What USANA Amphitheatre does

USANA Amphitheatre, officially rebranded as Utah First Credit Union Amphitheatre in January 2024, is a 25,000-capacity outdoor music venue located in West Valley City, Utah, approximately 15 miles from downtown Salt Lake City. The venue is set against the Wasatch Mountain backdrop and combines 7,000 reserved seats in a semi-circular pavilion (sections 101-309) with up to 18,000 general admission lawn spaces, supplemented by 40 private box suites and the Toyota Corporate Pavilion for hosted events. It was built by United Concerts, opened in July 2003, and has been operated by Live Nation Entertainment since opening, leveraging Live Nation's national touring network and Ticketmaster as primary ticketing infrastructure. The venue hosts approximately 40 shows per year across rock, country, pop, R&B, rap, alternative, and electronic genres, with a documented performer roster that includes Metallica, Drake, Imagine Dragons, The Police, Post Malone, Keith Urban, and RÜFÜS DU SOL.

The venue's commercial offering is structured as a tiered access model — general admission lawn tickets start at $31, reserved seating ranges $50-$500+, VIP packages and The Backyard lounge reach $1,000+, and box suites span $200-$23,250 — with revenue diversified across six streams: primary ticket sales via Ticketmaster, secondary resale through Ticket Squeeze, on-site concessions and food & beverage (Trejo's Tacos, Dog Haus, Blue Moon Public House, YETI refill stations), tiered parking (Premium at $50, Gold at $100 with 30-minute exit guarantee), Fast Lane expedited entry at $15-$20, and corporate/private rentals at the Toyota Corporate Pavilion. Operational technology is conventional venue infrastructure — state-of-the-art sound and lighting, large video screens for lawn visibility, cashless payment systems across all outlets, and mobile entry via rotating QR codes through the Ticketmaster/Live Nation app — rather than proprietary platforms.

Underlying infrastructure is owned by United Concerts and operated under a management agreement by Live Nation Entertainment (NYSE: LYV), with naming rights currently licensed to Utah First Credit Union (since January 2024, replacing USANA Health Sciences). The venue serves three primary customer segments: mass-market music enthusiasts across genres, corporate and private event organizers using the Toyota Corporate Pavilion, and group/family attendees seeking varied price points. Marketing and distribution flow through Live Nation/Ticketmaster, the Ticket Squeeze resale marketplace, and a third-party independent information site (saltlakeamphitheater.com, operated by "Your Night Starts Here," not affiliated with the venue). The venue is actively operating with a published event calendar extending into 2027.

Name

USANA Amphitheatre

Legal name

Your Night Starts Here (website operator)

Website

https://saltlakeamphitheater.com

Company type

Private

Founded year

2003

Operating status

Operating

Short description

Utah First Credit Union Amphitheatre (formerly USANA Amphitheatre) is a 25,000-capacity outdoor music venue in West Valley City, Utah, owned by United Concerts and operated by Live Nation Entertainment, hosting ~40 concerts per year across rock, country, pop, and hip-hop genres with tiered seating, VIP suites, and corporate event facilities.

Ownership category

akta.pro rank

Product category

Live Entertainment Venue

NAICS

Amusement Parks and Arcades (7131)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Outdoor Amphitheater & Open-Air Venue Operations (MPAGALAG)

Keywords

• Outdoor music venue
• Live concert events
• Event ticketing services
• Premium hospitality suites
• Venue parking services

Headquarters

HQ city

West Valley City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Marketing or Sales, Others

Revenue model

1. Ticket Sales: Primary revenue stream from ticket sales across reserved seating (7,000 seats), general admission lawn (up to 18,000), box suites (40 private suites), and VIP packages. Tickets sold through Ticketmaster as primary source and Ticket Squeeze for resale.
2. Concessions and Food & Beverage: On-site food and beverage sales including alcoholic drinks, soft beverages, and various food options from vendors like Trejo's Tacos, Dog Haus, and Blue Moon Public House. YETI water refill stations also available.
3. Parking: Parking revenue from premium options: General parking (included with ticket), Premium parking ($50 upgrade), Gold parking ($100 upgrade guaranteeing exit within 30 minutes). VIP/box parking also available.
4. VIP and Box Suite Rentals: Premium experiences including 40 private box suites accommodating 4, 6, 8, or 10 guests with VIP parking, private restrooms, and exclusive food/beverage service. The Backyard VIP lounge offers BBQ, lawn games, and shaded seating.
5. Corporate Events and Private Rentals: Corporate events hosted in the specially designed Toyota Corporate Pavilion with 200-seat private area, catering and bar services.
6. Fast Lane Access: Expedited security entry for $15 per person allowing fast-track access to skip general lines.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

The Utah First Credit Union Amphitheatre (formerly USANA Amphitheatre) is a 25,000-capacity outdoor music venue in West Valley City, Utah, hosting approximately 40 concerts annually. It offers a tiered seating experience including 7,000 reserved seats, up to 18,000 general admission lawn spaces, and 40 private box suites, alongside on-site concessions, parking services, and corporate event facilities.

Product overview

The Utah First Credit Union Amphitheatre (formerly USANA Amphitheatre) is an outdoor music venue offering a comprehensive concert experience. The venue operates on a tiered seating model comprising Reserved Seating (7,000 fixed seats in pavilion sections 101-309), General Admission Lawn (up to 18,000 capacity), and Box Seating/VIP Suites (40 private suites for 4-10 guests). Additional revenue streams include parking services (General, Premium at $50, Gold at $100 with guaranteed 30-minute exit), on-site dining at multiple restaurants, and corporate event facilities at the Toyota Corporate Pavilion. Tickets are distributed via Ticketmaster (primary) and Ticket Squeeze (resale). The venue opened in 2003 and was rebranded in January 2024 under new naming rights.

Differentiator

Problem solved

Functional benefit

Products and services

• Reserved Seating
• General Admission Lawn
• Box Seating / VIP Suites
• VIP Club
• Parking Services
• On-Site Dining
• Corporate Event Facilities (Toyota Corporate Pavilion)
• Fast Lane Access

Named customers8 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Ticket SqueezecoreChannel Partner/ Reseller/ DistributorTrusted resale ticket marketplace partner recommended on the venue guide website. Offers guaranteed authentic tickets, side-by-side seating, and buyer protection for concertgoers. Rated 4.6/5 with over 16,000 verified reviews.
• Booking.comminorGTM or Marketing PartnerRecommended hotel booking partner for concert attendees needing overnight accommodations. Provides unique benefits for venue visitors including discount offers.
• Live Nation EntertainmentcoreOthersVenue operator since opening in 2003. Provides primary ticket sales platform through Ticketmaster, event management, and promotion services. Contact for accessibility accommodations via (801) 355-5522.
• United ConcertscoreOthersVenue owner and original builder (construction completed in 2003). Contact for lost and found items at (801) 355-5522. Sponsorship and booking coordination.
• Utah First Credit UnioncoreOthersNaming rights sponsor since January 2024 (previously USANA Amphitheatre). Major credit union based in Utah providing financial sponsorship for venue naming rights.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Xfinity Theatre: Live Nation-operated amphitheater in Hartford, CT with similar corporate-naming-rights structure and summer touring programming for top-tier headliners.
• Ascend Amphitheater: Live Nation-managed outdoor concert venue in Nashville, TN operating under a comparable City/credit-union partnership model with reserved seating, lawn, and premium boxes.
• Riverbend Music Center: Live Nation-run outdoor amphitheater in Cincinnati, OH with nearly identical pavilion + lawn layout, VIP club and box suite structure used by touring headliners.
• Shoreline Amphitheatre: Live Nation-operated outdoor amphitheatre in Mountain View, CA with similar 20,000+ capacity and tiered reserved/lawn/box seating model serving major touring acts on the West Coast.
• FivePoint Amphitheatre: Live Nation outdoor venue in Irvine, CA delivering the same revenue mix of tickets, VIP packages, parking upgrades, and concessions in a major touring market.
• Toyota Amphitheatre: Live Nation-operated outdoor amphitheater in Wheatland, CA (formerly Sleep Train Amphitheatre) with similar 25,000-capacity footprint, VIP/SFX operations, and Toyota naming sponsorship — most directly comparable venue type and operator.
• The Gorge Amphitheatre: Live Nation-managed iconic outdoor concert venue in George, WA with comparable premium reserved/lawn/suite mix and scenic setting; widely considered the gold-standard outdoor amphitheater in the Pacific Northwest.
• iTHINK Financial Amphitheatre: Live Nation-operated amphitheater in West Palm Beach, FL with the same credit-union-style naming sponsorship, tiered seating, and seasonal outdoor-event operating model.
• North Island Credit Union Amphitheatre: Live Nation amphitheater in Chula Vista, CA with similar credit-union naming rights, reserved/lawn configuration, and Southern California touring-act booking.

Broad incumbents

• Red Rocks Amphitheatre: Iconic 9,525-seat natural outdoor venue near Denver, CO owned by the City of Denver; smaller capacity but the same outdoor premium-concert genre and comparable brand cachet among major touring acts.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/AmphitheatreUSA
• LinkedInlinkedin.com/company/usana-amphitheatre

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 USANA Amphitheatre