Sports venues today are evolving into year-round destinations, and non-sports activations play a critical role in maximizing their impact and revenue potential. In this session, industry experts will explore how developers and operators can design and program entertainment venues that thrive beyond traditional sports programming.

From concerts and festivals to community events, corporate gatherings, esports, and experiential attractions, non-sports activations can transform a facility into a vibrant entertainment hub. This session will cover key considerations in planning and development, including venue design for flexibility, identifying high-value event opportunities, operational strategies, and creating experiences that attract diverse audiences.

Whether you are planning a new venue or looking to expand programming at an existing facility, this webinar will provide practical insights on how to build and activate entertainment spaces that drive year-round engagement and long-term economic impact.