R Entertainment outlines expansion plans for Flagstaff's Pepsi Amphitheater

The Coconino County Board of Supervisors held a special session on March 25, 2025, focusing on the future of the Pepsi Amphitheater, which has become a significant venue for entertainment and tourism in the region. The meeting highlighted the amphitheater's impressive growth over the past 19 years, with attendance rising from just three shows in its inaugural year to approximately 40 shows last year, including notable acts like Robert Plant and Billy Idol.

Key discussions centered on the need for improvements and potential expansions to the amphitheater, which currently has a seating capacity of 3,200. Plans are in place to increase this capacity to between 4,000 and 5,000, addressing the growing demand for tickets, particularly for sold-out shows. The proposed enhancements include adding more restrooms, improving backstage facilities for artists, and expanding the food court area.

The amphitheater's management team, including partners from R Entertainment, emphasized the importance of these upgrades not only for enhancing the visitor experience but also for boosting local economic development. Last year, the venue generated an estimated $13 million in economic impact, with 67% of attendees coming from outside Coconino County, contributing to local hotels and restaurants.

Financially, the amphitheater has been a revenue-generating asset for the county, with nearly $1.5 million received through revenue sharing since its opening. However, the aging facility requires significant investment to maintain its operations and meet modern standards. The board discussed the necessity of allocating funds for immediate improvements, with an estimated cost of $391,000 for essential upgrades.

Supervisors expressed strong support for the amphitheater's role in the community, highlighting its potential for job creation and economic growth. As budget discussions approach, the board is eager to explore funding options to ensure the amphitheater continues to thrive as a cultural and economic hub for Coconino County. The meeting concluded with a commitment to further discussions on the proposed enhancements and their implications for the community's future.