BJCC

Name

BJCC

Legal name

Birmingham Jefferson Civic Center Authority

Website

https://bjcc.org

Company type

Public

Founded year

1965

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Live Entertainment and Convention Venues

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Spectator Sports (7112), Amusement, Gambling, and Recreation Industries (713), Performing Arts, Spectator Sports, and Related Industries (711)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900), Retail-Eating Places (5812)

akta.pro primary industry

Arena & Stadium Operations (Large-Capacity Venues) (MPAGALAA)

akta.pro secondary industries

Sports & Arena Event Venues (Stadiums, Arenas) (THAHAAAF), Convention & Exhibition Center Operations (Expo Halls, Trade Show Venues) (MPAGALAD), Concession & Stadium / Arena Catering (THAFAIAG)

Keywords

• Convention venue rentals
• Sports and entertainment complex
• Arena and stadium events
• Trade show exhibitions
• Live entertainment hosting

Headquarters

HQ city

Birmingham

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Event Ticket Sales: Revenue from ticket sales for concerts, sporting events, family shows, and exhibitions hosted at BJCC venues including Legacy Arena, Protective Stadium, and Concert Hall.
2. Venue Rentals: Rental income from corporate events, conventions, trade shows, meetings, banquets, and private events across BJCC exhibition halls and venues.
3. Food and Beverage Concessions: On-site food and beverage sales including new vendors at Coca-Cola Amphitheater such as Jade Lane and CVT Soft Serve, with affordable pricing strategy.
4. Naming Rights and Sponsorships: Partnership revenue from naming rights (Legacy Arena, Protective Stadium, Coca-Cola Amphitheater) and corporate sponsorships.
5. Parking Services: Revenue from parking facilities across the BJCC campus including multiple parking decks and lots.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

The BJCC operates Alabama's premier multi-venue sports, entertainment, and convention complex. It sells ticketed access to concerts, sporting events, and family shows through Legacy Arena, Protective Stadium, BJCC Concert Hall & Theatre, and the new Coca-Cola Amphitheater, and rents exhibition halls and meeting spaces to corporations and associations for trade shows, conventions, banquets, and corporate events. Ancillary revenue comes from naming rights and sponsorships, food and beverage concessions, parking, and premium hospitality experiences including the Arena Club lounge.

Product overview

The Birmingham-Jefferson Convention Complex (BJCC) is Alabama's premier sports, convention, and entertainment center offering a diverse portfolio of venue products. The venue portfolio includes Protective Stadium (47,100-seat football stadium), Legacy Arena (17,000-capacity arena undergoing $125M modernization in 2021), the Concert Hall & Theatre (celebrating 50 years since 1974), and the newly opened Coca-Cola Amphitheater (9,380-seat open-air venue in 2025). Exhibition facilities comprise three halls offering 220,000-380,000 square feet for trade shows, consumer shows, and meetings including events like World Deer Expo. Beyond venue rentals, the BJCC operates the Arena Club premium lounge, City Walk BHAM outdoor entertainment district (31 acres with pickleball, skatepark, dog parks), and offers ancillary services including Lost & Found, the BJCC Insider email newsletter, and vendor programs with minority business initiatives. Major recurring events include Field & Stage Music Fest, FISE World Series, Birmingham Legion FC soccer, and various concert tours. The BJCC campus is part of the Uptown Entertainment District featuring hotels, restaurants, and attractions.

Differentiator

Problem solved

Functional benefit

Products and services

• Legacy Arena A 17,000-capacity arena at the BJCC hosting national and international touring concerts, family shows, comedy performances, Broadway productions, and home games for the Birmingham Squadron (NBA G League). The arena underwent a $125 million modernization completed in 2021 adding 15,000 new seats, upgraded lighting and sound, new club levels, suites, locker rooms, and concession outlets. Hosts touring acts as evidenced by record-setting engagements including Zach Bryan (highest-grossing in BJCC history at $5.7 million) and P!NK (highest-grossing female artist engagement in BJCC history).
• Protective Stadium A 47,100-seat open-air football stadium at the BJCC that serves as the home of UAB Blazers football and Birmingham Legion FC soccer, and as a large-capacity concert venue. Hosts major stadium tours and championship events, with its millionth fan milestone reached in recent operations.
• BJCC Concert Hall & Theatre Concert hall and theatre venues at the BJCC that host performances, Broadway shows, concerts, and special events. Open since October 3, 1974, with a 10-day opening celebration and a 1,135-pipe Schlicker pipe organ dedication, celebrating 50 years of operation.
• Coca-Cola Amphitheater A 9,380-seat open-air venue at the BJCC opened in summer 2025 through partnership with Live Nation, offering enhanced food and beverage programming with vendors including Jade Lane and CVT Soft Serve. Pricing positioned with two-thirds of tickets at $100 or less.
• BJCC Exhibition Halls Three exhibition halls at the BJCC spanning 220,000 to 380,000 square feet, hosting trade shows, consumer shows, exhibitions, conventions, and meetings. The North, South, and East halls support recurring events including the World Deer Expo, Birmingham Boat Show, and the Christmas Village Festival.
• City Walk BHAM A 10-block outdoor entertainment space spanning 31 acres beneath the I-59/20 corridor in the BJCC's Uptown Entertainment District, featuring pickleball courts, dog parks, a skatepark, and an amphitheater. Opened Summer 2022 to connect the city and host community events and outdoor festivals including the FISE World Series action sports festival.
• Venue Rental and Event Management Services Comprehensive venue rental and event management services offered through the BJCC's Venue Rentals organization, covering conventions and meetings, banquets, private events, and trade/consumer shows across the exhibition halls, meeting spaces, and full-venue packages. The direct sales team manages bookings through bjcc.org/venue-rentals, with a stated emphasis on elevating Southern hospitality in a welcoming, secure environment for all attendees.

Quantifiable outcome

• $463.5 million in economic impact for metro Birmingham
• +3 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Live NationcoreStrategic or Co-development Partner · 1 January 2025BJCC partnered with Live Nation to open the new Coca-Cola Amphitheater (9,380-seat), expanding open-air concert options at the BJCC campus.
• Legacy Credit UnioncoreGTM or Marketing Partner · 1 January 2015Naming partner for Legacy Arena since 2015 through partnership with Legacy Credit Union. The arena was renamed from BJCC Arena to Legacy Arena as part of this sponsorship agreement.
• Protective Stadium (naming rights)coreGTM or Marketing PartnerProtective Stadium naming rights partnership for the 47,100-seat football stadium at BJCC.
• TicketmastercoreChannel Partner/ Reseller/ DistributorPrimary ticketing platform partner for selling tickets to events at all BJCC venues including Legacy Arena, Protective Stadium, and Coca-Cola Amphitheater.
• Westin Birmingham HotelminorStrategic or Co-development PartnerLuxury on-site hotel partner located in Uptown Entertainment District, part of the Marriott portfolio.
• Sheraton BirminghamminorStrategic or Co-development PartnerAlabama's largest hotel with 497-757 rooms (figure varies by source), located adjacent to BJCC campus.
• City Walk BHAMminorStrategic or Co-development Partner10-block outdoor entertainment area under I-59/20 corridor featuring skate park, dog park, amphitheater, and pickleball courts. Connected to BJCC campus.
• TopgolfminorStrategic or Co-development PartnerSports entertainment complex with high-tech golf gaming located in Uptown Entertainment District near BJCC.
• Maynard NexsenminorOthersConducted economic impact study for BJCC analyzing financial contributions of venues, hotels, and Uptown Entertainment District.

Scale indicators15 records

Recent moves13 records

Direct peers

• Oak View Group: Oak View Group is a venue development and operating company specializing in arenas, stadiums, and entertainment districts (e.g., Climate Pledge Arena, UBS Arena, Co-op Live). Comparable to BJCC's Public-Private partnership model for arena development, naming rights, and district-scale campus operations.
• ASM Global: ASM Global is the world's largest venue and event management company, operating more than 350 arenas, stadiums, convention centers, and theaters globally. Comparable to BJCC because it manages multi-venue convention/entertainment campuses that host concerts, sports, conventions, and trade shows.
• Madison Square Garden Entertainment: MSG Entertainment operates Madison Square Garden, Radio City Music Hall, and The Beacon Theatre — concert halls and arena venues hosting residencies, concerts, and live events. Comparable to BJCC as an arena and concert hall operator serving top-tier live entertainment.

Regional players

• Bridgestone Arena (Nashville): Bridgestone Arena is an 18,000+ seat arena in Nashville, TN, hosting NHL Predators games and major touring concerts. Comparable to BJCC's Legacy Arena as a direct Southeast regional competitor for top touring artist routing decisions and as Pollstar-ranked mid-tier arena.
• State Farm Arena (Atlanta): State Farm Arena in Atlanta is a 16,000+ seat arena home to the Atlanta Hawks, hosting major concerts and NBA games. Comparable to BJCC's Legacy Arena as a larger Southeast market competitor for premium concert bookings and Pollstar rankings.

Broad incumbents

• Ryman Hospitality Properties: Ryman Hospitality Properties owns the Ryman Auditorium, Grand Ole Opry, Ole Red venues, and operates the Gaylord Hotels convention brand. Comparable to BJCC as a publicly-traded company combining venue ownership with convention/hospitality operations.
• Caesars Entertainment: Caesars Entertainment operates hotel, casino, and entertainment complexes including convention and meeting facilities (e.g., Caesars Forum in Las Vegas). Comparable to BJCC as a diversified entertainment/events campus operator combining venues with lodging and meeting space.
• Live Nation Entertainment: Live Nation is the world's largest live entertainment company, operating venues and promoting concerts globally. Directly comparable to BJCC because Live Nation is BJCC's partner at Coca-Cola Amphitheater and across touring concerts at Legacy Arena and Protective Stadium.
• AEG (Anschutz Entertainment Group): AEG is a global sports and live entertainment company that owns/operates Crypto.com Arena, The O2 (London), and other major venues. Comparable to BJCC as a multi-venue campus operator hosting concerts, sports, and live entertainment events with promoter partnerships.

Others

• Aramark: Aramark is a leading food and beverage, facilities, and uniform services provider that operates concessions at major sports and entertainment venues. Comparable to BJCC's F&B concession operations across Legacy Arena, Protective Stadium, and Coca-Cola Amphitheater.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/BJCC
• Facebookfacebook.com/BJCCinBirmingham
• Instagraminstagram.com/thebjcc

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries6 records

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 BJCC