Metro Nashville Selects Opry Entertainment Group to Operate Ascend Amphitheater

Nashville’s Ascend Amphitheater is getting a new operator.

Metro Nashville has notified Ryman Hospitality Properties (RHP) that it intends to have RHP’s Opry Entertainment Group (OEG) operate Ascend Amphitheater for the next decade. The deal is subject to successful negotiation between the two parties. Axios first reported the news.

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Colin Reed, executive chairman of RHP’s board of directors, tells Billboard he expects the negotiations to conclude within the next three months and that the 10-year contract will take effect Jan. 1, 2026. It’s a realization of a dream for RHP that began even before the 6,800-capacity outdoor venue opened in 2015. “We applied for this a decade ago when the city was deciding they were going to build [Ascend],” he says. “We and Live Nation bid 10 years ago. We loved the space then and we really love the space now.”

RHP has aready committed capital to “beautify the project,” Reed says. “Upgrade it and make it more of an experience for the consumer.”

RHP was selected over Live Nation and AEG. “We really put our front foot forward here, so we always thought we had a shot, but beating two companies that, quite candidly, we have a high degree of regard for — AEG, that handles all of our ticketing in all of our venues, as well as Live Nation, who we have a healthy relationship with — we were very pleased,” Reed adds.

Ascend has averaged 20 to 30 concerts a year, primarily during the summer season, but Reed says he expects to substantially expand activity at the venue.

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A cap on 35 shows per year was put in place when the amphitheater opened because it is in a residential area, Reed says, but “the issue for us is this is one of the great pieces of real estate in the city of Nashville and how do we activate it for the other 330 days a year because it should not be kept fallow for that period of time. We can do daytime programming. We can do Opry Under the Stars. We’ve spent quite a bit of time talking with the symphony. There are multiple ways in which we can activate this space.” He is also eager to bring holiday offerings to the Ascend from Thanksgiving to the end of December.

Ascend will be an open room, meaning other promoters, including AEG and Live Nation, can promote shows there. “We want to maintain a good relationship with those businesses,” he says. “We’ll talk to anyone that wants to play this great city.”

Ryman Hospitality’s OEG also runs Nashville venues the Ryman Auditorium and the Grand Ole Opry House, in addition to having partnerships with Luke Combs‘ Category 10 venue and Blake Shelton‘s Ole Red.

Live Nation did not immediately respond to a request for comment.