The Phoenix Convention Center achieved a historic milestone this year, hosting two major fan events—the WNBA All-Star and the NCAA Men’s Final Four. This marks the first time in its decades-long history that the PCC has hosted two events of such high caliber in the same year. Additionally, Orpheum Theatre celebrated 95 years in January 2024, one of the most beloved historic landmarks in Phoenix.
“This year has allowed the Phoenix Convention Center & Venues a chance to shine,” said Jerry Harper, Phoenix Convention Center & Venues director. “From hosting successful fan events for the WNBA All-Star weekend and NCAA Men’s Final Four, to countless meetings and conventions, to dozens of theatrical performances at our venues, this year was a busy one. The successes of our year wouldn’t have been possible without the incredible team who works together behind the scenes to bring these events to life.”
In 2024, the Phoenix Convention Center hosted 62 conventions with more than 315,000 delegates. The economic impact of the Convention Center was an estimated $488 million, up roughly $50 million from 2023.
“With multiple mega events in one year, and all of the associated activations at the Phoenix Convention Center, we were able to demonstrate on a global stage all that our destination can do,” Harper said. “I know we look forward to hosting future events, starting with the NCAA Women’s Final Four in 2026.”
The fan activation at the Phoenix Convention Center for NCAA Men’s Final Four drew in nearly 53,000 attendees and the accompanying coach’s convention drew approximately 5,000 attendees. About 20,000 people attended the WNBA fan events at the Phoenix Convention Center.
This year brought successes and firsts in other events as well, Harper said. The Golf Course Superintendents Association of America turned Canyon on Third into a vibrant mini golf course and International Association of Fairs and Expositions (IAFE) transformed Canyon on Third into a lively festival complete with a fully operational Ferris wheel.
“The creativity and versatility we saw this year in our outdoor space, Canyon on Third, was unparalleled,” Harper said. “Our indoor and outdoor spaces both offer so much room to play, and we anticipate more conventions and conferences coming up with innovative ways to use the space to create memorable experiences for their attendees.”
The Orpheum Theatre and Symphony Hall also saw a landmark year, with 36 events hosted at Symphony Hall and 69 hosted at Orpheum Theatre. Nearly 200,000 people attended shows at our venues.
As part of the 95th anniversary at Orpheum Theatre, investments and improvements were made at the venue from seating to updating the lighting system and a rebranding of the theatre that maintains its historic impact but also showcases its modern capabilities.
“With such a successful year in 2024, I look forward to all that we will accomplish in 2025,” Harper said. “I am proud of all the hard work our team has put into making sure we remain a top-tier destination.”