A New Era Begins at Coliseo GNP Seguros in Guadalajara, Mexico: 5 Things to Know
Billboard · · g4005539
Architect Óscar Rodríguez, in charge of the renovation of the legendary 3 de Marzo stadium, speaks with Billboard Español .
The Estadio 3 de Marzo, a legendary university venue with 55 years of history and deeply tied to the sports, artistic and cultural life of the city of Guadalajara, is entering a new era following its transformation into the Coliseo GNP Seguros — the new hub for live entertainment in western Mexico.
The venue, which for decades was home to the Tecos soccer team of the Universidad Autónoma de Guadalajara (UAG), was originally inaugurated in 1971. It was born as a part of college life, sports and the development of its community. Over the years, it hosted historic moments such as the FIFA World Cup Mexico ’86 and became the stage for shows by artists such as Shakira , Metallica , Justin Bieber , Roger Waters and Coldplay .
The transformation of this iconic place is the result of a partnership between OCESA, GNP Seguros and the Universidad Autónoma de Guadalajara, with a long-term vision: to preserve a space that is part of the city’s collective memory while also strengthening the infrastructure that will allow Guadalajara — Mexico’s second-most important city after the capital — to remain a must-stop for major national and international tours.
After a 17-month renovation, Canadian star Michael Bublé became the first artist to perform at the newly renamed venue on Sept. 22. Three days later, corridos tumbados superstar Natanael Cano brought his Vol. 1 Tour to the stage.
In the coming weeks, the venue will host Gorillaz (whose debut in Guadalajara achieved the first sold-out show in just a few hours, with 30,000 tickets sold, according to OCESA), Alejandro Sanz , Yuridia and Los Bukis .
Below are five things you need to know about the new Coliseo GNP Seguros as told to Billboard Español by the architect behind its renovation, Óscar Rodríguez , head of the TaAU (Taller Abierto de Arquitectura y Urbanismo) studio.
As an emblematic stadium for the city, it was important for the Universidad Autónoma de Guadalajara to maintain the essence of the venue, so the main structure was preserved. A heavy concrete roof that was affecting the structure was removed to give it a new look.
“Our idea as architects, but also OCESA’s, was to give the stadium a new face without losing the essence of the soccer stadium,” Rodríguez explains. “It’s now the Coliseo GNP Seguros, but it’s still ready to host soccer matches.”
One of the primary changes made during the renovation of the former Estadio 3 de Marzo was repositioning the stage for better use of the space. “The stage was moved back, but to do that, we had to cut a portion of the stands,” Rodríguez details. “This allows for a large flat area to accommodate the stage, which is now fixed in place. In terms of concerts, it means you can have a show today and another tomorrow. That wasn’t possible before, as everything, including the stage, had to be moved, making it very expensive to use.”
With a capacity of up to 30,000 people, depending on the event configuration, the new Coliseo GNP Seguros was designed with a central premise: to improve the audience experience from arrival to departure. One of the first changes was the numbering of seats. “Previously, attendees had to arrive several hours early to secure a good spot, which made their visit long and exhausting,” the architect says.
Accessibility was also a key focus, with continuous pathways from the main entrance to different areas of the venue, ramps, accessible tunnels, designated spaces and adapted services to provide safe and accessible mobility for people with motor disabilities.
Another key aspect of the renovation was modernizing the seats to offer greater comfort and visibility for attendees. “Previously, the stadium had two tiers of bleachers — one lower and one upper — and between them, there was a walkway,” Rodríguez recalls. “Now, the bleachers have been unified into a single tier. This helped improve visibility for visitors.”
The renovation included upgrades to the 66 suites: 52 designed for 18 people and 14 for 30 people. The new Coliseo GNP Seguros also boasts an expanded selection of food and beverage options, as well as new restroom facilities. The lobby has been transformed into a social area with spaces for activations, merchandise, a food park, bars and a beer garden.