What Keystone Centre does

Keystone Centre is a 540,000 sq.ft. multi-purpose event venue situated on approximately 90 acres in Brandon, Manitoba, Canada. Incorporated in 1973 as The Keystone Agricultural and Recreational Centre Inc., the venue operates as a registered charitable non-profit organization governed by a board of directors and led by CEO & General Manager Connie Lawrence (promoted January 2024). The facility comprises interconnected NHL-size arenas (Assiniboine Credit Union Place, Flynn Arena, Enns Brothers Arena), a 100,000 sq.ft. dedicated agricultural facility with show ring and stabling for 158 stalls (Assiniboine Credit Union Agricultural Centre, opened 2006), 13,000-26,000 sq.ft. convertible banquet and exhibition halls (Manitoba Room, UCT Pavilion, Canada Room, City Square, Exhibition Hall), curling facilities with lounges, multiple barns, meeting rooms (Salon A/B), and outdoor camping/staging grounds. The platform-plus-modules architecture supports diverse event types for audiences ranging from 20 to 2,000+ attendees.

The business operates five primary revenue streams: event space rental (transaction fees), multi-year naming rights and signage sponsorships (Assiniboine Credit Union Place/Agricultural Centre, Manitoba Liquor & Lotteries Viewing Lounge/Assembly Hall, with arena signage tiers from CAD $1,000 rinkboards to $9,500 Zamboni wraps), Ticketmaster-mediated ticket sales and box office surcharges, exclusive food and beverage concessions managed by Sodexo Live with Molson Coors official beer pouring rights through 2027, and customized event-marketing service packages. Operating economics reflect significant community embeddedness: 2,800+ event days annually, 30,000 visitors to Manitoba Ag Days alone (the largest agricultural trade show under one roof in Canada at 500,000 sq.ft.), 2,000+ employment opportunities supported, and a CAD $78.1M annual provincial economic impact (1 in 27 local jobs).

Customer base spans three primary use-case segments: agricultural events (Manitoba Ag Days, Royal Manitoba Winter Fair, equestrian/livestock competitions), sports and recreation (Brandon Wheat Kings WHL hockey as anchor tenant, Brandon Curling Club, PBR Canada, Skate Brandon), and entertainment/concerts (touring acts, comedy, family shows). Major anchor partners include the Provincial Exhibition of Manitoba, Ticketmaster, Sodexo Live, Molson Coors, Farmery Estate Brewing, and the City and Province of Manitoba. GTM is event-driven via direct sales outreach and inquiry forms targeting event promoters, corporations, and community organizers across Western Manitoba. The newly created Keystone Centre Foundation (2025) provides a parallel fundraising arm for capital improvements.

Name

Keystone Centre

Legal name

The Keystone Agricultural and Recreational Centre Inc.

Website

https://keystonecentre.com

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

51–100 employees

Short description

Keystone Centre is a 540,000 sq.ft. charitable non-profit multi-purpose event venue in Brandon, Manitoba hosting agricultural exhibitions, sports, concerts, and trade shows across 2,800+ event days annually for Western Manitoba audiences and promoters.

Ownership category

akta.pro rank

Product category

Convention and Event Venue Services

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310), Spectator Sports (7112), Amusement, Gambling, and Recreation Industries (713)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Multipurpose Event Center Operations (Civic Centers, Community Event Complexes) (MPAGALAE)

akta.pro secondary industries

Sports & Arena Event Venues (Stadiums, Arenas) (THAHAAAF), Arenas & Indoor Sports Centers (MPAKAEAB), Convention & Exhibition Centers (Public Convention Centers, Civic Centers) (THAHAAAA), Venue-Owned/Operated Event Organizers (In-House Promoters) (MPAKADAI)

Keywords

• Event venue rental
• Convention centre services
• Agricultural exhibition facilities
• Arena sponsorship signage
• Live event hosting

Headquarters

HQ city

Brandon

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Marketing or Sales, Others

Revenue model

1. Event Space Rental: Revenue from renting various event spaces including arenas, exhibition halls, agricultural facilities, and meeting rooms to event promoters, organizations, and individuals.
2. Naming Rights & Sponsorship: Multi-year naming rights agreements and signage sponsorships including Assiniboine Credit Union Place, Assiniboine Credit Union Agricultural Centre, and various arena board/backlit advertising placements.
3. Ticket Sales & Box Office: Revenue from ticket sales for concerts, sports events, and special events through Ticketmaster and box office, including ticket surcharges and service fees.
4. Food & Beverage Services: Exclusive pouring rights and food/beverage contracts with providers including Sodexo Live, Molson Coors (Official Beer Sponsor), and Farmery Estate Brewing Company.
5. Marketing & Advertising Services: Fees for event marketing packages including digital billboard advertising, social media promotion, banner placements, and internal digital screen advertising.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Keystone Centre is a 540,000 sq.ft. multi-purpose event venue on 90 acres in Brandon, Manitoba, that rents arenas, exhibition halls, agricultural facilities (barns, show ring, stabling), banquet spaces, meeting rooms, and curling ice to event promoters, agricultural associations, corporations, sports leagues, and community organizations. It also monetizes naming rights and arena signage sponsorships, sells tickets through Ticketmaster and its box office, and provides on-site food and beverage (via Sodexo Live) and event marketing services.

Product overview

The Keystone Centre is a premier 540,000 sq.ft. convention and event venue located in Brandon, Manitoba, offering a comprehensive portfolio of event spaces and services. The venue operates a platform-plus-modules architecture centered around its core arena products (Assiniboine Credit Union Place, Flynn Arena, Enns Brothers Arena) and agricultural facilities (Assiniboine Credit Union Agricultural Centre with show ring and multiple barns). Supporting modules include versatile banquet spaces (Manitoba Room, UCT Pavilion, Canada Room, City Square, Exhibition Hall), meeting rooms (Salon A, Salon B), curling facilities (Curling Club Ice Surface with lounges), and outdoor spaces. Add-on services encompass event marketing packages, arena sponsorship/signage opportunities, and online event booking. The venue hosts over 2,800 event days annually, serving agricultural shows, concerts, trade shows, sports events (including Brandon Wheat Kings hockey), and community gatherings.

Differentiator

Problem solved

Functional benefit

Products and services

• Event Space Rental Rental of Keystone Centre's event spaces for agricultural shows, concerts, trade shows, conferences, sporting events, meetings, banquets, and fairs. Bookable spaces include NHL-size arenas (Assiniboine Credit Union Place, Flynn Arena, Enns Brothers Arena), the 100,000 sq.ft. Agricultural Centre with show ring and stabling barns, the Manitoba Room, UCT Pavilion, Canada Room, Salons A/B, Exhibition Hall, City Square, the Curling Club Ice Surface, and lower-level hallways. Targets event promoters, agricultural associations, sports leagues, corporations, and community organizations.

Quantifiable outcome

• $78.1 million annual provincial economic impact
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

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

• Manitoba Liquor & LotteriescoreGTM or Marketing Partner · 1 September 2025Three-year Community Partner sponsorship agreement including naming rights to Viewing Lounge and Assembly Hall, facility branding, and community programming support through Manitoba Liquor and Lotteries Fan Zone providing tickets to local teams.
• Assiniboine Credit UnionflagshipGTM or Marketing Partner · 16 July 2025Multi-year naming rights partnership including the main arena (Assiniboine Credit Union Place) and the 100,000 sq.ft. agricultural centre (Assiniboine Credit Union Agricultural Centre). Long-time sponsorship partner holding exclusive naming rights to key facilities.
• Molson CoorscoreGTM or Marketing PartnerOfficial Beer Sponsor and pouring rights contract extended through 2027. Supplies beer, malt beverages, ciders, and ready-to-drink cocktails for all events at the venue.
• Farmery Estate Brewing CompanyminorGTM or Marketing PartnerSupply agreement for ready-to-drink Caesars, hard iced teas, and local craft beer selections to complement beverage offerings at events.
• Sodexo LivecoreImplementation/ SI/ Consulting PartnerExclusive in-house food and beverage provider managing concessions, catering, banquet services, and bar services for all events at the Keystone Centre.
• McCain FoodsminorGTM or Marketing PartnerPartnership to introduce 100% recyclable aluminum cups at concession stands and bars, featuring partner logos and QR codes for fan engagement.
• Westman Communications GroupminorGTM or Marketing PartnerPartnership for recyclable aluminum cups initiative and community sponsorship, supporting environmental awareness initiatives.
• Sunrise Credit UnioncoreGTM or Marketing PartnerPresenting sponsor of Legacy & Lights benefit dinner and Sunrise Future Leaders Conference. Also contributed $10,000 to outdoor stage renovation project.
• Rocky Mountain EquipmentminorGTM or Marketing PartnerPresenting sponsor of Legacy & Lights inaugural benefit dinner supporting the Keystone Centre Foundation.
• Cenovus EnergyminorGTM or Marketing PartnerCommunity initiative partnership creating Cenovus Energy Community Corner providing special Wheat King 'Club' seats to Big Brothers Big Sisters of Westman.
• Access 2 Card (Easter Seals Canada)minorStrategic or Co-development PartnerNational accessibility program partnership allowing Access 2 Card holders to receive complimentary admission for one support person at concerts and Wheat Kings games.
• Provincial Exhibition of ManitobaflagshipStrategic or Co-development PartnerKey event partner hosting region's three largest fairs including Royal Manitoba Winter Fair, Manitoba Summer Fair, and Manitoba AG EX.
• City of BrandoncoreStrategic or Co-development PartnerMunicipal government partner providing support and recognition for Keystone Centre as major community economic driver.
• Heritage Co-op BrandonminorGTM or Marketing PartnerContributed $10,000 to outdoor stage renovation project alongside Sunrise Credit Union.
• Big Brothers Big Sisters of WestmanminorStrategic or Co-development PartnerCommunity organization benefiting from Cenovus Energy Community Corner initiative providing access to Wheat Kings games.

Scale indicators10 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Canada Life Centre (Winnipeg): Winnipeg's 15,000-seat arena home to the NHL's Winnipeg Jets and Manitoba Moose, and a primary destination for major concert tours that bypass smaller Prairie venues. Directly comparable as a multi-purpose indoor arena with naming-rights sponsorship, luxury suites, and concert/event programming.
• Sandman Centre (Kamloops): Kamloops, BC's ~5,600-seat multi-purpose arena hosting WHL hockey (Kamloops Blazers), concerts, and trade shows. Closely comparable mid-size Western Canadian arena with similar tenant-sport economics.
• Mosaic Place: Moose Jaw, Saskatchewan's multi-purpose arena and convention facility hosting WHL hockey (Moose Jaw Warriors), concerts, and trade events. Strong regional-venue peer — same Prairie touring-act calendar, similar WHL tenancy, and similar municipal/regional economic-impact narrative.
• Langley Events Centre: Langley, BC's multi-purpose facility with multiple arenas, banquet/convention space, and an active trade-show and sporting-event calendar. Comparable as a horizontally diversified community event centre hosting hockey, concerts, and trade shows simultaneously.
• SaskTel Centre: Saskatoon's 15,000-seat multi-purpose arena hosting WHL hockey (Saskatoon Blades), concerts, and touring shows. Most direct arena-format peer — same tenant-sport dynamic (WHL), similar Prairie touring-act calendar, similar scale of naming-rights sponsorship program.
• Abbotsford Centre: Abbotsford, BC's ~7,000-seat multi-purpose arena hosting AHL hockey (Abbotsford Canucks), concerts, and family shows. Comparable mid-size Canadian arena peer with similar naming-rights sponsorship model and tenant-team dynamic.
• Prospera Place: Kelowna's ~6,000-seat multi-purpose arena hosting WHL hockey (Kelowna Rockets), concerts, and trade shows. Closely comparable in scale, WHL tenancy, and Western Canadian regional-venue positioning to Keystone Centre.
• RBC Convention Centre Winnipeg: Winnipeg-based convention and trade-show venue and the most direct in-province competitor for corporate events, trade shows, and galas that might otherwise be routed to Keystone Centre. Comparable multi-purpose facility with overlapping agricultural, sports, and entertainment events.

Broad incumbents

• TCU Place (Saskatoon): Saskatoon's convention and trade-show complex featuring exhibition halls, banquet space, and meeting rooms. Overlaps with Keystone Centre's trade-show, convention, and corporate-event segment though without a comparable arena component.

Regional players

• Affinity Place (Estevan): Smaller Saskatchewan multi-purpose arena and event venue. Relevant as a structural reference point for community-owned Prairie venues of varying scale, though materially smaller than Keystone Centre in capacity and programming.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/keystone_centre
• YouTubeyoutube.com/channel/UC04320lJYqgQunZAYlWehYg
• Facebookfacebook.com/KeystoneCentreBrandon
• Instagraminstagram.com/keystone_centre
• LinkedInlinkedin.com/company/keystone-centre

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 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 Keystone Centre