Santander Arena Marks 25th Anniversary Season with Sold-Out Dalvin La Melodia Show

Santander Arena in Reading, Pennsylvania, is celebrating its 25th anniversary season officially July 1 to June 30, with celebratory momentum coming from an upcoming sellout with red-hot bachata artist Dalvin La Melodia.

The 23-year-old Dominican-born artist is on fire, and the Oct. 9 show marks his first U.S. arena sellout, adding to a run of dates beginning in mid-September that included United Palace in New York, Premier Theater at Foxwoods Casino in Connecticut, Kia Center in Orlando, Ovens Auditorium in Charlotte and more.

The artist also just announced a seventh show at the Coliseo de Puerto Rico in San Juan for January after selling out the first six at the arena.

The Santander Arena sellout is appropriate, according to venue GM and booking contact David Farrar, who notes the strength of Latin music and Spanish-language content in the mid-sized city of Reading, where 70% of the population claims Latino or Hispanic origin. The show is promoted by Puerto Rican-based Jose Dueno Entertainment, with local promoter rep industry veteran Steve Sybesma.

“Hispanic shows are our top genre by far,” Farrar told Pollstar in a recent interview. “The market is here and it’s been here for a very long time.” Farrar notes recent sellouts at the arena with Puerto Rican-born artists Don Omar (Sept. 25) and Omar Courtz (Sept. 10). He says Dalvin La Melodia is particularly hot right now and could sell out a second show at the arena.

The venue opened in September 2001 as the Sovereign Center and was renamed Santander Arena in 2013. It’s home ice to the Reading Royals of the ECHL but has a concert seating capacity of up to 9,000.

The arena recently underwent a three-year $20 million renovation with improvement to seating, HVAC, the ice plant, chillers, lighting, suites, the club level and the concourse. Upgrades include new digital screens and video displays, enhanced security and entry systems and expanded food & beverage options with faster self-checkout kiosks and expanded local partnerships.

“The whole building got a much needed makeover,” adds Farrar.

Oak View Group took over operation of the Santander Arena and the 1,800-seat Santander Performing Arts Center in July 2025.

“We’re in such a competitive market,” explains Farrar. “I mean, there’s arenas everywhere, but then there’s performing arts centers everywhere, and there’s casinos everywhere, and so we just try to be aggressive as we can and grab what we can get. And when we get something, try to help make it be as successful as we can.”

_Originally reported by [Pollstar](https://news.pollstar.com/2026/09/29/santander-arena-celebrating-25th-anniversary-capped-by-sellout-with-dominican-artist-dalvin-la-melodia/)._