SAFE Credit Union Convention Center

What SAFE Credit Union Convention Center does

SAFE Credit Union Convention & Performing Arts District is a municipally owned, multi-venue entertainment and convention complex operated by the City of Sacramento's Convention & Cultural Services Department. It comprises three core venues: a 240,000 sq ft state-of-the-art Convention Center (1401 K Street), the recently renovated SAFE Credit Union Performing Arts Center (1301 L Street), and the historic Sacramento Memorial Auditorium (1515 J Street), originally opened in 1927 and most recently renovated in 2018, which also houses the intimate Jean Runyon Little Theatre. The district's product surface extends beyond space rental to a fully integrated service stack delivered through exclusive in-house partners: Sodexo Live! for catering and concessions, Encore for audio-visual production, Smart City Networks for telecommunications and Wi-Fi, and Ticketmaster for online ticketing.

The business model is a hybrid of B2B venue rental and B2C ticketing. Revenue streams include one-time venue rental contracts (quote-based via assigned Event Managers), transaction-based ticket sales through the in-house Box Office and Ticketmaster, transaction-based F&B sales via Sodexo Live! concession stands and bars (cashless only), usage-based production power charges beyond standard 20-amp outlets, and transaction-based special event parking through SacPark facilities. Pricing for venue rentals is not publicly disclosed and is negotiated per event, while ticket prices vary by event and seat location with convenience fees applied to Ticketmaster online purchases.

The district serves three primary customer segments: event planners and organizers (conventions, trade shows, corporate meetings, product launches), exhibitors (requiring loading dock access and freight logistics), and ticketed attendees (concerts, Broadway shows, community events). Geographic reach is anchored in downtown Sacramento with proximity-driven draw from over 2,000 nearby hotel rooms and Sacramento International Airport (15 minutes, 50+ cities, 125+ non-stop flights). Long-tenured customers include Fluid Dance Conventions, Sacramento District Dental Society, American Society for Enology and Viticulture (Unified Wine & Grape Symposium), and Sacramento Regional Builders Exchange. A 25-year naming rights commitment from SAFE Credit Union (since 2023) underwrites brand visibility across the district.

Name

SAFE Credit Union Convention Center

Legal name

City of Sacramento SAFE Credit Union Convention and Performing Arts District

Website

https://safecreditunionconventioncenter.com

Company type

Private

Founded year

1927

Operating status

Operating

Headcount range

11–50 employees

Short description

The SAFE Credit Union Convention & Performing Arts District is a City of Sacramento-owned multi-venue complex (Convention Center, Performing Arts Center, Memorial Auditorium) hosting conventions, trade shows, concerts, and community events. It serves event planners, exhibitors, and attendees with integrated catering, AV, telecom, and ticketing services.

Ownership category

akta.pro rank

Product category

Convention and Event Venue Services

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Performing Arts, Spectator Sports, and Related Industries (711), Arts, Entertainment, and Recreation (71)

SIC

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

akta.pro primary industry

Convention Campus & District Operators (Integrated Venue Districts) (THAHAAAL)

akta.pro secondary industries

Convention & Exhibition Centers (Public Convention Centers, Civic Centers) (THAHAAAA), Multipurpose Event Center Operations (Civic Centers, Community Event Complexes) (MPAGALAE), Performing Arts Centers & Presenters (Programming/Booking) (MPAGABAM)

Keywords

• Convention venue rental
• Event space booking
• Performing arts center
• Trade show facilities
• Meeting and exhibit halls

Headquarters

HQ city

Sacramento

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Venue Rental and Space Booking: The district generates revenue by renting out its three venues (Convention Center, Performing Arts Center, Memorial Auditorium) for conventions, trade shows, corporate events, concerts, and private functions. Revenue is based on contracted space, event duration, and services required.
2. Ticket Sales: Box Office sells tickets directly at face value with no third-party markups. Ticketmaster serves as the online platform, with convenience and processing fees applied to online purchases. The venue receives revenue from ticket sales for ticketed events.
3. Production Power Services: Charges licensees for production power usage beyond standard 20-amp wall outlets. This includes lighting, audio-visual, and video services. All production power requests must be submitted at least two weeks prior to move-in.
4. Food and Beverage Sales: Sodexo Live! operates concession stands and bars at all venues. Cashless-only payments are accepted. Revenue is generated from sales of drinks, snacks, and themed treats during events.
5. Parking Services: Special event parking is available through nearby SacPark garages and lots. Special event flat rates are activated up to two hours prior to events. Some Certified Partners offer discounts for online reservations.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

The SAFE Credit Union Convention & Performing Arts District is a multi-venue entertainment complex in downtown Sacramento that rents out three facilities — the SAFE Credit Union Convention Center, the SAFE Credit Union Performing Arts Center, and the Sacramento Memorial Auditorium — for conventions, trade shows, corporate meetings, concerts, and community events. The district also sells tickets through its Box Office and via Ticketmaster and offers in-house services such as catering (Sodexo Live!), audio-visual production (Encore), telecommunications (Smart City Networks), concessions, loading dock, and shipping/receiving.

Product overview

The SAFE Credit Union Convention & Performing Arts District is a multi-venue entertainment and events complex operated by the City of Sacramento. It consists of three core facilities: the SAFE Credit Union Convention Center (a brand new 240,000 sq ft state-of-the-art exhibition and meeting space), the SAFE Credit Union Performing Arts Center (recently renovated), and Sacramento Memorial Auditorium (a historic 1927 venue renovated in 2018 with Jean Runyon Little Theatre as an intimate sub-venue). The District offers integrated add-on services including Sodexo Live! catering, Encore audio-visual production, Smart City telecommunications, loading dock and shipping services, and a Public Arts program. The venue primarily serves event planners, exhibitors, and attendees seeking spaces for conventions, performances, and gatherings.

Differentiator

Problem solved

Functional benefit

Brands

• SAFE Credit Union Convention Center: The brand new, state-of-the-art convention center offering 240,000 square feet of scalable, customizable exhibit and meeting space.
• SAFE Credit Union Performing Arts Center
• Sacramento Memorial Auditorium
• Jean Runyon Little Theatre

Quantifiable outcome

• 240,000 square feet of scalable, customizable exhibit and meeting space
• +1 more outcomes

Named customers4 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

Feature4 records

Partnerships

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

• Sodexo Live!coreStrategic or Co-development PartnerExclusive in-house culinary partner for the SAFE Credit Union Convention & Performing Arts District. Provides catering for events and operates concession stands and bars at all venues. Features locally grown ingredients from Sacramento's farm-to-fork culture.
• EncorecoreStrategic or Co-development PartnerLeading event technology services provider. Delivers high-quality AV solutions including interactive event experiences, state-of-the-art tools for presentations and performances. Contact via [email protected].
• Smart City NetworkscoreTechnology or IntegrationExclusive telecommunications and Internet provider for the district. Manages technology services for events including Wi-Fi, networking, and connectivity solutions. Serves 45+ convention facilities across the US totaling 20M+ sq ft.
• TicketmastercoreChannel Partner/ Reseller/ DistributorOfficial online ticketing partner for all venues in the district. Provides digital ticketing platform via website and mobile app. Handles authentication and verification for ticket sales.
• CashorTrademinorChannel Partner/ Reseller/ DistributorFan-to-fan ticket marketplace recommended for buying and selling tickets at face value. Uses Ticketmaster verification technology. Alternative to unauthorized third-party resellers.
• City of SacramentoflagshipStrategic or Co-development PartnerOwner and operator of the district through the Convention & Cultural Services Department. Committed to high-quality service, continuous investment, and strategic planning for Sacramento's public venues.
• Arts, Culture and Creative Economy CommissionminorStrategic or Co-development PartnerOversees development of public art master plan, long-range planning, policy, and artist selection for the Art in Public Places program integrated throughout the district.

Scale indicators8 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Moscone Center: San Francisco's municipally operated convention and exhibition complex; directly comparable as a public, multi-building urban convention center hosting trade shows and events in a Tier-1 California market.
• San Diego Convention Center: City-owned waterfront convention center with exhibit halls and integrated event services; comparable California municipal venue targeting conventions, trade shows, and corporate events.
• Los Angeles Convention Center: Municipal convention center operated by the City of Los Angeles; comparable in offering large-scale exhibit halls, convention rentals, and integrated event services in a major California metro.
• Colorado Convention Center: Denver's publicly operated convention facility with adjacent performing arts center (Bellco Theatre/DPAC); directly comparable as a convention-and-entertainment district in a state capital.
• Oregon Convention Center: Publicly owned convention center in Portland with two exhibit halls and a performing arts theater (Keller Auditorium relationship); comparable multi-venue municipal operator in a Tier-2 West Coast market.
• Long Beach Convention & Entertainment Center: California municipal complex combining a convention center, performing arts theater (Terrace Theater), and arena; closely mirrors SAFE District's convention + performing arts venue pairing.
• Segerstrom Center for the Arts: Costa Mesa performing arts center presenting Broadway, concerts, and events; comparable as the performing-arts-center arm of a California mixed-venue district with similar programming and audiences.

Broad incumbents

• ASM Global: Private venue management giant (formed by AEG Facilities + SMG) operating hundreds of convention centers, arenas, and theaters globally; directly relevant as the dominant private-sector operator model for similar venue portfolios.
• McCormick Place: The largest convention center in North America, operated by the Metropolitan Pier and Exposition Authority; represents the scale ceiling for U.S. convention facilities and competes for the same rotating national trade shows.

Regional players

• Fox Theater: Historic Northern California performing arts venue (1928) renovated and operated for concerts and events; comparable as a historic auditorium within a multi-venue California entertainment district.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/safe-credit-union-convention-center

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 SAFE Credit Union Convention Center