Venu Holding Partners with Live Nation to Operate New Amphitheater in McKinney, Texas

The multi-year agreement grants Live Nation exclusive booking rights and sets the stage for revenue sharing and community-focused events.

December 15, 2025

Live Nation to Operate New Texas Venue Under Multi-Year Deal

Venu Holding Corporation is moving ahead with a new development in McKinney, Texas—and they’re bringing in a major partner to do it. On December 10, the company signed an agreement with Live Nation to manage operations at The Sunset McKinney, a soon-to-open amphitheater. The five-year agreement gives Live Nation full booking control, while Venu maintains ownership and naming rights for the venue.

Here’s how it works. Once the venue is substantially complete and Live Nation is ready to open to the public, the agreement goes live. At that point, Live Nation will take the lead on scheduling concerts and events. They’ll handle everything from artist bookings to ticket sales, with Venu retaining the right to program certain events of their own—like film screenings or other non-music performances.

The venue is designed to support a wide mix of uses. Whether it’s a concert, comedy night, art festival, corporate rental, or high school graduation, The Sunset McKinney will be built for flexibility. Venu and Live Nation have already defined how the space can be used, how many people it can hold, and how it can be configured—all within legal limits and local ordinances.

Financial Terms and Revenue Structure

On the financial side, the two companies have locked in a revenue-sharing model. Live Nation will pay Venu a portion of the net profits from each event, after costs. That share increases once profits cross a specific threshold. Venu will also receive fixed per-ticket payments for rent and management, with both amounts scheduled to rise annually. Concessions and parking revenue will also be shared based on the structure outlined in the agreement.

There’s also a performance benchmark built in. Each year, Live Nation is expected to hit a minimum ticket sales target. If they fall short—outside of a few exceptions—they’ll owe a shortfall payment to Venu.

Control of Sponsorships and Naming Rights

Venu will keep full control of sponsorship and naming rights for the venue. Any deals they pursue will require Live Nation’s sign-off, but revenue from these agreements stays entirely with Venu. They’ll also handle all costs related to managing sponsorships.

Operational Requirements and Conditions

Several key conditions need to be met to keep the agreement in force:

Parking operations must align with other top-tier amphitheaters.

Sound levels need to comply with city requirements while supporting industry standards.

If new taxes or fees are introduced before launch, both parties have to agree on financial adjustments.

These requirements don’t just apply at the start—they continue throughout the life of the agreement. If they aren’t met, Live Nation has the right to exit the deal.

Right of First Offer and Transfer Restrictions

The agreement also includes a right of first offer. If Venu decides to sell the property, or gets a serious offer they want to accept, they have to give Live Nation the first opportunity to buy. Live Nation has 30 days to respond, and if they choose to move forward, the deal must close within 60 days. This provision doesn’t apply in the event of a corporate change of control.

Live Nation can’t assign or transfer its interest in the property without written approval from Venu. If a transfer is approved, the new party has to respect any exclusive-use rights already in place at the time of the transfer.

Clear Roles, Shared Objectives

This agreement sets up both companies to move forward with a clear path. Venu focuses on long-term ownership and brand control. Live Nation takes on daily operations and event strategy. Together, they’re creating a new entertainment hub in McKinney with the flexibility to serve both local audiences and large-scale acts.