What Category 10 does

Category 10 is a multi-level entertainment venue brand co-created with country music artist Luke Combs and operated by Opry Entertainment Group, a subsidiary of Ryman Hospitality Properties (NYSE: RHP). The flagship Nashville location, opened November 2024 at 120 2nd Avenue North, spans approximately 67,000 square feet across four floors with indoor/outdoor capacity of roughly 3,000 guests. It bundles five distinct experiences under one roof: The Honky-Tonk (live country music, two bars, retail shop, 290-hat fan wall), Hurricane Hall (1,500-seat concert floor and largest dance floor/stage in downtown Nashville with free line dancing lessons Thursday–Sunday and a custom Hurricane Light Show System), The Still (speakeasy-style bourbon and songwriter lounge), 5 Leaf Clover Sports Bar (multi-screen sports viewing with live tickers), and The Eye Rooftop (7,000 sq ft, Broadway's largest outdoor rooftop with Cumberland River and Nissan Stadium views). Revenue is generated through food and beverage sales, ticketed concerts, merchandise (including online via shop.opry.com), VIP and private event bookings across the five spaces, and Bootleggers fan-club VIB memberships (subscription perks tied to Luke Combs' official fan club). Distribution is physical-venue-based: walk-in traffic on Broadway, online ticketing via category10.com, direct sales for private events and VIP packages, and merchandise through the Opry retail network. The brand is expanding to Las Vegas at Flamingo Las Vegas (~34,000 sq ft, opening Fall 2026) via a Caesars Entertainment partnership and to Orlando at Universal CityWalk (announced February 2026), using celebrity-driven demand, OEG/Ryman distribution infrastructure, and themed song-named experiences as the primary differentiation versus generic Broadway honky-tonks.

Name

Category 10

Legal name

OEG Holdco, LLC

Website

https://category10.com

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Live Music Hospitality Venue

NAICS

Performing Arts, Spectator Sports, and Related Industries (711), Drinking Places (Alcoholic Beverages) (722410), Amusement, Gambling, and Recreation Industries (713), Musical Groups and Artists (71113)

SIC

Retail-Eating & Drinking Places (5810), Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Live Music Venues & Concert Bars (THAFAEAD)

akta.pro secondary industries

Nightclub & Small Live Venue Operations (Clubs, Bars with Stages) (MPAGALAF), Concert Halls & Music Venue Operations (Symphony Halls, Recital Venues) (MPAGALAC), Nightclubs & Dance Clubs (CRANACAG), Bars & Pubs (Non-Music) (MPAGAIAC), VIP Hospitality & Client Entertainment (Boxes, Suites, Hosted Experiences) (MPAGAHAG)

Keywords

• Live music venue
• Country music entertainment
• Rooftop bar hospitality
• Sports bar dining
• Bourbon bar lounge

Headquarters

HQ city

Nashville

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Food and Beverage Sales: Revenue from food menu, drink menu, bar tabs, and liquor sales across five distinct experiences (Honky-Tonk, Hurricane Hall, The Still, 5 Leaf Clover Sports, The Eye Rooftop). Menu features Southern comfort food and Luke Combs-inspired dishes.
2. Ticketed Concerts and Shows: Revenue from ticketed concert events, particularly in Hurricane Hall with 1,500-person capacity. Talent lineup curated by Opry Entertainment team with emphasis on up-and-coming artists.
3. Merchandise Sales: Sale of Category 10 branded merchandise including hats, apparel, and Luke Combs memorabilia. Merchandise available at the venue shop and online via opry.com.
4. VIP and Private Events: Revenue from private event bookings across five unique spaces, VIP packages, and reserved seating experiences.
5. Bootlegger Fan Club Membership Perks: Fan club members (VIBs — Very Important Bootleggers) receive exclusive perks at the bar and beyond, including access to pre-show events, meet-and-greets with Luke Combs, and exclusive merchandise drops.

Go-to-market motion1 record

Distribution channels7 records

Marketing channels8 records

Core offering

Category 10 is a multi-level entertainment and hospitality venue offering live country music, free line dancing lessons, sports viewing, Southern food and beverage service, bourbon tastings, and rooftop bar experiences across five distinct themed spaces inside one building. The flagship Nashville location on Broadway combines a honky-tonk, a 1,500-capacity concert hall, a speakeasy-style bourbon lounge, a multi-screen sports bar, and a 7,000-square-foot rooftop bar with Cumberland River and Nissan Stadium views. The brand is expanding with a Las Vegas location at Flamingo Las Vegas opening Fall 2026 and a Universal CityWalk Orlando location announced for 2026.

Product overview

Category 10 is a multi-level entertainment venue brand inspired by country music artist Luke Combs, operated by Opry Entertainment Group. The flagship Nashville location spans approximately 69,000 square feet across multiple floors with five distinct entertainment experiences: The Honky-Tonk (authentic honky-tonk with live music and hat wall), Hurricane Hall (largest dance floor in downtown Nashville with line dancing and concerts), The Still (bourbon bar and songwriter's lounge), 5 Leaf Clover Sports Bar (multi-screen sports viewing), and The Eye Rooftop (riverfront rooftop bar with stadium views). The venue also features Bootleggers fan club membership, private event hosting, VIP packages, and Southern-inspired food and drink menus. The brand is expanding to Las Vegas at Flamingo Las Vegas in Fall 2026.

Differentiator

Problem solved

Functional benefit

Brands

• The Honky-Tonk: Street-level authentic honky-tonk with top-caliber live music, two stories with two bars, a retail shop and a main stage.
• Hurricane Hall
• The Still
• 5 Leaf Clover Sports Bar
• The Eye Rooftop
• Bootleggers

Products and services

• The Honky-Tonk Luke Combs' street-level authentic honky-tonk with top-caliber live country music, two stories with two bars, a retail shop, and a main stage; includes the Honky-Tonk Hat Wall displaying 290 hats from fans and Combs' personal collection.
• Hurricane Hall Massive venue featuring the largest dance floor and stage in downtown Nashville, immersive light shows, free line dancing lessons Thursday through Sunday, and ticketed concert events with capacity up to 1,500 guests; includes the Beer Never Broke My Heart bar and Neon Dream bar.
• The Still Intimate songwriter's lounge and bourbon bar with speakeasy vibes, Luke's hand-picked bourbon selection, walls lined with Luke Combs memorabilia, and an outdoor patio with scenic views.
• 5 Leaf Clover Sports Bar Third-floor sports bar named after Luke Combs' hit song '5 Leaf Clover,' with massive screens, live sports tickers wrapped around the room, real-time game displays, and game-day food and bar offerings.
• The Eye Rooftop Largest outdoor rooftop deck in Nashville's Broadway area (7,000 square feet) with unobstructed views of the Cumberland River and Nissan Stadium, featuring a DJ booth, dance floor, and bar for live music programming.
• Private Events Private and corporate event hosting across the venue's five distinct spaces, with tailored bar packages, chef-driven Southern menus, custom branding options, and an in-house expert planning team.
• Food & Drink Menu Chef-driven Southern menu featuring Luke Combs' favorite dishes from Asheville to Nashville, including wild game meatballs, signature bread bowl chowder, steak frites, Carolina smoked ribs, and craft cocktails.

Quantifiable outcome

• Largest dance floor and stage in downtown Nashville (Hurricane Hall)
• +2 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• Caesars Entertainment / Flamingo Las VegascoreStrategic or Co-development Partner · 22 October 2025Category 10 Las Vegas is located at Flamingo Las Vegas (3555 Las Vegas Boulevard South) on The Strip, operated under a partnership with Caesars Entertainment. This builds on the existing relationship established through OEG's Ole Red Las Vegas location at Harrah's. Caesars provides real estate, visitor traffic, loyalty infrastructure (Caesars Rewards), and marketing synergy.
• Opry Entertainment GroupcoreStrategic or Co-development Partner · 30 January 2024Opry Entertainment Group (OEG), a division of Ryman Hospitality Properties (NYSE: RHP), is the owner and operator of Category 10. OEG provides venue development expertise, talent curation, marketing infrastructure, and brand portfolio cross-promotion. OEG is a strategic partner with Atairos and NBCUniversal.

Scale indicators8 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Luke's 32 Bridge: Luke Bryan's Nashville bar and live music venue on Broadway. Direct competitor in the city-artist-anchored honky-tonk category, targeting the same bachelorette and tourist segments.
• Dierks Bentley's Whiskey Row: Country artist-branded multi-level bar/restaurant with live music, rooftop, and sports viewing in Nashville, Phoenix, and other markets. Shares celebrity-anchored, multi-experience format and tourist-targeted positioning.
• ACME Feed & Seed: Four-level Nashville Broadway venue combining live music, multiple bars, restaurant, and rooftop. Operates the same consolidated multi-experience model as Category 10 and competes for the same foot traffic.
• Tootsie's Orchid Lounge: Iconic Nashville Broadway honky-tonk and live music venue. Comparable in core offering (live country music, bar, on Broadway) but represents the legacy, non-celebrity-anchored incumbent category.
• Kid Rock's Big Ass Honky Tonk: Large-format celebrity-anchored Broadway bar with live music, multiple floors, sports viewing, and rooftop. Comparable in footprint, target demographic, and the multi-experience compounding model.
• Ole Red: Opry Entertainment Group's Blake Shelton-branded multi-level bar and live music venue in Nashville, Gatlinburg, and Las Vegas. Most direct comparable because it shares the same parent, identical celebrity-anchored honky-tonk-plus-concert venue concept, and overlapping distribution partnerships (Caesars in Las Vegas).
• Jason Aldean's Kitchen + Rooftop Bar: Multi-level celebrity-themed Nashville Broadway venue featuring live music, Southern food, and a rooftop bar. Directly competes with Category 10 for the same tourist and bachelorette-party segments on Lower Broadway.

Broad incumbents

• Grand Ole Opry: Category 10's sister property under OEG/Ryman Hospitality. Iconic live country music venue with ongoing ticketed performances. Comparable in concert programming and audience overlap, though distinct as a seated performance hall rather than a bar/nightlife concept.
• Ryman Auditorium: Historic Nashville live music venue also under OEG/Ryman. Comparable in ticketed concert programming and country music audience, though primarily a seated theater versus Category 10's bar-driven nightlife format.
• Nashville Broadway Honky-Tonks (collective): The aggregated Lower Broadway honky-tonk district (Robert's Western World, Nudie's, The Stage, etc.) represents the broader incumbent nightlife category that Category 10 competes within for tourist, bachelorette, and group-celebration spending.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/OfficialCat10
• Facebookfacebook.com/category10Nashville
• Instagraminstagram.com/officialcategory10
• TikToktiktok.com/@officialcategory10
• LinkedInlinkedin.com/company/category-10

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Category 10