The Aztec Theatre
The Aztec Theatre is a 1,600-capacity historic live entertainment and events venue in downtown San Antonio, Texas, founded in 1926 and operated by Live Nation since 2015. It serves concert attendees, private event planners, and VIP members through ticketed shows, private rentals, premium memberships, and on-site food and beverage sales.
- Company typePrivate
- Founded1926
- HeadquartersSan Antonio, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What The Aztec Theatre does
The Aztec Theatre is a 1,600-capacity live entertainment and events venue located at 104 North St. Mary's Street in downtown San Antonio, Texas, situated above the San Antonio Riverwalk and adjacent to the Henry B. Gonzalez Convention Center. Built in 1926 as a silent movie palace designed by Meyer & Holler — one of only three theaters the firm designed — the venue features Mesoamerican-inspired architecture, vibrantly colored columns, period murals, and a two-ton chandelier installed in 1929 that was once the largest in Texas. The venue has operated under its current form since Live Nation took over operations in 2015, following a 2013 purchase that reimagined the space as a touring live music and events facility.
The venue's core product is ticketed live entertainment — concerts, comedy shows, and special screenings — distributed through Ticketmaster and the Live Nation network. Ancillary offerings include the Warrior Room VIP club, Fast Lane priority entry, VIP table reservations, and a Premium Membership/Season Seats subscription program that bundles VIP entrance, club access, in-seat service, and complimentary parking. Secondary revenue streams include on-site bar and concession sales (cashless payments only), private event rentals across multiple configurable spaces (main theatre, Music Hall, Lobby, Warrior Room, River Walk Terrace) accommodating 25 to 1,500 guests, and parking commission income via a ParkWhiz partnership. The venue operates cashless, offers mobile-first ticketing, and provides a comprehensive accessibility services platform including assistive listening devices, accessible seating, sign language interpretation, and service animal accommodations.
The customer base is segmented into individual concert and live event attendees (primary), private event planners (corporate events, weddings, business meetings), and VIP Members purchasing premium season subscriptions. Marketing and distribution run through Live Nation's ecosystem, the venue's website, email newsletter, and a dedicated private events and membership sales team. Brand partnerships with beverage sponsors (Bacardi, Ste. Michelle, Tequila Mi Campo, White Claw, Athletic Brewing, Cutwater Spirits, Smirnoff, Pepsi, Lays) and infrastructure partners (T-Mobile, Cisco, ParkWhiz) form an additional non-ticketed revenue layer. The Aztec will celebrate its 100th anniversary in 2026.
The Aztec Theatre firmographics
Firmographics- Name
- The Aztec Theatre
- Legal name
- Live Nation Worldwide, Inc.
- Website
- https://theaztectheatre.com
- Company type
- Private
- Founded year
- 1926
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Aztec Theatre is a 1,600-capacity historic live entertainment and events venue in downtown San Antonio, Texas, founded in 1926 and operated by Live Nation since 2015. It serves concert attendees, private event planners, and VIP members through ticketed shows, private rentals, premium memberships, and on-site food and beverage sales.
- Ownership category
- akta.pro rank
The Aztec Theatre industry classification
Industry- Product category
- Live Entertainment Venue
- NAICS
- Performing Arts, Spectator Sports, and Related Industries (711), Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Theater Companies and Dinner Theaters (71111)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Concert Halls & Music Venue Operations (Symphony Halls, Recital Venues) (MPAGALAC)
- akta.pro secondary industries
- Event Operations & Venue Services (Box Office, FOH/BOH, Concessions) (MPAIAFAL), Theater & Performing Arts Venue Operations (Playhouses, Opera Houses) (MPAGALAB), Performing Arts & Cultural Event Venues (Theaters, Museums) (THAHAAAG), Concerts & Music Festivals (THAJAFAA)
Keywords
Where The Aztec Theatre is headquartered
LocationHeadquarters
- HQ city
- San Antonio
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
The Aztec Theatre business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Live Event Ticket Sales: Revenue generated from ticket sales for concerts, comedy shows, and special events. Tickets are sold through Ticketmaster with the venue operating as part of the Live Nation entertainment network.
- Food and Beverage Sales: On-site bar and concession sales at multiple bars throughout the venue including the Warrior Room VIP club. Venue operates as cashless.
- VIP Membership and Premium Seating: Premium seating experiences including VIP Club Access, Season Seats, and partial season memberships offering exclusive entrance, club access, in-seat service, and complimentary parking.
- Venue Upgrades: Revenue from add-on upgrades including Fast Lane passes for priority entry and VIP Club Access upgrades for Warrior Room entry.
- Private Event Hosting: Rental of venue spaces including the main theatre, Music Hall, Lobby, Warrior Room, and River Walk Terrace for corporate events, weddings, receptions, and business meetings accommodating 25 to 1,500 guests.
- Parking Services: Partnership with ParkWhiz for parking reservations near the venue.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | General Admission tickets for standing/floor shows |
| Transaction based/ take rate | Pay-as-you-go | Reserved seating for theatre floor shows |
| Subscription | Annual | Premium Season Seats and Partial Season Memberships |
| Transaction based/ take rate | Pay-as-you-go | VIP Club Access Upgrade |
| Transaction based/ take rate | Pay-as-you-go | Fast Lane Pass |
| Transaction based/ take rate | Pay-as-you-go | VIP Table Upgrades |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
The Aztec Theatre product offering
Product offeringCore offering
The Aztec Theatre operates a 1,600-capacity historic live music and entertainment venue in downtown San Antonio, Texas. The venue sells tickets for scheduled concerts, comedy shows, and special events, and rents its event spaces for private gatherings including corporate events, weddings, and receptions. It also offers premium membership seating and on-site food and beverage sales.
Product overview
The Aztec Theatre is a 1,600-capacity live music venue in San Antonio, Texas, operated by Live Nation. The core offering is hosting concerts and live entertainment events. Additional services include private event rental across multiple spaces (Venue, Music Hall, Lobby, Warrior Room, River Walk Terrace) accommodating 25 to 1,500 guests, and premium membership/upgrade options including the Warrior Room VIP club, Fast Lane access, and VIP table reservations. The venue's main product is ticketed live events, with ancillary services for enhanced concert experiences and private venue rentals.
Differentiator
Problem solved
Functional benefit
Products and services
- The Aztec Theatre Main Venue (Concerts and Live Events) A 1,600-capacity historic live music and entertainment venue in San Antonio, Texas, featuring Mesoamerican-inspired architecture. Hosts ticketed concerts, comedy shows, and special events through Ticketmaster, serving individual entertainment attendees in the South Texas region.
- Private Event Hosting
Quantifiable outcome
- Venue accommodates 25 to 1,500 guests for private events
Companies that use The Aztec Theatre
Customer profileSegments3 records
Ideal customer profiles3 records
The Aztec Theatre technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
The Aztec Theatre partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered minor and core.
- BacardiminorSpirits brand partnership indicated through logo presence on the venue's 'In Collab With' section, suggesting sponsorship or brand collaboration at the venue.
- Ste. MichelleminorWine brand partnership indicated through logo presence on the venue's 'In Collab With' section, suggesting sponsorship or brand collaboration at the venue.
- Tequila Mi CampominorTequila brand partnership indicated through logo presence on the venue's 'In Collab With' section, suggesting sponsorship or brand collaboration at the venue.
- ParkWhizcoreParking reservation partner for the venue. The Aztec Theatre has partnered with ParkWhiz to offer easy and reliable parking options for attendees. No attached parking garage exists at the venue.
- T-MobileminorMobile carrier partnership indicated through logo presence on the venue's 'In Collab With' section, suggesting sponsorship or brand collaboration at the venue.
- White ClawminorHard seltzer brand partnership indicated through logo presence on the venue's 'In Collab With' section, suggesting sponsorship or brand collaboration at the venue.
- Athletic Brewing CominorNon-alcoholic beer brand partnership indicated through logo presence on the venue's 'In Collab With' section, suggesting sponsorship or brand collaboration at the venue.
- Cutwater SpiritsminorSpirits brand partnership indicated through logo presence on the venue's 'In Collab With' section, suggesting sponsorship or brand collaboration at the venue.
- SmirnoffminorVodka brand partnership indicated through logo presence on the venue's 'In Collab With' section, suggesting sponsorship or brand collaboration at the venue.
- PepsiminorBeverage brand partnership indicated through logo presence on the venue's 'In Collab With' section, suggesting sponsorship or brand collaboration at the venue.
- LaysminorSnack brand partnership indicated through logo presence on the venue's 'In Collab With' section, suggesting sponsorship or brand collaboration at the venue.
- Live NationcoreLive Nation took over operations of the Aztec Theatre in 2015. The venue operates as part of the Live Nation entertainment network, utilizing their ticketing platform (Ticketmaster), marketing reach, and venue management infrastructure.
Scale indicators4 records
Recent moves9 records
Expansion highlights5 records
The Aztec Theatre competitors and assessment
Company assessmentRegional players
- WhiteWater Amphitheater: A 2,000+ capacity outdoor amphitheater in New Braunfels, TX, also operated by Live Nation. Competes for the same Texas touring-artist and Live Nation routing pool at a comparable capacity band in a nearby market.
- Paper Tiger: A 700-capacity independent music venue in San Antonio. Competes for the same San Antonio concert audience and touring indie/emerging acts, though at a smaller capacity and with a different operational scale.
- Bass Concert Hall (University of Texas): A 2,900-capacity performing arts venue at the University of Texas in Austin. Competes for Texas concert and touring-artist share, particularly for seated/theatrical programming, in a nearby metropolitan market.
Direct peers
- ACL Live at The Moody Theater: A 2,750-capacity Live Nation-operated music venue in Austin, TX. Sister Live Nation theatre with comparable 1,500–3,000 capacity band, similar VIP/private event programming, and overlapping Texas touring-artist pipeline.
- Tobin Center for the Performing Arts: San Antonio's primary performing arts venue with ~1,750-seat H-E-B Hall plus smaller spaces. Direct competitor for concerts, comedy, and corporate/private events in the same market with overlapping programming and capacity.
- The Egyptian Theatre (Hollywood): Sister venue designed by the same firm (Meyer and Holler) and the only other 'exotic-theme' theatre from the 1920s, currently operated by Netflix/American Cinematheque. Comparable historic-landmark operating model and architectural heritage.
- The Majestic Theatre: San Antonio's other historic 1,800+ capacity theatre, also a restored 1920s venue hosting concerts, comedy, and private events. Most direct local competitor for touring acts, private event bookings, and downtown San Antonio entertainment share.
Broad incumbents
- House of Blues (Live Nation chain): Live Nation-owned music venue chain (1,000–2,000 capacity) operating across major U.S. markets. Same operational parent as the Aztec, with comparable ticketing, F&B, and VIP programming, though with a different brand identity and footprint.
- The Fillmore (Live Nation chain): Live Nation-operated historic music venue brand (typically 1,000–3,000 capacity) including the Fillmore Detroit, Fillmore Philadelphia, and others. Direct operational analogue under the same Live Nation venue management umbrella.
Others
- Aztec Theatre group / Frank Salmon (peer owner-operator of similar historic theatres): Live Nation's broader mid-size theatre portfolio (e.g., The Wiltern, Hollywood Palladium, Tabernacle) functions as the strategic peer set for benchmarking utilization, F&B yield, and VIP programming across comparable historic venues in the same network.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
The Aztec Theatre social profiles
Digital presenceThe Aztec Theatre financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Aztec Theatre leadership team
Management profileNumber of profiles
The Aztec Theatre funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Aztec Theatre 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 Aztec Theatre
What does The Aztec Theatre do?
The Aztec Theatre operates a 1,600-capacity historic live music and entertainment venue in downtown San Antonio, Texas. The venue sells tickets for scheduled concerts, comedy shows, and special events, and rents its event spaces for private gatherings including corporate events, weddings, and receptions. It also offers premium membership seating and on-site food and beverage sales.
Is The Aztec Theatre a public or private company?
The Aztec Theatre is a private company. It is classified as corporate owned and is currently operating.
When was The Aztec Theatre founded?
The Aztec Theatre was founded in 1926. It employs 1 to 10 people.
Where is The Aztec Theatre based?
The Aztec Theatre is headquartered in San Antonio, United States, in the North America region.
How does The Aztec Theatre make money?
Six revenue lines are on record. Live Event Ticket Sales are the primary driver. The others are food and Beverage Sales, VIP Membership and Premium Seating, venue Upgrades, private Event Hosting and parking Services.
Who are The Aztec Theatre's main competitors?
Regional players on record are WhiteWater Amphitheater, Paper Tiger and Bass Concert Hall (University of Texas). Direct peers are ACL Live at The Moody Theater, Tobin Center for the Performing Arts, The Egyptian Theatre (Hollywood) and The Majestic Theatre. Broad incumbents are House of Blues (Live Nation chain) and The Fillmore (Live Nation chain). Aztec Theatre group / Frank Salmon (peer owner-operator of similar historic theatres) is listed as an others.
Does The Aztec Theatre have an API?
No public API is recorded for The Aztec Theatre.
What industry is The Aztec Theatre in?
The Aztec Theatre's product category is Live Entertainment Venue. Its primary akta.pro industry code is MPAGALAC, Concert Halls & Music Venue Operations (Symphony Halls, Recital Venues), with a secondary code of MPAIAFAL, Event Operations & Venue Services (Box Office, FOH/BOH, Concessions). Its NAICS code is 711 and its SIC code is 7990.