HUNTSVILLE — Not willing to rest on their musical laurels, The Venue Group, in collaboration with the city of Huntsville, is identifying locations for a mid-sized venue with a capacity of about 2,500-3,000 people.
According to a news release, the tvg-led project will “fill a vital capacity gap in the market, build on the success of the Orion, and amplify Huntsville’s long-term vision in growing its music and entertainment economy.”
“Our partnership with Huntsville began with The Orion, a project that transformed the city’s cultural identity and gained national recognition,” said tvg Managing Partner Ben Lovett. “Huntsville’s commitment to its music ecosystem is unlike any other, and we’re thrilled to now explore another world class venue that will further cement its place as a cultural hub.”
Lovett is a member of the band Mumford & Sons, who are playing at the Orion tonight in the second show of their two-night stand.
“The Orion has become a source of pride for Huntsville,” said Mayor Tommy Battle. “As we celebrate its 100th performance, we’re excited to take the next step in strengthening our city’s cultural infrastructure by working with tvg to explore a new tvg venue that will open even more opportunities for artists, audiences and the wider community.”
The Orion, which began as an idea literally sketched on the back of a napkin, has become a cultural anchor and a world-class music venue in just four seasons.
Awards for Orion
Since opening in May 2022, the city-owned, tvg-managed venue has become a global live music sensation. Its accolades include Billboard’s Top East Coast Amphitheaters (2024), three Amphitheater of the Year nominations (2022–2024, IEBA), and multiple Pollstar “Red Rocks Award” (Best Outdoor Music Venue) nominations.
It has also earned tourism and local awards from the Alabama Tourism Department and Alabama Mountain Lakes Association, and was featured in Rolling Stone for “rethinking the amphitheater experience.”
Further recognition includes two American Advertising Federation North Alabama Awards, being named “Best Amphitheater” by Alabama magazine’s “Best of Bama,” achieving top rankings in Pollstar’s Midyear Report for ticket and gross sales, and receiving Excellence in Concessions and Best Sustainability Initiative – Artist Garden from VenuesNow.
The Orion Amphitheater has welcomed approximately 626,000 attendees, experiencing a 54% growth vs its first 18 months alone. Its rapid ascent underscores Huntsville’s strong commitment to cultural infrastructure.
In the venue’s first three years it has generated more than $45 million in revenue and has led to $131 million in total economic output for the Huntsville area.
Live music commitment
The Orion is a testament to Huntsville’s commitment to live music, community, and hospitality, a promise that has now inspired tvg’s revival of the acclaimed Lumberyard.
This latest endeavor aligns with Huntsville’s long-term cultural growth priorities outlined in The BIG Picture master plan and builds on years of strategic investment.
The investments include Sound Diplomacy’s Huntsville Music Strategy, which provided 47 recommendations to grow the city’s music economy and attract talent; the establishment of the Huntsville Music Office and the nation’s first municipal Music Officer in Matt Mandrell, driving initiatives like Music Meetups and the Music Ambassador Program; and continuous upgrades to the Von Braun Center, ensuring Huntsville’s cultural anchors remain best-in-class.
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