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Arena attendance rebounds; cheer events generate an estimated $2.4M in visitor spending
Summary
The Sports Authority reported the Ford ICE Center hosted over 205,000 attendees in fiscal year 2025, with cheerleading competitions especially lucrative and estimated to have generated about $2.4 million in visitor spending.
The Montgomery County Sports Authority reported strong fiscal-year results for the F&M Marinas and Ford ICE Center at its July meeting, County Commissioner Harper told the commission on Aug. 4.
Commissioner Harper said manager Kiley Wilkerson told the authority that while facility rentals were slightly down, ice-rink activity, concessions and sponsorship income offset box-office shortfalls. The arena hosted more than 205,000 attendees in fiscal year 2025 and was used 177 days, with 26 basketball games and 22 arena events included in that total.
Why it matters: events at the Ford ICE Center drive visitation and local spending; cheer competitions were singled out for particularly strong economic impact.
Details: Commissioner Harper reported that lower-than-expected box-office ticket sales (a shortfall of about $100,000) were offset by stronger concessions, sponsorships and arena activity. Cheer competitions at the arena were estimated to generate roughly $2,400,000 in visitor spending. Upcoming events listed by the Sports Authority included the APSU People’s Concert, a potential fighting event in October 2025 and a possible country-rock concert in November 2025.
What’s next: the Sports Authority will continue to pursue sponsorships, optimize arena scheduling and monitor revenue streams to offset box-office variability.
