Colombia is on the international music map. Example of this is the recent step of The successful tour of Shakira, as well as the presentations of Maluma and the announcement of next great shows, such as those of J Balvin, Dua Lipa and the arrival in 2026 of Bad Bunny. Before the boom of the entertainment industry in the country and the need to respond to that demand, Week talked to one of the great managers in the sector. This is Hernando Sánchez, one of Tuboleta’s co -founderswho revealed the details of the spring sand, the project that is under construction in the capital of Antioquia.
Week: Why is the need to build a new show center in Colombia?
Hernando Sánchez: The project is born of the need to provide Medellín and his metropolitan area for a show center. Because? Because we all know that this city is a great talent generator. We have, for example, Maluma, Sebastián Yatra, J Balvin, Karol G, among others. So that this large amount of content that arises in Medellín makes the city outline as an entertainment capital in Colombia.
The Aburrá Valley, today, has become an extraordinary visitors. Only last year he received about 2.5 million tourists. This makes us focus on the idea of building a sand in the Aburrá Valley, especially because there are no specialized centers to serve top quality artists and because there is a lot of local talent. Medellín has an average expenditure per tourist of 530 dollars, a hotel occupancy of 77 percent and, in addition, has been characterized by having that warmth when receiving national, international and tourist artists.
Week: What characteristics will the spring sand?
H.S.: It will have a capacity of 16,200 people. It will be strategically located in a privileged place, the crossing where they are Itagüí, Envigado and Sabaneta. In addition, it will have a very special characteristic: it will be located 500 meters from the Metro station. In these scenarios one cannot be wrong a millimeter in the location or in the opening of a stage. You have to provide accessibility for people to arrive comfortably. Spring sand is being built on a lot of 29,000 square meters and is being developed within the framework of a partial urban renewal plan, known as Crystal City. The project will feature wide green paths.
Week: Who participates in this project?
H.S.: first, there is a & b invests, A company that has several verticals. Tuboleta, which is the genesis of everything, He has been in the market for 25 years and by 2024 he had a marketing of 7.5 million tickets; In addition, it serves the market of other promoters. There is the Movistar Arena, later the spring sand, And for that, a special company called CLK was established and has an approach to the stage. ANDn third place, is the promoter called Breakfast Live, who has just held the La Solar, Ritval and Core Tomorrowland festival.
Week: When will spring sand inaugurated?
H.S.: It is planned that next June is the launch and that the Sand is ready in early 2027.
Week: How much does investment in the spring sand rise?
HS: We are talking about some 55 million dollars (more than 230,000 million pesos).
Week: What will be offered in the spring sand and where do you think the entertainment industry and concerts in Colombia are turning?
H.S.: Entertainment in the country is going through a wonderful moment. That industry is consolidated more and more. Tuboleta and the A&B Investments group, with all its verticals, have been doing a very important job and has been fundamental for this industry to move forward. In addition, Arena Primavera will be multipurpose: sporting, family, corporate events will be developed. Similar to what we have been doing at the Movistar Arena.
Week: How was your experience at the head of the Movistar Arena over the last seven years?
HS: One of our great missions has been to teach people to see good concerts. Before the artists did not go here and today Bogotá has become a must. There is no world tour that does not have a stop in the capital of the country. And our idea is that the same happens in Medellín. Before the artists did not come to Colombia because there was no ease and there was no comfort to receive them. Today there is already a scenario of this category in Bogotá and soon Medellín will also have it. That will translate not only in a support for international talent, but for the National.
Week: Is spring sand compete with the Movistar Arena?
H.S.: No, on the contrary. They are going to complement each other, because artists who perform in Bogotá can also go to Medellín. ANDSA is the idea. When artists have their international tours and pass through Buenos Aires, Santiago, Chile, Lima, Quito, because they stop in Bogotá and now in Medellín.
Week: In figures, what will be the economic impact of spring sand?
H.S.: The economic spill of the Movistar Arena amounts to 500,000 million pesos a year; It is estimated that the spring sand is about 300,000 million pesos annually. Today, Medellín has the Atanasio Girardot stadium, where the big concerts are held, but does not have a sand. There is the Plaza La Macarena, but it was a bullring that some entrepreneurs made it for events, although, logically, the experience in a sand such as the Movistar Arena is not the same.
In addition, it should be mentioned that, With the infrastructure that is being developed, the municipality of Sabaneta will have a fiscal contribution of 15,000 million pesos a year that will positively impact the cultural sector. This will have a dynamic for the entire economy of the Aburrá Valley. We are very committed to being able to take a scenario of this quality and generate a benefit to Colombia.
Week: In addition to the economic impact, let’s talk about the jobs that will generate.
H.S.: during construction we have 450 people working and during the life of the project we will generate 600 direct jobs.
Week: How much is the entertainment industry in Colombia growing in front of GDP?
H.S.: It is extraordinary. While the economy is growing at a rate of 1.7 or 1.8 percent, entertainment is growing at a rate of 8.1 percent; That demonstrates true dynamism. People are investing, there is a public and the public is eager to attend events. Perhaps the most important thing is that the national economy is being energized.
Week: You have been one of the great entertainment managers in Colombia. What has been the greatest milestone since the creation of the Movistar Arena?
H.S.: Our great case of success has been the construction of a great human talent around all the verticals of the group. In addition, I must mention that, in the case of Movistar Arena, We have achieved figures of 800,000 annual assistants, 554 events held since its creation and around 135 events per year. There is also something very important: Pollstar magazine, a worldwide reference, is classified to the Movistar Arena in Bogotá as the first sand between the scenarios with a capacity of between 10,000 and 15,000 people.
