Sizing the Concert Opportunity at Bryant University's New Arena

Client Challenge

Bryant University was in the late stages of designing a new on-campus sports and entertainment arena in Smithfield, R.I., roughly 20 minutes from downtown Providence, then targeting a 2025 opening. With a 2,400 fixed-seat bowl expandable to 2,800 in end-stage concert configuration, the University needed an objective read on whether the venue could realistically attract commercial concert activity alongside its NCAA Division I basketball programming — and how much of it.

Approach

Victus Advisors conducted a comprehensive concert market study for the proposed venue. The work included demographic and socioeconomic analysis of the Providence MSA, a live music industry review, box-office benchmarking of comparable concert venues in or near Providence and interviews with regional and national concert promoters to gauge booking interest and programming fit.

Benefits to Client

The study gave Bryant University a grounded view of what the new arena could realistically deliver on the concert side. Victus projected a baseline of 4 to 6 annual concerts at roughly 2,100 attendees per show (75% of capacity), with a stretch goal of 8 to 10 events if the University chose to compete more aggressively for market share. Promoter feedback also informed design and operational recommendations for the new venue. These findings positioned the University to set realistic expectations, make informed design decisions and sequence follow-on work on concert financial projections and naming rights valuation.