haymarket park

What haymarket park does

Haymarket Park is a multi-purpose outdoor sports and event stadium located at 403 Line Drive Circle in Lincoln, Nebraska, owned by NEBCO, Inc., a Nebraska-based conglomerate. The venue opened in 2001 with an approximate capacity of 8,600, comprising 4,400 fixed seats and a 4,200-person grass berm. It serves as the home field for the Lincoln Saltdogs of the American Association of Professional Baseball and the University of Nebraska Cornhuskers collegiate baseball program, and operates as a venue for corporate events, concerts, weddings, benefit fundraisers, and large-format community gatherings.

The venue's core infrastructure includes three LED scoreboards and a sound system available for rent to outside event organizers, a Diamond View Lounge used for catered hospitality, and stadium grounds that are leased for Husker football parking on University of Nebraska home Saturdays. Management is led by Charlie Meyer (President of NEBCO), Shane Tritz (General Manager), and Dave Aschwege (Director of Stadium Operations). Operations are supported by Levy Restaurants, which runs concessions and Diamond View Lounge catering.

Haymarket Park generates revenue through multiple streams: ticket sales for Saltdogs and Huskers baseball games, facility and field rentals (with published rates ranging from $2,500 for field rental up to $11,000 for Diamond View Lounge use), corporate sponsorships across LED scoreboards, radio, and game programs (with instant-replay signage delivering 4M+ impressions per season), Husker football parking (approximately $40 per standard space, $300 per RV), BeerFest event ticketing, scoreboard and sound system rentals (~$100 per game or $200 per day), and catering through the Diamond View Lounge. Customer segments span professional and collegiate sports teams, regional corporations (Ameritas, Windstream, Bryan Health), nonprofit organizations (American Cancer Society, American Heart Association, JDRF, United Way, Leukemia & Lymphoma Society, Autism Speaks, MS of Nebraska, People's City Mission), and civic groups such as the Lincoln Chamber of Commerce and Cornhusker State Games.

Name

haymarket park

Legal name

Haymarket Park

Website

https://haymarketpark.com

Company type

Private

Founded year

2001

Operating status

Operating

Short description

Haymarket Park is an 8,600-capacity multi-purpose outdoor stadium in Lincoln, Nebraska owned by NEBCO, Inc., serving as home to the Lincoln Saltdogs and Nebraska Cornhuskers baseball teams and as a venue for concerts, corporate events, weddings, and community fundraisers.

Ownership category

akta.pro rank

Product category

Sports & Entertainment Venue

NAICS

Fitness and Recreational Sports Centers (71394)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Professional & Major League Stadiums (MPAKAEAA)

akta.pro secondary industry

Concession & Stadium / Arena Catering (THAFAIAG)

Keywords

• Sports venue management
• Stadium event rentals
• Baseball stadium operations
• Event hosting services
• Sports facility rentals

Headquarters

HQ city

Lincoln

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Infrastructure, Marketing or Sales

Revenue model

1. Ticket Sales: Revenue from Lincoln Saltdogs and Nebraska Cornhuskers baseball games sold through online platforms, phone, and in-person at the ticket office
2. Facility Rentals: Rental revenue from field, concourse, and Diamond View Lounge for events including concerts, corporate meetings, birthday parties, weddings, and community events
3. Sponsorships and Advertising: Revenue from scoreboard signage, LED boards, restroom signage, instant replays, welcome center advertising, radio broadcasts, game programs, and promotional opportunities
4. Diamond View Lounge Catering: Catering services with private chef, wait staff, and hundreds of menu options for events in the Diamond View Lounge
5. Scoreboard/Sound System Operation: Additional charges for scoreboard and sound system operation during field events at $100/game or $200/day
6. Husker Football Parking: Parking revenue during Nebraska football games at $40 per space and $300 for RV parking
7. BeerFest Events: Annual beer festival featuring dozens of breweries with VIP tickets at $48 and standard tickets at $28-$38, includes game ticket

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

Haymarket Park operates a multi-purpose baseball stadium in Lincoln, Nebraska that serves as the home field for the Lincoln Saltdogs (American Association) and the Nebraska Cornhuskers baseball teams. The venue rents its field, concourse, Diamond View Lounge, suites, and picnic areas to corporate event planners, concert promoters, nonprofit organizations, and private hosts for gatherings ranging from 10 to 8,600 attendees. It also generates revenue through ticket sales for baseball games, Husker football parking, the annual BeerFest, and corporate sponsorship/advertising packages.

Product overview

Haymarket Park is a multi-purpose baseball stadium and sports complex in Lincoln, Nebraska, offering venue rentals for events ranging from intimate gatherings to large-scale concerts. The core product consists of the stadium facility itself (Haymarket Park Baseball Stadium) with multiple rental venues including Field Rental, Concourse Rental, and the Diamond View Lounge. Add-on products include premium Suites, the Pepsi Home Run Terrace and Picnic Areas, BeerFest (annual beer festival sub-brand), Event Planning Services, Husker Football Parking, Sponsorship and Advertising packages, and Stadium Tours. The venue partners with Levy Restaurants for catering and offers ticketing through Tixr and Etix platforms.

Differentiator

Problem solved

Functional benefit

Products and services

• Haymarket Park Baseball Stadium Multi-purpose baseball stadium and sports complex in Lincoln, Nebraska serving as the home field for the Lincoln Saltdogs and Nebraska Cornhuskers baseball teams. Hosts baseball games, concerts, corporate events, and community benefit events.
• Field Rental Rental of the baseball or softball field for games, tournaments, concerts, boxing, wrestling, and other entertainment events. Includes optional scoreboard, sound system, lighting, and stadium clean-up services.
• Concourse Rental Rental of the stadium concourse for day or night events with options for baseball field and softball field settings; accommodates groups for events up to several hours.
• Diamond View Lounge Upscale private event space with a private chef, catering, and wait staff offering hundreds of menu options. Maximum capacity of 60 people with a 5-hour minimum booking.
• Suites Premium rental suites for company functions, private parties, and social gatherings available for Saltdogs and Husker baseball games with full catering options, personal wait staff, and access to the Diamond View Lounge.
• BeerFest Annual beer festival event featuring dozens of breweries and over 100 varieties of beers and adult beverages. Includes VIP ($48) and General Admission ($28-$38) ticket options with Lincoln Saltdogs game entry.
• Husker Football Parking Parking services during University of Nebraska football games, including individual game tickets, season tickets, and RV parking at $40/space and $300 for RV parking.
• Sponsorship and Advertising Corporate partnership packages including LED scoreboard signage, 80ft LED ad panels, restroom signage, instant replays, radio broadcast inventory, game programs, and website/social media advertising.
• Stadium Tours Guided tours of Haymarket Park stadium available for organizations with advance booking required at least two weeks prior.

Quantifiable outcome

• 265,198 total attendance (2018 Huskers & Saltdogs Baseball combined)
• +4 more outcomes

Named customers15 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

Integration6 records

Feature6 records

Partnerships

Six partnerships are on record, tiered core, strategic and operational.

• NEBCO, Inc.coreOthersNEBCO, Inc. is the parent company of Haymarket Park. The company is mentioned in the footer as the parent organization. NEBCO appears to be the holding company overseeing the stadium operations.
• Lincoln SaltdogscoreStrategic or Co-development PartnerLincoln Saltdogs is the primary professional baseball tenant operating at Haymarket Park (Hawks Field). The Saltdogs play approximately 50 home games per season in the American Association. Saltdogs staff including President Charlie Meyer, General Manager Shane Tritz, and Director of Stadium Operations Dave Aschwege manage stadium operations under a joint operating agreement.
• University of Nebraska-Lincoln (Nebraska Cornhuskers Baseball)coreStrategic or Co-development PartnerJoint operating agreement between University of Nebraska and Lincoln Pro Baseball governs scheduling priorities at Haymarket Park. Nebraska Cornhuskers baseball uses Hawks Field as their home field, contributing significantly to annual attendance of over 265,000 combined with Saltdogs games.
• Levy RestaurantsstrategicStrategic or Co-development PartnerLevy Restaurants is the catering partner for Haymarket Park events. They share the venue's commitment to providing customers with top-notch service. The partnership provides full catering options for corporate events, suites, and the Diamond View Lounge with hundreds of menu options.
• Pro Sports CateringoperationalImplementation/ SI/ Consulting PartnerPro Sports Catering serves as the concessionaire for Haymarket Park. They provide food and drink menu options for events held at the stadium. Contact for catering inquiries: 434-6805.
• KLMS ESPN1480AM & FM 101.5strategicGTM or Marketing PartnerRadio broadcast partner for all Lincoln Saltdogs regular and post-season games, both home and away. The partnership includes 30-minute pre-game shows, play-by-play broadcasts, post-game shows, and advertising inventory for sponsors.

Scale indicators15 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• ASM Global: World's largest venue management company, operating hundreds of stadiums, arenas, and convention centers globally. Comparable as the incumbent venue-management benchmark for sponsorship sales, premium seating, and event bookings at scale.
• Legends Hospitality: Premium hospitality, sponsorship sales, and venue services provider to professional and collegiate sports venues. Comparable as a partner/competitor in sponsorship sales, premium seating, and fan-experience monetization.
• Delaware North (Sportservice): Hospitality and concessions giant operating at major sports venues; parent of Levy Restaurants (Haymarket Park's catering partner). Comparable as a venue hospitality/services counterparty and benchmark for concession economics.
• Oak View Group (OVG): Global venue development and management firm focused on sports and entertainment facilities. Comparable in monetization strategy (premium hospitality, sponsorship, owned events) and as a potential strategic/operating partner.

Regional players

• Werner Enterprises Park (Papillion, NE): Newer Omaha-metro minor league baseball venue (Storm Chasers). Operates the same independent-league tenant model (American Association family of clubs) in the same regional market, competing for sponsorship dollars and event bookings.
• Fonner Park (Grand Island, NE): Multi-purpose Nebraska event complex hosting horse racing, events, and trade shows. Comparable as a Nebraska-based multi-purpose event venue with diversified rental and event revenue streams.
• Mid-America Center (Council Bluffs, IA): Multi-purpose arena/convention venue in the Omaha-metro trade area hosting concerts, sporting events, and trade shows. Comparable as a mid-market Midwestern event venue competing for the same regional concert and corporate-event demand.

Direct peers

• TD Ameritrade Park / Charles Schwab Field (College World Series): Premier NCAA baseball venue in Omaha hosting the College World Series; comparable facility for elite college baseball, sponsorship sales, and corporate hospitality programs at a higher price point.
• Pinnacle Bank Arena (Lincoln, NE): Lincoln's primary indoor arena, hosting concerts, sporting events, and conventions. Directly competes for corporate events, concerts, and large-venue bookings in the same Lincoln trade area.
• Charles Schwab Field (Omaha): Home of the College World Series and the Omaha Storm Chasers, Charles Schwab Field is the closest comparable Nebraska-region baseball venue, sharing the same tenant model (pro independent league + NCAA-caliber baseball) and corporate-event hosting use cases as Haymarket Park.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/haymarketpark

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 haymarket park