Arona effectively runs two agendas at once. The coastal one — Los Cristianos, Las Américas — is aimed at visitors: live music on terraces and in hotels, shows, markets and big sporting events that make the most of the southern climate all year. The one up in the town of Arona itself is that of an ordinary Canarian village, with its patron saint fiestas, romerías and community activities.
You'll find both mixed together here, which is how the municipality is actually lived. Filter by category if only one interests you — concerts, sport, family, food — or by price if you're after free plans, of which Arona has plenty between council activities and street markets.
The south has one obvious advantage over the rest of the island: there's no off-season for outdoor events. In the middle of January there are still street concerts and beach sports competitions, which simply doesn't happen up north.