What Toyota Arena does

Toyota Arena is a 225,000-square-foot, multi-purpose entertainment venue located on a 37-acre site in Ontario, California, owned by the City of Ontario and operated by Legends Global. The facility seats 11,089 for concerts in end-stage configuration, 10,832 for basketball, and 9,736 for hockey and soccer, and it has hosted more than 125 events annually since opening in 2008. It is the largest and most modern arena in the Inland Empire, serving a regional catchment of over 4.3 million residents, and is the home venue for the Ontario Reign (AHL hockey, the Los Angeles Kings affiliate) and the Empire Strykers (MASL indoor soccer). Premium amenities include 36 luxury suites, Skybox Suites, Concourse Suites, Sky Bar Seating, and the Soboba VIP Lounge, supported by 3,500+ on-site parking spaces and a cashless point-of-sale environment.

The underlying platform is a fixed-asset venue plus a layered set of contracted revenue streams: event ticketing sold exclusively through Ticketmaster and AXS, premium seating and private-event rentals sold via in-house sales teams, sponsorship and naming-rights deals, and concession sales operated through co-branded outlets with partners including Coca-Cola, Anheuser-Busch, Michelob Ultra, Modelo, Estrella Jalisco, Soboba Casino Resort, Raising Cane's, and Hoffy's. The go-to-market motion is event-driven: book tours, leagues, and one-off private bookings, then monetize the guest base through ticket sales, in-arena F&B, and ancillary services such as parking, VIP lounges, and an Influencer Program.

The venue monetizes across five distinct revenue streams: (1) transaction-fee event ticketing under an 8-ticket-per-customer limit, (2) premium seating and suite rentals sold on multi-year contracts at quote-based pricing, (3) sponsorships and entitlements (naming rights, signage, activations), (4) cashless food and beverage sales through co-branded concession stands, and (5) professional-services revenue from corporate, wedding, and social-event bookings. Customer segments are hybrid: general consumers buying individual event tickets, corporate/B2B buyers purchasing suites, sponsorships, and private events, professional sports teams anchoring the calendar, and non-profit/community partners utilizing the venue for fundraising. Marketing is multi-channel, combining a website, the Empire Pulse newsletter, Ticketmaster/AXS as the bottom-of-funnel transactional layer, an influencer program, social channels managed by Legends Global, and a GOCAL regional tourism partnership that bundles arena events with local hotel discounts.

Name

Toyota Arena

Legal name

Toyota Arena

Website

https://toyota-arena.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

251–500 employees

Short description

Toyota Arena is a 225,000-square-foot, 11,000-seat multi-purpose entertainment venue in Ontario, California, owned by the City of Ontario and operated by Legends Global, hosting 125+ concerts, family shows, and sporting events annually for a 4.3-million-person Inland Empire catchment.

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), Performing Arts, Spectator Sports, and Related Industries (711)

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), Arenas & Indoor Sports Centers (MPAKAEAB), VIP Hospitality & Client Entertainment (Boxes, Suites, Hosted Experiences) (MPAGAHAG)

Keywords

• Live entertainment venue
• Multi-purpose arena
• Event hosting services
• Premium sports seating
• Arena food beverage

Headquarters

HQ city

Ontario

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, Supply Chain

Revenue model

1. Event Ticketing: Revenue generated from ticket sales for concerts, sporting events, family shows, and special events through Ticketmaster and AXS platforms. The arena operates with a strict 8-ticket limit per customer.
2. Premium Seating and Suites: Revenue from luxury suite rentals, Skybox Suites, Concourse Suites, and Sky Bar Seating. Premium guests receive VIP perks including private entrances, plush seating, in-suite catering options, and exclusive Soboba VIP Lounge access.
3. Sponsorships and Partnerships: Branding partnerships including naming rights (Toyota), entitlement opportunities, premium signage, specialty activations, and custom partner opportunities for brands seeking exposure at the venue.
4. Food and Beverage Sales: Concession revenue from multiple food and beverage outlets including Michelob Ultra Bar, Modelo Mercado, Estrella Jalisco Cantina, Dawg Gone, Urban City Taqueria, The Pizza Joint, Good Guy's Bar, and Fuel Station. The venue serves Coca-Cola products and operates as a cashless facility.
5. Private Events and Rentals: Revenue from booking the arena and meeting spaces for corporate gatherings, holiday parties, weddings, and social events. The venue offers flexible space configurations with cutting-edge technology and customizable catering menus.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

Toyota Arena is a 225,000-square-foot multi-purpose entertainment venue in Ontario, California, hosting over 125 events annually including concerts, family shows, sporting competitions, and private functions. It is home to the Ontario Reign (AHL) and Empire Strykers (MASL) professional sports teams, and offers 36 luxury suites, premium seating options, full-service food and beverage concessions, and private event booking for corporate and social gatherings.

Product overview

Toyota Arena is a premier multi-purpose venue operated by Legends Global that offers a comprehensive entertainment platform combining live event hosting, premium seating experiences, and hospitality services. The core product is the 225,000-square-foot arena facility hosting over 125 events annually including concerts, family shows, and sporting competitions. Premium seating options include Skybox Suites, Concourse Suites, and Sky Bar Seating, complemented by the exclusive Soboba VIP Lounge for enhanced hospitality experiences. The venue serves as home to two professional sports teams (Ontario Reign hockey and Empire Strykers soccer), while also offering private event booking for corporate gatherings, weddings, and social occasions. Supporting services include in-house food and beverage operations, comprehensive parking facilities, ticketing through Ticketmaster and AXS platforms, and community programs like the Influencer Program and Empire Pulse newsletter.

Differentiator

Problem solved

Functional benefit

Brands

• Soboba VIP Lounge: An upscale VIP lounge located between sections 103 and 104, featuring plush seating, LED TVs, private cash bar, light bites, and outdoor patio with fire pit and mountain views.

Products and services

• Toyota Arena Premier multi-purpose sports and entertainment venue in Ontario, California spanning 225,000 square feet with capacity for over 11,000 guests, hosting concerts, family shows, and sporting competitions.
• Soboba VIP Lounge Upscale exclusive lounge between sections 103 and 104 featuring plush seating, LED TVs, private cash bar, light bites, and outdoor patio with fire pit and mountain views. Available to suite ticketholders and those purchasing lounge add-on passes.

Quantifiable outcome

• Serves Inland Empire region of over 4.3 million people
• +1 more outcomes

Named customers10 records

Segments4 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

Partnerships

18 partnerships are on record, tiered core, major and standard.

• City of OntariocoreOthers · 1 January 2008City of Ontario is the owner of Toyota Arena. The 37-acre venue is located in the heart of Ontario and represents a significant public asset for the community. The city partners with Legends Global for venue operations and hosts community events including the World Cup Watch Party.
• Legends GlobalcoreStrategic or Co-development Partner · 1 January 2008Legends Global is the premier operator of Toyota Arena, delivering fully integrated solutions including venue management, sales, partnerships, hospitality, merchandise, and content & booking. Legends operates over 450 venues and 20,000 events annually, serving 165 million guests worldwide.
• ToyotacoreOthersToyota holds the naming rights for Toyota Arena. The partnership provides primary brand identity for the venue as a premier Southern California entertainment destination.
• U.S. BankmajorOthersU.S. Bank is the naming sponsor for the Box Office at Toyota Arena. The U.S. Bank Box Office is located on the East side of the venue and serves as the primary in-person ticketing location.
• Soboba Casino ResortmajorGTM or Marketing PartnerSoboba Casino Resort sponsors the exclusive Soboba VIP Lounge at Toyota Arena. Located between sections 103 and 104, the lounge offers plush seating, LED TVs, private cash bar, light bites, and outdoor patio with fire pit and mountain views. Soboba Lounge passes are available for purchase for ticketed events.
• Michelob UltramajorGTM or Marketing PartnerMichelob Ultra sponsors the Michelob Ultra Bar at Toyota Arena, located just steps from the main entrance. This is the ultimate pre-event refreshment destination for guests.
• ModelomajorGTM or Marketing PartnerModelo sponsors the Modelo Mercado concession stand located on the North East side of the arena between sections 105 & 106. Offers a variety of beers with grab-and-go convenience.
• Coca-ColamajorGTM or Marketing PartnerCoca-Cola is the exclusive beverage provider for Toyota Arena, serving Coca-Cola beverage products including water, sports/energy drinks, and coffee throughout the venue.
• Anheuser-BuschmajorGTM or Marketing PartnerAnheuser-Busch is a sponsor partner at Toyota Arena, providing beer and alcoholic beverage options including Michelob Ultra, Budweiser, and related products.
• Don JuliostandardGTM or Marketing PartnerDon Julio is a tequila brand partner at Toyota Arena, featured among the alcoholic beverage options at the venue.
• Bulleit BourbonstandardGTM or Marketing PartnerBulleit Bourbon is a spirits brand partner at Toyota Arena, featured among the alcoholic beverage options at the venue.
• Estrella JaliscostandardGTM or Marketing PartnerEstrella Jalisco sponsors the Estrella Jalisco Cantina located adjacent to section 114 near the main entrance, offering a wide selection of alcoholic and non-alcoholic beverage options.
• Hoffy'sstandardGTM or Marketing PartnerHoffy's is a local food partner at Toyota Arena, providing catering and food services for events at the venue.
• Raising Cane'sstandardGTM or Marketing PartnerRaising Cane's is a food partner at Toyota Arena, featured among the concession options available to guests.
• GOCAL (Greater Ontario Convention & Visitors Bureau)majorStrategic or Co-development PartnerGOCAL is the local tourism bureau partnering with Toyota Arena for regional marketing. The partnership includes the GO Summer campaign featuring hotel partnerships with Azure Hotel & Suites, Comfort Suites Ontario Airport, Courtyard by Marriott, Hampton Inn & Suites, Hyatt Place Ontario Airport, Hyatt House Ontario Airport, and Towne Place Suites Ontario Airport with exclusive discounts for arena event attendees.
• The GOAT (Microtransit Service)standardStrategic or Co-development PartnerThe GOAT is a local microtransit service providing free rides to Toyota Arena for guests of hotels in the Greater Ontario region. This partnership supports sustainable transportation options for arena visitors.
• Metrolink TrainsstandardStrategic or Co-development PartnerMetrolink provides train service via the San Bernardino Line to Ontario-East Station, with Toyota Arena accessible via short rideshare or local transit from the station.
• Omnitrans BusstandardStrategic or Co-development PartnerOmnitrans Bus Routes serve stops near Toyota Arena, providing public transit access for arena guests.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Acrisure Arena: Newer (~11,000 capacity) Coachella Valley arena in Greater Palm Springs. Comparable size, similar AHL hockey home-tenant model (Coachella Valley Firebirds), and competing for regional entertainment dollars within a defined radius of Toyota Arena.
• Kia Forum (The Forum): Reopened mid-size arena in Inglewood, CA (capacity ~17,500). Operated by AEG, hosts similar concert/family-show programming targeting the broader LA basin - directly competing for the same touring artist routing decisions as Toyota Arena.
• Honda Center: Multi-purpose arena in Anaheim, CA, approximately 30 miles from Toyota Arena. Comparable in size (~18,000 capacity), arena-style multi-event programming, and home to the Anaheim Ducks (NHL) - the largest competing AHL/NHL-caliber venue in the immediate Orange County/Inland Empire corridor.
• Dickies Arena: Fort Worth, TX multi-purpose arena (~14,000 capacity). Comparable size, premium seating structure, family-show and touring artist programming in a mid-size metro - one of the clearest US analogues for live-event revenue profile.
• BOK Center: Tulsa, OK multi-purpose arena (~19,000 capacity). Highly comparable operating footprint: ASM-managed, broad concert/family-show/sports programming, suite and club seating monetization - provides a useful non-Coastal benchmark for venue P&L economics.
• Mechanics Bank Arena: Multi-purpose arena in Bakersfield, CA with approximately 10,000 capacity. Comparable mid-size arena tier, similar family-show and minor-league sports programming, also publicly owned and operated by a third-party venue management firm.

Broad incumbents

• Intuit Dome: Newly opened (2024) ~18,000-seat NBA arena in Inglewood, home of the LA Clippers. Represents the newest direct competitive threat for touring entertainment and premium corporate hospitality in the SoCal market.
• Crypto.com Arena: Flagship SoCal arena operated by AEG in downtown LA (capacity ~20,000). Home to Lakers (NBA), Clippers (NBA pre-Intuit Dome), Kings (NHL), and Sparks (WNBA); sets the competitive ceiling for concerts and sporting events that might otherwise route through Toyota Arena.

Regional players

• Golden 1 Center: Sacramento Kings' NBA arena and surrounding mixed-use district. Sets benchmarks for premium hospitality, F&B revenue per attendee, and integrated venue-district monetization relevant to mid-tier arena operators like Toyota Arena.
• SAP Center: San Jose-based NHL arena (~17,500 capacity), home to San Jose Sharks. Operates with comparable AHL tenant (San Jose Barracuda), premium suite and sponsorship programming - serves as a Northern California comparable for venue economics and booking strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ToyotaArena
• Facebookfacebook.com/toyotaarena
• LinkedInlinkedin.com/company/toyotaarena

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 Toyota Arena