Ahead of TheStadiumBusiness Design & Development Summit 2025, we caught up with Walter Ayala, Founder & CEO of Smart Arena Entertainment S.A.
A project is currently in the works which seeks to close a significant gap in the live events marketplace in Paraguay, and set a new benchmark for sustainable arena development in South America.
Split into two distinct phases, the venture on 14 hectares of land located in the municipality of Nueva Asunción – on the outskirts of the nation’s capital – is being driven by Smart Arena Entertainment, a company headed by industry veteran Ayala.
Smart Arena Net Zero is bidding to become South America’s first regional hub for sustainable entertainment, with two arenas planned. The first of these, Music House, will be a 7,000-capacity indoor venue, developed ahead of the main focus of the venture – a complex anchored by a 15,000-seat arena.
Along with his current calling, Ayala is owner of WAA Entertainment and MappingLab Paraguay, along with being director of StagePro Paraguay since April 2011.
TheStadiumBusiness: What is the vision behind Smart Arena Net Zero, and the main goals it aims to achieve?
Walter Ayala: “Smart Arena Net Zero was born from a conviction: that entertainment must be part of the global climate solution. Our vision is to create the first carbon-neutral indoor arena in South America, designed not only as a world-class venue for live events but as a regional hub for innovation, culture, and sustainability.
“We aim to redefine the entertainment industry by integrating environmental responsibility, social inclusion, and technological excellence under one roof. Guided by ESG (Environmental, Social, and Governance) principles, Smart Arena Net Zero represents a new model of infrastructure with purpose, transparency, and measurable impact.
“Smart Arena Net Zero is not only a response to climate change – it is an expression of our commitment to our common home, the Earth. Our vision is to create a world-class experience that unites music, technology, and environmental responsibility, positioning Paraguay as a leader in the global movement toward net-zero events and green innovation.”
TSB: What is the current status of the project, and what are the next steps?
WA: “Smart Arena Entertainment S.A., headquartered in Paraguay, is currently in a strategic stage of development – fully established and ready to build and strengthen alliances with international and regional partners.
“The company is opening its capital to strategic investors to drive the creation of a sustainable entertainment ecosystem that combines innovation, sustainability, and high return on investment.
“The Smart Arena Entertainment Master Plan represents the first regional hub for sustainable entertainment, with a total investment of $225m (£171.5m/€194.2m) in a scalable model designed to generate sustained growth in revenue, equity, and international impact.
“The first phase of the project is Music House LiveXperience (MH), a multi-purpose venue and convention centre with capacity for up to 7,000 people, serving as a platform for live events and brand activations that strengthen and position Smart Arena Net Zero (SANZ) as a sustainable entertainment ecosystem.
“It is the country’s first covered solution built with structural and technical standards for live shows, offering an international-level experience and marking a new era for Paraguay’s entertainment industry.
“MH brings the SANZ brand to life and drives its growth while construction of the main arena advances, introducing today the experience of the new green entertainment to Nueva Asunción.
“As part of the SANZ ecosystem, it operates as a venue for corporate events, trade fairs, conventions, exhibitions, and social gatherings, complementing the arena’s programming and ensuring activity throughout the year. In this way, MH strengthens the SANZ brand, builds community, and consolidates its regional presence even before the opening of the main arena.
“The second phase will feature the 15,000-seat main arena, accompanied by a historical museum, hotel, shopping centre, dining areas, green spaces, and an electric mobility system along the Paraguay River.
“As part of the project’s tourism and environmental commitment, a grand dancing fountain will be integrated as a bridge between innovation and nature, harmoniously interacting with the surrounding wetlands while preserving and enhancing their ecological value. This space will become a landscape icon and meeting point for residents and visitors, where art, water, and biodiversity coexist in balance.
“The project also includes the Arena Club, a premium hospitality and VIP experience space that expands the project’s value proposition and profitability. Paraguay offers an exceptionally favourable environment for this type of investment: a stable economy, sustained growth, low tax pressure, and attractive incentives for international events and tourism development.
“As a regional hub for sustainable entertainment, SANZ also benefits from this competitive environment, leveraging government policies that promote the entertainment industry, positioning Paraguay as a new destination for culture, innovation, and green tourism.
“Strategically located in the heart of South America – neighbour to Brazil, Argentina, and Bolivia, and with fast land and air connections within just a few hours, Paraguay reaches a potential market of more than 30 million people, making it an ideal point of convergence for entertainment, culture, and business.
“From this privileged position, Smart Arena Net Zero seeks to establish a new regional hub for sustainable entertainment, capable of attracting tourism, talent, and large-scale investment.
“The development of MH defines the operational roadmap of the Smart Arena Entertainment Master Plan, a scalable model that validates – in real time – the sustainable, technological, and management processes that will guide the integrated operation of the SANZ ecosystem.
“Smart Arena Net Zero represents a unique global collaboration opportunity – where innovation, sustainability, and entertainment unite to transform the future of the region.”
TSB: What are the most interesting or challenging aspects of the project?
WA: “Our greatest challenge is also our greatest motivation: to demonstrate that a net zero arena can be profitable, socially transformative, and technologically advanced in an emerging market.
“We are not just building a venue – we are creating a living ecosystem that generates value, powered by clean energy, featuring seats made from yarns derived from ocean-recovered plastics, smart parking for electric vehicles, waste-to-biomass conversion, and rainwater harvesting and reuse systems.
“What’s most inspiring is how this vision transcends borders. Architects, investors, and industry experts around the world see in Paraguay a unique opportunity to lead a new era of sustainable entertainment.”
TSB: What are you most looking forward to at #TDS25 ?
WA: “TheStadiumBusiness Design & Development Summit represents an exceptional opportunity to connect the heart of South America – Paraguay – with the global leaders in design, architecture, and innovation for entertainment venues.
“I look forward to exchanging ideas with professionals who are redefining the future of the industry and sharing how Paraguay, through Smart Arena Net Zero, is positioning itself as a regional benchmark for sustainability and innovation.
“It is an honour to present this project on an international stage that promotes a shared vision. The future of entertainment is GREEN – sustainable, inclusive, and regenerative.”
Join Walter – and >450 experts in design, engineering and delivery from around the world – only at #TDS25 on December 10-11 in Manchester.
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