Orion teams with City of Huntsville on new music venue
Reading time: 4 minutes
Yesterday, the Orion Amphitheater celebrated their 100th show since opening their gates three years ago. Today, The Venue Group (tvg hospitality + brains behind the Orion) announced they are expanding on the success of the Orion with a new mid-sized venue.
This new venue will have a capacity of 2,500-3,000 people, compared to the Orion’s 8,000 person capacity. There is currently a gap in the Huntsville market, with the next largest capacity venue holding only 1,500 people.
TVG is seeking to bridge that gap.
“Huntsville’s commitment to its music ecosystem is unlike any other, and we’re thrilled to now explore another world class venue that will further cement its place as a cultural hub.”
Ben Lovett, Managing Partner of tvg
Fun Fact: Ben Lovett, Managing Partner of tvg who helped design the Orion, also played in the 100th show as a member of Mumford & Sons. Music here is very full circle!
Huntsville has no shortage of small venues to host local artists. The Venue Group has begun identifying locations this month.
Tvg also recently acquired the Lumberyard. They are revamping it as a music venue and third space after being closed since Covid. The Lumberyard has hosted Coffee & Coworking, Nightl!fe and Singer-Songwriter sessions.
Huntsville’s commitment to music expansion
Huntsville, AL is on a dedicated mission to strengthen our music offerings. Since the conclusion of the Music Audit in August 2019, the city has:
- established the Huntsville Music Office
- hired the nation’s first full-time municipal Music Officer
- hosted festivals with national reach
- South Star at John Hunt Park
- Breakaway and Tangled Strings are coming this October
- started event series such as 805 after 5 and the Summer Sunset Concerts at Ditto Landing
- partnered with tvg Hospitality to construct the Orion
- established September as Huntsville Music Month
- established a Music Ambassador Program + exchange programs
- and so much more
City leadership are committed to making Huntsville a music destination in the South.
“The Orion has become a source of pride for Huntsville. As we celebrate its 100th performance, we’re excited to take the next step in strengthening our city’s cultural infrastructure by working with tvg to explore a new tvg venue that will open even more opportunities for artists, audiences and the wider community.”
Mayor Tommy Battle
Want to learn more about Huntsville’s development? Read the BIG Picture master plan.
About the Orion Amphitheater
The Orion opened it’s gates in May 2022. The goal was not just to create a music venue but to create a “third space” for Huntsville to gather and celebrate community. Since 2022 the Orion has:
- drawn approximately 626,000 attendees
- generated over $45 million in revenue
- that translates to $131 million in total economic output for Huntsville
- created 960 jobs
- been awarded Top 10 Worldwide Amphitheatres by ticket sales (2025) along with other statewide awards
- been nominated for Billboard’s Top East Coast Amphitheaters (2024), Amphitheater of the Year (2022-2024) and Pollstar “Red Rocks Awards” (Best Outdoor Music Venue)
About The Venue Group (tvg Hospitality)
Tvg is a London-based entertainment and hospitality group that is dedicated to developing community around their venues.
In 2015, they realized there was a solution to struggling independent music venues and hospitality competition. They combined both industries to utilize venues that previously were only open a few hours a week to now function as third spaces. Focusing on the hospitality at unique venues gave friends and family a space to share in hometown experiences together.
“Somewhere between the melody and the lyric lies a truth that pulls us from our screens and into the shared experience of standing, singing and celebrating together.”
tvg Hospitality
Want to stay in the know about what’s new and happening in and around Huntsville? Follow us on Facebook, TikTok and Instagram, and be sure to subscribe to our newsletter.
