By John Dobberstein, Editor
The $93 million Sunset Amphitheater under construction in Broken Arrow will be offering year-round performances after a strategic expansion announced recently by the developers.
Colorado Springs-based Venu, the owner and operator of upscale live music venues and premium hospitality destinations, has adopted a “multi-season venue configuration model” for its new amphitheaters that executives describe as a “transformative shift that extends operational capacity from seasonal schedules to year-round operations and revenue potential.”
Venu-owned amphitheaters under construction or planned in McKinney and El Paso, Texas, Broken Arrow and the Oklahoma City area will include design features and enhancements that allow them to operate and host events throughout each calendar year, “increasing the number of events hosted annually at each venue and enhancing operational efficiency,” Venu said in a statement.
Through integrating climate-controlled environments, adaptable staging and “premium” guest accommodations, Venu said the change will monetize the venues year round, reduce downtime and “optimize” earning potential.
The strategy is expected to drive higher ticket sales, increased sponsorships, stronger food and beverage revenues and additional revenue from parking and premium experiences, the company said, “resulting in higher margins and long-term financial sustainability all while maintaining Venu’s signature premium ambiance.”
In a statement, Venu founder J.W. Roth said it’s “simple math” that more shows will mean more revenue, “but this isn’t just about quantity, it’s about a complete transformation.” We’re not just extending our schedule. We’re turning every season into peak season and unlocking millions in additional revenue potential.”
When Venu – then known as Notes Live – held its community forum in January 2024 the company said its chosen operator, Live Nation, would be responsible for booking major artists and working with food-and-beverage vendors for up to 40 major touring shows a year, but there would be 20-25 other shows and community events where Notes Live takes the lead.
The 12,500-seat amphitheater is slated to open in spring 2026. As of last week, construction activity was ongoing in parts of the theater site just north of the Broken Arrow Events Park and along the Creek Turnpike. Parking lots north of the performance area appeared to be nearly finished and the city is working on additional infrastructure improvements in and around the area.
Some structural components for the amphitheater itself appear to have been delivered to the site, although work has slowed in recent months.
Venu generates income through sponsorships and brand partnerships, including naming rights and in-venue sponsorship activations. Ticket sales and associated fees play a “crucial role” in revenue generation, the company says, which it believes will be further amplified by the expanded multi-season operating capacity.
In addition, food and beverage sales from upscale dining and beverage service enhance revenue across the facilities. The company also benefits from parking fees and venue rentals, generating further revenue from event-driven demand. Fee income, derived from strategic partnerships, licensing agreements, and premium hospitality services, provides an additional high-margin revenue stream.
As of Monday, Venu still hasn’t announced a naming-rights deal for the Broken Arrow amphitheater or the others under construction. Venu said it’s entering into a strategic alliance with Connect Partnership Group, a sales and consulting agency, to serve as Venu’s official sponsorship sales partner.
Also this month, Venu launched the “VENU Income Fund” – described as an investment opportunity is designed for registered investment advisors and broker dealers to provide the potential for consistent monthly income to its income-seeking investors through pooled ownership of Venu’s “Luxe FireSuites” in McKinney and Broken Arrow.
The actively managed income fund includes a $59 million equity raise aimed at acquiring multiple Luxe FireSuites across multiple locations. The fund also features a strategic plan with a projected timeline for liquidity.
Luxe FireSuite fractional ownership investment opportunities offer private suites located inside the amphitheaters, seating 4-10 guests per suite. Investors may benefit from potential returns through guaranteed rents, ticket resale revenue and depreciation advantages.
This financing approach provides flexible payment options for buyers of rights to Fire Pit Suites, making these suites accessible to a broader audience, the company said. Previously, ownership was limited to those able to purchase an entire suite outright. With this change buyers can access structured payment plans and finance their purchase over time.
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