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Manila Bulletin devider Business devider The Stock Market devider SM Prime bringing over 20 major concerts, events to Cebu in 2026

SM Prime bringing over 20 major concerts, events to Cebu in 2026

Published Jul 23, 2026 12:20 pm
Jeffrey C. Lim
Jeffrey C. Lim
SM Prime Holdings Inc., one of Southeast Asia’s largest integrated property developers, is expanding its entertainment portfolio by scheduling more than 20 major events at its new venue in Cebu for this year, targeting a larger share of the regional live performance market.
The company disclosed to the Philippine Stock Exchange that the inaugural lineup at the SM Seaside Cebu Arena will feature local and international music acts, live theatrical productions, sports events, and family entertainment.
Several scheduled performances will mark the first large-scale regional appearances for the featured artists.
“Our goal is to help Cebu capture a larger share of the live entertainment economy,” SM Prime President Jeffrey C. Lim said in the regulatory filing.
“When major events come to the city, the impact extends beyond the venue. They support tourism, hospitality, transport, retail, and local services that benefit from stronger visitor inflow,” he added.
The expansion into secondary urban hubs outside Metro Manila highlights a post-pandemic shift in Philippine consumer spending toward experience-driven services. Demographics dominated by Millennials and Generation Z continue to prioritize discretionary outlays on live social events, memorable leisure activities, and wellness-oriented experiences over traditional retail goods.
To capitalize on the growing demand, SM Prime entered into an agreement with global ticketing operator Ticketmaster in May to launch SM Ticketmaster. The joint platform replaces the developer’s legacy SM Tickets service, integrating Ticketmaster’s digital fraud prevention architecture with SM Prime’s established nationwide retail and distribution network.
The company is also upgrading infrastructure to enhance venue yields and event capabilities. The SM Seaside Cebu Arena includes the largest center-hung digital video display in the Visayas, designed to provide high-definition replays and continuous sightlines for complex technical setups across concerts, corporate conventions, circus acts, and motorsports.
Situated within the South Road Properties reclamation district, the arena connects directly to SM Seaside City Cebu, among the largest shopping complexes in the Philippines. The development forms part of a broader master-planned district that will incorporate the upcoming SMX Convention Center Seaside Cebu, a Park Inn by Radisson, and a Radisson Hotel to create a centralized commercial, hospitality, and event hub in the central island province. (James A. Loyola)

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SM Prime Holdings Inc. SM Seaside Cebu Arena Jeffrey C. Lim
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