Big changes are coming to Desert Diamond Arena: 'Everyone's going to want to play here'

Desert Diamond Arena in Glendale is celebrating its 20th anniversary in a big way, coming off its most successful year to date while heading into 2024 with a $40 million renovation plan for the multipurpose venue that’s become an anchor for the Westgate Entertainment District.

Glendale officials approved the plan with ASM Global, a management company with more than 350 venues worldwide, as part of a multi-year strategy.

The plan is for construction to begin in the first quarter of this or the beginning of the second quarter without shutting the arena down.

"We’re really fortunate," City Manager Kevin Phelps says. "The arena doesn’t need a new roof. It doesn’t need structural steel replaced. It doesn’t need electrical or HVAC.

"So we were able to take the $40 million and create more of a special venue that caters to the demands, the needs and the wants of the people paying to come to the events."

Exclusive: How losing a sports team made Desert Diamond Arena Glendale's biggest catalyst for growth

Coming to Desert Diamond Arena: Fewer luxury suites, more club space

Those updates include a reduction in the number of luxury suites.

"The arena was built at a time when everybody thought the more suites you have, the better," Phelps says.

But that's not what a younger generation of concertgoers wants in 2024.

"They want to go to a concert, but they don’t want to be in a four-person or six-person suite," Phelps says. "They want to get to meet 100 other people that love the same artist they love."

With that in mind, large club areas will be created, Phelps says, "where you can move about that space versus plastered to the four walls of a suite or into a fixed seat."

As Dale Adams, the general manager of the arena through ASM Global, says, "In the past, it was like, ‘I’m buying a ticket; I’m here' or 'I have a bunch of money; I’m gonna buy a suite; I’m here.’ And there was nothing in between."

The goal is to create something in between.

"Let’s face it, you’re coming to the show because it’s special and that means a lot," Adams says. "But if you give fans a little something extra, it certainly makes it worth their while and gets them excited about coming back."

Not just concerts: Glendale embracing Rattlers in new IFL home at Desert Diamond Arena

What's new for fans with floor seats at Desert Diamond Arena

Fans who buy floor seats will also see improvements.

"There’s so much more premium being placed on being on the floor for ticket sales," Phelps says. "But typically, like in the case of our arena, nobody expected people to be on the ice needing to find a bathroom or a bar." (Desert Diamond Arena was built as the home ice for the Arizona Coyotes NHL team.)

The renovation calls for better food and beverage opportunities for people on the floor.

Officials also plan to roll out new concession stands throughout the venue.

"The idea is quick," Adams says. "Let’s get people to get their drink, their food, whatever and get back to their seats. So it’s gonna be speed of service, the grab-and-go kind of thing you’ve seen."

What else does the future hold for Desert Diamond Arena?

These renovations are an outgrowth of a deal arrived at last year between Glendale City Council and ASM Global, in which ASM will lease the venue from the city with an option to buy.

"As you know, the city has, for all intents and purposes, sold the arena to ASM," Phelps says.

"They have a long-term lease but they can execute the lease at their desire and purchase the arena for $10. So they've front-loaded all the lease value to us in cash. It’s structured very much like a sale but technically we still own the building."

The city has decided to invest some of that money back in the arena.

"Not only did they pay the city of Glendale $40 million, they also absorbed $5 million a year in overhead and operating expenses, utility costs, etc.," Phelps says.

"So they've taken on a huge amount of risk, which means the only way this plays out for them is they have to bring content through. So they’re working incredibly hard to make it successful."

And overhauling the experience certainly plays into that.

"It’s trying to get a new look," Adams says. "It’s trying to say 'The past is the past; let’s move forward.' It’s trying to upgrade.

"The arena looks good. It operates well. And with the new cleanup and renovation, it’s gonna make it even better. Everyone is gonna wanna play here."

Reach the reporter at ed.masley@arizonarepublic.com or 602-444-4495. Follow him on X, formerly known as Twitter, @EdMasley.

Support local journalism. Subscribe to azcentral.com today.

This article originally appeared on Arizona Republic: Desert Diamond Arena's $40M upgrade: What's coming to the Glendale venue