Midland County Horseshoe Arena

What Midland County Horseshoe Arena does

Midland County Horseshoe Arena is a county-owned, multi-purpose event venue operating on a 100-acre campus in Midland, Texas, within the Permian Basin region of West Texas. Since opening in 2006, the facility has hosted more than 3,000 events and 2 million guests, generating $2,203,088 in revenue in FY2025 (up 9.7% YoY) across 231 contracts and 475 booked event days. Its infrastructure is the product: eight distinct rentable spaces including a 4,500-seat Main Arena, a 4,300-guest Amphitheater, a 52,998 sq ft divisible Pavilion, an Education Building, Livestock Building with stalls and wash pens, Meeting Rooms, a 17,750 sq ft Terrace, and a Backstage VIP area, supplemented by on-site RV hook-ups.

The venue's core technology is its physical infrastructure rather than software: in-floor electrical access, livestock-ready holding pens with forced-air heating, ceiling-mounted projectors with full A/V systems, concession stands, and artist dressing rooms. There is no digital product, mobile app, or software platform; the company does not have an app, API, or disclosed AI capabilities. Reservations are handled through a website booking request form, phone, and email.

Revenue is generated entirely through facility rentals and ancillary event services on a transaction-based model: organizers pay rental fees (approximately $711,000 annually in facility rental revenue), and consumer-facing events collect ticket revenue (e.g., West Texas Blowout at $21+, Silver Spur Gun & Blade Show at $10–$15, Midland County Fair at $5–$25). Customer segments are highly diversified across event organizers/promoters, trade show producers, county government, nonprofits, equestrian/livestock users, and private hosts (weddings, graduations). Marketing is conducted through the company website, Facebook, Instagram, YouTube, and email newsletter; distribution is direct, with no intermediaries. The venue is governed by the Midland County Commissioners Court and led by Director Steven Garcia.

Name

Midland County Horseshoe Arena

Legal name

Midland County Horseshoe

Website

https://midlandhorseshoe.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Midland County Horseshoe Arena is a county-owned 100-acre multi-purpose event venue in Midland, Texas, hosting concerts, rodeos, trade shows, fairs, graduations, and weddings across eight rentable spaces serving event organizers, promoters, and community organizations in the Permian Basin.

Ownership category

akta.pro rank

Product category

Event Venue Services

NAICS

Arts, Entertainment, and Recreation (71), Amusement Parks and Arcades (7131)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

akta.pro secondary industries

Sports & Arena Event Venues (Stadiums, Arenas) (THAHAAAF), Equestrian & Rodeo Facilities (MPAKAEAM), Outdoor Amphitheater & Open-Air Venue Operations (MPAGALAG), Multi-Sport Complexes & Community Sports Parks (MPAKAEAH)

Keywords

• Event venue rental
• Multi-purpose arena
• Convention space
• Livestock event facilities
• Rodeo and concert venue

Headquarters

HQ city

Midland

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Facility Rentals: The venue generates primary revenue through renting its various spaces (arena, amphitheater, pavilion, meeting rooms, livestock buildings, education building, terrace) to event organizers for concerts, rodeos, trade shows, weddings, graduations, and other events. Facility rentals generated approximately $711,000 in revenue.
2. Event Hosting Services: Revenue generated from hosting events with 231 contracts and 475 booked event days, serving as the economic engine for Midland County by attracting visitors and supporting local hotels, restaurants, and small businesses.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Midland County Horseshoe Arena is a 100-acre county-owned multi-purpose event venue complex offering rental of distinct physical spaces including the Main Arena (4,500+ seat capacity), Amphitheater (4,300 capacity), Pavilion (52,998 sq ft divisible), Education Building, Livestock Building, Meeting Rooms, Terrace, and Backstage area. Services support event organizers hosting concerts, rodeos, trade shows, graduations, weddings, and community events, with on-site amenities such as RV hook-ups, livestock stalls, concessions, full A/V systems, and expert event planning support.

Product overview

Midland County Horseshoe is a multi-purpose event venue complex offering diverse rental spaces for various event types. The venue operates as a platform of distinct physical spaces including the Main Arena (4,500+ seat capacity), Amphitheater (4,300 capacity), Pavilion (52,998 sq ft divisible space), Education Building, Livestock Building, Meeting Rooms, Terrace, and Backstage VIP area. These spaces serve as a unified venue portfolio for hosting concerts, rodeos, trade shows, graduations, weddings, and community events. The venue also provides on-site amenities including RV hook-ups, livestock stalls, concessions, and comprehensive event support services.

Differentiator

Problem solved

Functional benefit

Products and services

• Main Arena Rental Indoor arena with 2,000 fixed bleacher seats and 2,500 portable floor seats featuring livestock-ready holding pens, in-floor electrical access, and built-in concession stands; suitable for rodeos, concerts, graduations, and large-scale events.
• Amphitheater Rental Outdoor venue with floor and lawn seating for 4,300 guests featuring a 60x40 stage, artist dressing rooms, and concession stand with covered picnic seating for concerts and outdoor entertainment events.
• Pavilion Rental 52,998 sq ft versatile covered event space divisible into three customizable sections (Hall A, Hall B, Hall S) equipped with ceiling-mounted projectors and full A/V system, suitable for trade shows, conventions, exhibitions, and large banquets.
• Education Building Rental 7,000+ sq ft flexible event space suitable for meetings, celebrations, and community events with access to outdoor terrace and capacity for up to 300 guests.
• Livestock Building Rental Versatile arena setup for barrel racing, team roping, and livestock competitions with flexible stall layout, wash pens, and forced-air heating.
• Meeting Rooms Rental 3,103 sq ft combined meeting space with flexible room configurations, each equipped with A/V system and projector; ideal for trainings, workshops, and VIP hospitality areas.
• Terrace Rental 17,750 sq ft open-air event space ideal for food trucks, craft markets, exhibits, and cook-offs with durable concrete flooring.
• Backstage Rental 3,000 sq ft flexible space suited for concert VIPs, mixers, and private events with roll-up windows, bar setup, and 8 built-in TVs.
• Event Venue Rental Services Comprehensive venue rental services including booking management, event planning support, and coordination for concerts, rodeos, trade shows, graduations, weddings, and community events held at the Midland County Horseshoe facility.

Quantifiable outcome

• Revenue increased 9.7% year-over-year from $2,007,779 to $2,203,088
• +3 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• FMSquaredcoreGTM or Marketing PartnerFMSquared is a live entertainment promoter that has brought top-tier concerts and events to Texas and Louisiana for over three decades. They serve as the presenter for concerts at the Midland County Horseshoe, including the Hudson Westbrook Summer 2025 Tour.
• Rudy's Country Store and Bar-B-QcoreChannel Partner/ Reseller/ DistributorRudy's Country Store & Bar-B-Q is an approved catering vendor at the Midland County Horseshoe, serving authentic Texas barbecue made with oak wood-fired pits since 1989. They provide on-site catering services for events.
• Various Approved Catering and Alcohol VendorsminorChannel Partner/ Reseller/ DistributorThe venue works with a select group of approved catering and alcohol vendors including Tkilaz Mexican Restaurant, Michael's Charcoal Grill, Bourbon Street, Exquisite Catering, Chick-fil-a, Texas Roadhouse, and others to provide food and beverage services for events.
• Experimental Sounding Rocket Association (ESRA)coreStrategic or Co-development PartnerESRA hosts IREC (International Rocket Engineering Competition), the world's largest collegiate rocket engineering competition, at the Midland County Horseshoe. The event brings 190+ teams from 20+ countries to the venue.
• Midland County GovernmentcoreOthersThe Midland County Horseshoe is owned and operated by Midland County. County Judge Terry Johnson and the Commissioners Court provide oversight and strategic direction for the facility.
• Midland County FaircoreStrategic or Co-development PartnerMidland County Fair is presented by Petropex SWD Systems and sponsored by Rogers Ford. The annual fair is one of the largest events at the venue, bringing families and visitors from across the Permian Basin.
• Midland County Public LibrariesminorStrategic or Co-development PartnerMidland County Public Libraries hosts the Summer Reading Celebration at the venue, including performances by Grammy Award-winning entertainer Mr. Blue Shoes.
• Damage Prevention Council of TexasminorStrategic or Co-development PartnerThe Damage Prevention Council of Texas hosts the Excavation Safety Summit at the venue, bringing together industry leaders, contractors, utility operators, and safety professionals.

Scale indicators7 records

Recent moves8 records

Expansion highlights4 records

Broad incumbents

• American Bank Center: Larger multi-purpose arena and convention complex in Corpus Christi, Texas. Overlapping event categories (concerts, conventions, trade shows) but at greater scale and broader regional draw.

Direct peers

• Foster Communications Coliseum: San Angelo's multi-purpose arena hosting rodeos, concerts, and the San Angelo Stock Show & Rodeo. Comparable West Texas regional venue with livestock and entertainment programming.
• Globe-News Center for the Performing Arts: Amarillo performing arts and event venue hosting concerts, Broadway shows, banquets, and conventions. Comparable Texas Panhandle regional venue with similar rental and event-hosting model.
• Kay Yeager Coliseum: Wichita Falls multi-purpose coliseum hosting concerts, family shows, trade expos, and community events. Similar mid-size Texas regional venue with arena + exhibition capabilities.
• Ector County Coliseum: Multi-purpose arena and event complex in Odessa, Texas, just 20 miles from Midland. Hosts rodeos, concerts, trade shows, and community events in the same Permian Basin market with comparable scale and programming.
• Buddy Holly Hall of Performing Arts and Sciences: Mid-size Texas regional venue in Lubbock offering concerts, Broadway series, banquets, and convention space. Comparable Texas-market positioning, mix of event types, and county/municipal support model.
• Amarillo Civic Center Complex: Texas Panhandle multi-purpose civic complex hosting conventions, concerts, rodeos, and trade shows. Comparable scale, public ownership model, and West Texas regional event mix.
• Taylor County Coliseum: Abilene multi-purpose coliseum used for rodeos, concerts, conventions, and the West Texas Fair & Rodeo. Comparable mid-size Texas regional venue with similar agricultural/entertainment event mix.
• San Angelo Fairgrounds / FairVenue: West Texas fairground complex hosting annual fair, livestock shows, concerts, and trade events. Closest peer in terms of county fair, rodeo, and expo programming combined with mid-size community scale.
• Mesquite Arena: Mesquite, Texas regional arena hosting rodeos, concerts, and motorsports events. Comparable mid-size Texas arena serving a similar mix of entertainment and livestock programming.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@MidlandCountyHorseshoe
• Facebookfacebook.com/MidlandCountyHorseshoeArena
• Instagraminstagram.com/midlandcountyhorseshoe
• Xx.com/MidCoHorseshoe
• LinkedInlinkedin.com/company/midland-county-horseshoe-arena

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Midland County Horseshoe Arena