Union Event Center

What Union Event Center does

The Union Event Center is a privately-held live event venue located at 235 North 500 West in Salt Lake City, Utah, operating since 2017 with a small team of 1-10 employees. Its core product is concert and live event hosting in a flexible two-floor space with a maximum capacity of 3,500 attendees for general admission standing-room-only configurations and up to 550 guests for banquet-style private functions. The venue supports three primary customer segments: concert-goers attending touring artist performances across genres including rock, metal, hip-hop, pop, K-pop, reggae, and alternative; corporate and business clients renting the space for meetings, product launches, and functions with full A/V and catering support; and non-profit organizations hosting fundraisers, galas, and auctions at discounted rates.

The business operates an event-driven go-to-market model with four revenue streams: concert ticket sales distributed primarily through Ticketmaster, private event rental fees quoted on a customized basis, premium seating upgrades (including the Crows Nest private balcony and standard premium tables) sold via Eventbrite, and on-site food and beverage sales on a cashless basis during events. Core partnerships include Postfontaine as the principal concert promoter handling artist booking, Ticketmaster as the primary ticketing platform, Eventbrite for premium upgrades, PLUS1 for social impact alignment, and third-party professional caterers for private events. The underlying technology is a standard event venue operations stack built on Squarespace for the website, with no proprietary software, AI/ML capabilities, or app products disclosed. The venue's value proposition rests on flexible configurable space, transit accessibility via TRAX and FrontRunner, professional A/V production, and ADA-compliant accessibility services.

Name

Union Event Center

Legal name

The Union Event Center

Website

https://theunioneventcenter.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

The Union Event Center is a Salt Lake City live event venue hosting concerts, private corporate events, and non-profit functions in a flexible space for up to 3,500 attendees, with premium seating and catering options.

Ownership category

akta.pro rank

Product category

Live Event Venue Services

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

akta.pro secondary industries

Venue Guest Services & Front-of-House Operations (Ushers, Box Office, Accessibility) (MPAGALAK), Convention & Exhibition Centers (Public Convention Centers, Civic Centers) (THAHAAAA)

Keywords

• Live event venue
• Concert hosting
• Private event rental
• Corporate event space
• Banquet venue

Headquarters

HQ city

Salt Lake City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Concert Ticket Sales: Revenue generated through ticket sales for concerts and live events, primarily distributed via Ticketmaster. The venue hosts touring artists across multiple genres including rock, metal, hip-hop, pop, and K-pop.
2. Private Event Bookings: Revenue from corporate events, non-profit events, fundraisers, galas, and auctions. The venue can accommodate up to 550 guests banquet style and offers customizable spaces with catering services.
3. Premium Seating: Revenue from premium table upgrades and balcony sections including the Crows Nest (seats up to 6) and premium tables (seats up to 4). Sold via Eventbrite with cocktail server service.
4. Food and Beverage: Full bar and concessions are offered during events on a cashless basis. Alcohol sales limited to patrons 21+ with valid ID.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

The Union Event Center is a Salt Lake City-based live event venue that hosts concerts and live music performances for up to 3,500 attendees (general admission standing-room-only configuration) and rents its flexible two-floor configurable space for private functions including corporate events, non-profit fundraisers, galas, and auctions for up to 550 banquet-style guests. The venue provides high-end audio/visual production, full catering coordination through third-party vendors, premium seating options including the Crows Nest balcony with cocktail server service, and ADA-compliant accessibility accommodations.

Product overview

The Union Event Center is a music and event venue located in Salt Lake City, Utah, offering a single unified venue experience. The core product is concert and live event hosting for up to 3,500 attendees with primarily general admission standing-room-only configuration. Supporting offerings include Private Events rental (encompassing Corporate Events and Non-Profit Events with capacities up to 550 banquet-style guests), Premium Tables upgrade with private balcony sections, accessibility services, and visitor support including parking/transit guidance. The venue partners with Ticketmaster and Eventbrite for ticketing and offers Google Calendar integration for event scheduling.

Differentiator

Problem solved

Functional benefit

Products and services

• Concert and Live Event Hosting Primary service of hosting concerts and live music performances at the Salt Lake City venue. Accommodates up to 3,500 people in a general admission standing-room-only configuration with diverse touring artist programming across rock, metal, hip-hop, pop, K-pop, reggae, and alternative music genres. Tickets distributed via Ticketmaster.
• Private Events Venue Rental

Named customers5 records

Segments3 records

Ideal customer profiles3 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• PostfontainecoreChannel Partner/ Reseller/ DistributorLocal concert promoter that books and produces shows at The Union Event Center. Multiple events are co-presented with Postfontaine including The Kid LAROI, bbno$, and various other touring artists. They handle concert promotion and artist booking for the venue.
• TicketmastercoreChannel Partner/ Reseller/ DistributorPrimary ticketing platform for all concert events at The Union Event Center. Handles ticket sales, distribution, and event management for touring artist performances.
• EventbriteminorChannel Partner/ Reseller/ DistributorSecondary ticketing platform used for premium upgrades, special events, and Bingo Loco ticket sales.
• PLUS1minorGTM or Marketing PartnerPartnership with Audrey Hobert where $1 from every ticket sold supports local organizations working to make arts education accessible to youth in underserved communities.
• Professional Catering VendorsminorStrategic or Co-development PartnerThird-party catering companies providing full course meals, snacks, and beverages for private events. Described as 'the best caterers in the state.'

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Live Nation: World's largest live entertainment company and venue operator. Incumbent controlling tour routing, ticketing infrastructure via Ticketmaster (Union's ticketing partner), and venue economics across all major U.S. markets.
• Another Planet Entertainment: Salt Lake City-based concert promoter and venue operator running larger SLC venues (Red Butte Garden, etc.). Broader incumbent that competes for artist routing decisions and corporate-event clients across a wider Utah footprint.
• AEG Presents: Global venue operator and concert promoter that competes for touring-artist bookings and operates large venues across the U.S. Indirect competitor for artist routing into the SLC market.

Regional players

• Red Butte Garden & Arboretum: SLC outdoor amphitheater with summer concert programming in a similar price tier to Union Event Center shows. Regional competitor for warm-season tour routing in the SLC market.

Direct peers

• The Complex: SLC multipurpose event and concert venue in the same Granary District; competes for the same touring-artist shows and private/corporate event bookings in the SLC market.
• Rose Wagner Performing Arts Center: SLC multipurpose venue operated within the same city for concerts and private events. Comparable for rental programming, civic/private event clientele, and Salt Lake City venue dynamics.
• The State Room: SLC mid-size live music venue with a diversified concert and private-event calendar. Comparable for capacity, SLC metro customer base, and event-driven GTM motion.
• The Depot: Salt Lake City mid-size concert venue with similar general-admission layout and touring-artist programming targeting comparable demographics. Directly competes for the same touring-artist routing decisions in the SLC market.
• The Commonwealth Room: SLC live music venue of similar scale focused on touring indie, alternative, and genre-diverse acts. Comparable for concert programming, standing-room configuration, and Salt Lake City metro audience.
• Rockwell at the Complex: SLC venue operating within the same North Temple / Granary District corridor, hosting touring concerts and private events at a comparable mid-size scale. Directly overlaps on concert programming and corporate/private event rentals.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

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 Union Event Center