arena's 4,700 parking spaces via ParkWhiz, with a $5 discount for advance purchase. All parking is cashless, accepting only debit/credit cards. Parking is free for Windy City Bulls games during the 2024-25 season. Designed for individual event attendees and corporate visitors.
- Corporate Sponsorship & Marketing Partnerships Customizable sponsorship and marketing partnership program for corporate clients, including I-90 digital billboard advertising, on-site activation opportunities, event-specific sponsorships (e.g., fireworks, drone shows, kids zones), and digital advertising. Multi-year contract options available with dedicated sponsorship sales contact ((847) 648-2529). Designed for corporate marketing teams and brand managers seeking consumer engagement.
Quantifiable outcome
- Multiple event types accommodated: 3,000-11,800 seating capacity depending on configuration
- +2 more outcomes
Companies that use NOW Arena
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles4 records
NOW Arena technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
NOW Arena partnerships and signals
Strategic signalPartnerships
24 partnerships are on record, tiered core, flagship, strategic and minor.
- Oak View Group (OVG)coreOVG is the professional venue management company operating NOW Arena. They provide venue management, hospitality services, and operational expertise. OVG is an international venue development and hospitality company with offices worldwide.
- Village of Hoffman EstatescoreOwner of NOW Arena. The Village of Hoffman Estates owns the facility and partnered with OVG for professional management.
- Windy City BullscoreHome team at NOW Arena - Official G League affiliate of the Chicago Bulls. The venue hosts all 24 home games plus other team events. Annual suite holders receive tickets to all home games.
- TicketmastercorePrimary ticketing platform for NOW Arena events. Provides online ticket sales, mobile ticketing, ticket transfer capabilities, and venue-specific booking pages.
- WintrustflagshipNaming rights sponsor for the Wintrust Box Office at NOW Arena. Presenting sponsor of Live Entertainment at Northwest Fourth-Fest. Provides brand visibility and marketing support for venue events.
- Levy RestaurantscoreIn-house catering partner providing food and beverage services for events, corporate functions, and arena concessions. Expert staff provides menu customization for events.
- KultureCitystrategicNon-profit partner providing sensory room and sensory bags for guests with developmental disabilities. The sensory room features soft flooring, tactile wall hangings, bubble walls, and Yogibo bean bags.
- LyftminorRideshare partner providing transportation to NOW Arena. Partnership includes promotional linking and referral program.
- Reyes BottlingminorBeverage sponsor providing Coca-Cola products. Logo partner on venue website.
- NOW FoodsminorSponsor and logo partner. Named sponsor connection to NOW Arena brand.
- GrootminorSponsor presenting fireworks at Northwest Fourth-Fest event.
- Elgin Kia & Weck Auto GroupminorSponsor powering drone light show at Northwest Fourth-Fest event.
- T-FiberminorSponsor presenting free Kids Zone at Northwest Fourth-Fest.
- Hilton Garden Inn Hoffman EstatesminorOfficial lodging partner offering NOW Arena guest rates. Located at 2425 North Barrington Road, Hoffman Estates, IL 60195.
- Country Inn & Suites by RadissonminorOfficial lodging partner. Located at 2280 North Barrington Road, Hoffman Estates, IL 60010.
- Hyatt Place Hoffman EstatesminorOfficial lodging partner. Located at 2750 Greenspoint Parkway, Hoffman Estates, IL 60169.
- Best Western Schaumburg - O'Hare NWminorOfficial lodging partner. Located at 1730 East Higgins Road, Schaumburg, IL 60173.
- Hideaway Brew GardenminorRestaurant partner located across the street at 5510 Prairie Stone Parkway. Features outdoor entertainment, live music, and food/drinks.
- Rosati's PizzaminorRestaurant partner featuring authentic pizzas and Italian favorites made with real ingredients. Order online available.
- Rookies All-American Pub & GrillminorRestaurant partner. Located at 4607 West Higgins Road, Hoffman Estates.
- Compass GroupcoreFood & beverage opportunities provider for NOW Arena employment. Compass Group handles food service staffing at the venue.
- Andy Frain ServicescoreGuest services and security staffing provider for NOW Arena.
- Harper CollegeminorEducational institution sponsor with promotional banner on NOW Arena website.
- Daily HeraldminorLocal media sponsor. Logo partner on venue website.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
NOW Arena competitors and assessment
Company assessmentDirect peers
- Allstate Arena: Approximately 18,500-seat multi-purpose arena in Rosemont, IL - the closest direct competitor to NOW Arena, competing for the same touring concerts, family shows, and Chicago-metro live-event spend with a comparable suburban airport-adjacent location.
- Gas South Arena: Approximately 13,000-seat arena in Duluth, GA (suburban Atlanta) that programs concerts, family shows, and minor-league hockey with a comparable suburban location and amenity mix, including luxury suites and club seating.
- CURE Insurance Arena (Trenton): Approximately 10,000-seat arena hosting concerts, family entertainment, and minor-league sports in a mid-size market, providing a comparable revenue-mix benchmark for mid-tier U.S. multi-purpose arenas.
- Hertz Arena: Approximately 8,400-seat multi-purpose arena in Estero, FL that hosts concerts, hockey, and family shows, comparable to NOW Arena in capacity range and suburban mid-market positioning.
- Wintrust Arena: Approximately 10,000-seat multi-purpose arena in Chicago's South Loop operated under the Wintrust sponsorship umbrella, directly competing for mid-size concert, sporting, and family-show content in the same metro as NOW Arena.
- Broadmoor World Arena: Approximately 8,000-seat arena in Colorado Springs, CO operating with similar event programming (concerts, shows, minor-league sports) and premium seating inventory.
- Huntington Center (Toledo): Approximately 8,000-seat multi-purpose arena in downtown Toledo, OH that hosts concerts, family shows, and minor-league sports with comparable suite, club, and event-rental revenue structures.
- Vibrant Arena at The MARK: Approximately 12,000-seat multi-purpose arena in Moline, IL that books similar concert, family show, and minor-league sports content, providing a direct peer for mid-size Midwest suburban arena economics.
Broad incumbents
- NOW Arena (Oak View Group) — OVG-managed venue network: Oak View Group operates a portfolio of arenas including Climate Pledge Arena (Seattle), UBS Arena (Long Island), and Acrisure Arena; NOW Arena sits inside this network, making peer OVG venues the most direct operational and content-strategy comparables.
Regional players
- BMO Center (Rockford): Multi-purpose arena and convention complex in Rockford, IL that competes for regional touring content within Illinois and overlapping Chicago-metro drive-in audience, with similar mid-size capacity and event programming mix.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
NOW Arena social profiles
Digital presenceNOW Arena financial estimates
Financial estimateRevenue estimate
Valuation estimate
NOW Arena leadership team
Management profileNumber of profiles
NOW Arena funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
NOW Arena M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about NOW Arena
What does NOW Arena do?
NOW Arena is an 11,800-seat multi-purpose live entertainment and sports venue that hosts concerts, sporting events, family shows, and corporate functions in Hoffman Estates, Illinois. Its core offerings are event ticketing (via Ticketmaster and the Wintrust Box Office), premium suite rentals (annual packages and single-event rentals accommodating up to 21 guests), and corporate event space rentals (Arena Floor, The Club, Suite Lounge) with on-site catering by Levy Restaurants. Additional services include pre-pay parking, mobile ticketing, cashless payment systems, and accessibility services including a KultureCity sensory room.
Is NOW Arena a public or private company?
NOW Arena is a private company. It is classified as state government owned and is currently operating.
When was NOW Arena founded?
NOW Arena was founded in 2006. It employs 251 to 500 people.
Where is NOW Arena based?
NOW Arena is headquartered in Hoffman Estates, United States, in the North America region.
How does NOW Arena make money?
Five revenue lines are on record. Event Ticketing is the primary driver. The others are premium Seating (Suite Rentals), parking, corporate Sponsorship and event Space Rental.
Who are NOW Arena's main competitors?
Direct peers on record are Allstate Arena, Gas South Arena, CURE Insurance Arena (Trenton), Hertz Arena, Wintrust Arena, Broadmoor World Arena, Huntington Center (Toledo) and Vibrant Arena at The MARK. NOW Arena (Oak View Group) — OVG-managed venue network is listed as a broad incumbent. BMO Center (Rockford) is listed as a regional player.
Does NOW Arena have an API?
No public API is recorded for NOW Arena.
What industry is NOW Arena in?
NOW Arena's product category is Live Entertainment Venue / Multi-Purpose Arena. Its primary akta.pro industry code is MPAGALAA, Arena & Stadium Operations (Large-Capacity Venues), with a secondary code of THAHAAAF, Sports & Arena Event Venues (Stadiums, Arenas). Its NAICS code is 71131 and its SIC code is 7900.