OCESA Unveils Plans To Reshape Jalisco With Coliseo GNP Seguros

OCESA, Mexico’s biggest music promoter, is reshaping Guadalajara with a new look for one of the city’s most beloved venues. The company announced that Estadio 3 de Marzo will reopen its doors this August with a new look and a new name: Coliseo GNP Seguros.

The renovations and repurposing of the venue are done in partnership between OCESA, GNP Seguros, and Universidad Autónoma de Guadalajara, a prominent private university in Jalisco, and the project reaffirms the area as one of the top touring destinations not only in Mexico but in the world.

For over five decades, Estadio 3 de Marzo, located in Zapopan near Guadalajara, has been home to the university’s professional soccer team and hosted concerts by major acts including Luis Miguel, Shakira, Linkin Park, Roger Waters, Lady Gaga, The Killers, Justin Bieber, Karol G, RBD and many more. It was also one of the sites used for the 1986 FIFA World Cup in Mexico.

With the live industry booming in Mexico, the university inked a deal with OCESA, which is mostly owned by Live Nation, leasing the venue to the promoter and committing to converting it into a music venue that meets today’s standards for fans, artists and production crews.

Coliseo GNP Seguros will usher in a new era for live entertainment in the greater Guadalajara metropolitan area. The 30,000-capacity venue aims to elevate the fan experience, with access to the building redesigned to optimize arrival. Parking has been reorganized and prioritizes mobility toward a new entry lobby, which now functions as a vibrant plaza that features brand activation areas, food vendors, merchandising spaces, ticket offices, bars and a beer garden. Such a social space encourages fans to stay longer and interact before and after live events.

Seating areas have also been upgraded to provide greater comfort and optimized views of the stage, and new hospitality zones and VIP services give fans an opportunity to elevate their experience.

There’s also a focus on accessibility for all fans, improving the pathways throughout the venue to allow people with reduced mobility to navigate spaces.

With productions getting larger and more elaborate, Coliseo GNP Seguros will meet the demands of modern concerts with a reconfigured stage efficiently integrated into the venue’s structure and maximizing the space across the field, suites, and seating areas.

OCESA’s renovations also elevate the experience for artists and their teams, with revamped backstage areas featuring new dressing rooms, production offices and service spaces. A digital screen system is also in place, including a perimeter LED ring and visual communication points to enhance the experience for fans.

Coliseo GNP Seguros will also have a new lightweight roof to provide greater protection for guests and reshape the venue’s silhouette. The addition, along with a renovated façade, transforms the venue into a contemporary venue with a distinctive visual identity.

The artists inaugurating the new chapter of Coliseo GNP Seguros and Guadalajara include Alejandro Sanz, Yuridia, Los Auténticos Decadentes, Los Caligaris and Panteón Rococó

In addition to making a cultural impact, the renovated venue is expected to greatly contribute to the local economy and development of Guadalajara as a live market. Large-scale events such as concerts benefit many sectors, such as transportation, hospitality, food and beverage, tourism, and services, creating thousands of direct and indirect jobs.