Legends adds new Grand Rapids venues

Article posted by Coliseum, July 18^th, 2025

Image: ASM Global/Legends

Legends/ASM Global has been chosen as the venue manager and food and beverage operator for the new Acrisure Amphitheater and Amway Stadium in downtown Grand Rapids, Michigan.

Legends/ASM Global will also continue management of Van Andel Arena, DeVos Performance Hall and DeVos Place convention center, increasing its portfolio to include the five preeminent sports, entertainment and convention facilities in the region.

The management agreement amendment takes effect July 1, 2026, for a 15-year period with a 10-year renewal option, continuing a successful 30 plus-year relationship between the Grand Rapids-Kent County Convention/Arena Authority (CAA) and Legends/ASM Global.

Set to open in May 2026, Acrisure Amphitheater is an important component in a larger vision of transforming 31 acres along the Grand River to create a riverfront greenspace with public access and another showcase district that connects and serves a diverse community.

The 12,000-plus capacity amphitheater will be a state-of-the-art professional performing arts space. It is expected to draw national touring entertainment and showcase local talent.

With more than 300,000 visitors anticipated per season, the venue will include a wide variety of seating options with multiple price points, including an upper and lower concourse, fixed and lawn seating, suites, a terrace, and a VIP pavilion.

The 8,500-seat Amway Stadium, expected to open in spring 2027, will be home to the new Grand Rapids-based MLS NEXT Pro soccer team.

Anticipating over 160,000 visitors per season, the stadium will host 17 professional events and over 50 others, including youth, college and amateur clubs.

Flanked by an open plaza and space for pre-game gatherings and easy entrance flow, the stadium will include multi-levels of tiered seating, including suites, loge boxes, and options at various price points, with an open and active concourse that connects guests to the game.

Rick Winn, CAA Chairman, said, “Kent County is home to some of the premier entertainment, tourism and convention facilities in the country, and the addition of Acrisure Amphitheater and Amway Stadium further elevates our position.

“We are proud to host hundreds of thousands of visitors every year in our community, but none of it would be possible without our partners at Legends/ASM Global. Their team continues to raise the bar with best-in-class sales, service and technologies to attract and impress visitors from across the country.

“Thanks to their global presence, they are able to share with an international audience how Kent County is a top destination to host events of all varieties. I look forward to the continuation of our successful partnership.”

ASM Global began its relationship with the CAA in 1994, overseeing DeVos Performance Hall and DeVos Place (formerly the Grand Center), and added the new Van Andel Arena two years later.

This latest amendment is part of the company’s growing footprint throughout the U.S., managing some of the country’s most versatile and unique facilities of all sizes, from arenas, stadiums, theaters and convention centers to multipurpose entertainment districts.

Richard MacKeigan, General Manager of Van Andel Arena, DeVos Place and DeVos Performance Hall said, “Having personally been part of the successful operation of our three venues for over 25 years, it’s incredibly exciting to expand our portfolio in service of the Grand Rapids community and its visitors.

“The addition of Acrisure Amphitheater will enhance the city’s already vibrant cultural and entertainment scene along the Grand River, while Amway Stadium promises to be a dynamic, multi-use sporting destination.”

Legends/ASM Global will provide on-site staff and manage the daily operations of the amphitheater and soccer stadium, including event booking and management, marketing, box office management for ticketed events, vendor contracting, facility upkeep and maintenance, and licensing and permits.

The company will also oversee all food and beverage operations, including general concessions, premium clubs and suites, and catering.

Live Nation has committed to a long-term partnership with the CAA for Acrisure Amphitheater, solidifying its commitment to supporting and enhancing the venue’s operations and programming.

As part of this agreement, the company will play a key role in both booking and managing events at the amphitheater, working closely with stakeholders to bring a diverse range of performances and experiences to the community.

Continue to follow Coliseum for latest updates on venues business news. Coliseum is dedicated towards building the best global community of sports and entertainment venue executives and professionals creating better and more profitable venues.

Become a member of the only Global Sports Venue Alliance and connect with stadiums, arenas and experts from around the world. Apply for membership at www.coliseum-online.com/alliance and make use of the 365Coliseum Business.

Watch 500+ member-exclusive videos with valuable tips for your venue