Why McKinney And El Paso Are The New Frontiers Of Premium Live Entertainment In 2027

Published on January 9, 2026

Venu Holding Corporation (VENU) and Aramark Sports + Entertainment have expanded their multi-venue partnership, which is great news for McKinney, Texas, and El Paso. The collaboration will improve live entertainment in these cities, part of a developing network of premium venues. The aim is to create a unique experience for customers and fans over several seasons.

More Venues Included in the Agreement

With the new agreement, VENU will manage five premium entertainment venues. McKinney, Texas, and now El Paso, are the newest additions. This is the next step in the partnership, which started in 2025, and showcases VENU’s dedication to creating high-quality, tiered venues across the U.S.

Besides McKinney and El Paso, the agreement encompasses four additional key venues. The Sunset Amphitheater in McKinney is anticipated to open in late 2026, and El Paso will get one by early 2027. These venues will promote a new culture of live performances in the Southwest by providing high-quality concert experiences, including premium food and beverages and great sight lines.

Ford Amphitheater in Colorado Springs

The collaboration also extends to Ford Amphitheater in Colorado Springs, where Aramark has been part of the venue since its opening in 2024. This venue will continue to receive increased service offerings to guarantee prime food and beverage service as well as premium experiences, such as the Luxe FireSuites and Aikman Clubs. These services have earned innovation awards for entertainment enhancement and are expected to continue to elevate industry standards.

Key Developments and Future Plans

The expanded partnership to include McKinney and El Paso is a direct response to the increased need for premium entertainment venues and services. The agreement builds on the companies’ existing success and promises to bring a significant level of enhancement to venue management and facilities, as well as a host of high-quality food and beverage options. Sunset Amphitheaters in McKinney and El Paso will offer premium service to the clientele with a superior experience from arrival to departure.

VENU focuses on building new spaces with fans in mind. Our partnership with Aramark speaks to this. Together, we strive to revolutionize the live entertainment industry by ensuring every component of the experience– from the show to the additions– is memorable.

The Bigger Picture: A Vision for Premium Entertainment

Our partnership with Aramark helps us redefine the current industry standards surrounding live events. It is no longer just about attending the show, but rather the ability to make memories through world-class service. With venues such as the Sunset Amphitheater and Ford Amphitheater, we strive to redefine the standards for premium entertainment across the country.

VENU and Aramark understand the importance of crafting memorable experiences that extend beyond performance. Each venue is designed to make every moment of your stay memorable. From corporate gatherings to concerts and premium packages, VENU and Aramark are redefining hospitality in entertainment.

The Power of New Partnerships

VENU and Aramark strengthened their relationship with more partnerships with big-name brands, including, but not limited to, NFL Hall of Famer, Troy Aikman, and EIGHT Elite Light Beer, helping both brands compete with further partnerships in the entertainment industry between McKinney and El Paso, the new venues. VENU has partnerships with big-name brands, including Billboard, Tixr, and Niall Horan, and more, helping increase the brand’s presence, particularly in the entertainment industry.

The partnership with Aramark for VENU goes beyond just an operational partnership.  For VENU and Aramark, the extended partnership means more than just business with Aramark, now an official equity stakeholder with VENU. In addition to operational partnerships, Aramark now has more defined relations with VENU and more in the live entertainment space. This partnership further positions Aramark as a key supporter and partner for emerging entertainment venues.

What Fans Experience Means to VENU and Aramark

In the end, the VENU-Aramark partnership will be assessed based on how the experiences it provides to fans are focused on premium services and high-end dining, exclusive offerings, and access to signature venues. With the addition of McKinney and El Paso, these venues will become major stops for casual and dedicated attendees.

There is potential for future live entertainment iterations to keep VENU-Aramark’s promise of a fully premium experience. Fans will not receive only concerts or performances. VENU and Aramark intend to give fully immersive shows that will feel like a festival.

Looking Ahead

The expanding relationship between VENU and Aramark is likely to be highly influential in shaping the future of the live entertainment vertical. Both companies are set to open several new venues in the next few years, including McKinney and El Paso, and will be instrumental in shaping the live event experience for fans across the country. These new venues will enhance McKinney and El Paso’s appeal to travelers in search of high-quality, fan-first live entertainment.