Huntsville Venue Group, the regional hospitality group, delivering a one-of-a-kind live music experience to Northern Alabama, has selected AXS, a global leader in ticketing solutions, as the exclusive partner for The Orion Amphitheater, the state-of-the-art 8,000 capacity amphitheater slated to open in Huntsville in May 2022. During its inaugural year, The Orion will host many of music’s most beloved and respected artists. Shows currently on sale include The Black Keys, Luke Bryan, Kenny Chesney, The Black Crowes, Josh Groban, Brittany Howard, Jason Isbell and The 400 Unit, Dave Matthews Band, My Morning Jacket, Chris Stapleton, St. Paul & The Broken Bones, Jack White, and Widespread Panic with more to be announced soon.

The partnership brings the venue the latest advances in ticketing to ensure secure fan experiences—all powered by AXS’ patented identity-based technology. The thoroughness of AXS’ systems matches the open-air venue’s attention to detail. From positioning the green rooms and soundboards to the locally sourced food and beverage options, The Orion Amphitheater will be a venue outfitted to give both fans and artists a world-class experience and a taste of Huntsville’s local culture.”

AXS brings top-notch, streamlined solutions to our venue and fans,” said Huntsville Venue Group President and music industry veteran Ryan Murphy. “Their ticketing system provides easy and powerful solutions that we can’t wait to roll out to the community.”

Under the leadership of tvg hospitality CEO Ben Lovett, serial entrepreneur and multi-award-winning musician from the band Mumford & Sons, The Orion is the latest addition to a growing, worldwide portfolio. As a leading creator, developer, and operator of world-class music venues and hospitality offerings, tvg hospitality currently operates three venues in London with multiple venues under development in the United States. Future U.S. locations include Washington D.C., Nashville, Austin, Detroit, New York, and Los Angeles.

tvg hospitality recently announced the closing of $50M in new funding. Nat Zilkha and Gibson Brands led the financing, with strong and diverse participation from the music industry, including C3 Presents, Irving Azoff and Oak View Group, Mike Luba and Don Sullivan, Justin Kalifowitz and Andrew Bergman, Coran Capshaw, Ron Laffitte, Lucy Dickins, Adam Tudhope and Tom Windish, and musicians Ryan Tedder, Maggie Rogers, and Ted Dwane.

tvg is creating the next generation of music venues alongside elevated hospitality offerings in order to enhance the artist and fan experience and create gathering spaces to be enjoyed as true community assets. The trifecta of community support, international backing, and world-class technology positions the Orion Amphitheater to be a destination for artists and a gathering place for fans of all genres.

AXS continues to expand its commitment to servicing artist and venue partnerships throughout the southern United States, most recently with the additions of the Opry Entertainment Group, including the Grand Ole Opry and Ryman Auditorium, First Avenue, JAM Productions, Pabst Theatre Group, Rams Head Group, and Zero Mile, among others. “Partnering with unique venues is an AXS sweet spot, and we are all witness to what will be the next iconic outdoor venue in our portfolio alongside Forest Hills, Santa Barbara Bowl, Mountain Winery, and Red Rocks Amphitheatre. We are proud to bring our global ticketing experience to match the international appeal The Orion will bring to Huntsville,” said Dean DeWulf, Music SVP, AXS.

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