How Live Events are Fueling the City's Revival

Can you feel it under your feet? New York City live events are having a moment right now.

As a marketing and advertising professional who thrives in the bustling world of live entertainment, I can see this city is flourishing in ways we haven’t seen since the pandemic.

And, wow, is it exciting!

Madison Square Garden is rumbling. The New York Knicks, with the magic of Jalen Brunson, have reignited a fire in the hearts of basketball fans by advancing through to the playoffs, sending rivals back home with heads hung low. Madison Square Garden is abuzz, with celebrities and die-hard fans alike clamoring for a seat where the action is.

Not to be outdone, the New York Rangers swept their series, uniting hockey enthusiasts and further electrifying the city’s sports scene. At the time of my writing this, the Yankees are 1 game out of the division lead, and the Mets are at .500, and I’m going to take that as a win!

Along with our vibrant sports teams, NYC’s very own Broadway community just opened 12 new shows in 9 days, reinforcing its presence in the crossroads of the world. Broadway had more openings this past month than almost any time in history and just recently recognized an incredible, diverse slate of new productions. Yes, the industry that was quite literally closed and/or significantly restricted in its ability to comfortably welcome patrons with COVID protocols for years during the pandemic is roaring back.

The major media outlet headlines seem to find joy in highlighting the headwinds and frictions of NYC. The impact of WFH on the city experience, the financial pressures on the commercial real estate market, and the realities of some pretty heinous crimes that happen in the city.

Two things can be true — progress and setbacks.  But if you follow the advice of hockey legend Wayne Gretzky and “follow the puck not to where it is, but where it’s going” you will realize the positive delta in growth and investment is undeniable that New York City is on a path to further reinforce its dominant position as the live entertainment capital of the world.

I believe what we are experiencing now isn’t just a return to form post-pandemic; it’s a renaissance of creativity and diversity that’s drawing both critical acclaim and audiences eager for shared human experiences.

If we “follow the puck to where it’s going,” the next two years will bring the most consequential live events into the region, drawing in global audiences at a scale we haven’t seen before. What’s on the horizon? The 400th anniversary of the founding of NYC in 2025, the 250th anniversary of the founding of the United States in 2026, and the World Cup.

Buckle up. It’s going to be a fun ride.