CEBU CITY — SM Prime Holdings Inc. is setting its sights on top-tier global talent, including Grammy-winning Filipino-American artist Bruno Mars, to anchor the lineup at its newly opened SM Seaside Cebu Arena, according to the company’s top leadership.
The Sy family-led property giant aims to leverage its expanded venue portfolio to position Cebu as a major stop on the international touring circuit, challenging Metro Manila’s long-standing dominance in the local live entertainment sector.
“Bruno Mars just started his world tour. But I promise you, we will convince him to come,” SM Prime Chairman Hans T. Sy said in an interview on the sidelines of the arena’s trade launch.
Sy emphasized a strategic focus on booking international acts with cultural ties to the country, noting that he is prioritizing performers who are, “one way or another, connected to the Philippines.”
Beyond Western pop stars, SM Prime is actively scouting South Korean pop groups that feature Filipino members. The company believes that operating two premier large-scale venues—the Mall of Asia Arena in Pasay City and the newly minted Cebu facility—provides a distinct competitive advantage when negotiating with international promoters. The dual-venue strategy allows entertainment acts to easily extend their legs within the archipelago, maximizing ticket sales over a single logistical deployment.
The 25,000-capacity arena, designed by Miami-based architecture firm Arquitectonica, represents a significant upgrade over its Manila predecessor. Spanning more than seven hectares of gross floor area, the facility features wave-shaped glass windows that echo the architecture of the Mall of Asia Arena.
However, Sy noted several structural improvements, including a dedicated practice venue located directly behind the main court to accommodate athletes during sporting events. The seating configuration has also been modified to be less steep than the Manila venue, a design choice that ultimately unlocked a larger overall seating capacity.
The arena is also positioning itself to capture major international sporting events. SM Prime is currently in talks to host the FIVB Volleyball Women’s World Championship, with a preliminary framework to hold the elimination rounds in Manila before staging the championship matches in Cebu.
SM Prime President Jeffrey C. Lim said the investment aligns with the company’s broader strategy to capitalize on the economic growth of the Visayas region. The executive noted that the world-class platform within the South Road Properties (SRP) district is designed to extend tourist stays and stimulate the local economy, creating downstream opportunities for regional entrepreneurs and neighboring communities.
The arena will officially kick off its major events calendar on July 11 with the “BINI Signals World Tour,” featuring the popular local pop group. Tickets for the inaugural show sold out within a week of release. Future bookings for the venue already include alternative rock band IV of Spades, singer-songwriters TJ Monterde and KZ Tandingan, Hillsong Worship, and American indie-pop band LANY.
