Wooly’s
Wooly's is a 683-capacity live music venue in Des Moines, Iowa's East Village, operated by First Fleet Concerts since 2012. It hosts genre-diverse touring acts, sells tickets via AXS, serves beverages, and offers VIP seating, merchandise, and private event rentals.
- Company typePrivate
- Founded2012
- HeadquartersDes Moines, United States
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Wooly’s does
Wooly's is a 683-capacity live music venue located at 504 E Locust St in Des Moines, Iowa's historic East Village, operating continuously since 2012. The venue hosts genre-diverse acts spanning rock, metal, country, indie, and alternative, and has featured recognized touring artists including Ice Nine Kills, Andrew McMahon, Jade Bird, The HU, Grouplove, and The Struts. It is operated as part of First Fleet Concerts' Midwest venue portfolio alongside Val Air Ballroom, Capitol Theatre, Vibrant Music Hall, and xBk Live.
Wooly's generates revenue through five streams: advance ticket sales via the AXS digital platform (delivered exclusively as AXS Mobile ID), on-site bar service (beer, spirits, soft drinks, water), premium VIP booth and table seating, private event rentals handled via [email protected], and branded merchandise (sweatshirts, hats, t-shirts, tote bags, stickers) sold at the in-person box office. The box office operates Fridays 12 PM-5 PM with a "Fee Free Fridays" promotion to drive cash transactions and reduce dependency on AXS service fees.
The go-to-market model is event-driven: programming is led by First Fleet Concerts' booking network, supplemented by co-presentation arrangements with Live Nation, IA Live, 1% Productions, Rizzy Productions, and One Percent Productions. Marketing runs through organic social channels (Facebook, Instagram, X/Twitter), an email newsletter sign-up, and a street team grassroots distribution program. No public funding, M&A, or growth-stage investment signals are present; the business operates as a steady-state single-venue live entertainment asset under a regional promoter parent.
Wooly’s firmographics
Firmographics- Name
- Wooly’s
- Legal name
- Wooly's (operated by First Fleet Concerts)
- Website
- https://woolysdm.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Wooly's is a 683-capacity live music venue in Des Moines, Iowa's East Village, operated by First Fleet Concerts since 2012. It hosts genre-diverse touring acts, sells tickets via AXS, serves beverages, and offers VIP seating, merchandise, and private event rentals.
- Ownership category
- akta.pro rank
Wooly’s industry classification
Industry- Product category
- Live Music Venue
- NAICS
- Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Drinking Places (Alcoholic Beverages) (7224)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Live Music Clubs & Venues (MPAGAIAB)
- akta.pro secondary industries
- Music Venues & Venue Operators (Clubs, Theaters, Arenas) (MPAIAFAB), Live Music Bars & Venues (CRANACAH), Live Music Venues & Concert Bars (THAFAEAD)
Keywords
Where Wooly’s is headquartered
LocationHeadquarters
- HQ city
- Des Moines
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Wooly’s business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain
Revenue model
- Ticket Sales: Revenue generated through advance ticket sales via AXS.com and in-person box office purchases. Digital-only tickets delivered via AXS Mobile ID system.
- Bar Sales: On-site beverage service including water, beer, spirits, and soft drinks. Cash and credit card accepted; credit cards subject to tax.
- VIP Seating (Booths and Tables): Premium seating options available for purchase including booths and tables with guaranteed seating, sold through AXS.com.
- Private Event Rental: Venue available for private event bookings, inquiries handled via email at [email protected].
- Merchandise Sales: Wooly's branded merchandise including sweatshirts, hats, t-shirts, tote bags, and stickers sold exclusively at the Wooly's Box Office on Fridays and during shows.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | General Admission tickets with varying prices per event |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels4 records
Wooly’s product offering
Product offeringCore offering
Wooly's operates a 683-capacity live music concert venue in Des Moines, Iowa's historic East Village, hosting genre-diverse touring acts (rock, metal, country, indie). The venue sells general admission tickets, premium booth and table seating, bar service, private event rentals, and branded merchandise through its on-site box office and the AXS online ticketing platform. It is operated under the First Fleet Concerts promotional network.
Product overview
Wooly's is a music venue operated by First Fleet Concerts, offering live music events, venue rentals, and hospitality services. The 683-capacity venue in Des Moines, Iowa hosts a diverse range of musical acts and provides ticketing through AXS, food and beverage service, and private event rental options.
Differentiator
Problem solved
Functional benefit
Products and services
- Live Concert Events General admission standing-room live music concerts featuring genre-diverse touring acts (rock, metal, country, indie, alternative) at the 683-capacity Des Moines venue, ticketed through AXS.com and the on-site box office.
- VIP Booth and Table Seating
Companies that use Wooly’s
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles2 records
Wooly’s technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Wooly’s partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- First Fleet ConcertscoreFirst Fleet Concerts is the parent company and promoter operating Wooly's. Founded as a genre-diverse promotional company, First Fleet Concerts books artists, comedians, and festivals across the Midwest, including Val Air Ballroom, Capitol Theatre, Vibrant Music Hall, and other regional venues.
- AXScoreAXS is the official ticketing partner for Wooly's. Provides digital ticket platform with Mobile ID delivery system for mobile-only tickets. Handles online ticket sales, transfers, and event management.
- Live NationminorLive Nation co-presents select shows at Wooly's, such as the Chad Gray concert event.
- IA LiveminorIA Live co-presents shows at Wooly's including Fooz Fighters and The Ultimate Doors tribute.
- 1% Productionsminor1% Productions co-presents shows at Wooly's including The Urge event.
- Rizzy ProductionsminorRizzy Productions presents events at Wooly's such as GURNFEST X.
- xBk LiveminorxBk Live partners with First Fleet Concerts on select events. xBk is another Des Moines-area music venue under the First Fleet Concerts network.
- One Percent ProductionsminorOne Percent Productions co-presents shows including Little Stranger at First Fleet Concerts venues.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Wooly’s competitors and assessment
Company assessmentBroad incumbents
- The Fillmore: Live Nation-operated venue chain hosting live music in mid-sized rooms; comparable intimate concert experience and ticketing platform integration.
- House of Blues: Live Nation-owned chain of mid-capacity music venues across the U.S.; comparable scale and programming strategy, with broader geographic reach.
- The Blue Note: Multi-city intimate music venue chain with similar capacity profile and ticketing/diverse programming model.
- Live Nation (Mid-size Venues Division): Dominant national live entertainment promoter and venue operator; already a co-presentation partner for Wooly's and sets the competitive benchmark for mid-tier venues.
Direct peers
- First Avenue: Iconic Minneapolis live music venue with comparable mid-tier capacity, genre-diverse programming, and Midwest audience demographic.
- xBk Live: Des Moines-area music venue partnered with First Fleet Concerts; comparable intimate live music venue competing for the same local audience and touring acts.
- Exit/In: Nashville-based independent live music venue of comparable capacity focused on emerging and mid-tier touring acts.
- Vibrant Music Hall: Midwest live music venue under the First Fleet network offering a similar genre-diverse booking strategy to Wooly's.
- Val Air Ballroom: Sibling venue under First Fleet Concerts in the Des Moines market; another live music venue operated by the same parent, directly comparable in programming model and Midwest audience.
Regional players
- Musica (Akron): Mid-size Midwest independent live music venue with comparable capacity and rock/indie programming focus, operating in a different metro than Wooly's.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Wooly’s social profiles
Digital presenceWooly’s financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wooly’s leadership team
Management profileNumber of profiles
Wooly’s funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wooly’s 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 Wooly’s
What does Wooly’s do?
Wooly's operates a 683-capacity live music concert venue in Des Moines, Iowa's historic East Village, hosting genre-diverse touring acts (rock, metal, country, indie). The venue sells general admission tickets, premium booth and table seating, bar service, private event rentals, and branded merchandise through its on-site box office and the AXS online ticketing platform. It is operated under the First Fleet Concerts promotional network.
Is Wooly’s a public or private company?
Wooly’s is a private company. It is classified as unknown and is currently operating.
When was Wooly’s founded?
Wooly’s was founded in 2012. It employs 1 to 10 people.
Where is Wooly’s based?
Wooly’s is headquartered in Des Moines, United States, in the North America region.
How does Wooly’s make money?
Five revenue lines are on record. Ticket Sales are the primary driver. The others are bar Sales, VIP Seating (Booths and Tables), private Event Rental and merchandise Sales.
Who are Wooly’s's main competitors?
Broad incumbents on record are The Fillmore, House of Blues, The Blue Note and Live Nation (Mid-size Venues Division). Direct peers are First Avenue, xBk Live, Exit/In, Vibrant Music Hall and Val Air Ballroom. Musica (Akron) is listed as a regional player.
Does Wooly’s have an API?
No public API is recorded for Wooly’s.
What industry is Wooly’s in?
Wooly’s's product category is Live Music Venue. Its primary akta.pro industry code is MPAGAIAB, Live Music Clubs & Venues, with a secondary code of MPAIAFAB, Music Venues & Venue Operators (Clubs, Theaters, Arenas). Its NAICS code is 71131 and its SIC code is 7900.