Davivienda enters the entertainment business with DAVIarena, bringing Medellín into the global league of major shows.

June 12, 2026

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The project marks the red house's entry into the entertainment business, hand in hand with BeatHub Entertainment. It is being built in Medellín.

Carlos Arturo García Mahecha

With an investment of 320 billion pesos, Davivienda Group and BeatHub Entertainment announced the construction of DAVIarena in Medellín, a multipurpose venue for 17,200 people that will open in November 2026 with an inaugural concert by Juanes, and promises to change the scale of entertainment shows and mass events in the country. The announcement represents much more than the construction of a new venue. It is a strategic venture that blends banking, culture, tourism, and the creative economy, at a time when entertainment is consolidating as one of Colombia's fastest-growing sectors. The new arena, officially opening its doors on November 14, 2026, confirms a trend gaining momentum in the country: the financial sector's growing interest in engaging with the entertainment and experiences business as a way to build loyalty and connect more deeply with people. While other players are already exploring commercial alliances and sponsorships for concerts and festivals, Davivienda decided to go a step further by putting its brand on world-class infrastructure. “At Davivienda, we believe in Colombia and in the transformative power of cities like Medellín, which has become a symbol of innovation, has seen some of the world's best artists born and raised, and is now ready to attract the most important musical experiences on the planet,” stated Javier Suárez Esparragoza, president of Davivienda. The so-called “red house” will not only lend its name to the venue. It will also integrate ticketing, exclusive experiences, and presales through its digital platforms and DaviPlata, aiming to make entertainment a new focal point for customer engagement.

"More than a strategy, this type of initiative is in our DNA; it's part of how Davivienda has operated for 50 years, always thinking about people, the well-being of its clients, and Colombians in general. For us, this isn't new because we have always supported our artists," commented the bank's executive. Behind the project is BeatHub Entertainment, a 100% Colombian ecosystem that brings together some of the most influential companies in the live entertainment business, including Movistar Arena, Tuboleta, Thunder Production, Venues Snacks, Breakfast Live, and Arena Primavera. Davivienda's management does not feel that the entity's entry into the mass entertainment and shows segment puts them on shaky ground, as they have been involved in various aspects for years. This particular venture has been under development for eight months. "Medellín was chosen because it has enormous potential in this activity, and second, because we always want to be where we can contribute the most, and right now, that's Medellín," insisted Suárez Esparragoza, emphasizing that it's not about entering areas where other entities (Bancolombia) have a significant market share. "We have always competed with Bancolombia and other market entities; we consider them excellent competitors. We are not looking to step on anyone's toes here, as the popular saying goes. Our logic is to continue connecting with young audiences and, of course, with people of all ages, because, I insist, it's in our DNA," he added. The organization presents figures that illustrate the scale of the venture: over 200 events produced, four mass festivals with more than 30,000 attendees each, over a million people impacted, and an operation that generates 350 direct jobs and more than 12,000 monthly work shifts. “For years, these companies grew by solving real industry problems from different fronts. BeatHub was born when we realized that by operating in an articulated way, we are not only more efficient but also more relevant for the country and for international markets,” stated Eduardo Olea, manager of BeatHub Entertainment.

Latest Technology According to spokespersons, this new arena aims to position Medellín and its metropolitan area as one of Latin America's major entertainment circuits. It is located in Sabaneta, a municipality in the Aburrá Valley metropolitan area, south of the capital of Antioquia. The architectural design was commissioned to the British firm HOK, responsible for iconic venues such as London's O2 Arena, Atlanta's Mercedes-Benz Stadium, and Valencia's Roig Arena. The venue will feature 55,000 square meters of built area, 10,000 square meters of public space, a modular structure designed to host over 75 events annually and accommodate approximately 650,000 attendees. One of its most striking features is its technical infrastructure. The arena will have a rigging grid with a load capacity of 140 tons to support large-format international productions, in addition to bioclimatic and energy efficiency systems aimed at reducing the environmental impact of its operation. Furthermore, it will include 23 premium suites, a main suite for 60 people, 20 exclusive boxes, 503 private parking spaces, and adapted spaces for people with reduced mobility. However, the project's impact will not be measured solely by concerts. Promoters estimate that DAVIarena's annual operation will generate an economic impact of nearly 400 billion pesos for sectors such as hospitality, gastronomy, transportation, tourism, and commerce. Additionally, the municipality of Sabaneta would receive over 15 billion pesos annually in parafiscal taxes allocated to strengthening local culture. “DAVIarena is a sign of confidence for promoters, artists, and all sector stakeholders. It is the infrastructure that allows Colombia to play in another league and continue consolidating itself as a key destination for international tours,” stated Olea.

Juanes Takes the Stage The inauguration with Juanes also carries strong symbolic weight. The artist from Antioquia, considered one of the most successful Latin American musicians of recent decades and a winner of multiple Grammy and Latin Grammy awards, will officially open the venue next November. After that first concert, the arena already projects an ambitious schedule. According to the promoters, there will be 11 other confirmed shows for the end of 2026, with names to be revealed starting May 15. The announcement also comes at a time of boom for the entertainment industry in Colombia. According to figures cited by BeatHub, the sector grew by 5.7 percent in the last quarter of 2025 and was among the activities that most boosted the national GDP. "We want DAVIarena to be a venue where different genres, formats, and audiences coexist, expanding access to world-class experiences and strengthening Medellín's role as a cultural epicenter," concluded Olea. With DAVIarena, Medellín adds a new element to its international consolidation strategy. And Davivienda, meanwhile, makes it clear that the financial business is no longer just about loans, accounts, and cards: now it will also be at the heart of the show.