SM Prime Holdings Inc. announced on Thursday that its newly opened SM Seaside Cebu Arena will host more than 20 shows this year, as the property developer seeks to tap into the growing demand for live events in the Visayas region. The lineup includes both local and international performers, stage productions, sporting competitions, and family-friendly attractions, with several acts making their first large-scale appearances in the area.
According to SM Prime president Jeffrey C. Lim, the venue is part of broader efforts to help Cebu gain a bigger share of the live entertainment market. Major events bring benefits that reach far beyond the arena itself, supporting tourism, hotels, transportation, retail businesses, and various local services as more visitors travel to the city. He added that the project also reflects changing consumer preferences seen since the pandemic, particularly among millennials and generation Z who place high value on experiences that create lasting memories, are easy to share on social media, and match their priorities around wellness and thoughtful spending.
Advancements in technology are also driving this growth, with digital ticketing services making access easier and modern venue systems delivering better sound, visuals, and overall production quality. In May, SM Prime partnered with global ticketing firm Ticketmaster to launch SM Ticketmaster, which replaces the former SM Tickets service. The new platform combines Ticketmaster’s international reach and security features with SM Prime’s established local operations.
The SM Seaside Cebu Arena boasts the most advanced center-hung screen in the Visayas, ensuring clear views of performances and instant replays from every seat. This setup supports a wide variety of activities ranging from concerts and sports matches to corporate gatherings, circus shows, and motorsports events. Located within the South Road Properties complex, the arena connects directly to SM Seaside City Cebu—one of the country’s largest shopping and lifestyle centers—and will soon be linked to the upcoming SMX Convention Center Seaside Cebu as well as the Park Inn by Radisson and Radisson Hotel properties.
