Arena Primavera is one of the few large-scale venues in South America conceived and built from scratch in the 21st century. This talk will explore the integral process behind this ambitious project: from its initial conceptualization to the start of construction, highlighting the strategic, financial, technical and operational decisions that made it possible.

A comparative analysis with the case of Movistar Arena in Bogota -a transformation of a pre-existing building- will be presented to understand how the experience gained there allowed scaling the vision, avoiding common mistakes and designing a modern, efficient arena aligned with the new dynamics of entertainment in the region.

Key topics:
– How to turn an idea into a viable project: financial analysis, structuring and capital raising.
– Lessons from the past: lessons learned from the operation of Movistar Arena.
– Designing an arena from scratch: challenges, architectural decisions and criteria focused on user experience.
– From construction to content: how to make an arena become a catalyst for culture and creative economy.