Norris Penrose Event Center

What Norris Penrose Event Center does

Norris Penrose Event Center is a 501(c)(3) non-profit event venue in Colorado Springs, Colorado, operating since 1973 and under current nonprofit ownership since 2003 as part of the Spencer Penrose legacy. The venue operates a multi-facility portfolio spanning three distinct spaces: an outdoor Stadium Arena (170' x 300' open-air, 51,000 sq ft dirt arena floor with 5,543 covered seats, two skyboxes, and 8 bucking chutes); an Indoor Event Center providing up to 50,000 sq ft of flexible space with HVAC, overhead doors, dedicated WiFi, ADA restrooms, and PA systems; and the Heritage Room, a 6,000 sq ft second-level VIP space with mountain views, balconies, and capacity for 200 seated or 278 standing guests. Supporting amenities include 75+ RV hookup sites, 200+ indoor horse stalls, and the Ticketing Box Office operating via the TicketSpice platform.

The venue generates revenue across four streams: quote-based venue rental for rodeos, equestrian events, motorsports, concerts, trade shows, weddings, and corporate gatherings; overnight RV/camper and horse-stall stays at $20-$35 per night; ticketing sold through TicketSpice and Eventbrite; and referral economics from Summit Catering, the exclusive on-site caterer. Customer segments include professional event organizers (primary), private event hosts, nonprofit and community organizations (e.g., Mt. Carmel Foundation's recurring food distributions), and traveling vendors requiring on-site accommodations. Long-tenured anchor tenants include the Pikes Peak or Bust Rodeo, Pikes Peak Supercross, and the Tanner Gun Show.

Distribution runs through the company website (norrispenrose.com), free 30-minute guided site tours Monday-Friday, direct booking inquiries to the Business Office, and digital channels including Eventbrite, TicketSpice, and individual event ticketing links. Facility sponsorships (Keg1 Colorado/Coors Light, Red Noland Auto Group, 5Star Bank) provide additional brand presence. The organization has no venture or private-equity shareholders and operates with a small team across revenue-generating event hosting, campground operations, and community programming aligned with its Western heritage preservation and local military-support mission.

Name

Norris Penrose Event Center

Legal name

Norris Penrose Event Center

Website

https://norrispenrose.com

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

11–50 employees

Short description

Norris Penrose Event Center is a 501(c)(3) non-profit operating a multi-facility event venue in Colorado Springs, Colorado, hosting rodeos, trade shows, concerts, and community events since 1973. It serves event organizers, private hosts, and nonprofits across a stadium arena, indoor event center, and VIP heritage room.

Ownership category

akta.pro rank

Product category

Event Venue and Hospitality Services

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310), Performing Arts, Spectator Sports, and Related Industries (711)

SIC

Services-Racing, Including Track Operation (7948), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Multipurpose Event Center Operations (Civic Centers, Community Event Complexes) (MPAGALAE)

akta.pro secondary industries

Equestrian & Rodeo Facilities (MPAKAEAM), Pet & Animal Expos (MPAGAFAI)

Keywords

• Event venue rental
• Rodeo arena hosting
• Outdoor event facilities
• Indoor trade shows
• Wedding reception venues

Headquarters

HQ city

Colorado Springs

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Venue Rental: Rental of indoor event center, stadium arena, and heritage room for events including rodeos, trade shows, concerts, festivals, weddings, and corporate gatherings. Pricing is quote-based and varies by event type, duration, and space requirements.
2. RV/Camper & Horse Stall Overnight Stays: Overnight camping accommodations for RVs and horses with hookups. Over 75 RV hook-up sites and over 200 indoor horse stalls available to event vendors.
3. Event Ticketing: Revenue generated through ticket sales for events including rodeos, concerts, festivals, and spectator events using TicketSpice ticketing platform.
4. On-site Catering Services: Summit Catering provides on-site catering services with exclusive catering rights for events held at the Heritage Room.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Norris Penrose Event Center is a non-profit event venue hosting rodeos, trade shows, concerts, festivals, weddings, and community gatherings across three facilities: an outdoor Stadium Arena, an Indoor Event Center, and the Heritage Room VIP space. The venue rents its facilities to event organizers and sells consumer tickets for spectator events, supplemented by on-site RV/horse stall accommodations and exclusive catering services. It operates as part of the Spencer Penrose legacy with a mission to support local military personnel through fundraising events.

Product overview

Norris Penrose Event Center is a premier event venue in Colorado Springs offering a multi-facility portfolio centered around Western heritage and military support. The core offerings include the Stadium Arena (outdoor 51,000 sq ft dirt arena with 5,543 covered seats), the Indoor Event Center (up to 50,000 sq ft of flexible indoor space with extension), and the Heritage Room (6,000 sq ft VIP space with mountain views). Supporting services include overnight stays (RV/camper hookups and horse stalls), Summit Catering (exclusive on-site caterer), and Seven Falls shuttle service. The venue hosts diverse events including rodeos, equestrian events, motorsports, trade shows, gun shows, festivals, concerts, and private events. The center operates as a 501(c)(3) non-profit organization and is a Spencer Penrose legacy property established in 1973.

Differentiator

Problem solved

Functional benefit

Products and services

• Stadium Arena Outdoor arena facility hosting rodeos, equestrian events, motorsports, circuses, cross country meets, sport competitions, concerts, and festivals from May through October. Features a 170' x 300' open air arena with 51,000 square foot dirt arena floor, stadium lights, covered seating for 5,543, two skyboxes, 8 bucking chutes, and 240 show stalls.
• Indoor Event Center Indoor event space of up to 50,000 square feet (300' x 120' plus 120' x 120' extension) with concrete floors, HVAC, overhead doors for load-in/out, concessions, PA system, ADA-accessible restrooms, dedicated WiFi, and electrical receptacle boxes. Hosts home and landscaping shows, gun shows, brew fests, dog shows, vendor expos, motorcycle swaps, business expos, private parties and weddings.
• Heritage Room VIP multipurpose event space on the second level (6,000 sq ft) with westward and eastward facing balconies, mountain views, tables and chairs for up to 200 guests, overlooks stadium arena. Accommodates up to 200 guests for sit-down dinner or 278 standing capacity. Exclusive caterer on-site (Summit Catering). Used for weddings, reunions, holiday parties, corporate gatherings, and fundraisers.
• Overnight Accommodations (RV/Camper & Horse Stalls)
• Summit Catering
• Seven Falls Shuttle Service Complimentary shuttle service provided in partnership with Seven Falls for visitors during the Pikes Peak or Bust Rodeo. Visitors park at Norris Penrose Event Center and receive shuttle to the Broadmoor Seven Falls.
• Site Tours
• Event Venue Rental

Quantifiable outcome

• Events hosted May through October in outdoor stadium arena
• +2 more outcomes

Named customers7 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

Feature5 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Seven FallscoreGTM or Marketing Partner · 12 July 2026Seven Falls shuttle service operates from the Norris Penrose Event Center parking lot during the Pikes Peak or Bust Rodeo (July 12-18, 2026). Visitors park at Norris Penrose (1045 Lower Gold Camp Rd) and enjoy complimentary shuttle service to the Broadmoor Seven Falls attraction.
• Summit CateringcoreStrategic or Co-development PartnerExclusive on-site caterer for the Heritage Room and venue events. Summit Catering specializes in custom menu and event design, providing catering services for weddings, corporate events, and private functions.
• Cheyenne Mountain ZoominorGTM or Marketing PartnerPartnership with Cheyenne Mountain Zoo to help local events and activities flourish in the Colorado Springs community.
• Keg1 Colorado, LLC (Coors Light Distributor)minorGTM or Marketing PartnerFacility sponsor and Coors Light distributor. Logo appears on sponsor page and products available at events.
• Red Noland Auto GroupminorGTM or Marketing PartnerFacility sponsor - automotive dealer group providing sponsorship support for venue events.
• 5Star BankminorGTM or Marketing PartnerFacility sponsor - banking partner providing sponsorship support for venue.
• TicketSpicecoreTechnology or IntegrationIn-house ticketing system provider for online ticket sales. Multiple events use TicketSpice for event registration and ticket purchasing.
• El Paso County Bear Creek ParkminorOthersAdjacent park providing access to hundreds of miles of foothills and trails. Venue is adjacent to trail systems in El Paso County Bear Creek Park.
• Norris Penrose Legacy FoundationcoreStrategic or Co-development PartnerCo-host of events like Guns & Hoses City Slicker Ranch Rodeo. The venue is owned by a 501(c)(3) non-profit and works with sister events to raise funds for local military.

Scale indicators9 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• The Ranch Events Complex: Loveland, Colorado multi-facility complex (Budweiser Events Center, McKee 4-H, etc.) hosting rodeos, concerts, trade shows, and equestrian events. Comparable multipurpose structure with both arena and exhibition halls serving the same Front Range market.
• Cheyenne Frontier Days: Iconic Wyoming outdoor rodeo and western heritage event held annually since 1897. Directly comparable as a heritage rodeo venue with similar stadium arena infrastructure, dirt-floor events, and PRCA-affiliated programming.
• National Finals Rodeo (NFR): Premier PRCA championship rodeo held annually, with Norris Penrose hosting an NFR Open qualifying event. Comparable in rodeo event category and PRCA ecosystem positioning.
• National Western Center: Denver-based multipurpose event complex hosting the National Western Stock Show, equestrian events, rodeos, trade shows, and expos. Directly comparable as a regional indoor/outdoor venue serving the Colorado market with a similar livestock and western-heritage focus.
• Pendleton Round-Up Arena: Oregon-based heritage rodeo venue with outdoor arena, bucking chutes, and western heritage programming. Comparable as a western heritage rodeo venue with similar stadium arena infrastructure and annual PRCA event programming.

Regional players

• Douglas County Fairgrounds: Douglas County fairgrounds hosting rodeos, equestrian events, and community events south of Denver. Comparable as a regional fair/event venue with similar equestrian and rodeo focus, though smaller scale.
• Pikes Peak Center for the Performing Arts: Indoor performing arts venue in Colorado Springs owned by the City of Colorado Springs. Comparable as a Colorado Springs event venue, though focused on performing arts rather than rodeo/trade shows.
• Colorado State Fairgrounds (Pueblo): State-run fairgrounds and event complex in Pueblo, CO hosting the Colorado State Fair, rodeos, concerts, and expos. Comparable multipurpose event venue serving southern Colorado, though state-owned rather than nonprofit.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/norrispenrose
• LinkedInlinkedin.com/company/norris-penrose-event-catering-llc

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 Norris Penrose Event Center