South Okanagan Events Centre

What South Okanagan Events Centre does

The South Okanagan Events Centre (SOEC) is a 5,000-seat multi-purpose arena located in Penticton, British Columbia, built in 2008 and operated as part of a 400,000-square-foot complex that also includes the Penticton Trade and Convention Centre, the Okanagan Hockey Training Centre, and the historic Memorial Arena. The venue serves as the Okanagan region's primary mid-size sports and entertainment facility, positioned strategically along Highway 97 between Vancouver and Calgary, and is municipally owned by the City of Penticton while being professionally managed by Oak View Group.

SOEC's product surface centers on physical event hosting — concerts, junior hockey (the Penticton Vees BCHL team is the primary tenant), family shows, conventions, and recurring tournaments — supplemented by premium seating products (luxury suite rentals and sales, Penticton Toyota Club Seat Memberships), ancillary services (ice rentals, a free walking track, group sales), and community-facing programs (a Food and Beverage Fundraising Program for non-profits, Feed the Valley charity initiatives). Digital infrastructure is limited to the ValleyFirstTix.com third-party ticketing platform and the Cyber Club email membership program for presale access.

Revenue is generated across six streams: ticket sales (per-event unit pricing, ranging from $12 youth to $99 special events), premium seating and luxury suites (multi-year subscription contracts), food and beverage concessions (transaction fees, partly shared with non-profit fundraiser staffing), venue rentals and event hosting (one-time licensing for promoters and tournament organizers), corporate partnerships and sponsorships (advertising across signage, washroom, and exterior marquee inventory), and parking ($20 flat). Customer segments span general public attendees, music and hockey fans, event promoters, corporate clients, and non-profit partners. Recurring revenue is anchored by the Penticton Vees season, a 10-year CSSHL Western Championships hosting agreement, and multi-year corporate sponsorship contracts.

Name

South Okanagan Events Centre

Legal name

South Okanagan Events Centre

Website

https://soec.ca

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

251–500 employees

Short description

The South Okanagan Events Centre is a 5,000-seat multi-purpose arena in Penticton, BC, owned by the City of Penticton and managed by Oak View Group. It hosts concerts, Penticton Vees hockey, tournaments, and conventions as the Okanagan's primary regional sports and entertainment venue.

Ownership category

akta.pro rank

Product category

Sports & 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

Sports Venue Operations for Live Games (Stadiums/Arenas) (MPAGAMAG), Event Operations & Venue Services (Box Office, FOH/BOH, Concessions) (MPAIAFAL), Concession & Stadium / Arena Catering (THAFAIAG)

Keywords

• Sports and entertainment venue
• Event hosting services
• Concert ticketing platform
• Premium seating rentals
• Arena venue management

Headquarters

HQ city

Huntington Beach

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales: Primary revenue stream from concerts, sporting events, family shows, and special events. Tickets sold online through ValleyFirstTix.com and at the Valley First Box Office.
2. Premium Seating and Luxury Suites: Revenue from luxury suite rentals, suite sales, and Penticton Toyota Club Seat Membership Programs for corporate and premium seating experiences.
3. Food and Beverage: Concession stands and catering services operated during events, including fundraising programs for non-profit organizations that staff concession areas for commission.
4. Venue Rentals and Event Hosting: Revenue from hosting sporting tournaments (CSSHL Western Championships, Vancouver Canucks Young Stars Classic), conventions, and community events at the 400,000 sq ft SOEC Complex.
5. Corporate Partnerships and Sponsorships: Venue partnerships including inner bowl backlit signage, concourse signage, business balcony programs, event sponsorships, wall/pillar/floor decals, washroom advertising, and exterior marquee advertising along Highway 97.
6. Parking Services: General parking available for $20 (cash or card) on a first-come, first-served basis. Accessible parking complimentary with valid pass.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels10 records

Core offering

The South Okanagan Events Centre (SOEC) operates a 5,000-seat multi-purpose arena in Penticton, British Columbia, hosting concerts, junior hockey games (Penticton Vees), family shows, conventions, and community events. The venue is part of a 400,000 square foot complex that also includes the Penticton Trade and Convention Centre, Okanagan Hockey Training Centre, and Memorial Arena. Core offerings include event ticketing via ValleyFirstTix.com, premium seating (luxury suites and club seats), ice rentals, group sales, and venue sponsorship/advertising programs.

Product overview

The South Okanagan Events Centre (SOEC) operates as a multi-purpose 5,000-seat arena venue, offering event hosting services centered around its core physical venue product. The primary digital product is ValleyFirstTix.com for ticketing, supplemented by premium seating offerings including Luxury Suite Rentals, Luxury Suite Sales, and Penticton Toyota Club Seat Membership Programs. The venue serves as home to the Penticton Vees hockey team and hosts the annual CSSHL Western Championships. Additional offerings include Ice Rentals for skating and hockey activities, Group Sales services, a Walking Track, the Cyber Club membership for presale access, and Food and Beverage Fundraising Programs for non-profit organizations. The SOEC is part of a broader complex including the Penticton Trade and Convention Centre, Okanagan Hockey School Training Centre, and Memorial Arena, and is managed by Oak View Group.

Differentiator

Problem solved

Functional benefit

Products and services

• South Okanagan Events Centre (SOEC) Venue
• ValleyFirstTix.com Ticketing Platform
• Luxury Suite Rentals
• Luxury Suite Sales
• Penticton Toyota Club Seat Membership Programs
• Ice Rentals
• Group Sales
• Cyber Club Membership
• Food and Beverage Fundraising Program
• Event Parking Services
• SOEC Walking Track

Quantifiable outcome

• $6.725 million economic impact from 2025 CSSHL Western Championships
• +3 more outcomes

Named customers14 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

18 partnerships are on record, tiered core and minor.

• City of PentictoncoreStrategic or Co-development Partner · 1 January 2008The City of Penticton is the municipal owner of the SOEC Complex. The venue has been operating as a community gathering place since opening in 2008. The city partnership extends to hosting major events including CSSHL Western Championships through a 10-year agreement (with 5-year renewal option) involving Okanagan Hockey Group, Oak View Group, Travel Penticton, and the City of Penticton.
• Oak View Group (OVG)coreImplementation/ SI/ Consulting PartnerOak View Group, doing business as Spectra Venue Management (at time of source), is the professional venue management company overseeing SOEC operations. Dean Clarke serves as General Manager of SOEC Complex and Regional Vice President for Oak View Group. OVG manages the 5,000-seat South Okanagan Events Centre as part of its North American venue portfolio.
• Penticton VeescoreStrategic or Co-development PartnerThe Penticton Vees are the primary tenant hockey team at the SOEC, playing in the British Columbia Hockey League (BCHL). The partnership includes Feed the Valley charity initiatives, with 15 years of collaboration supporting local food insecurity causes.
• Okanagan Hockey Group / Okanagan Hockey SchoolcoreStrategic or Co-development PartnerOkanagan Hockey Group operates the Okanagan Hockey Training Centre as part of the SOEC Complex. Partnership includes hosting CSSHL Western Championships with a 10-year hosting agreement. 187 of 196 CSSHL games are held at Okanagan Hockey Training Centre, Memorial Arena, and SOEC.
• Valley First (First West Capital)coreGTM or Marketing PartnerValley First is the presenting sponsor for Feed the Valley and the exclusive ticket partner through ValleyFirstTix.com. Valley First Box Office operates at the SOEC for ticket sales. Valley First is a credit union serving the Okanagan, Similkameen, and Thompson valleys, demonstrating community commitment through this sponsorship.
• Cannery BrewingminorGTM or Marketing PartnerCannery Brewing partnered with SOEC for its 10-year anniversary to create the Power Chord Pilsner craft beer. A portion of proceeds is donated to Canadian Mental Health Association South Okanagan Similkameen (CMHA SOS) for local mental health services and support programs.
• New Country 100.7minorGTM or Marketing PartnerNew Country 100.7 is the presenting radio sponsor for the Dean Brody & The Reklaws Hometown Heroes Tour at SOEC. Partnership provides radio promotion and branding for country music events.
• MODO-LIVEminorGTM or Marketing PartnerMODO-LIVE is a co-presenting sponsor for Brit Floyd's The Moon, The Wall and Beyond tour at SOEC, along with Summit 800 and Palladium Entertainment.
• Summit 800minorGTM or Marketing PartnerCo-presenting sponsor for Brit Floyd's tour stop at SOEC, along with MODO-LIVE and Palladium Entertainment.
• Palladium EntertainmentminorGTM or Marketing PartnerCo-presenting sponsor for Brit Floyd's tour stop at SOEC, along with MODO-LIVE and Summit 800.
• MOVE RadiominorGTM or Marketing PartnerMOVE Radio is the presenting sponsor for the Flo Rida concert at SOEC in September 2024.
• F7 EntertainmentminorGTM or Marketing PartnerF7 Entertainment is the presenting sponsor for the Dropkick Murphys North America 2024 Tour at SOEC.
• Penticton Trade and Convention CentrecoreStrategic or Co-development PartnerPart of the SOEC Complex (400,000 sq ft), the Penticton Trade and Convention Centre hosts conventions, trade shows, and events like Dropkick Murphys concert. Managed by Oak View Group alongside the SOEC.
• Canadian Mental Health Association South Okanagan Similkameen (CMHA SOS)minorGTM or Marketing PartnerCharitable partner receiving donations from Power Chord Pilsner sales through SOEC-Cannery Brewing partnership to support local mental health programs.
• Penticton Salvation Army Food BankminorGTM or Marketing PartnerRecipient of Feed the Valley donations collected during Penticton Vees home games at SOEC, helping provide food support to local families.
• Sun FM / EZ Rock / Penticton Western NewsminorGTM or Marketing PartnerMedia partners for Key to the SOEC contest promotion, offering patrons a chance to win tickets to every event for one year.
• Peters Bros ConstructionminorGTM or Marketing PartnerSponsor providing free local children's tickets and $10 youth tickets for Penticton Vees games to support family access to hockey.
• Penticton ToyotaminorGTM or Marketing PartnerNaming sponsor for Penticton Toyota Club Seat Membership Programs at SOEC premium seating.

Scale indicators11 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Rogers Arena: ~19,000-seat arena in Vancouver, home to the Vancouver Canucks (NHL). Major-market incumbent that captures premium touring content and sponsorship dollars that might otherwise route through SOEC.
• Climate Pledge Arena: Flagship OVG-managed arena in Seattle. Sister OVG venue demonstrating the management platform's touring and operational scale, relevant as a reference point for SOEC's upside potential.
• Pacific Coliseum: Multi-purpose ~16,000-seat venue in Vancouver operated by the PNE. Larger BC venue that captures overflow family shows and events that might otherwise tour through interior BC venues like SOEC.

Direct peers

• Abbotsford Centre: 7,000-seat multi-purpose arena in Abbotsford, BC, home to the Abbotsford Canucks (AHL). Comparable mid-size BC arena hosting concerts, hockey, and family shows under similar operational economics.
• Brandt Centre: 6,000-seat arena in Regina, SK operated by OVG, home to the Regina Pats (WHL). Same OVG management platform as SOEC and a directly comparable mid-market WHL-hosting arena.
• Prospera Place: 6,000-seat arena in Kelowna, BC operated by GSL Group, hosting OHL Kelowna Rockets and similar concert/sports content. Closest geographic and capacity comparable to SOEC, serving the same Okanagan catchment.
• SaskTel Centre: 15,000-seat arena in Saskatoon, SK, operated by OVG. Larger Prairie market arena with similar OVG operating model and touring-content profile to SOEC.
• CN Centre: 5,000+ seat arena in Prince George, BC, home to the Prince George Cougars (WHL). Similar mid-size BC interior arena serving a regional market with comparable hockey and concert programming.
• Save-On-Foods Memorial Centre: 7,000-seat arena in Victoria, BC, home to the Victoria Royals (WHL). Same BC market, similar capacity tier, and similar concert/hockey programming mix as SOEC.

Regional players

• Sandman Centre: 5,000+ seat arena in Kamloops, BC, home to the Kamloops Blazers (WHL). Direct capacity and regional-BC comparable, although slightly further west and serving a distinct city market.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks4 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/ROCKtheSOEC
• Facebookfacebook.com/theSOEC
• Instagraminstagram.com/southokanaganeventscentre
• Xx.com/soec
• LinkedInlinkedin.com/company/south-okanagan-events-centre

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 South Okanagan Events Centre