NOW Arena Information

History

The NOW Arena, located in Hoffman Estates, Illinois, has a rich history that reflects its evolution as a key entertainment hub in the Chicago suburbs. Originally opened in October 2006 as the Sears Centre Arena, the venue was named after the iconic retailer Sears, which had its headquarters nearby. The arena was constructed to serve as a multi-purpose facility, filling a gap in the region for mid-sized venues capable of hosting sports, concerts, and family events. Built at a cost of approximately $62 million, it was designed with flexibility in mind, allowing for various seating configurations to accommodate different event types.

The name change to NOW Arena occurred on September 1, 2020, as part of a landmark 15-year, $11.25 million naming rights agreement with NOW Foods, a family-owned natural products manufacturer based in Bloomingdale, Illinois. This rebranding not only updated the arena’s identity but also aligned it with a health-focused company, emphasizing wellness and community engagement. Over the years, the arena has hosted a wide array of events, from professional sports like NBA G League games with the Windy City Bulls to concerts by major artists such as Bob Dylan, Pitbull, and Duran Duran, as well as family shows like Paw Patrol Live and wrestling events. Its history is marked by steady growth, with expansions in amenities and a commitment to modernizing facilities to meet contemporary demands. As of 2026, it continues to be a staple for local high school graduations, trade shows, and cultural performances, drawing over 500,000 visitors annually and contributing significantly to the local economy through tourism and job creation.

Management and Ownership

The NOW Arena is owned by the Village of Hoffman Estates, which oversees its strategic direction and ensures it aligns with community interests. Daily operations are managed by Oak View Group (OVG), a global leader in venue management, hospitality, and live entertainment. OVG took over management in recent years, bringing expertise from handling over 300 venues worldwide, including arenas like the UBS Arena in New York. This partnership has enhanced operational efficiency, from event booking to guest services, focusing on sustainability and innovative fan experiences. Under OVG’s stewardship, the arena emphasizes eco-friendly practices, such as waste reduction and energy-efficient systems, in line with NOW Foods’ natural ethos. The management team handles everything from ticket sales – primarily through Ticketmaster – to security and maintenance. For event organizers, OVG provides comprehensive support, including marketing and production assistance. This professional management structure ensures smooth operations, with a dedicated staff trained to handle high-volume crowds, making it a reliable choice for promoters and attendees alike.

Atmosphere

Visitors to the NOW Arena often praise its intimate yet energetic atmosphere, which strikes a balance between a cozy venue and a large-scale arena. With a maximum capacity of 11,800 for concerts, it feels more personal than massive stadiums, allowing for better sightlines and acoustics that enhance the overall experience. Reviews highlight the family-friendly vibe, with policies enforcing a zero-tolerance stance on disruptive behavior, foul language, or intoxication, creating a welcoming environment for all ages. The atmosphere varies by event: Sports games buzz with enthusiastic crowds and team spirit, while concerts deliver immersive sound and lighting that make performers feel up-close. Attendees note the ease of navigation, with wide concourses reducing congestion, and a sense of community, especially during local events like high school graduations. However, some feedback mentions that peak events can feel crowded, so arriving early is advisable. Overall, the arena fosters excitement without overwhelming chaos, making it ideal for families, groups, and solo visitors seeking memorable outings.

Equipment and Facilities

NOW Arena is equipped with state-of-the-art facilities designed for versatility. Its sound system is frequently commended for clarity and power, suitable for everything from rock concerts to spoken-word events, with reviews noting excellent acoustics even in upper sections. Lighting rigs are modern LED-based, allowing for dynamic shows with customizable effects, supported by a robust rigging system for stage setups. The arena features a flexible floor space that can transform for ice hockey, basketball courts, or concert stages, with seating ranging from 3,000 for intimate theater setups to 11,800 for full-capacity events. Luxury amenities include 68 suites and 1,000 club seats, complete with private lounges. Technological integrations like high-speed Wi-Fi and digital scoreboards enhance the experience. For accessibility, elevators and assistive listening devices are available, though no escalators exist. Parking accommodates 3,200 vehicles on-site, with overflow options, ensuring convenience.

What to Expect

Attending an event at NOW Arena promises a streamlined experience, but preparation is key. Gates typically open one hour before showtime, with security screenings including metal detectors and bag checks – expect lines during sold-out events. Once inside, no re-entry is allowed, so plan accordingly. Seating is assigned, and ushers are helpful in guiding you. Anticipate a cashless environment for all purchases, and be ready for a family-oriented setting with strict conduct rules. Events range from high-energy sports to relaxed family shows, with varying durations – concerts might last 2-3 hours, while games could extend with overtime. Weather rarely affects indoor events, but check for any updates. Post-event, exiting is efficient, with quick access to highways like I-90. For a smooth visit, download the mobile app for tickets and real-time info.

Concessions

Concessions at NOW Arena are managed by Levy Restaurants, offering a diverse menu to suit various tastes. Options include classic arena fare like hot dogs, nachos, and popcorn, alongside healthier choices such as salads and grilled items, reflecting the NOW Foods influence. Premium selections in suites feature gourmet appetizers and full meals. All stands are cashless, accepting digital payments and cards. Alcohol is available with ID checks, limited to two per transaction, and cut off during certain events. Outside food is prohibited except for medical needs or small children’s snacks. Reviews rave about the quality and variety, with quick service despite crowds. Prices are standard for venues, around $5-15 per item. For dietary restrictions, staff can assist, ensuring an enjoyable dining experience.

Other Useful Information

Beyond the basics, NOW Arena offers several perks for event goers. Accessibility features include a KultureCity Sensory Room for those with sensory sensitivities, sign language interpreters upon request, and service animal accommodations. Parking is ample and free for most events, accessible via major routes, though carpooling is encouraged for big crowds. Prohibited items are extensive – no large bags (clear bag policy applies), weapons, or professional cameras – to maintain safety. Lost and found is handled by Guest Services, and first-aid is available. Nearby lodging partners and restaurant tie-ins make it easy for out-of-towners. With its location in Prairie Stone Business Park, public transport options are limited, so driving is recommended. Check the A-Z Guide on the official website for event-specific details, and remember, tickets are non-refundable.

For more information on the NOW Arena see the pages below:

NOW Arena Parking:
Read parking information and directions for the NOW Arena.

Ticket Policies:
Read ticket policies, ticket verification and refund policies.

NOW Arena Seating Chart:
View the NOW Arena seating map and read related seating information.