What Opry Entertainment Group does

Opry Entertainment Group (OEG), a Tennessee LLC doing business as Opry Entertainment Group, is a vertically integrated live entertainment and media company focused on the country music lifestyle. Its portfolio spans the Grand Ole Opry (a 4,372-seat Nashville venue and weekly live radio show that has broadcast on WSM 650-AM since 1925 reaching ~1.8 million fans per episode), Ryman Auditorium ("the Mother Church of Country Music," a 2,362-seat historic venue and 13-time Pollstar Theater of the Year), ACL Live at The Moody Theater in Austin (home to PBS's Austin City Limits, the longest-running music series on American television), artist-driven bar and entertainment brands Blake Shelton's Ole Red and Luke Combs' Category 10, the 50,000-watt WSM Radio clear-channel broadcaster, the acquired Hee Haw content library, and the 2025–2026 additions of Southern Entertainment (a Charlotte-based live events and festival producer), Ascend Amphitheater (6,800-capacity Nashville open-air venue), and CCNB Amphitheatre at Heritage Park (10,000-capacity Simpsonville, SC, venue under an 11-year management agreement). The company was established as a division of Ryman Hospitality Properties around 2017 and consolidated its venue, broadcast, and brand assets under common ownership, with Ryman retaining ~70% and Atairos and NBCUniversal acquiring the remaining 30% in 2022 at a $1.4B valuation.

OEG generates revenue through ticket sales and live event revenue at owned venues, food and beverage/concessions, private event rentals and venue-hosted corporate functions, retail merchandise, broadcast advertising and media licensing (WSM Radio, ACL TV distribution, streaming content rights), and brand partnerships/sponsorships including a multi-year THC-beverage deal with RYTHM/Señorita. Ticketing is operated in partnership with AXS as official ticketing platform; the company maintains consumer-facing digital properties for each brand and sells direct-to-consumer through owned venues with no disclosed indirect or reseller channel for primary sales. FY2025 entertainment-segment revenue was approximately $434 million (about 17% of parent Ryman Hospitality Properties' $2.58B total revenue) with $68.5M in operating income; the company is privately held (subsidiary of the publicly traded REIT Ryman Hospitality, NYSE: RHP) and as of June 2026 is the subject of a strategic review by Morgan Stanley that may result in separation or sale of the parent's stake. The company markets via owned broadcast (WSM), social channels per brand, earned media in Billboard and trade press, event-driven programming, a private-events inquiry sales team, and an established roster of corporate partners including Humana, AXS, Ford, PNC, Bush's Best, Pepsi, Dell, Dollar General, Hiller, and RYTHM.

Name

Opry Entertainment Group

Legal name

OEG Holdco, LLC dba Opry Entertainment Group

Website

https://opryentertainmentgroup.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Opry Entertainment Group is a country music live entertainment and media company operating iconic venues (Grand Ole Opry, Ryman Auditorium, ACL Live), artist-driven brands (Ole Red, Category 10), radio (WSM), and acquired amphitheaters and festivals, serving fans, corporate event clients, sponsors, and broadcasters across the United States.

Ownership category

akta.pro rank

Product category

Live Entertainment Venues

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Performing Arts Companies (7111), Other Performing Arts Companies (711190), Performing Arts, Spectator Sports, and Related Industries (711)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Concert Halls & Music Venue Operations (Symphony Halls, Recital Venues) (MPAGALAC)

akta.pro secondary industries

Event Operations & Venue Services (Box Office, FOH/BOH, Concessions) (MPAIAFAL), Performing Arts Centers & Presenters (Programming/Booking) (MPAGABAM), Corporate Venues & Location Rentals (Hotels, Ballrooms, Unique Venues) (MPAGAHAO), Corporate Catering, Staffing & Guest Services (F&B, Security, Ushers) (MPAGAHAM), VIP Hospitality & Client Entertainment (Boxes, Suites, Hosted Experiences) (MPAGAHAG)

Keywords

• Live music venues
• Concert ticketing services
• Music festival production
• Private event hosting
• Broadcast media licensing

Headquarters

HQ city

Nashville

HQ country

United States

HQ region

North America

Offices16 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure, Technology or R&D

Revenue model

1. Ticket Sales & Live Event Revenue: Opry Entertainment generates primary revenue through ticket sales for live performances at its venues including the Grand Ole Opry, Ryman Auditorium, ACL Live, Ole Red, Category 10, Ascend Amphitheater, and CCNB Amphitheatre. Additional revenue comes from group ticketing, backstage tours, and show production.
2. Food, Beverage & Concessions: Venues generate food and beverage revenue through in-house service, bars, restaurants, and concessions. Ole Red venues combine scratch-made food, signature drinks, and live music as a combined hospitality experience.
3. Private Events & Venue Rentals: The company rents venue spaces for corporate events, weddings, fundraisers, private concerts, and other celebrations across all major locations (Nashville, Austin, Las Vegas, Orlando, Gatlinburg, Tishomingo). Revenue is generated through space rental fees and associated catering/beverage minimums.
4. Retail & Merchandise: The company sells merchandise through physical retail outlets at its venues (Opry Shop at the Grand Ole Opry, retail stores at ACL Live), and likely through digital storefronts associated with its brands.
5. Broadcast, Media & Content Licensing: WSM Radio (650-AM, broadcasting since 1925) and the Grand Ole Opry broadcast reach approximately 1.8 million country music fans per episode. Austin City Limits airs as a PBS TV series (longest-running music series in American television history). These properties generate revenue through advertising, broadcast licensing, and streaming content rights.
6. Brand Partnerships & Sponsorships: The company enters brand partnership agreements such as the multi-year THC beverage partnership with Señorita (RYTHM, Inc.) making it the official THC beverage partner at select OEG venues. Partners include corporate sponsors across hospitality, financial services, automotive, and consumer goods sectors.

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Opry Entertainment Group operates a portfolio of iconic and emerging country music venues, media brands, and event spaces in the United States. The company produces live concerts and weekly performances at its owned venues—including the Grand Ole Opry House (Nashville), Ryman Auditorium (Nashville), ACL Live at The Moody Theater (Austin), Ole Red locations, Category 10, Ascend Amphitheater, and CCNB Amphitheatre—and distributes related content through WSM Radio broadcasting and Austin City Limits on PBS. The company also hosts private events, produces music festivals through its Southern Entertainment subsidiary, and operates food-and-beverage hospitality at artist-driven venues.

Product overview

Opry Entertainment Group is a multi-platform live entertainment company operating a portfolio of iconic and emerging music venues, media brands, and event spaces. The company offers a diverse range of venues spanning the Grand Ole Opry (flagship weekly country music showcase), Ryman Auditorium (historic concert hall), ACL Live at The Moody Theater (Austin music venue), and Blake Shelton's Ole Red honky-tonk venues. The portfolio includes Luke Combs' Category 10 Nashville venue, WSM Radio, acquired amphitheaters (Ascend and CCNB), Southern Entertainment festival production company, and media brands like Hee Haw. These properties connect millions of music fans to artists through live concerts, tours, artist-driven bars, retail, digital content, and private event hosting across multiple U.S. cities.

Differentiator

Problem solved

Functional benefit

Products and services

• Grand Ole Opry The world's most famous country music showcase featuring weekly live performances by today's country stars, superstars, and rising stars at the 4,372-seat Grand Ole Opry House in Nashville. Broadcasting since 1925 on WSM Radio, it is the longest-running live radio program in history, seen and heard by an average of 1.8 million fans worldwide.
• Ryman Auditorium A historic 2,362-seat live performance venue in Nashville built in 1892, known as music's most iconic stage and the former home of the Grand Ole Opry. Features world-class acoustics, more than 200 shows per year, daytime tours, and was named Pollstar's Theater of the Year for 13 consecutive years through 2021.
• ACL Live at The Moody Theater A state-of-the-art 2,750-person capacity live music venue in Austin, Texas, serving as the permanent home for the taping of PBS's Austin City Limits—the longest-running music series in American television history. Located within Block 21, a LEED-certified mixed-occupancy building.
• Ole Red Blake Shelton-themed lifestyle brand combining high-caliber live music, scratch-made food, and signature drinks across multiple entertainment venues. Locations include Nashville, Gatlinburg, Tishomingo, Orlando, Nashville Airport, and Las Vegas, with an Indianapolis venue in development through a partnership with Pacer Sports & Entertainment.
• Category 10 Luke Combs-driven country music entertainment venue featuring Nashville's biggest stage and dance floor, an indoor/outdoor rooftop, single barrel whiskey and bourbon bar, and sports bar. The 67,000-square-foot honky-tonk has capacity for approximately 3,000 guests.
• WSM Radio The radio station that launched country music to mainstream, broadcasting from Nashville since 1925. WSM 650-AM features live in-studio shows with top country artists, original programming, and streams the Grand Ole Opry in its entirety. The 50,000-watt clear-channel signal reaches nationwide.
• Ascend Amphitheater A 6,800-capacity open-air venue on downtown Nashville's riverfront, featuring distinctive stage design shaped to evoke an amplifier and framing the Nashville skyline. Hosts major artists across genres as part of Music City's live music landscape.
• CCNB Amphitheatre at Heritage Park A 10,000-person open-air venue in Simpsonville, South Carolina, hosting festivals and annual events. Centrally located to major Southeastern cities including Atlanta, Charlotte, and Greenville, welcoming diverse musical acts.
• Southern Entertainment A live events, hospitality, and production company based in Charlotte, NC. Festival portfolio includes Carolina Country Music Fest (Myrtle Beach), Barefoot Country Music Fest (Wildwood, NJ), Lovin' Life Music Fest (Charlotte), Greenville Country Music Fest (Greenville, SC), and Field & Stream Outdoor Music Fest (Winnsboro, SC).
• 3TEN at ACL Live An intimate 350-capacity venue adjacent to ACL Live featuring state-of-the-art stage, vibrant club energy, and an exclusive setting for small shows and private events. Suitable for both concerts and private gatherings.
• Private Event Hosting Private event rental and venue booking services offered across OEG's portfolio, including corporate events, weddings, fundraisers, private concerts, rehearsal dinners, birthdays, and celebrations at iconic venues such as the Grand Ole Opry House, Ryman Auditorium, ACL Live, Ole Red, and Category 10.

Quantifiable outcome

• Grand Ole Opry show reaches 1.8 million country music fans per episode (broadcast + worldwide)
• +3 more outcomes

Named customers11 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

14 partnerships are on record, tiered core and minor.

• RYTHM (Señorita THC Beverages)coreGTM or Marketing Partner · 14 May 2026Opry Entertainment Group and Señorita, the THC margarita brand from RYTHM, Inc., signed a multi-year partnership making Señorita the official THC beverage partner at select OEG venues. Agave-based cocktails containing 5mg of hemp-derived THC per 12oz can are available at venues in Nashville, Austin, Orlando, and Tishomingo. The partnership reflects evolving consumer preferences for alcohol-free alternatives at live entertainment venues. Señorita previously became the first THC beverage available at Chicago's United Center arena.
• Pacer Sports & EntertainmentcoreStrategic or Co-development Partner · 30 April 2026Ryman Hospitality Properties announced plans for a seventh Ole Red entertainment venue in Indianapolis through a development partnership with Pacer Sports & Entertainment. This represents a new geographic expansion market for the Ole Red brand.
• CCNB Amphitheatre (Simpsonville, SC) — New Sound Management AgreementminorStrategic or Co-development Partner · 23 February 2026The 11-year management agreement with the City of Simpsonville introduced a new sound management agreement to address noise concerns from nearby residents — a provision absent under the previous management company TRZ Live. The venue will continue hosting diverse music genres and comedy acts.
• Universal Orlando Resort / CityWalkcoreStrategic or Co-development Partner · 17 February 2026Opry Entertainment Group and Luke Combs announced a new Category 10 venue at Universal Orlando's CityWalk. Groundbreaking is set for summer 2027 with a planned late 2027 opening. The three-story, 33,000-square-foot venue will be the third Category 10 location, following the Nashville location (opened 2024) and Las Vegas venue (due fall 2026).
• City of Simpsonville, South CarolinacoreStrategic or Co-development Partner · 11 February 2026Opry Entertainment Group entered an 11-year management agreement with the City of Simpsonville, SC, to manage and operate the CCNB Amphitheatre at Heritage Park. OEG will invest at least $6 million in capital improvements over the first five years, including guest amenities, infrastructure, parking, and expanded food and beverage offerings. The city retains ownership of the venue. Management began February 2026.
• Hiller Plumbing, Heating, Cooling & ElectricalminorGTM or Marketing Partner · 12 June 2025Hiller Plumbing and Opry Entertainment Group launched a five-year partnership culminating in the opening of the Hiller Music Porch at Ryman Auditorium. The new entertainment space hosts the Bluegrass Nights at the Ryman concert series and serves as a pre-show venue for more than 200 scheduled concerts and events annually. Both companies position the partnership as long-term community support.
• AXScoreGTM or Marketing PartnerAXS is the official ticketing partner for Opry Entertainment Group venues, providing integrated ticketing solutions across the company's portfolio of live music venues and events.
• HumanaminorGTM or Marketing PartnerHumana is a core brand partner of Opry Entertainment Group, sponsoring and supporting events across the venue portfolio.
• FordminorGTM or Marketing PartnerFord is a core brand partner of Opry Entertainment Group, supporting events and activations across the venue portfolio.
• PNCminorGTM or Marketing PartnerPNC is a core brand partner of Opry Entertainment Group, providing financial services partnership and sponsorship.
• Bush's BestminorGTM or Marketing PartnerBush's Best is a core brand partner and food & beverage supplier for Opry Entertainment Group venues.
• PepsiminorGTM or Marketing PartnerPepsi is a core brand partner and beverage supplier for Opry Entertainment Group venues.
• DellminorGTM or Marketing PartnerDell is a core brand partner and technology partner for Opry Entertainment Group.
• Dollar GeneralminorGTM or Marketing PartnerDollar General is a core brand partner of Opry Entertainment Group.

Scale indicators9 records

Recent moves11 records

Expansion highlights6 records

Direct peers

• House of Blues Entertainment: House of Blues is a chain of live music venues combining dining with concert programming, now part of Live Nation. Comparable to OEG's Ole Red and Category 10 concepts through the honky-tonk/restaurant/live music hybrid venue model.
• Billy Bob's Texas: Billy Bob's Texas is the world's largest honky-tonk, located in Fort Worth. Comparable to OEG as an iconic country music venue combining live performance with restaurant, bar, and private events in a destination setting.
• Herschend Family Entertainment: Herschend Family Entertainment owns and operates destination entertainment properties including Silver Dollar City and Dollywood. Comparable to OEG as a privately-held, family/strategic-controlled live entertainment company combining venue operations, hospitality, and themed experiences.

Broad incumbents

• MGM Resorts International: MGM Resorts operates Las Vegas entertainment venues including Dolby Live, MGM Grand Garden Arena, and the new MSG Sphere partnership. Comparable to OEG through major entertainment venue operations on the Las Vegas Strip and destination entertainment strategy.
• AEG Presents: AEG Presents is a major global live entertainment promoter and venue operator (Staples Center/The Forum, Coachella). Comparable to OEG in operating iconic concert venues and promoting live music events, though broader in genre and geographically larger.
• Caesars Entertainment: Caesars Entertainment operates Las Vegas resorts and entertainment venues, including The Colosseum at Caesars Palace and the LINQ Promenade. Comparable to OEG through its Las Vegas venue operations (Ole Red Las Vegas, Category 10 Las Vegas) and entertainment-driven hospitality model.
• Live Nation Entertainment: Live Nation Entertainment is the world's largest live entertainment company, operating concert promotion, venue operations (House of Blues, Fillmore venues), and ticketing (Ticketmaster). Comparable to OEG as a vertically integrated live music platform with owned venues, artist relationships, and ticketing infrastructure, though much larger and broader in genre.
• MSG Entertainment: MSG Entertainment operates Madison Square Garden, The Beacon Theatre, Radio City Music Hall, and MSG Sphere. Comparable to OEG as a venue-led live entertainment and broadcast company with iconic destination properties, premium hospitality offerings, and live event programming.

Others

• Loews Hotels & Co: Loews Hotels operates the Loews Vanderbilt Hotel in Nashville and other entertainment-adjacent properties. Comparable to OEG through OEG's W Austin Hotel partnership and broader venue-hospitality integration strategy.

Regional players

• Nashville Predators / Bridgestone Arena: Bridgestone Arena is Nashville's primary large-capacity indoor arena, home to the NHL Predators. Comparable to OEG's Nashville venue portfolio (Grand Ole Opry House, Ascend Amphitheater) as a competing Nashville live entertainment operator in the same geographic market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/grandoleopry
• LinkedInlinkedin.com/company/opry-entertainment
• Instagraminstagram.com/opry

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries9 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 Opry Entertainment Group