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    Ariat Arena

    Ex-Dickies Arena · 14,000 for concerts · center Plaza seats lead

    Fort Worth's Art Deco rodeo arena took a new name in October 2026. Same steep bowl, same seats: here is how to choose one.

    By the Reserved Seat editorial teamUpdated How we research

    For other venues, teams and events nearby, see the Dallas–Fort Worth guide.

    Dickies Arena is now Ariat Arena

    Ariat Arena is the 14,000-seat arena in Fort Worth's Cultural District, built next to the Will Rogers Memorial Center for the Fort Worth Stock Show & Rodeo and used year-round for concerts, college basketball, professional bull riding and family shows. For most events, the best seats are the center sections of the Plaza Level (the 100s); for value, the center Gallery Level (the 200s) looks down on the whole floor from a steep, close upper bowl.

    Until October 26, 2026, the building was Dickies Arena. The workwear brand had held the naming rights since the 2017 groundbreaking and announced in June 2026 that it would opt out. Ariat International, the Western, equestrian and workwear company with regional headquarters in Fort Worth, signed a ten-year naming deal, and the arena's operator, Trail Drive Management Corp., announced that the change took effect immediately. Ariat said all the new signage should be up by early 2027, so expect to see both names on maps, apps and older tickets for a while. The old dickiesarena.com address now forwards to the new site.

    How the seating levels are laid out

    The arena is an enclosed bowl with three main seating levels around the floor: the Plaza Level at the bottom, a middle ring of suites and loge boxes, and the Gallery Level at the top. Section numbers below come from RateYourSeats' section listing and the arena's own guest guide, which places ATMs at sections 111 and 126 on the Plaza Level and 211 and 226 on the Gallery Level.

    Plaza Level: sections 101–132

    The lower bowl runs in sequence around the building. For basketball, RateYourSeats marks 107 and 123 as midcourt, so the sideline runs roughly 105–109 on one side and 121–125 on the other, with the ends between them.

    Suites, loge boxes and clubs

    Between the levels sit Founders Suites and loge boxes, semi-private seating boxes. The Ariat Club and Reliant Club are the arena's premium hospitality spaces. At rodeo time, the front rows nearest the dirt are sold as rodeo boxes with upgraded seats.

    Gallery Level: sections 201–232

    The upper level mirrors the Plaza numbering, so 207 sits above 107 and 223 above 123. HKS, the architect of record, says the bowl gets steeper as it rises, which keeps sightlines good in the upper rows. The concourses open at the top of each level, so even the highest seats are a walk down, not up.

    Best seats for the rodeo, concerts and basketball

    Stock Show rodeo

    The rodeo seats about 9,300 to 9,400 and runs during the Stock Show each winter; the 2027 Stock Show & Rodeo begins on January 15, 2027. The rodeo boxes nearest the arena floor are close enough to feel the dirt fly, and the walkway behind them preserves the old Will Rogers Coliseum habit of "standing on the wall." For the clearest view of timed events, pick a Plaza seat several rows up from the floor near the middle of the long side, where you see the chutes, the barrels and the finish without the rail and the riders in the way. The Gallery's steep pitch makes its center sections a good rodeo seat too.

    End-stage concerts

    The arena was designed to sound more like a concert hall than a typical arena, with sound-absorbing material in the roof deck, and it holds 14,000 for concerts. The floor straight back from the stage is closest; the Plaza sideline sections nearest the stage give a raised view over the crowd. For the full stage picture, a center Plaza or Gallery section facing the stage is the best buy. Skip seats behind or tight beside the stage unless the show is in the round.

    Basketball

    For college basketball, including the American Athletic Conference tournament held here every March since 2021, midcourt sections 107 and 123 and Gallery sections 207 and 223 are the picks. Baseline seats cost less and are fine for the atmosphere.

    Capacity by event

    • Concerts: 14,000
    • Basketball: 13,550
    • Hockey and family shows: 12,200
    • Rodeo: about 9,300 (the Stock Show lists 9,400)

    The figures come from Wikipedia and the Fort Worth Stock Show & Rodeo. Because the room is smaller than a typical NBA or NHL arena, the top rows of the Gallery stay relatively close to the floor.

    Parking and rideshare

    The arena sits off Montgomery Street and Trail Drive, near University Drive and I-30. As of 2026, the main options are:

    • Yellow Lots: open for all events, reached by turning onto Trail Drive.
    • Chevrolet Parking Garage: about 2,200 spaces at 3464 Trail Drive, with preferred and reserved parking and the accessible overflow at Gate 49.
    • Montgomery Lot: prepaid only.

    Lots open three and a half hours before the start time, prices vary by event, and you can pay by cash or card or prepay through Ticketmaster. During the Stock Show the whole Will Rogers complex is busy with exhibitors and visitors, so arrive early for rodeo performances.

    Rideshare

    Drop-off is at the west entrance on Secretariat Drive. Pickup is on Harley Avenue at the north end of the building; exit on the north side and wait until you reach Harley to call your driver.

    Bag policy and entry rules

    As of October 2026, the arena's guest guide limits bags to 12 by 6 by 12 inches. Clear totes, small purses, small clutches, drawstring bags and small backpacks within that size are accepted, though the prohibited-items list on the same page bans backpacks and states the limit as 12 by 12 by 6, so the smallest bag you can manage is the safe choice. Coolers, luggage and laptop bags are not allowed.

    • Re-entry: not permitted.
    • Doors: times vary by event.
    • Strollers: not allowed.
    • Cameras: small non-flash cameras with lenses under four inches only; no video recorders, GoPros or selfie sticks.

    The page notes the policy can change at any time; check the arena's policies and FAQ before you go.

    Accessible seating

    Accessible seats are listed on each event page, and complimentary wheelchair escorts can be arranged in advance or requested from staff during the event.

    A rodeo arena built like an opera house

    Fort Worth voters approved the arena in 2014 as a replacement for the Will Rogers Coliseum, which held about half as many people. Built through a public-private partnership for about 540 million dollars, the city-owned building was designed by David M. Schwarz in an Art Deco style that echoes the historic Will Rogers complex, with HKS as architect of record. A center-hung, 360-degree video board circles the bowl. The arena had a public ribbon cutting on October 26, 2019, and opened on November 8, 2019, with a Twenty One Pilots concert; the Stock Show moved its rodeo in for the 2020 edition.

    Since then it has staged the 2022 WTA Finals, NCAA tournament games, the PBR World Finals, WWE's Money in the Bank in 2021 and the CrossFit Games in 2024, along with country, pop and rock tours. More detail is on the arena's Wikipedia entry.

    Frequently asked questions

    Is Ariat Arena the same as Dickies Arena?

    Yes. Dickies Arena in Fort Worth was renamed Ariat Arena on October 26, 2026, under a ten-year naming deal. The building, address and seats are unchanged.

    What is the capacity of Ariat Arena?

    About 14,000 for concerts, 13,550 for basketball, 12,200 for hockey and family shows, and roughly 9,300 to 9,400 for the rodeo.

    What are the best seats at Ariat Arena?

    Center Plaza Level sections give the best view for most events; for basketball, sections 107 and 123 are midcourt. The steep Gallery Level, especially 207 and 223, is the value choice.

    What is the bag policy at Ariat Arena?

    As of October 2026, bags may not exceed 12 by 6 by 12 inches, and clear totes within that size are fine. The policy can change, so check the arena's FAQ before you go.

    Where do I park for Ariat Arena?

    The Yellow Lots off Trail Drive and the 2,200-space Chevrolet Parking Garage are the main options. Lots open three and a half hours before the event, and prices vary.

    Can I leave and re-enter Ariat Arena?

    No. The arena does not permit re-entry.

    Sources