Iowa Events Center

What Iowa Events Center does

Iowa Events Center is a four-venue multi-purpose event complex located at 730 3rd Street in downtown Des Moines, Iowa, operating since 2005 and managed by Oak View Group (OVG360). The complex comprises the 15,000-seat Casey's Center (renamed from Wells Fargo Arena on July 1, 2025), the EMC Expo Center exhibit hall (renamed from Hy-Vee Hall on January 1, 2025), the Community Choice Convention Center, and the Veterans Memorial Auditorium. It serves three primary customer groups: consumer attendees of concerts, family shows, and sporting events; B2B organizers of conventions, trade shows, corporate events, and weddings; and recurring tenant teams including the Iowa Wild (AHL), Iowa Wolves (NBA G League), and Iowa Barnstormers (Indoor Football League).

The business operates a diversified revenue model across ticket sales distributed primarily through the Hy-VeeTix platform using NFC-enabled mobile wallet delivery (Apple Wallet and Google Wallet), corporate naming rights and sponsorships (Casey's, EMC Insurance, Hy-Vee), premium seating and suite rentals, food and beverage operated by OVG Hospitality, and venue rentals for conventions and weddings. The technology stack is operationally focused rather than software-centric: tap-to-enter NFC ticketing replacing barcodes, a 576-fixture programmable exterior LED system installed in 2024, and online booking flows integrated with JustPark for pre-event parking.

The venue's competitive position rests on its scale as the only multi-venue complex of this size in central Iowa, its downtown location with skywalk access, and its long-running track record hosting NCAA tournaments, national touring concerts, and minor-league professional sports. Recent commercial activity — two new naming rights deals in 2025, LED capital investment, and a mobile ticketing platform migration — points to active reinvestment in the asset, though revenue, headcount, and ownership financials are not publicly disclosed.

Name

Iowa Events Center

Legal name

Iowa Events Center

Website

https://iowaeventscenter.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Iowa Events Center is a four-venue multi-purpose event complex in downtown Des Moines, Iowa, hosting concerts, sports, conventions, and weddings under management by Oak View Group (OVG360). It serves consumer attendees, corporate event organizers, and three minor-league tenant teams.

Ownership category

akta.pro rank

Product category

Live Entertainment and Convention Venue Operations

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Spectator Sports (7112), Arts, Entertainment, and Recreation (71)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Multipurpose Event Center Operations (Civic Centers, Community Event Complexes) (MPAGALAE)

akta.pro secondary industries

Sports & Arena Event Venues (Stadiums, Arenas) (THAHAAAF), Convention & Exhibition Centers (Public Convention Centers, Civic Centers) (THAHAAAA)

Keywords

• Event venue management
• Live entertainment hosting
• Convention center services
• Arena ticketing services
• Sports event facilities

Headquarters

HQ city

Des Moines

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Ticket Sales: Primary revenue from ticket sales for concerts, sports events, family shows, and conventions through Hy-VeeTix.com platform.
2. Sponsorships: Corporate sponsorships including naming rights (Casey's Center, EMC Expo Center), venue branding, and promotional partnerships with companies like Hy-Vee, Casey's, EMC Insurance, and Polk County.
3. Premium Seating: Revenue from suite rentals, premium seating options, and VIP experiences at Casey's Center.
4. Food & Beverage: Concession stands and catering services operated by OVG Hospitality for events and weddings.
5. Venue Rentals: Rental income from hosting conventions, corporate events, weddings, and trade shows in the Convention Center, Hy-Vee Hall/EMC Expo Center, and Community Choice Convention Center.
6. Donation Program: Donation and auction item requests from charities and non-profit groups, with group ticket sales as a fundraising mechanism.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

Iowa Events Center is a four-venue multi-purpose complex in downtown Des Moines that hosts concerts, sports events, family shows, conventions, trade shows, and weddings. The complex consists of Casey's Center (a 15,000-seat arena), EMC Expo Center, Community Choice Convention Center, and Veterans Memorial Auditorium. It sells tickets directly to consumers through the Hy-VeeTix platform, rents venue space to event organizers, provides premium seating, full-service catering through OVG Hospitality, group ticket packages, and a community-facing LED lighting program.

Product overview

Iowa Events Center is a multi-venue entertainment complex in Des Moines, Iowa, managed by Oak View Group (OVG). The portfolio consists of three main venues: Casey's Center (the 15,000-seat multi-purpose arena formerly Wells Fargo Arena), EMC Expo Center (the exhibit hall and meeting space formerly Hy-Vee Hall), and Community Choice Convention Center. Additional offerings include Mobile Ticketing with NFC-enabled entry via Apple Wallet and Google Wallet, Premium Seating experiences, Group Experiences with discounted packages, Food & Beverage Catering services, Event Booking for conventions and weddings, Sensory Inclusive Spaces for accessibility, and a Venue Lighting Permit Program allowing community requests for special exterior LED lighting displays.

Differentiator

Problem solved

Functional benefit

Products and services

• Casey's Center Venue Rental (15,000-seat arena)
• EMC Expo Center Venue Rental
• Community Choice Convention Center Venue Rental
• Premium Seating and Suites
• Group Ticket Experiences
• Food & Beverage Catering (OVG Hospitality)
• Convention Center Event Booking Service

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature2 records

Partnerships

Ten partnerships are on record, tiered core, flagship and minor.

• Oak View Group (OVG)coreStrategic or Co-development PartnerOVG is the venue management company overseeing all operations of the Iowa Events Center complex. OVG360 provides venue management, hospitality, booking, and content services.
• Hy-Vee TixcoreChannel Partner/ Reseller/ DistributorPrimary ticketing platform and partner for the Iowa Events Center. Tickets sold through hyveetix.evenue.net with mobile wallet delivery integration.
• Casey'sflagshipGTM or Marketing PartnerNaming rights partner for Casey's Center (formerly Wells Fargo Arena), renamed July 1, 2025. Casey's is a major Midwest convenience store chain headquartered in Iowa.
• EMC InsuranceflagshipGTM or Marketing PartnerNaming rights partner for EMC Expo Center (formerly Hy-Vee Hall), renamed January 1, 2025. EMC Insurance is a major insurance provider.
• OVG HospitalitycoreStrategic or Co-development PartnerFood and beverage service provider for all venues within the Iowa Events Center complex, including concessions, catering for events, and wedding receptions.
• JustParkminorChannel Partner/ Reseller/ DistributorParking reservation partner allowing attendees to pre-book parking through eventpass.justpark.com for events at the venue.
• Greater Des Moines Convention & Visitors Bureau (Catch Des Moines)minorStrategic or Co-development PartnerRegional tourism partnership for promoting Des Moines as a destination for conventions, sports events, and entertainment.
• Iowa BarnstormerscoreOthersArena football team home venue tenant playing in the Indoor Football League.
• Iowa WildcoreOthersHockey team home venue tenant playing in the American Hockey League (AHL).
• Iowa WolvescoreOthersNBA G League basketball team home venue tenant.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Xcel Energy Center: St. Paul's 18,000-seat arena home to the NHL's Minnesota Wild, hosting concerts and family shows. Directly comparable Midwest arena with similar tenant team anchor and touring content model.
• BOK Center: Tulsa's 19,000-seat arena operated by ASM Global, hosting concerts, sports, and family events. Comparable mid-tier Midwest arena with similar content and tenant team model.
• Nationwide Arena: Columbus's 18,500-seat arena home to the NHL's Columbus Blue Jackets, with naming rights held by Nationwide Insurance. Closely comparable Midwest arena anchored by a regional insurance naming partner (similar to EMC Insurance).
• T-Mobile Center: Kansas City's 18,500-seat arena and entertainment district operated by AEG, hosting major concerts and sporting events. A larger but directly comparable Midwest arena with similar programming and corporate naming rights model.
• Gainbridge Fieldhouse: Indianapolis's multi-purpose arena home to the NBA's Indiana Pacers, hosting concerts and family events. Similar Midwest tier-market arena with comparable naming rights structure and mixed-use programming.
• Target Center: Minneapolis's 19,000-seat arena home to the NBA's Minnesota Timberwolves. Comparable Midwest market positioning with major tenant team and national touring content programming.
• CHI Health Center Omaha: Omaha's multi-purpose arena and convention facility hosting concerts, sports, and conventions in the Upper Midwest. Highly comparable to Iowa Events Center in scale, programming mix, and Midwest regional positioning.

Others

• Des Moines Convention & Visitors Bureau (Catch Des Moines): Regional tourism organization that partners with Iowa Events Center to drive convention and event bookings. Ecosystem participant rather than a direct competitor, but a relevant local collaborator shaping demand for the convention venues.

Broad incumbents

• Climate Pledge Arena: Seattle's 17,000-seat arena managed by OVG and home to the NHL's Seattle Kraken. OVG-managed flagship comparable with premium pricing and naming rights structure analogous to Casey's Center.
• Moody Center: 15,000-seat Austin arena also operated by Oak View Group, hosting University of Texas sports and national touring concerts. Direct OVG portfolio peer of similar size and modern build, providing a useful comp for OVG management economics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/iaeventscenter
• LinkedInlinkedin.com/company/iowaeventscenter

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Iowa Events Center