A festival within Carnival. This is how Camarote Salvador has positioned itself in the Bahian festivities economy. In 2026, the operation should generate around R$210 million in Salvador’s economy and generate around 13 thousand jobs, according to data from Premium Entretenimento, owner of the event.
“Today we are talking about 13 thousand jobs, considering assembly, disassembly and the six days of the event”, says Luciana Villas Boas, CEO of Premium Entretenimento, in an exclusive interview with InfoMoney.
The numbers place the cabin among the main economic agents of the Bahian Carnival. The account takes into account not only the box office, but also consumer spending on tickets, accommodation, food, tours, in addition to investments from sponsors and the production chain involved.
Entertainment as a business
Graduated in Administration and with a 20-year career at Rede Bahia de Comunicação (a Globo affiliate in the state), where she worked in finance, brands, sales and planning, Villas Boas took over Premium 13 years ago with a clear mission: to organize the house and transform a strong event into a solid company.
“I always say that entertainment is a business like any other”, he summarizes. “When I took over, the objective was to organize processes, put the right people in the right places and increase the company’s profitability. And also, obviously, think about longevity.”
Camarote Salvador will turn 26 years old in 2026. Premium is responsible for the entire operation: from strategic design to execution. “Camarote Salvador is made 100% proprietary. From the ticket sales strategy, sponsorship acquisition, all production, everything is done by Premium”, says the executive.
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This attitude contributes to an annual work cycle that practically eliminates the company’s low season. As soon as Carnival ends, the closing of accounts, auditing and, subsequently, planning for the following year begin. Ticket sales for the 2027 edition, for example, start during the 2026 event.
“There is no low season for us. As soon as Carnival ends, planning begins. If Carnival lasted another two months, there would still be work”, jokes Villas Boas.
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From the entrance to the official hotel
Premium’s strategy is based on the idea that Camarote Salvador is an entertainment platform, around which a chain of services is developed aimed at high-income audiences, mostly tourists.
“Our strategy is verticalization”, explains Luciana. “From Camarote Salvador, there is a whole chain that moves around our client.”
Among the business verticals, in addition to Camarote Salvador, are Fanplace, the company’s own label that sells access to the cabin; the official Hotel of Camarote Salvador, currently at Novotel Rio Vermelho, home shirt delivery services and customization structure within the cabin.
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In the case of the official hotel, located in the Rio Vermelho neighborhood, Premium subleases the rooms and takes over the public-facing operation of the cabin. For six days, the space becomes an experience hub with an escorted transfer to the customer meeting point, the Barra-Ondina circuit, beauty salon, rooftop with DJ, open beer and activations by partner brands.
The audience in the box
Camarote Salvador receives around 5 thousand people per day, over the six days of the event. Considering the repetition of revelers on more than one night, Premium estimates around 10 thousand unique customers.
The profile is mostly Brazilian tourists (90%) and high-income (classes A and B), due to the high total cost of the trip (ticket, accommodation and ticket).
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The majority of customers are Brazilian, with a strong concentration in the Southeast, in addition to growth in installments coming from Brasília and Goiânia. Foreign tourists still represent a small share, around 4%.
More than 20 sponsors and an activation festival
The physical configuration of Camarote Salvador is worthy of a festival: the space of around 13 thousand m² has multiple stages, viewpoints, rest areas, rooftops and Instagrammable spaces.
In 2026, Camarote Salvador will have more than 20 sponsors and partnersbetween newcomers and long-term contracts, in sectors such as beverages, food, fashion, beauty, automotive, technology and ESG.
Among the companies involved in the 2026 edition is Petra, from Grupo Petrópolis, master sponsor for seven years, with proprietary bars, beer spots, exclusive rooftop and activations at the official hotel; Pernod Ricard in its 19th carnival alongside the event, taking Beefeater to bars with a signature drink menu; Red Bull, which has had a partnership for over 15 years and will use the box to launch the apple flavor; BYD for the second year as official car, with a fleet for guest shuttles and interactive experiences with its electric models; in addition to other major brands such as O Boticário, Eudora, OMO, iFood, Trident, Club Social Snack, Kibon, Vida Veg, Monin and Reserva with spa spaces, beauty, snacks, vegan gastronomy, themed bars and brand activations throughout the structure.
According to Villas Boas, the combination of reputation built over 26 years, operational consistency and a clear ESG agenda has become decisive in relationships with sponsors.
The partnership with the startup Ecoari, specialized in recycling technology, foresees the installation of voluntary delivery points (PEVs) and the use of a “recyclometer”, which shows in real time the volume of recyclable waste destined for cooperatives.
Another partner, Papelito Brasil, maintains initiatives aimed at the correct disposal of cigarette butts, with collection points distributed throughout the space and distribution of disposable butt holders. The objective is to reduce environmental damage during one of the most intense periods of flow of people and consumption in the country.
Line-up, Bahian culture and narrative dispute
Although the main difference of Camarote Salvador, in Luciana’s view, is the service, the line-up remains a strategic piece to keep the structure alive after the closure of the trios on the street. Inside the box, two stages welcome artists from genres such as axé, funk, electronic and samba, in a proposal that mixes different generations and styles.
Over the years, this curation has started to connect more explicitly with the idea of valuing local culture – a kind of cultural arm of the ESG agenda. Bahian artists and historic axé names share space with more experimental projects and partnerships with international media, such as Billboard, which has become a media partner for presentations that aim to project local bands onto the national and global scene.
The announcement of BaianaSystem shows inside the box, for example, generated debates on social media about the presence of a group with a strong political discourse in one of the most expensive spaces of Carnival. Luciana says that this tension was predicted.
“We knew that, when we try to break a bubble, anything can happen,” he says. “But, from the beginning, it wasn’t simply a Baiana show at Camarote Salvador. It was a movement to project the BaianaSystem to Brazil and the world, with a project presented by Billboard, with the participation of Caetano Veloso, Lazzo and other artists. In the end, the repercussion for both the cabin and the band ended up being very positive.”
How much does it cost to be in this gear?
Prices to be part of Camarote Salvador vary depending on the day, lot and type of ticket.
In general terms, Camarote Salvador tickets can start at around R$2,600 per day and go up to R$4,000, depending on the lot and date.
Packages generally include an open bar and open food with a premium menu, access to the festival structure (internal stages, viewpoints, rooftop, spa, rest areas), activations from different brands, well-being, beauty, gastronomy and technology experiences.
According to research carried out by the report, ticket prices reach:
- Female ticket: around R$2,750 to R$2,970 per day
- Men’s ticket: around R$3,740 to R$4,235 per day
Days like Saturday, Sunday and Tuesday tend to have higher prices.
In the case of packages for every day (full pass 6 days):
- Feminino: about R$ 14,300
- Male: around R$19,890
