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Family Arena officials detail regional draw, $14 million in upgrades and naming‑rights talks
Summary
Family Arena managers told the county council the 10,000‑seat venue draws hundreds of thousands annually, has completed about $14 million in upgrades, is averaging several million in gross revenue and is pursuing naming‑rights proposals with a recommendation expected in roughly 30 days.
Sandy Femmer, general manager of the Family Arena, and Tom O’Keefe, marketing and booking manager, briefed the St. Charles County Council on May 22 about the venue’s operations, capital improvements and booking strategies.
Femmer said the arena, a 10,000‑seat multi‑purpose facility, has hosted more than 9 million attendees across 26 years and typically exceeds 300,000 visitors annually. She listed recent capital investments—automated retractable seating, video and ribbon boards, public Wi‑Fi, HVAC replacements, parking repaving and a new marquee—totaling about $14 million of recent projects. Femmer said the arena employs 15 full‑time staff and about 275 part‑time workers.
Tom O’Keefe explained three primary booking models—building rental (no financial risk), building purchase (venue as promoter) and co‑promotions—and said competition with national promoters means the arena often pursues soft‑ticket and packaged shows. The managers said they regularly work with local promoters and use a mix of radio and digital advertising.
Councilmembers asked about naming rights; staff said an RFP generated responses and two solid proposals are under negotiation and a recommendation could come within about 30 days. County staff also reported the county’s share of the recent $14 million improvements is about $3 million after grants like the Shuttered Venue Operators Grant and CARES Act funds.
Ending: Council thanked the presenters and asked staff for a follow‑up recommendation on naming rights when negotiations advance.
