Mullins Center

What Mullins Center does

The Mullins Center is a privately operated multi-purpose sports and entertainment venue located at 200 Commonwealth Avenue on the UMass Amherst campus in Amherst, Massachusetts. Owned by the University of Massachusetts and managed by OVG360 (a division of Oak View Group, operating under the legal entity OVG Spectra Holdco, LLC), the venue opened in January 1993 and consists of a 10,500-seat arena and an attached community ice rink. It serves as the home venue for UMass Men's and Women's Basketball and Men's Hockey, hosts 80+ events annually including concerts, family shows, and theatrical productions, and operates a year-round community ice center offering public skating, figure time, puck time, adult hockey leagues, birthday party packages, and hourly ice rentals ($450–$500/hr).

The venue's technology stack is composed of standard third-party platforms rather than proprietary infrastructure: Paciolan for ticketing (accessed via UMass Athletics), Finnly Connect for ice rink scheduling and registration, Apple Wallet and Google Wallet for mobile ticketing delivery, and Wufoo for online booking inquiry forms. There are no proprietary AI/ML systems, custom-built platforms, or patented technologies disclosed in the data. The 11–50 employee operation is supported by OVG360's broader portfolio infrastructure, which includes 200+ client venues globally and shared marketing, event booking, and supplier diversity programs.

The business model is a multi-stream venue revenue operation with five distinct revenue lines: event ticket sales (split with promoters and UMass Athletics), premium seating via Loge Box rentals on multi-year subscription contracts, food and beverage concessions operated by UMass Concessions, community ice center usage-based rentals, and arena/conference room rentals on a quote basis. Pricing is tiered across consumer segments — UMass undergraduates skate free with valid ID, adults pay $10 for public skating, while group ticket sales (10+) and corporate Loge Box packages serve mid-market and enterprise buyers respectively. Distribution is hybrid: an on-site box office, online ticketing, dedicated group sales and premium seating sales teams, and direct outreach to promoters for arena booking.

Name

Mullins Center

Legal name

OVG Spectra Holdco, LLC

Website

https://mullinscenter.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

Mullins Center is a 10,500-seat multi-purpose arena and attached community ice rink on the UMass Amherst campus, managed by OVG360. It hosts 80+ annual events for UMass Athletics, touring acts, and community users, serving students and western Massachusetts residents.

Ownership category

akta.pro rank

Product category

Sports & Entertainment Venue

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Arenas & Indoor Sports Centers (MPAKAEAB)

akta.pro secondary industries

Ice Rinks & Winter Sports Facilities (MPAKAEAG), Multi-Sport Complexes & Community Sports Parks (MPAKAEAH)

Keywords

• Multi-purpose arena venue
• Live event hosting
• Community ice rink
• Sports entertainment complex
• Premium seating rentals

Headquarters

HQ city

Amherst

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Event Ticket Sales: The venue sells tickets for hockey, basketball, concerts, and family shows through its box office and online via Paciolan ticketing platform. Ticket revenue is split with promoters and UMass Athletics.
2. Premium Seating (Loge Box Rentals): Upscale loge box seating options offered to corporate clients and premium customers, including up to 8 tickets per box, dedicated waitstaff, and pre-order catering capability.
3. Food & Beverage Concessions: UMass Concessions provides all food and beverage service. Revenue generated through concession stand sales at all events, including beer and wine service.
4. Community Ice Center Rentals: Revenue from ice rink bookings including public skating admissions, figure time sessions, puck time sessions, birthday party packages, private ice rentals, and adult hockey league fees.
5. Arena and Conference Room Rental: The venue is rented out for concerts, convocations, commencement ceremonies, conferences, corporate events, and theater productions. Conference rooms within the facility are also available for booking.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

The Mullins Center is a 10,500-seat multi-purpose arena and attached community ice rink on the UMass Amherst campus, hosting over 80 events annually including NCAA hockey and basketball, concerts, family shows, and theatrical productions. It also operates the Mullins Community Ice Center, offering public skating, figure time, puck time, adult hockey leagues, party reservations, and private ice rentals, with supporting services in concessions, premium seating, group sales, and mobile ticketing.

Product overview

Mullins Center is a multi-purpose sports and entertainment venue operated by OVG360 on the UMass Amherst campus. The portfolio consists of the main 10,500-seat Mullins Center Arena (core product hosting basketball, hockey, concerts, and theatrical productions) and the adjacent Mullins Community Ice Center (offering public skating, hockey leagues, figure skating, and ice rentals). Supporting offerings include concessions provided by UMass Concessions, premium loge box seating, group sales, mobile ticketing via Apple/Google Wallet, arena and conference room booking services, and an email newsletter. The venue serves as home to UMass Athletics teams including the 2021 National Champion Hockey team and both men's and women's basketball programs.

Differentiator

Problem solved

Functional benefit

Products and services

• Mullins Center Arena A 10,500-seat multi-purpose arena on the UMass Amherst campus hosting over 80 world-class events annually including UMass basketball, hockey, concerts, family shows, and theatrical productions. Features seating configurations from 2,000 to 10,000 and versatile arena setups for promoters, corporate clients, and university departments.
• Mullins Community Ice Center An attached permanent ice rink facility offering recreational skating, hockey practice, figure skating, adult hockey leagues, and private lessons. Includes public skating sessions, Puck Time, Figure Time, party reservations, and ice rental for various organizations and the surrounding community.
• Premium Seating (Loge Boxes) Premium seating options including Loge Box rentals with up to 8 tickets, personalized salesperson service, pre-order catering capability, and dedicated waitstaff during events for corporate clients.
• Concessions Food and beverage service provided by UMass Concessions, offering a wide variety of options with beer and wine served at all events.
• Group Sales Group ticket sales for organizations of 10 or more with discounted pricing and group benefits or experiences for athletic and entertainment events.
• Ice Rink Rentals Hourly ice rink rentals ($450-$500 per hour) for hockey teams, skating clubs, group events, and private bookings at the Mullins Community Ice Center.
• Conference Room Rental Conference room booking for business meetings and events, managed by the Event Manager at the Mullins Center.
• Public Skating Public skating admission at the Mullins Community Ice Center with adult tickets at $10, children 12 and under at $7, skate rentals $7, free for UMass undergraduates with valid ID, and $8 for five-college students.
• Figure Time Sessions Figure skating practice sessions at $25 per session (50 minutes to 1 hour 20 minutes) at the Mullins Community Ice Center, with skate rentals at $7 and skate sharpening at $12.
• Puck Time Sessions Open hockey practice sessions at $15 per session (goalies free) at the Mullins Community Ice Center.
• Birthday Party Packages Three tiers of birthday party packages at the Mullins Community Ice Center: $175 Public Skate Party (20 admissions + 20 skate rentals), $450 Private Party (50-minute ice + up to 50 skate rentals), and $500 Private Party (50-minute ice + unlimited skate rentals).
• Adult Hockey League Adult hockey league registrations at the Mullins Community Ice Center, using Finnly Connect for scheduling, registration, and payment processing.
• Arena Event Booking Event booking services for concerts, family shows, corporate events, and convocations with professional staff and flexible configurations for promoters and event organizers.

Quantifiable outcome

• Hosts over 80 world-class events per year
• +2 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles8 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature2 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• OVG360 (Oak View Group)coreImplementation/ SI/ Consulting PartnerOVG360, a division of Oak View Group, is the full-service venue management company that operates the Mullins Center. OVG360 has a portfolio of more than 200 client partners spanning arenas, stadiums, convention centers, performing arts centers, cultural institutions, and state fairs globally. They are responsible for all venue operations, event booking, staffing, and facility management.
• UMass ConcessionscoreOthersUMass Concessions provides all food and beverage service to Mullins Center patrons. They operate concession stands throughout the arena offering a wide variety of food and beverage options, including beer and wine at all events.
• UMass AthleticscoreStrategic or Co-development PartnerThe Mullins Center serves as the home venue for UMass hockey and basketball programs. Through this partnership, the venue accesses UMass's network of students, season ticket holders, and alumni via email blasts, social media, and in-game presentation. NIL (Name, Image, Likeness) arrangements allow the venue to leverage successful student athletes for campus broadcast of Mullins events.
• Amherst Hockey AssociationminorOthersYouth hockey organization that is a tenant of the Mullins Community Ice Center. Operates youth hockey programs and uses the facility for practices and games.
• Skating Club of AmherstminorOthersFigure skating club that is a tenant of the Mullins Community Ice Center. Uses the facility for practice and performances.
• UMass Men's Club HockeyminorOthersACHA Division II and III club hockey team that is a tenant at the Mullins Community Ice Center. 2023 Division II National Champions.
• UMass Women's Club HockeyminorOthersACHA Division I women's club hockey team that operates as a tenant at the Mullins Community Ice Center.
• UMass Synchronized SkatingminorOthersSynchronized skating team that operates as a tenant at the Mullins Community Ice Center, using the facility for practice and performances.
• Hotel UMassminorOthersThe preferred on-campus hotel and official hotel of UMass Athletics, located near the Mullins Center. Recommended as the preferred lodging partner for Mullins Center event attendees.
• OVG Supplier Diversity ProgramminorOthersOVG's Supplier Diversity Program aims to provide maximum opportunity for small and diverse businesses to work with OVG operations, including the Mullins Center. Fostering economic inclusivity in communities where OVG operates.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Regional players

• DCU Center: A 14,800-seat arena and convention complex in Worcester, MA hosting hockey, concerts, family shows, and trade events. Comparable as a mid-size Massachusetts multi-purpose venue with similar booking profiles.
• SNHU Arena: A 11,770-seat arena in Manchester, NH hosting AHL hockey, concerts, and family shows. Comparable mid-size New England arena with similar event mix and operational profile.
• MassMutual Center: An 8,000-seat Springfield, MA arena and convention facility. Particularly relevant as a Western Massachusetts venue competing with Mullins Center for the same regional event and concert market.
• Dunkin' Donuts Center: A 12,400-seat Providence, RI arena hosting AHL hockey, college basketball, concerts, and family shows. Comparable mid-size New England arena competing in the same touring content market.
• XL Center (Hartford): A 15,500-seat downtown Hartford arena hosting UConn hockey, AHL Wolf Pack games, concerts, and family shows. Comparable as a mid-size New England arena competing for similar touring content and regional event demand.
• Total Mortgage Arena: A 10,000-seat Bridgeport, CT arena hosting AHL hockey, Sacred Heart University basketball, concerts, and family events. Comparable in size and as a multi-purpose regional arena with university tenants.

Direct peers

• Tsongas Center at UMass Lowell: A 6,500-seat multi-purpose arena on the UMass Lowell campus hosting hockey, basketball, concerts, and family shows. Operated by Spectra (OVG360), making it the closest direct analogue to Mullins Center in size, university affiliation, and operator.
• Agganis Arena: A 6,300-seat multi-purpose arena on the Boston University campus hosting Terrier hockey and basketball plus concerts and family events. Closely comparable as a private university-affiliated mid-size New England arena.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/profile.php?id=61573385205983
• Instagraminstagram.com/mullinscentercommunityrink
• Xx.com/mullinscenter

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Mullins Center