The Home Depot Backyard

What The Home Depot Backyard does

The Home Depot Backyard is an 11-acre multi-use community green space adjacent to Mercedes-Benz Stadium in downtown Atlanta, operated by AMB Sports & Entertainment LLC as part of the Blank Family of Businesses. The venue opened in 2018 and serves a dual function: as a free public community programming space for Atlanta residents and as a premium parking and tailgating destination for Atlanta Falcons (NFL), Atlanta United (MLS), concerts, college football, and special events. Programming is organized around three pillars—Arts + Culture (presented by The Home Depot Foundation), Health + Wellness, and Inspired Learning—with free weekly classes registered through dedicated Eventbrite portals. A portfolio of signature event series (Night Market, Fitness on the Field, Summer Movie Experience, Fall-O-Ween) drives year-round programming and brand recognition, with the venue earning 13 American Business Awards including 12 Gold Stevie Awards over four years.

The core product is the physical 11-acre greenspace itself, supported by curated event programming, a corporate partnership roster, and event hosting infrastructure. Distribution spans direct venue access (open dawn to dusk, 1 Backyard Way, Atlanta GA 30313), Eventbrite for free programming registration, BigTickets.com and Ticketmaster for signature event ticketing, and a Mercedes-Benz Stadium parking portal for stadium-day passes. The venue hosted eight FIFA World Cup 2026 matches reaching 500,000+ fans and achieved LEED v4.1 O+M Platinum and TRUE Platinum zero-waste certifications.

Revenue is generated through four streams rather than direct consumer fees, since weekly community programming is free. These include: (1) transaction-based parking pass sales for stadium events; (2) corporate partnership and sponsorship revenue from a roster anchored by The Home Depot Foundation and including American Express, Signia by Hilton, Tito's, Creature Comforts, Southern Culinary & Creative, and others; (3) private and corporate event hosting fees, with 3-6 month advance booking required for events of 2,500+ attendees; and (4) food and beverage transaction fees from vendor sales during events. The Home Depot Backyard is not a standalone enterprise; it is a branded community space and programming platform integrated into the Mercedes-Benz Stadium ecosystem operated by Atlanta Falcons Stadium Company, LLC.

Name

The Home Depot Backyard

Legal name

Atlanta Falcons Stadium Company, LLC d/b/a Mercedes-Benz Stadium

Website

https://thehomedepotbackyard.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

The Home Depot Backyard is an 11-acre community green space adjacent to Mercedes-Benz Stadium in Atlanta, operated by AMB Sports & Entertainment, offering free arts, wellness, and learning programming alongside parking, tailgating, and signature events for Atlanta Falcons and Atlanta United fans.

Ownership category

akta.pro rank

Product category

Community Event Venue Services

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Multi-Sport Complexes & Community Sports Parks (MPAKAEAH)

akta.pro secondary industry

Fairgrounds & Expo Parks (THAHAAAH)

Keywords

• Community green space
• Event hosting services
• Stadium tailgating venue
• Arts wellness programming
• Sports parking services

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Event Ticketing and Parking Passes: Parking passes sold for Atlanta Falcons, Atlanta United, concerts, and special events. Individual event tickets for signature events like Night Market sold through BigTickets.com
2. Corporate Partnerships and Sponsorships: Programming sponsorship (e.g., Arts + Culture presented by The Home Depot Foundation), vendor partnerships, beverage partnerships, and Vendor Village presented by American Express
3. Private Event Hosting: Corporate events, conferences, trade shows, and special events hosted in the space. Event inquiry form available for proposals. Large-scale events (2,500+) require 3-6 months advance notice
4. Food and Beverage: The Backyard features food vendors and beverage partners during events. Free programming includes fitness classes, yoga, Zumba, and other wellness activities

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

The Home Depot Backyard is an 11-acre multi-use green space in downtown Atlanta, adjacent to Mercedes-Benz Stadium, offering free community programming across three pillars (Arts + Culture, Health + Wellness, Inspired Learning), signature events (Night Market, Fitness on the Field, Summer Movie Experience, Fall-O-Ween), parking and tailgating services for Atlanta Falcons and Atlanta United games, and private/corporate event hosting.

Product overview

The Home Depot Backyard is a unified community programming and event platform centered around an 11-acre multi-use green space adjacent to Mercedes-Benz Stadium in Atlanta. The product portfolio consists of three signature event series (Night Market, Fitness on the Field, Summer Movie Experience, and Fall-O-Ween), three community programming pillars (Arts + Culture, Health + Wellness, and Inspired Learning), parking/tailgating services for team events, and event hosting capabilities. The space serves both as a free public community amenity and as a premium parking/tailgating destination for Atlanta Falcons and Atlanta United fans, unified under the 'Be Happy. Be Well. Be Inspired' brand philosophy.

Differentiator

Problem solved

Functional benefit

Brands

• Fitness on the Field: Signature fitness event at Mercedes-Benz Stadium featuring workout classes on the field
• Night Market
• Summer Movie Experience
• Fall-O-Ween

Products and services

• Night Market Signature event series featuring curated food offerings, craft beverages, live entertainment, and local artisans from hundreds of local restaurants, chefs, and creatives in Atlanta.
• Fitness on the Field Free signature fitness event offering activities on the field at Mercedes-Benz Stadium, powered by Actively Black.
• Summer Movie Experience Outdoor movie series featuring films with cultural themes including HBCU (Historically Black Colleges and Universities) culture celebration.
• Fall-O-Ween Halloween-themed signature event series featuring seasonal activities and entertainment at The Home Depot Backyard.
• Parking and Tailgating Services Parking passes and tailgating opportunities for Atlanta Falcons, Atlanta United, concerts, college football, and special events at The Home Depot Backyard.
• Private and Corporate Event Hosting Private and corporate event hosting service in The Home Depot Backyard space, accommodating conferences, trade shows, exhibitions, and corporate events with over 20 different event rooms available through Mercedes-Benz Stadium.

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Six partnerships are on record, tiered core, minor and flagship.

• Silence the Shame, Inc.coreStrategic or Co-development Partner · 30 April 2026Mental health and wellness programming partnership. Silence the Shame hosts wellness programs including yoga, Zumba, sound bath, and mental health discussions. Collaboration includes recurring programs throughout the year focused on mental health awareness, education, and holistic wellness.
• Signia by HiltonminorGTM or Marketing Partner · 30 April 2026Culinary experience courtesy of Chef Daniella Rada and Signia by Hilton adding refined hospitality element to Night Market events.
• Southern Culinary & CreativecoreStrategic or Co-development Partner · 16 April 2026Collaboration on Night Market signature event series. Southern Culinary & Creative helps curate the event featuring local restaurants, chefs, artisans, and entertainment.
• American ExpresscoreGTM or Marketing Partner · 16 April 2026Vendor Village presented by American Express showcases local artisans and small businesses at Night Market events, providing exposure and shopping opportunities for attendees.
• Beverage Partners (Tito's Handmade Vodka, Creature Comforts, Little Sober Bar, Murrell's Row Spirits, Cutwater)minorGTM or Marketing Partner · 16 April 2026Beverage partners for Night Market events offering craft cocktails, beer, and non-alcoholic options. Each partner provides products for the event's bar programming.
• The Home Depot FoundationflagshipStrategic or Co-development Partner · 1 January 2018The Home Depot Foundation is the primary sponsor and namesake of the space. Arts + Culture programming is 'Presented by The Home Depot Foundation.' The partnership provides funding and branding for community programming focused on arts and culture initiatives.

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Delaware North Companies: Global hospitality and food service company operating concessions, retail, and event services at major sports and entertainment venues. Comparable in the adjacent venue-services ecosystem and a potential operator or partner for stadium-district programming at scale.
• Legends Hospitality: Large-scale venue services operator providing hospitality, premium seating, merchandise, and sponsorship sales across major stadiums and arenas. Relevant as a broader incumbent in stadium-adjacent event monetization that could expand into outdoor community programming.
• Levy Restaurants: Major sports and entertainment food service operator across NFL, MLB, and MLS venues. Relevant as a broader incumbent in stadium F&B and event hospitality that mirrors the Backyard's food, beverage, and signature event revenue model.

Emerging players

• Meow Wolf: Operator of large-scale immersive art and event experiences with ticketed programming, F&B, and rotating cultural activations. Comparable on the experiential event programming and signature attraction model, though focuses on paid immersive art rather than free community programming.

Direct peers

• Piedmont Park Conservancy: Operator of Atlanta's flagship 189-acre urban park, hosting signature events (Music Midtown, Atlanta Pride), free programming, and private event rentals. Same city and a comparable combination of free community programming, signature festivals, and corporate event hosting.
• The Battery Atlanta: Mixed-use entertainment district adjacent to Truist Park (home of the Atlanta Braves), combining dining, retail, event space, and public gathering areas. It is the most structurally comparable peer, also located in Atlanta and built around stadium-adjacent community activation and event programming.
• Klyde Warren Park: 5.2-acre deck park built over a freeway in downtown Dallas that operates as a free public programming space with daily fitness, music, food, and education events funded by a mix of sponsorships and private events. Closest functional analog to the Backyard's free, sponsor-funded community programming model.

Others

• Hudson Yards (Related Companies / Brookfield): Large-scale mixed-use development with public spaces and event programming adjacent to major cultural and sports venues in New York. Comparable as an urban public programming space bundled with a premier destination venue, though broader in scope and located in a different market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/MBStadium
• YouTubeyoutube.com/channel/UCe-bcJP3M8hUV-oYEMjwUvQ
• Facebookfacebook.com/MBStadium
• Instagraminstagram.com/mercedesbenzstadium
• LinkedInlinkedin.com/company/thdbackyard

Compliance4 records

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 The Home Depot Backyard