The Orange Peel
The Orange Peel is a privately held, 1,050-capacity live music venue in Asheville, NC, operating since 2002 alongside PULP bourbon speakeasy and Hellbender outdoor space, serving national touring acts, local concert-goers, private event clients, and bourbon enthusiasts via ticket, bar, rental, and membership revenue streams.
- Company typePrivate
- Founded2002
- HeadquartersAsheville, United States
- Headcount51–100
- GTM typeB2C
- OfferingServices
What The Orange Peel does
The Orange Peel is a privately held live music venue operator founded in 2002 and headquartered at 101 Biltmore Avenue in Asheville, North Carolina. The core product is a 1,050-capacity standing-room concert hall equipped with touring-grade production infrastructure, including a d&b audiotechnik V Series PA system, Yamaha CL5/CL3 mixing consoles, a full Chauvet and Elation lighting rig, and a multi-screen video distribution setup. Adjacent spaces extend the offering: PULP, an underground bourbon speakeasy and sound lounge with over 550 bourbons at 103 Hilliard Avenue, and Hellbender by The Orange Peel, a co-branded outdoor venue operated with Hellbender Brewing Company.
The business operates an event-driven go-to-market model. Primary revenue streams include ticket sales (processed through the Etix platform and on-site box office), beverage sales at PULP, venue rental for private events, private bourbon tastings priced at $50-75 per person, merchandise sales through a Shopify storefront, and an annual Peel Insiders fan club membership at $120/year that provides presale access and recurring engagement. National talent booking is handled through AC Entertainment. Customer segments span live music enthusiasts, bourbon and cocktail connoisseurs, comedy fans, private event hosts, and out-of-town concert travelers served via partnerships with Marriott, Holiday Inn Express, and Fairfield Inn hotels.
Distribution combines a physical box office, embedded Etix ticketing, an iOS/Android venue mobile app for custom calendars and presale codes, organic social media on Facebook/Instagram/TikTok/Spotify, an email mailing list, and a volunteer Street Team program that distributes promotional materials across North Carolina, eastern Tennessee, and parts of Georgia and South Carolina. The venue holds Live Independent Certified status from the Independent Venues Association.
The Orange Peel firmographics
Firmographics- Name
- The Orange Peel
- Legal name
- The Orange Peel
- Website
- https://theorangepeel.net
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- The Orange Peel is a privately held, 1,050-capacity live music venue in Asheville, NC, operating since 2002 alongside PULP bourbon speakeasy and Hellbender outdoor space, serving national touring acts, local concert-goers, private event clients, and bourbon enthusiasts via ticket, bar, rental, and membership revenue streams.
- Ownership category
- akta.pro rank
Where The Orange Peel is headquartered
LocationHeadquarters
- HQ city
- Asheville
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
The Orange Peel business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales, Technology or R&D, Others
Revenue model
- Ticket Sales: Revenue from live music and event tickets sold through Etix ticketing platform and direct box office. Most shows have standing room capacity with some reserved seating areas.
- Bar Sales (PULP): Revenue from PULP bourbon bar and sound lounge featuring over 550 different bourbons, cocktails, and full liquor bar. PULP operates as 21+ venue during shows and events.
- Venue Rental: Private event bookings for concerts, corporate events, bachelor/bachelorette parties, and pre-concert tastings. Includes dedicated spaces like Hellbender by The Orange Peel.
- Peel Insiders Membership: Annual fan club membership at $120/year providing skip-the-line entry, presale ticket access, complimentary reserved seats, free beverage offers, and 10% off merchandise. Target for frequent concert-goers.
- Merchandise Sales: Online venue merchandise store via Shopify platform with 10% discount for Peel Insiders members.
- Private Bourbon Tastings: Curated bourbon tasting experiences at $50-75 per person average, with customized cocktail menus and catering options available. Includes pre-concert tasting packages paired with shows.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Peel Insiders Annual Membership |
| Unit Pricing | Pay-as-you-go | Private Bourbon Tastings |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
The Orange Peel product offering
Product offeringCore offering
The Orange Peel operates a 1050-capacity standing-room live music venue in downtown Asheville, NC, hosting national touring acts, local artists, comedy shows, and special events. The venue is complemented by PULP, an underground bourbon speakeasy with 550+ bourbons, and Hellbender by The Orange Peel, an outdoor event space. The business sells ticketed event admissions, memberships, private venue rentals, private bourbon tastings, and on-site merchandise.
Product overview
The Orange Peel is a live music venue operator offering a unified portfolio of entertainment and hospitality services. The core product is The Orange Peel main venue (1050-capacity standing room live music hall) supplemented by two distinct sub-venues: PULP (an underground bourbon speakeasy and sound lounge with over 550 bourbons) and Hellbender by The Orange Peel (outdoor event space). Supporting services include a Peel Insiders Fan Club loyalty program ($120/year), Private Bourbon Tastings, Virtual Tour experiences, Venue Rental for private events, a Mobile App for ticketing and notifications, and a Street Team volunteer promotion program. The company operates primarily in Asheville, NC.
Differentiator
Problem solved
Functional benefit
Brands
- Pulp: The Orange Peel's underground Bourbon Speakeasy and Sound Lounge featuring over 550 different bourbons, the largest selection in Western North Carolina, along with a full liquor bar, old-timey décor, comfortable lounge seating, live video/audio from shows upstairs, Vinyl Station, and monthly comedy shows.
- Hellbender by The Orange Peel
Products and services
- The Orange Peel (Main Venue) A 1050-capacity standing room live music venue located at 101 Biltmore Ave, Asheville, NC, hosting national touring acts, local artists, comedy shows, and special events.
- PULP An underground bourbon speakeasy and sound lounge located at 103 Hilliard Ave, featuring over 550 different bourbons (the largest selection in Western North Carolina), a full liquor bar, old-timey decor, lounge seating, live video/audio from shows upstairs, a vinyl station, and monthly comedy shows hosted by Slice of Life.
- Hellbender by The Orange Peel An outdoor event venue space at 101 Biltmore Avenue operated by The Orange Peel, used for larger shows and special events.
- Peel Insiders Fan Club A $120/year membership program offering perks including skip-the-line entry, presale ticket access, complimentary reserved seats, occasional free tickets, 10% off online merch, and complimentary beverage offers at PULP.
- Private Bourbon Tastings Private bourbon tasting experiences held in PULP, featuring customized tasting menus, cocktail creation, and catering options, priced at approximately $50-75 per person depending on selection. Also available as pre-concert tastings paired with shows.
- Venue Rental Private event rental of The Orange Peel venue spaces for corporate events, private parties, and special occasions.
- The Orange Peel Mobile App A free venue app available for iOS and Android that allows users to create custom concert calendars, receive presale and discount codes, and get notifications about upcoming shows.
Companies that use The Orange Peel
Customer profileNamed customers2 records
Segments5 records
Ideal customer profiles5 records
The Orange Peel technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
The Orange Peel partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- AC EntertainmentcoreNational booking agent for The Orange Peel. Handles national act bookings and contracts. Located at 507 South Gay Street, Suite 1100, Knoxville, TN 37902. Primary contact for touring acts seeking to book the venue.
- Harvest RecordsminorWest Asheville record store that sponsors the Vinyl Station at PULP bourbon bar. Provides Big Band and Blues vinyl selection for the speakeasy's listening experience.
- Slice of Life ComedycoreLocal Asheville comedy troupe that hosts monthly comedy shows in PULP venue. Produces events including Standup Comedy Pageant competitions with audience voting.
- EtixcoreThird-party ticketing platform handling online ticket sales for all venue events. Embedded ticketing links on venue website and show pages.
- Marriott Hotels (Aloft, AC Hotel, Courtyard, SpringHill Suites)minorOfficial hotel partners offering discounted rooms for Orange Peel attendees. Includes Aloft (51 Biltmore Ave), AC Hotel (10 Broadway St), Courtyard Biltmore Village (26 Meadow Rd), SpringHill Suites (Two Buckstone Place), and Courtyard Asheville Airport.
- Holiday Inn Express and Suites Asheville DowntownminorOfficial hotel partner at 42 Tunnel Rd offering discounted rates for Orange Peel guests.
- Fairfield Inn & Suites AshevilleminorOfficial hotel partner at 184 Tunnel Rd offering discounted rates for Orange Peel guests.
- Hellbender Brewing CompanycoreCo-branded outdoor venue space 'Hellbender by The Orange Peel' at 101 Biltmore Ave. Hosts larger outdoor shows and events adjacent to main venue.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
The Orange Peel competitors and assessment
Company assessmentDirect peers
- Music Hall of Williamsburg: ~1,500-cap Bowery Presents venue in Brooklyn — directly comparable as a prestige mid-tier concert hall attracting national touring acts across genres.
- Belly Up: ~600-cap Solana Beach (San Diego) independent concert venue — comparable mid-tier indie operator profile with integrated bar and diversified event programming.
- The Fillmore: Iconic 1,150-cap standing-room concert hall operated by Live Nation — directly comparable to The Orange Peel in capacity tier, layout, and role as a prestige mid-tier stop for national touring acts.
- The Showbox: ~1,150-capacity Seattle concert venue operated by AEG — directly comparable in tier, standing-room format, and role on the national touring circuit.
- Tipitina's: Legendary ~1,000-capacity New Orleans concert hall functioning as a regional prestige venue — directly analogous to The Orange Peel in size, indie operator status, and role as a Southern touring stop.
- Brooklyn Bowl: Mid-sized live music venue with on-site food and beverage service and bowling entertainment — overlaps with The Orange Peel's multi-revenue format of concert tickets + hospitality.
- Variety Playhouse: ~1,000-capacity Atlanta indie concert venue — closest in capacity and operator profile to The Orange Peel, serving the same mid-tier national touring circuit in the Southeast.
- House of Blues: National chain of mid-sized live music venues (1,000-2,000 cap) with integrated bar/restaurant — direct competitor for the same touring acts and overlapping food & beverage monetization model as The Orange Peel.
- Cain's Ballroom: Historic ~1,200-cap Tulsa venue — directly comparable to The Orange Peel as a long-established, prestige regional concert hall with multi-format programming.
- The Tabernacle: 2,600-cap historic concert venue in Atlanta — comparable in prestige positioning for the Southeast touring market and overlapping national-act booking audience with The Orange Peel.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
The Orange Peel social profiles
Digital presenceThe Orange Peel financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Orange Peel leadership team
Management profileNumber of profiles
Profiles2 records
The Orange Peel subsidiaries and ownership
Company hierarchySubsidiaries2 records
The Orange Peel funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Orange Peel M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Orange Peel
What does The Orange Peel do?
The Orange Peel operates a 1050-capacity standing-room live music venue in downtown Asheville, NC, hosting national touring acts, local artists, comedy shows, and special events. The venue is complemented by PULP, an underground bourbon speakeasy with 550+ bourbons, and Hellbender by The Orange Peel, an outdoor event space. The business sells ticketed event admissions, memberships, private venue rentals, private bourbon tastings, and on-site merchandise.
Is The Orange Peel a public or private company?
The Orange Peel is a private company. It is classified as unknown and is currently operating.
When was The Orange Peel founded?
The Orange Peel was founded in 2002. It employs 51 to 100 people.
Where is The Orange Peel based?
The Orange Peel is headquartered in Asheville, United States, in the North America region.
How does The Orange Peel make money?
Six revenue lines are on record. Ticket Sales are the primary driver. The others are bar Sales (PULP), venue Rental, peel Insiders Membership, merchandise Sales and private Bourbon Tastings.
Who are The Orange Peel's main competitors?
Direct peers on record are Music Hall of Williamsburg, Belly Up, The Fillmore, The Showbox, Tipitina's, Brooklyn Bowl, Variety Playhouse, House of Blues, Cain's Ballroom and The Tabernacle.
Does The Orange Peel have an API?
No public API is recorded for The Orange Peel.