CMAC
CMAC is a 15,000-capacity outdoor amphitheater in Canandaigua, NY, presenting 20+ nationally touring concerts annually. The venue serves live music fans and corporate sponsors, generating revenue through ticketing, premium hospitality, concessions, parking, and tiered corporate sponsorships anchored by Constellation Brands naming rights.
- Company typePrivate
- Founded1983
- HeadquartersCanandaigua, United States
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What CMAC does
CMAC operates the Constellation Brands Marvin Sands Performing Arts Center, a 15,000-capacity outdoor amphitheater located on the Finger Lakes Community College campus in Canandaigua, New York. Founded in 1983 as the Finger Lakes Performing Arts Center and rebuilt in 2006 through a $13.5 million private facility expansion, the venue presents 20+ nationally touring concerts annually across country, rock, pop, folk, Americana, and classical crossover genres. The venue serves live music attendees and corporate sponsors across the Finger Lakes region, with named headliners including Kenny Chesney, Brandi Carlile, Luke Bryan, Jack Johnson, Ella Langley, Josh Groban, Death Cab for Cutie, and the Rochester Philharmonic Orchestra. The venue has been nominated for ACM Outdoor Venue of the Year in 2025 and 2026 and ranked #8 in the U.S. and #10 worldwide among amphitheaters by Pollstar in 2022.
CMAC operates an event-driven revenue model with multiple monetization streams: concert ticket sales (reserved seating, lawn, and VIP packages via Ticketmaster), on-site food and beverage concessions, premium hospitality experiences (Corona Cabana at $25/show and KeyBank Headliner Lounge at $30/show), tiered parking ($10–$30), corporate sponsorships across Platinum–Bronze tiers, and branded merchandise. Season Lawn Ticket VIP Packages bundle multi-year access for two ($1,200) or four ($2,400) attendees, and 2026 season lawn ticket packages sold out. The venue ranks #8 in the U.S. and #10 worldwide by Pollstar (2022) within the global amphitheater category.
The venue operates without proprietary technology infrastructure, relying on Ticketmaster's ticketing platform for primary distribution and conventional venue management systems. Corporate sponsorships anchored by Constellation Brands naming rights, KeyBank, Corona, Toyota, and Wegmans provide significant financial backing, while a multi-year partnership with the Canandaigua Lake Watershed Council commits $1 per ticket sold to local lake preservation. The venue is operated by a small core team (1–10 employees) with a Business Development & Hospitality Manager leading sponsor and season ticket programs, and the Sands family (Constellation Brands leadership) maintains stewardship of the founder's original vision.
CMAC firmographics
Firmographics- Name
- CMAC
- Legal name
- Constellation Brands-Marvin Sands Performing Arts Center
- Website
- https://cmacevents.com
- Company type
- Private
- Founded year
- 1983
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- CMAC is a 15,000-capacity outdoor amphitheater in Canandaigua, NY, presenting 20+ nationally touring concerts annually. The venue serves live music fans and corporate sponsors, generating revenue through ticketing, premium hospitality, concessions, parking, and tiered corporate sponsorships anchored by Constellation Brands naming rights.
- Ownership category
- akta.pro rank
CMAC industry classification
Industry- Product category
- Live Entertainment Venue
- NAICS
- Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Concert Venue Operators (Arenas, Amphitheaters, Clubs) (MPAGAAAC)
- akta.pro secondary industries
- Music Venues & Venue Operators (Clubs, Theaters, Arenas) (MPAIAFAB), Concert Halls & Music Venue Operations (Symphony Halls, Recital Venues) (MPAGALAC), Event Operations & Venue Services (Box Office, FOH/BOH, Concessions) (MPAIAFAL), VIP, Hospitality & Premium Experiences (Packages, Clubs, Suites) (MPAIAFAK)
Keywords
Where CMAC is headquartered
LocationHeadquarters
- HQ city
- Canandaigua
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
CMAC business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Concert Ticket Sales: CMAC's primary revenue driver. The venue sells tickets across multiple price tiers (reserved seating, lawn, VIP packages) to 20+ annual concerts. 2026 season lawn ticket packages were sold out, indicating strong demand.
- Food & Beverage Concessions: On-site food and beverage sales including locally sourced offerings at Suns Out Buns Out, Home Slice Pizza, and Nacho Mama's, plus a wide selection of wine, beers, and craft cocktails.
- Premium Hospitality Experiences: Upsell revenue from Corona Cabana ($25/show) and KeyBank Headliner Lounge ($30/show), both offering premium amenities including private bars, restrooms, complimentary drink vouchers, and Adirondack chairs.
- Parking: General Lot parking at $10 cash, Premium Lot parking at $30 (advance purchase only via Ticketmaster), and Limo Lot parking at $20.
- Corporate Sponsorships: Corporate sponsorship program across Platinum, Gold, Silver, Bronze tiers, plus KeyBank Headliner Lounge named sponsorships and VIP box holders. Sponsorship opportunities for the 2026 season were noted as filled.
- Merchandise: CMAC-branded merchandise sold online, with a portion of proceeds benefiting the Friends of Canandaigua Lake in partnership with the Canandaigua Lake Watershed Council.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | General Lawn Tickets - variable per show |
| Unit Pricing | Pay-as-you-go | Reserved Seating Tickets - variable per show |
| Subscription | Multi-year contract | Season Lawn Ticket VIP Package for Two – $1,200 |
| Subscription | Multi-year contract | Season Lawn Ticket VIP Package for Four – $2,400 |
| Unit Pricing | Pay-as-you-go | Corona Cabana Experience – $25/show |
| Unit Pricing | Pay-as-you-go | KeyBank Headliner Lounge – $30/show |
| Unit Pricing | Pay-as-you-go | RPO Red, White & Boom! Community Concert – $10 General Admission |
| Unit Pricing | Pay-as-you-go | General Lot Parking – $10 cash |
| Unit Pricing | Pay-as-you-go | Premium Lot Parking – $30 advance |
| Unit Pricing | Pay-as-you-go | Limo Parking – $20 |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
CMAC product offering
Product offeringCore offering
CMAC operates the Constellation Brands-Marvin Sands Performing Arts Center, an outdoor amphitheater in Canandaigua, NY hosting 20+ major touring concerts annually across diverse musical genres. The venue sells general admission, reserved seating, and season ticket packages directly to consumers, and offers premium hospitality upgrades (Corona Cabana, KeyBank Headliner Lounge), on-site food and beverage concessions, parking, and merchandise. Corporate sponsorships across Platinum, Gold, Silver, and Bronze tiers supplement consumer ticket revenue.
Product overview
CMAC (Constellation Brands-Marvin Sands Performing Arts Center) is a single-venue performing arts center offering live music events through its outdoor amphitheater. The venue operates as a unified experience with ticketing managed through Ticketmaster and offers premium add-on services including the Corona Cabana and KeyBank Headliner Lounge VIP experiences. Season ticket packages provide bundled access to all events with exclusive hospitality perks. The venue hosts approximately 20-30 major touring acts annually across country, rock, pop, and classical genres.
Differentiator
Problem solved
Functional benefit
Brands
- Keybank Headliner Lounge: Exclusive VIP tent offered at all shows featuring private restrooms, private bars, complimentary drink voucher, and complimentary snacks.
- Corona Cabana
Products and services
- CMAC Outdoor Amphitheater Venue An outdoor amphitheater located on the Finger Lakes Community College campus in Canandaigua, NY, featuring 5,000 covered seats and lawn seating for up to 10,000 guests. The venue hosts major touring musical acts across country, rock, pop, folk, Americana, and classical genres, hosting 20+ annual concerts.
- Corona Cabana A premium experience at the top of the general admission lawn offering exclusive fenced-off access to a private bar and private bathrooms. The first 100 ticketholders have access to Adirondack chairs. Priced at $25 per show, not including concert ticket. Offered at all CMAC shows.
- KeyBank Headliner Lounge An exclusive VIP tent offered at all CMAC shows featuring private restrooms, private bars, one complimentary drink voucher, and complimentary snacks. Priced at $30 per show, not including concert ticket. Named-sponsored by KeyBank.
- Season Lawn Ticket VIP Package Season ticket packages offering lawn tickets to all CMAC concerts along with Corona Cabana tickets and general lot parking passes. Available in packages for Two ($1,200) or Four ($2,400). Includes hospitality coordinator access and pre-sale ticket opportunities.
- Rising Star Battle of the Bands A competitive event series presented by CMAC and Iron Smoke Distillery, showcasing emerging musical talent through a battle of the bands format.
- Premium Parking Multi-tier on-site parking sold per show. General Lot parking at $10 cash, Premium Lot parking at $30 (advance purchase only via Ticketmaster), and Limo Lot parking at $20.
Quantifiable outcome
- #8 top-selling amphitheater in the U.S. and #10 worldwide by Pollstar (2022)
- +2 more outcomes
Companies that use CMAC
Customer profileNamed customers15 records
Segments2 records
Ideal customer profiles2 records
CMAC technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
CMAC partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Friends of Canandaigua Lake / Canandaigua Lake Watershed CouncilcoreCMAC's 'Shop CMAC. Support Canandaigua Lake.' initiative donates $1 per ticket sold to the Canandaigua Lake Watershed Council. The six-year, $50 million initiative aims to protect water quality, increase flood resiliency, and leave a lasting legacy for Canandaigua Lake, with $15 million raised in private support to complement $35 million in public funding.
- TicketmastercorePrimary ticketing platform for all CMAC events. Handles general admission, reserved seating, premium parking, Corona Cabana, and KeyBank Headliner Lounge ticket sales. Premium parking and VIP experiences are sold exclusively through Ticketmaster.
- Finger Lakes Community CollegeminorCMAC is located on the campus of Finger Lakes Community College in Canandaigua, NY. The college is a Silver VIP Box Holder and a Valued Partner of the venue.
- Rochester Philharmonic Orchestra (RPO)minorThe RPO presents the annual 'Red, White, & Boom!' community concert at CMAC and collaborated on Josh Groban's 'Stage, Screen, and Symphony' performance. The RPO has been committed to enriching the community since 1922 and presents approximately 150 concerts and broadcasts per year.
Scale indicators8 records
Recent moves7 records
Expansion highlights7 records
CMAC competitors and assessment
Company assessmentDirect peers
- The Pavilion at Star Lake: Burgettstown, Pennsylvania outdoor amphitheater with a similar seated + lawn capacity profile and summer touring artist programming. Comparable regional outdoor amphitheater on the same touring circuit.
- Darien Lake Performing Arts Center: Outdoor amphitheater in western New York (Darien Center) hosting 15–20+ major touring acts each summer season. Same seasonal outdoor concert venue category and overlapping regional touring routes as CMAC.
- Merriweather Post Pavilion: Iconic outdoor summer concert venue in Columbia, Maryland, operating a seated + lawn amphitheater with touring artist programming across rock, pop, country, and indie. Operationally and business-model comparable to CMAC.
- Xfinity Theatre (Hartford): Hartford, Connecticut outdoor amphitheater operated under the Live Nation network with comparable size and touring concert format. Northeast comparable in amphitheater category.
- Saratoga Performing Arts Center (SPAC): Upstate New York outdoor performing arts center hosting major touring concerts each summer in a similar seated + lawn amphitheater format. Directly comparable regional amphitheater competing for the same touring artist routes in New York State.
- Blossom Music Center: Cuyahoga Falls, Ohio outdoor amphitheater in the Cleveland Orchestra's summer home, hosting summer touring concerts in a comparable seated + lawn capacity and seasonal operating model.
- St. Joseph's Health Amphitheater at Lakeview: Syracuse-area outdoor amphitheater with similar capacity and summer concert programming model. Comparable upstate New York outdoor venue drawing from the same regional touring circuit.
- Pine Knob (Michigan Lottery Amphitheatre): Michigan outdoor amphitheater and one of the top-selling amphitheaters in Pollstar's rankings, offering a comparable format of reserved seating plus general admission lawn and similar premium hospitality product mix.
Broad incumbents
- AEG Presents: Large global concert promoter and venue operator running a portfolio of amphitheaters and arenas. Operates competing outdoor venues and books many of the same artists that tour through CMAC.
- Live Nation Entertainment: Largest concert promotion and venue operator globally, owning and operating the largest network of amphitheaters in the U.S. and competing directly for touring artist bookings and ticket flow.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
CMAC social profiles
Digital presenceCMAC financial estimates
Financial estimateRevenue estimate
Valuation estimate
CMAC leadership team
Management profileNumber of profiles
Profiles1 record
CMAC funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
CMAC 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 CMAC
What does CMAC do?
CMAC operates the Constellation Brands-Marvin Sands Performing Arts Center, an outdoor amphitheater in Canandaigua, NY hosting 20+ major touring concerts annually across diverse musical genres. The venue sells general admission, reserved seating, and season ticket packages directly to consumers, and offers premium hospitality upgrades (Corona Cabana, KeyBank Headliner Lounge), on-site food and beverage concessions, parking, and merchandise. Corporate sponsorships across Platinum, Gold, Silver, and Bronze tiers supplement consumer ticket revenue.
Is CMAC a public or private company?
CMAC is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was CMAC founded?
CMAC was founded in 1983. It employs 1 to 10 people.
Where is CMAC based?
CMAC is headquartered in Canandaigua, United States, in the North America region.
How does CMAC make money?
Six revenue lines are on record. Concert Ticket Sales are the primary driver. The others are food & Beverage Concessions, premium Hospitality Experiences, parking, corporate Sponsorships and merchandise.
Who are CMAC's main competitors?
Direct peers on record are The Pavilion at Star Lake, Darien Lake Performing Arts Center, Merriweather Post Pavilion, Xfinity Theatre (Hartford), Saratoga Performing Arts Center (SPAC), Blossom Music Center, St. Joseph's Health Amphitheater at Lakeview and Pine Knob (Michigan Lottery Amphitheatre). Broad incumbents are AEG Presents and Live Nation Entertainment.
Does CMAC have an API?
No public API is recorded for CMAC.
What industry is CMAC in?
CMAC's product category is Live Entertainment Venue. Its primary akta.pro industry code is MPAGAAAC, Concert Venue Operators (Arenas, Amphitheaters, Clubs), with a secondary code of MPAIAFAB, Music Venues & Venue Operators (Clubs, Theaters, Arenas). Its NAICS code is 71131 and its SIC code is 7900.