SM Prime Holdings, Inc. (SM Prime) is building a stronger concert economy in the Visayas, with more than 20 major shows lined up at the newly launched SM Seaside Cebu Arena in 2026.
The lineup features Filipino and international acts, live productions, sports events and family entertainment, with some set for their first large-scale performances in the region.
“Our goal is to help Cebu capture a larger share of the live entertainment economy. When major events come to the city, the impact extends beyond the venue. They support tourism, hospitality, transport, retail and the local services that benefit from stronger visitor inflow,” said SM Prime President Jeffrey C. Lim.
According to Lim, the development of SM Seaside Cebu Arena also reflects the post-pandemic shift in consumer behavior experiences.
For Millennials and Gen Z, experiences hold strong appeal because they create lasting memories, are easily shared socially and align with a more intentional approach to wellness, time and spending.
Technology is also fueling growth, with online ticketing platforms improving access and venue systems enhancing the audience experience through better visuals, sound and production quality.
SM Prime is building on both opportunities. In May, the company partnered with global ticketing company Ticketmaster to launch SM Ticketmaster. The venture will replace SM Tickets and combine Ticketmaster’s global platform and fraud prevention tools with SM Prime’s local operating network.
At the venue level, SM Seaside Cebu Arena features the most advanced center-hung display in the Visayas. The technology gives audiences a clear view of both the live performance and digital replays from every seat, supporting a wide range of events, from sports and concerts to family entertainment, corporate shows, circus productions and motorsports.
SM Seaside Cebu Arena sits within South Road Properties (SRP) and is directly connected to SM Seaside City Cebu, one of the country’s largest retail and lifestyle destinations.
The arena will also be linked to the upcoming SMX Convention Center Seaside Cebu, Park Inn by Radisson, and Radisson Hotel, further strengthening SRP as an integrated lifestyle, events and tourism district in the Queen City of the South.