20 monroe live

What 20 monroe live does

GLC Live at 20 Monroe operates a modern Art Deco-inspired live entertainment venue at 11 Ottawa Avenue Northwest in downtown Grand Rapids, Michigan, less than a mile from the DeVos Place Convention Center. The venue is operated by Live Nation Worldwide, Inc., a subsidiary of Live Nation Entertainment (NYSE: LYV), and accommodates events ranging from 25 to 2,600 guests across multiple configurable spaces including the Main Venue floor, Music Hall, Second Floor, and The Vanguard Room. It serves two primary customer segments: individual concert and live event attendees purchasing tickets through Ticketmaster's mobile entry platform, and corporate/private event hosts booking the venue for weddings, fundraisers, product launches, and corporate functions. Touring artists and entertainment promoters represent a secondary B2B segment booking performance dates.

The venue generates revenue through five primary streams: ticket sales (transaction-based via Ticketmaster, with prices set by individual promoters/artists), private event rentals (quote-based, direct sales), food and beverage concessions (cashless payment, items including nachos, hot dogs, pulled pork sandwiches, and bar service), VIP experiences (subscription-based memberships offering Vanguard Lounge access and premium seating), and ancillary services such as coat check and limited-edition local artist poster sales. Ticketing is exclusively processed through Ticketmaster's mobile entry system. Technology infrastructure includes Listen Everywhere assistive listening technology over dedicated venue Wi-Fi, Park Whiz parking integration, and ChargeFuze charging stations, with no documented public API or developer-facing integrations.

Go-to-market is event-driven: ticket sales occur primarily through Ticketmaster's marketplace with social media and email newsletter as top-of-funnel channels; VIP memberships are sold via inside sales; and private events are handled by a dedicated direct sales team ([email protected]). The venue holds KultureCity Certified Sensory Inclusive status, offering sensory bags and inclusion kits as a differentiated accessibility position. The product portfolio is mature and stable, with growth levers concentrated in mix shift toward premium ancillary services rather than venue expansion.

Name

20 monroe live

Legal name

Live Nation Worldwide, Inc.

Website

https://20monroelive.com

Company type

Public

Operating status

Operating

Short description

GLC Live at 20 Monroe is a Live Nation-operated live entertainment venue in downtown Grand Rapids, Michigan, hosting concerts, touring acts, and private events for up to 2,600 guests with ticketing via Ticketmaster.

Ownership category

akta.pro rank

Product category

Live Entertainment Venue

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Performing Arts Companies (7111)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Event Operations & Venue Services (Box Office, FOH/BOH, Concessions) (MPAIAFAL)

akta.pro secondary industries

Nightclub & Small Live Venue Operations (Clubs, Bars with Stages) (MPAGALAF), VIP, Hospitality & Premium Experiences (Packages, Clubs, Suites) (MPAIAFAK), Live Event Marketing, Sponsorship & Brand Partnerships (MPAIAFAI), Live Music Bars & Venues (CRANACAH)

Keywords

• Live event venue
• Concert venue
• Private event hosting
• Hospitality services
• Live entertainment

Headquarters

HQ city

Grand Rapids

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales: Primary revenue stream from concert and event ticket sales through Ticketmaster platform, including mobile entry ticketing.
2. Private Events: Revenue from hosting corporate events, weddings, fundraisers, and private concerts for groups of 25 to 2,600 guests.
3. Food & Beverage: Concession sales including nachos, hot dogs, pretzels, popcorn, candy, pulled pork sandwiches, chicken tenders, bratwursts, and tater tots. Bar services also available.
4. VIP Experiences: Premium seating, Vanguard Lounge access, and venue perks sold as VIP memberships and upgrade packages.
5. Coat Check & Merchandise: Coat check services and poster sales (limited-edition posters from local artists, with proceeds donated to local charities).

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

GLC Live at 20 Monroe operates a 2,600-capacity live entertainment venue in downtown Grand Rapids, Michigan, hosting national touring artist concerts and private events such as corporate functions, weddings, and fundraisers. Revenue is generated through ticket sales (via Ticketmaster mobile entry), food and beverage concessions, private venue rentals, VIP memberships, coat check, and limited-edition artist poster sales. The venue is operated by Live Nation Worldwide, Inc. and is certified by KultureCity as a Sensory Inclusive venue with assistive listening and sensory kit programs.

Product overview

GLC Live at 20 Monroe is a Live Nation-operated concert venue in Grand Rapids, Michigan, offering a single unified live entertainment product with multiple complementary service modules. The core offering consists of the 2,600-capacity Art Deco venue hosting national touring artists across diverse genres. This core is augmented by VIP membership programs, per-show venue upgrades, comprehensive accessibility services (including assistive listening technology and sensory inclusion kits), food and beverage concessions, and private event space rentals. The product portfolio also includes a local artist poster program and coat check services. Ticketing is managed through Ticketmaster's mobile entry system.

Differentiator

Problem solved

Functional benefit

Products and services

• GLC Live at 20 Monroe Venue Space and Concert Programming A modern Art Deco-inspired concert venue at 11 Ottawa Avenue Northwest in Grand Rapids, Michigan, accommodating 25 to 2,600 guests for live music events including national touring artists across multiple genres.
• Private Event Space Rentals Event spaces available for private rental including the main Venue floor, Music Hall, Second Floor, and The Vanguard Room, accommodating 25 to 2,600 guests for corporate events, weddings, fundraisers, and social gatherings.
• VIP Membership Program Premium membership program offering enhanced concert experiences including special seat locations, Vanguard Lounge and Bar access, premium season seats, partial season memberships, group experiences, and additional venue perks.
• Per-Show Venue Upgrades Per-show upgrade options allowing ticket holders to enhance their individual concert experience with premium seating and exclusive venue access.
• Accessibility Services Program Comprehensive accessibility accommodations including accessible parking, wheelchair seating, assistive listening devices powered by Listen Everywhere Technology, sign language interpretation with two-week advance notice, KultureCity Sensory Bags, I Understand Sensory Kits (wiggle seats, weighted lap pads, fidget toys, strobe-canceling glasses), service animal relief areas, and dietary/medication needs accommodation.
• Food and Beverage Concessions Lobby concession stand offering nachos, hot dogs, hot pretzels, popcorn, candy, pulled pork sandwiches, chicken tenders, bratwursts, tater tots, and bar services. Operates on a cashless payment system.
• Coat Check Service Coat check service available for most shows, with option to pre-purchase coat tags for expedited service.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature1 record

Partnerships

16 partnerships are on record, tiered minor and core.

• Gun Lake Casino ResortminorGTM or Marketing PartnerMarketing collaboration partner. Gun Lake Casino Resort logo appears in the 'In Collab With' section of the venue website.
• CitiminorGTM or Marketing PartnerCiti Entertainment partnership for ticket offers and promotions. Logo appears in the 'In Collab With' section.
• Park WhizminorGTM or Marketing PartnerParking partner providing parking information and reservations near the venue. Contact via parkwhiz.com/20-monroe-live-parking.
• T-MobileminorGTM or Marketing PartnerT-Mobile Tickets partnership for mobile ticketing integration. Logo appears in collaboration section.
• TicketmastercoreTechnology or IntegrationPrimary ticketing platform for all events. Mobile entry system integrated with venue operations. Tickets sold exclusively through Ticketmaster.
• KultureCitycoreStrategic or Co-development PartnerNonprofit organization providing Sensory Inclusive certification. Venue is KultureCity Certified Sensory Inclusive. Provides sensory bags with noise-canceling headphones, sunglasses, fidget tools, and communication cards for guests with sensory sensitivities.
• I UnderstandcoreStrategic or Co-development PartnerNonprofit organization committed to mental health awareness. Provides I Understand Sensory Kits including wiggle seats, weighted lap pads, fidget toys, and strobe-canceling glasses for guests with sensory needs.
• Tequila Mi CampominorGTM or Marketing PartnerBrand partner. Logo appears in collaboration section.
• Owen's Craft MixersminorGTM or Marketing PartnerBeverage partner for mixers at bar. Logo appears in collaboration section.
• BacardiminorGTM or Marketing PartnerSpirits brand partner. Logo appears in collaboration section.
• Ste. MichelleminorGTM or Marketing PartnerWine brand partner. Logo appears in collaboration section.
• White ClawminorGTM or Marketing PartnerBeverage brand partner. Logo appears in collaboration section.
• ChargeFuzeminorGTM or Marketing PartnerCharging station partner. Logo appears in collaboration section.
• SmirnoffminorGTM or Marketing PartnerSpirits brand partner. Logo appears in collaboration section.
• PepsiminorGTM or Marketing PartnerBeverage partner for soft drinks. Logo appears in collaboration section.
• Lay'sminorGTM or Marketing PartnerSnack brand partner. Logo appears in collaboration section.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Brooklyn Bowl: Music-venue operator that combines live performances with food, beverage, and group-event offerings. Its integrated hospitality model is comparable to 20 Monroe Live’s combination of concerts, concessions, VIP access, and private events.
• The Wiltern: Los Angeles historic theater and live-music venue presenting national touring acts and special events. It overlaps with 20 Monroe Live in indoor concert programming, premium seating, concessions, and urban event audiences.
• The Fillmore Detroit: Historic Detroit music venue operated in the Live Nation ecosystem, with touring concerts, premium access, concessions, and event-driven operations. Its larger theater format overlaps strongly with 20 Monroe Live’s concert and hospitality offering.
• The Intersection: Grand Rapids live-music venue serving the same regional concert audience and competing for touring shows and private events. Its indoor event format and local market overlap make it a close operating comparison.
• The 9:30 Club: Established Washington, D.C. live-music club focused on ticketed concerts and artist events. It is comparable through its event-driven venue model, touring-act audience, and recurring calendar of live performances.
• Saint Andrews Hall: Detroit Live Nation concert club hosting touring artists, comedy, and other live events. It is comparable in indoor live-music programming, ticketing, premium experiences, and regional audience targeting.
• The Pyramid Scheme: Grand Rapids live-music bar and nightclub with a stage, bar, and food-oriented nightlife offering. It competes for local concerts, comedy, and event attendance in a similar price and venue format.
• The Tabernacle: Atlanta indoor live-music venue with a comparable event calendar, national touring acts, premium access, and concessions. It is relevant as a similarly sized music and hospitality venue rather than a promoter or booking agency.

Broad incumbents

• Van Andel Arena: Larger Grand Rapids arena presenting concerts, comedy, and special events. It is a broad incumbent competing for major tours, high-capacity event nights, and entertainment spending in the same metropolitan market.
• DeVos Performance Hall: Downtown Grand Rapids performing-arts and concert venue presenting concerts, comedy, and other public events. It is a broader incumbent that competes for the same regional entertainment audience and corporate or group-event demand.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks4 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/20-monroe-live

Compliance1 record

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 20 monroe live