Gwinnett Center

Name

Gwinnett Center

Legal name

Sugarloaf Gwinnett Center, LLC

Website

https://gwinnettcenter.com/convention-0.html

Company type

Private

Operating status

Operating

Short description

Gwinnett Center is a privately held multi-venue entertainment and convention complex in Duluth, Georgia, operating a 13,000-seat arena, a 50,000 sq ft convention center, and a 702-seat performing arts center. It serves corporate clients, event planners, sports teams, and Atlanta-metro consumers via tickets, premium suites, rentals, catering, and sponsorships.

Ownership category

akta.pro rank

Product category

Event Venue & Convention Services

NAICS

Theater Companies and Dinner Theaters (711110), Amusement, Gambling, and Recreation Industries (713)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

akta.pro secondary industries

Arenas & Indoor Sports Centers (MPAKAEAB), Convention & Exhibition Centers (Public Convention Centers, Civic Centers) (THAHAAAA), Concert Halls & Music Venue Operations (Symphony Halls, Recital Venues) (MPAGALAC)

Keywords

• Event venue management
• Convention center services
• Live entertainment venue
• Premium suite hosting
• Trade show facilities

Headquarters

HQ city

Duluth

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Ticket Sales: Primary revenue from ticket sales across all venues including The Arena (13,000 capacity), Convention Center, and Performing Arts Center (702 seats). Tickets sold via box office, website, Ticketmaster, and StubHub.
2. Premium Seating and Suites: Revenue from luxury suites (Super Suite, Club Suite, Executive Suite) and party suites. Suite packages include tickets, parking passes, and food/beverage credits.
3. Catering and Concessions: Food and beverage services provided exclusively by Proof of the Pudding. Includes suite catering, concessions, and event catering.
4. Facility Rental: Revenue from renting venue spaces including Exhibit Hall, Grand Ballroom (21,600 sq ft), 23 meeting rooms, and The Arena for conventions, tradeshows, concerts, and sporting events.
5. Sponsorships: Corporate sponsorship opportunities including naming rights, advertising, and partnership programs with sponsors like Charter, Delta, Pepsi, Gwinnett Medical Center, Georgia Natural Gas.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Gwinnett Center is a multi-venue entertainment and convention complex in Duluth, Georgia, operating The Arena at Gwinnett Center (13,000-seat arena), the Convention Center (50,000 sq ft Exhibit Hall, 23 meeting rooms, 21,600 sq ft Grand Ballroom), the 702-seat Performing Arts Center, and the Hudgens Center. It hosts concerts, sporting events, conventions, trade shows, family entertainment, and performing arts, with revenue from ticket sales, premium suites, facility rentals, catering, and corporate sponsorships.

Product overview

Gwinnett Center is a multi-venue entertainment complex operated by Sugarloaf Gwinnett Center, LLC, located in Duluth, Georgia. The portfolio consists of three core venues: The Arena at Gwinnett Center (a 13,000-seat arena with 36 corporate suites and 2 party suites), the Convention Center (featuring a 50,000 sq ft Exhibit Hall, 23 meeting rooms, and 21,600 sq ft Grand Ballroom), and the Performing Arts Center (a 702-seat theatre). Additional offerings include AXS Ticketing (introduced 2026), Premium Suites with dedicated catering by Proof of the Pudding, a Loyalty Program with partner discounts, and ADA accessibility services. The venue hosts concerts, sporting events (including Gwinnett Gladiators hockey and Georgia Force arena football), conventions, trade shows, and family entertainment.

Differentiator

Problem solved

Functional benefit

Brands

• The Arena at Gwinnett Center: 13,000-seat multi-purpose arena with 36 corporate suites, 2 party suites, club level seats, and high-end sound system.
• Convention Center
• Performing Arts Center
• Hudgens Center

Products and services

• The Arena at Gwinnett Center
• Convention Center
• Performing Arts Center
• Premium Suites
• Party Suites
• ADA Accessibility Services
• In-Suite Catering
• Loyalty Program

Quantifiable outcome

• $23.2 million economic impact from single major event (Forrest Wood Cup)
• +2 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eleven partnerships are on record, tiered minor and core.

• StubHubminorChannel Partner/ Reseller/ DistributorOfficial secondary market ticketing partner for buying and selling tickets.
• CharterminorGTM or Marketing PartnerCorporate partner and sponsor of Gwinnett Center.
• DeltaminorGTM or Marketing PartnerCorporate partner and sponsor of Gwinnett Center.
• PepsiminorGTM or Marketing PartnerCorporate partner and beverage sponsor of Gwinnett Center.
• AXS (by AEG)coreTechnology or IntegrationTicketing platform partner providing innovative ticketing solutions including AXS Invite (social reservation manager), AXS Waiting Room, and free ticket delivery options. Launched March 2026.
• Proof of the PuddingcoreStrategic or Co-development PartnerExclusive catering partner providing all food and beverage services including suite catering, concessions, and event catering. Offers premium in-suite dining with dedicated staff.
• TEAM GeorgiaminorGTM or Marketing PartnerSafe and sober driving coalition partnered with Designated Driver Booth in The Arena front lobby. Educates patrons about responsible alcohol consumption and impaired driving prevention.
• TicketmastercoreChannel Partner/ Reseller/ DistributorAuthorized primary ticketing partner for event ticket sales at retail outlets and via phone.
• Gwinnett Medical CenterminorGTM or Marketing PartnerCorporate partner and healthcare sponsor of Gwinnett Center.
• Georgia Natural GasminorGTM or Marketing PartnerCorporate partner and energy sponsor of Gwinnett Center.
• Contemporary Services Corporation (CSC)minorImplementation/ SI/ Consulting PartnerPremier provider of crowd management, security and guest services for entertainment and sporting event industries. Provides part-time and seasonal staffing.

Scale indicators10 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Gas South District (formerly Infinite Energy Center): Adjacent Duluth/Atlanta-area multi-venue complex with arena, convention center, and performing arts theater — directly competes with Gwinnett Center for the same regional conventions, concerts, and family shows in Gwinnett County.
• State Farm Arena (Atlanta Hawks): Downtown Atlanta NBA arena hosting concerts, family shows, and touring acts — competes with The Arena at Gwinnett Center for the same touring promoters and corporate suite buyers across the Atlanta metro.
• Cobb Galleria Centre: Cobb County convention and conference center complex — competes head-to-head with Gwinnett's Convention Center for trade shows, corporate meetings, and expos in the northwest Atlanta metro.
• Fox Theatre (Atlanta): 4,600-seat historic performing arts venue in Atlanta — competes with Gwinnett's Performing Arts Center for touring Broadway, concerts, and corporate presentations in the same metro market.
• Gas South Arena: 13,000-seat arena (formerly Infinite Energy Arena) located within walking distance of Gwinnett Center — the closest-capacity arena competitor, fighting for the same hockey, concert, and family-show touring dates in Duluth/Atlanta.

Broad incumbents

• Georgia World Congress Center: Largest convention facility in Georgia and a major regional competitor for trade shows, expos, and large conventions — competes for the same event planner RFPs as Gwinnett's Convention Center, with greater scale in downtown Atlanta.

Regional players

• Lakewood Amphitheatre: Live Nation-operated outdoor concert amphitheater in Atlanta — competes for warm-weather touring concerts that might otherwise route to The Arena at Gwinnett Center.
• Coca-Cola Roxy: Live Nation-operated ~3,500-seat theater at The Battery Atlanta — captures mid-sized concert tours that Gwinnett Center's house-reduction configuration would otherwise target in the Atlanta metro.
• Savannah Civic Center: Multi-purpose civic venue in coastal Georgia — a southeast-U.S. comparable operating both an arena and a ballroom, competing for some of the same regional conventions and touring acts outside the Atlanta metro.
• Charlotte Convention Center: Large convention and arena complex in Charlotte, NC — a southeast comparable for trade show RFPs and touring promoters evaluating the region's secondary metro markets alongside Gwinnett.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/GwinnettCenter
• Facebookfacebook.com/gwinnettcenter
• Pinterestpinterest.com/gwinnettcenter

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Gwinnett Center