Outdoor venue becoming Asia’s next big stage to watch, says associations

The Cotai Outdoor Performance Area will host its first commercial concert of the year, drawing attention from industry leaders who are watching closely for its potential economic impact and cultural significance.

In just under three weeks, internationally acclaimed electronic music artist Alan Walker will take the stage at the venue.

In TDM’s Macau Forum on Wednesday, Che Fok Sang, president of the Macao Association of Convention, Exhibition & Tourism Sectors, mentioned that the outdoor arena offers “stronger conditions to attract top-tier international artists, particularly from Europe, the United States, and South Korea.”

He noted that outdoor concerts provide a unique atmosphere that some performers prefer.

“With more experience and successful shows, Macau is gaining attention in the global entertainment circuit. Many A-list performers now aspire to hold concerts here,” Che said.

He believes the venue complements existing indoor venues in the region.

During the discussion, plans for a water-themed music festival at the outdoor Cotai venue were mentioned, adding that it “[has] a high potential to attract diverse audience segments and boost tourism.”

Benefiting from concertgoer economy

Choi Chi Seng, president of the Macau Historical Districts Development Council, emphasized integrating concert audiences with local community consumption to maximize economic benefits.

On air, he proposed that the government conduct demographic surveys of concertgoers to tailor dining and activity recommendations in Macau’s historic districts.

“By providing discounts or promotions linked to concert ticket stubs, we can encourage visitors to explore neighborhoods like São Lourenço and Senado Square, boosting local businesses,” Choi explained.

Choi stated that a coordinated approach among government departments should be taken to integrate transportation, event scheduling, and community promotions—creating a seamless “chain economy.” This would involve informing visitors about shuttle services, dining options, and shopping deals before and after concerts to disperse crowds and avoid congestion.

Concerts reap

rewards for F&B

So far, the Cultural Affairs Bureau (IC) has invited bids for six food stalls at the arena.

Lei Iam Leong, president of the Catering Industry Association, shared how the food and beverage sector is gearing up for the new venue’s events.

Lei highlighted that “collaborations” between fan clubs and restaurants during recent concerts boosted revenue by 30 percent, citing Blackpink and Jacky Cheung shows as examples.

“Many restaurants have extended operating hours and offered special menus timed with concert schedules […] For the June 15 event, we expect similar enthusiasm and will encourage more businesses to participate,” Lei said.

Lei also stressed the importance of food safety: “Food safety and quality standards are paramount when catering to large crowds at such events.” He encouraged vendors to innovate with “diverse and reasonably priced menus,” portable, easy-to-consume foods, and practical stall layouts suited for outdoor settings.

Che and Lei also noted that fan groups often organize pre- and post-concert gatherings at specific restaurants, creating “fan zones” that boost local catering businesses during slow periods like “afternoon teatime.”

“Concerts usually take place after 7 o’clock in the evening, so this group of fans actually need to eat, that is, during the afternoon tea period.”

Lei encouraged more restaurants to capitalize on these trends and suggested they “offer group bookings and themed promotions tailored to fan communities.”

The panel also discussed the “ticket economy,” where concert tickets serve as vouchers for discounts at local businesses.

The panel of three explained that this strategy is set to be expanded for the upcoming outdoor arena events. Lei cited prior events where restaurants offered incentives to customers presenting concert or movie ticket stubs, resulting in increased patronage and positive feedback.

Promotion and transportation keys

to success

Promotion, message clarity, and publicity were identified as crucial for event success.

Che explained that coordinated marketing efforts can increase awareness and attendance, ensuring the venue’s events reach their full potential. He suggested leveraging traditional media, social platforms, and fan clubs to amplify outreach.

“Fans are highly motivated to support their idols […] and often help spread the word through social media, bus ads, and even in-restaurant displays,” said Che.

Transportation logistics also received attention in the discussion. Choi recommended increasing shuttle bus services connecting the arena with various community districts to facilitate visitor movement and reduce congestion.

To ensure eventgoer satisfaction and encourage exploration beyond the event area, “clear, timely information on transport and local attractions should be provided” with ticket purchases and at the venue.

Previously, the IC stated that despite the new venue’s announced capacity of 50,000 spectators – its main reason for construction – the authorities hope to start with an event aiming at just 20,000 spectators and gradually increase this number.

Che explained yesterday that hosting smaller-scale activities at the venue could help the industry gather valuable data and experience, paving the way for larger productions in the future.

Overall, the three panelists expressed optimism that the Outdoor Performance Area will not only attract high-profile concerts but could also serve as a flexible space for diverse events such as night markets and outdoor cinemas.

Upcoming events at the Cotai Outdoor Performance Arena include: Alan Walker 2025 Live in Macau (June 15), Waterbomb Macao Festival (August 9–10), and S2O Macao Water Music Festival (September 6–7).