Sames Auto Arena

What Sames Auto Arena does

Sames Auto Arena is a 178,000 sq ft multipurpose entertainment venue in Laredo, Texas, opened in 2002 with up to 10,000 seats (end-stage concerts 9,622; ice hockey 8,065; basketball 8,665) and the largest indoor convention floor in South Texas at 32,000 sq ft of continuous open space. The facility was developed by Arena Ventures LLC and built with $36.5 million in public funding from a voter-approved quarter-cent sales tax; the City of Laredo owns the asset on a 25-acre site, while ASM Global — a manager of 300+ venues across five continents — runs day-to-day operations, concessions, scheduling, ticketing, and marketing. Sames Auto Group, in business since 1910, holds the naming rights.

The venue operates an event-driven, multi-stream business model: ticket sales via Ticketmaster and on-site box office (with no convenience fees at the physical window), exclusive on-premise food and beverage concessions (eight stands, Budweiser, Pepsi, Igloo's Cantina), full-service catering by Savor Catering, 14 luxury suites for rent, an annual VIP membership program with pre-sale access and club-level seating, VIP and general parking for 2,000+ vehicles, private event rentals (galas, corporate meetings, banquets), and B2B sponsorship packages managed by Marketing Director Anissa Treviño. Group sales are handled through an in-house team (956-791-9192), and a Visit Laredo partnership extends reach into the cross-border tourism market.

The arena addresses a structural gap: it is the only modern multipurpose venue within a 2-hour radius, serving roughly 6.5 million inhabitants across South Texas and Northern Mexico, with 17.6 million vehicles and 6 million Mexican tourists crossing the border annually. The 2026 calendar (Grupo Frontera, MaskedMania, Sin Bandera, Steve Treviño, Franco Escamilla, Yandel, Tucanes de Tijuana, Laredo International Sister Cities Festival) shows active programming targeted at the bilingual regional audience. The site navigation also references Uni-Trade Stadium, signaling expansion of the operational footprint beyond the original arena.

Name

Sames Auto Arena

Legal name

Sames Auto Arena

Website

https://samesautoarena.com

Company type

Private

Founded year

2002

Operating status

Operating

Short description

Sames Auto Arena is a 10,000-seat, 178,000 sq ft City of Laredo-owned multipurpose venue in Laredo, Texas, managed by ASM Global. It serves as the only modern entertainment and convention facility within a 2-hour radius for 6.5 million residents of South Texas and Northern Mexico.

Ownership category

akta.pro rank

Product category

Live Entertainment Venue and Event Hosting

NAICS

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

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), Concession & Stadium / Arena Catering (THAFAIAG)

Keywords

• Multipurpose arena venue
• Live event hosting
• Sports entertainment facility
• Convention and trade shows
• Premium suite rentals

Headquarters

HQ city

Laredo

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales: Primary revenue from ticket sales for concerts, sporting events, family shows, and other entertainment events. Tickets sold through box office and Ticketmaster.
2. Food and Beverage Concessions: Exclusive rights over all food and beverage sold on premises. Includes eight concession stands, beer selections (Budweiser), Pepsi products, and specialty items like Igloo's Cantina frozen daiquiris, margaritas, and coladas.
3. Catering Services: Full-service catering provided by Savor Catering through the Sames Auto Arena. Offers elegant galas to casual events with border favorites and special orders.
4. VIP Membership Program: Annual memberships providing exclusive pre-sale access, VIP entrance, VIP parking, club level seating, and other benefits.
5. Sponsorship Revenue: Permanent signage and event sponsorships available. Sponsorship contact is Anissa Treviño, Marketing Director.
6. Suite Rentals: 14 luxury suites available for private rental with concierge service and amenities.
7. Parking Fees: VIP parking available for purchase. General parking included with admission ticket.
8. Private Event Rental: Venue rental for private events including galas, corporate meetings, banquets, birthday celebrations, and charitable events.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels9 records

Core offering

Sames Auto Arena is a 178,000 square foot, 10,000-capacity multipurpose arena in Laredo, Texas that rents its facility for concerts, sporting events, family shows, ice shows, conventions, trade shows, and civic events. Revenue is generated through event-driven ticket sales, in-house food and beverage concessions, full-service catering, 14 luxury suite rentals, annual VIP memberships, corporate sponsorships, and private event rentals. The venue is owned by the City of Laredo, developed by Arena Ventures LLC, and operated by ASM Global.

Product overview

Sames Auto Arena is a multipurpose entertainment venue in Laredo, Texas, operated by ASM Global. The venue offers a comprehensive suite of event hosting services centered around its 178,000 square foot arena facility with up to 10,000 seating capacity. The core offering is event venue rentals for concerts, sports, family shows, ice shows, conventions, and private functions, supported by ancillary services including box office ticketing via Ticketmaster, VIP membership programs, suite rentals, and full-service catering through Savor Catering. The venue features 14 luxury suites, club level seating, a Club Annex (500-2,000 capacity), and over 2,000 parking spaces. Booking and ticketing are managed through Ticketmaster with limited direct box office sales, while membership programs provide exclusive pre-sale access and premium seating options.

Differentiator

Problem solved

Functional benefit

Products and services

• Event Venue Rentals Multipurpose 178,000 sq ft arena facility available for concerts, sporting events, family shows, ice shows, conventions, trade shows, and civic events. Offers flexible seating configurations from full house (9,622 capacity for end stage concerts) down to quarter house events, 14 luxury suites, club level seating, and 32,000 sq ft of continuous open floor space.
• Private Events Full-service venue rental for private functions including galas, corporate meetings, banquets, board meetings, birthday celebrations, anniversaries, and charitable events. Includes in-house catering services managed by Savor Catering and use of meeting rooms and the Club Annex.
• Box Office Services
• VIP Member Program
• Suite Rentals
• Catering Services
• Club Annex
• Sponsorship Opportunities

Quantifiable outcome

• Economic impact exceeds $100 million annually to local community
• +2 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Arena Ventures LLCcoreStrategic or Co-development Partner · 1 January 1999Developer of the Sames Auto Arena. Led by businessman Glenn Hart who identified the market opportunity for a modern entertainment venue in South Texas. Arena Ventures LLC partnered with the City of Laredo to build the $36.5 million facility and donated the 25-acre site to the city.
• City of LaredocoreStrategic or Co-development PartnerFunded the $36.5 million project through a one-quarter percent sales tax increase approved by voters on August 12, 2000. Groundbreaking took place in June 2001. Facility sits on property donated by Arena Ventures.
• ASM GlobalcoreStrategic or Co-development PartnerWorld's leading venue management and services company overseeing all aspects of the arena including operations, concessions, scheduling, ticketing, and marketing. Formed by combination of AEG Facilities and SMG, with portfolio of 300+ prestigious venues across five continents.
• Legends GlobalminorStrategic or Co-development PartnerManagement company affiliated with the arena. Provides operational expertise and services.
• TicketmastercoreChannel Partner/ Reseller/ DistributorPrimary online ticketing platform for Sames Auto Arena events. Handles ticket sales and distribution.
• Savor CateringminorImplementation/ SI/ Consulting PartnerFull-service catering provider for the Sames Auto Arena, offering elegant galas to casual events with border favorites and special orders prepared by executive chef.
• El Metro / City of LaredominorChannel Partner/ Reseller/ DistributorEl Lift paratransit service for guests with disabilities, providing curb-to-curb transportation with accessible vans equipped with hydraulic lifts and wheelchair tie-downs.
• Visit LaredominorGTM or Marketing PartnerLocal tourism organization partnered for visitor promotion and cross-marketing to attract tourists to the arena.
• Sames Auto GroupcoreOthersNaming sponsor of the arena. Sames Auto Group has been in business since 1910.
• Masked RepublicminorStrategic or Co-development PartnerIntegrated live event, merchandising and media organization centered in lucha libre. Founded by Ruben Zamora, headquartered in San Diego with offices in San Francisco, Las Vegas, Mexico City, and London. Provides authentic lucha libre Mexicana events.
• UTA (United Talent Agency)minorChannel Partner/ Reseller/ DistributorRepresents Masked Republic for bookings. One of the most influential companies in global entertainment spanning talent representation, content production, and strategic advisory.

Scale indicators12 records

Recent moves7 records

Expansion highlights6 records

Others

• C3 Presents: Concert promoter behind Austin City Limits Music Festival and major U.S. tours; comparable as a live-entertainment counterpart that influences touring-route economics for regional arenas like Sames Auto Arena.

Broad incumbents

• Toyota Center: ~18,000-seat NBA arena in Houston operated by ASM Global; larger incumbent that captures premium touring acts, illustrating the touring-circuit hierarchy Sames sits below.
• Crypto.com Arena: Flagship ASM Global-managed arena in Los Angeles; comparable because the same management company operates Sames, providing booking leverage and operational benchmarking against premier large-capacity venues.
• Frost Bank Center: ~18,000-seat arena in San Antonio operated by ASM Global as home of the San Antonio Spurs; larger incumbent venue on the same Texas touring circuit and a likely destination for acts that bypass smaller markets like Laredo.
• H-E-B Center at Cedar Park: ~8,700-seat multipurpose arena north of Austin hosting AHL hockey, concerts, and family shows; ASM-managed and a benchmark for Texas mid-size arena economics and premium-suite monetization.

Direct peers

• Payne Arena: ~6,800-seat multipurpose arena in Hidalgo, Texas targeting the same South Texas/Northern Mexico demographic with concerts, family shows, and sporting events; overlaps heavily with Sames' bicultural programming strategy.
• American Bank Center: Multipurpose arena in Corpus Christi, Texas of comparable ~10,000-seat capacity hosting concerts, family shows, and conventions; competes for the same South Texas touring-act circuit and corporate event bookings as Sames Auto Arena.
• Bert Ogden Arena: ~10,000-seat arena in Edinburg, Texas in the Rio Grande Valley, also managed by ASM Global, hosting concerts and sporting events; directly competes with Sames for South Texas regional touring and lucha libre programming.
• Don Haskins Center: ~12,000-seat arena on the UT El Paso campus serving a comparable border-region population with concerts, UTEP basketball, and family entertainment; useful comparable for binational market dynamics.

Regional players

• Auditorio Nacional: Premier ~10,000-seat indoor venue in Mexico City serving Mexican and Latin American touring acts; relevant for understanding cross-border artist routing and pricing that affects Sames' binational catchment.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/LaredoArena
• YouTubeyoutube.com/@SamesAutoArenaTX/videos
• Facebookfacebook.com/SamesAutoArena
• Instagraminstagram.com/samesautoarena/?hl=en
• LinkedInlinkedin.com/company/sames-auto-arena

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Sames Auto Arena