Did you notice this banner flying around the city on Monday? If so, it was one of Brooklyn Sports & Entertainment’s new strategies to extend the concert experience beyond the Barclays Center.
Photo courtesy of Brooklyn Sports & Entertainment
Ariana Grande is bringing her “Eternal Sunshine” tour to Brooklyn this week and making Barclays Center history.
The Grammy Award-winning pop superstar kicked off a five-night run at the Downtown Brooklyn arena on Monday, marking the longest concert run by a female artist in the venue’s history. The residency has also shattered records for the most tickets sold and the highest-grossing show run by a female artist at Barclays Center.
An aerial shot of the banner which flew atop the NYC skyline. Photo courtesy of Brooklyn Sports & Entertainment
The concerts are especially significant because Brooklyn is Grande’s only stop in the New York metropolitan area on the limited-city tour, drawing fans from across the region — many of whom likely had to battle both ticket queues and eye-watering resale processes. At last check, tickets on the secondary market had a $400 starting point.
Rather than simply hosting the concerts, Barclays Center is transforming much of Downtown Brooklyn into an Ariana-themed experience.
Grande will play five nights at the Barclays Center from July 13-19.Photo courtesy of Brooklyn Sports & Entertainment
An airplane towing “BKLYN ❤️S ARI” flew over New York City on opening night, while branded stair graphics at Atlantic Terminal welcome concertgoers as they arrive. Inside the arena, attendees can pose at a fan photo installation inspired by Grande’s stage design, reimagined by a Brooklyn-based set designer, alongside other interactive experiences celebrating the singer’s arrival.
This effort is part of a broader strategy led by Laurie Jacoby, executive vice president and chief entertainment officer for Brooklyn Sports & Entertainment, to make the borough itself part of the show experience during major multi-night concert runs.
In a statement, Jacoby said that the activations were “designed to make Brooklyn part of the experience.”
“With Ariana’s record-breaking five-night run, we saw an opportunity to celebrate not just an incredible artist, but Brooklyn itself,” Jacoby said. “Ariana is playing only a select number of cities on this tour, and Barclays Center is her only stop in the New York metropolitan area, making this run especially meaningful for both our fans and our borough.”
Stairs at the Atlantic Ave. – Barclays Center subway stop have been decorated with Grande and her “Eternal Sunshine” tour materials.Photo courtesy of Brooklyn Sports & Entertainment
Jacoby, one of the few women leading entertainment programming at a major arena in the country, said the approach is one Barclays Center hopes to continue for future artist residencies, blending hometown pride with immersive fan experiences.
The strategy itself reflects a growing trend among major venues to extend concerts beyond the stage itself, creating neighborhood-wide experiences that encourage fans to arrive early, explore surrounding businesses and celebrate the host city alongside the artist.