Ascend to Retain Naming Rights at Opry-Run Amphitheater

The Metro Council on Tuesday night approved the 10-year operating agreement for Opry Entertainment Group to run downtown Nashville's riverfront amphitheater.

Shortly thereafter, OEG announced in a release that Tullahoma, Tenn.-based Ascend Federal Credit Union will remain the venue’s title sponsor through the 2035 season. The official name is now Ascend Federal Credit Union Amphitheater.

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Opry was awarded the contract to run the amphitheater in April after a delayed procurement process, which saw current operator Live Nation lose its bid to continue due to what officials termed as Opry's superior financial proposal. Opry will manage the facility under an affiliated LLC, Nashville Riverfront Amphitheater. 

As part of the agreement, OEG will dedicate $12 million for facility improvements. The first round of improvements are set to begin in January.

Additional capital investments will be made for any future operating extension beyond the initial 10-year term. Opry Entertainment Group will also contribute more than $1 million to make the greenway connector running next to the amphitheater continuously accessible, with a planned completion of spring 2026.

The release notes that the amphitheater will have an "open room approach" for all promoters to bring 35 annual concerts to the venue, with additional community events to be held each season.

"Our company has been the steward of Nashville’s most iconic music institutions for decades," says Colin Reed, executive chairman of OEG parent company Ryman Hospitality Properties, in the release. 

"We have a strong vision for this venue and believe it can be one of the premier outdoor amphitheaters in the country, regarded by all as a place that reflects the spirit of Nashville. The greenway enhancements are just one example of how we’re working to make this tremendous space more accessible, inclusive and inviting for all."

Matt Jernigan, president and CEO of Ascend Federal Credit Union, says in the release that OEG's reputation and commitment to community engagement align with Ascend's values.

This article was first published by our sister publication, the Nashville Post.