Walmart AMP Posts Record-Breaking Season, Boosts Northwest Arkansas Economy

The Walmart AMP in Rogers recently drew a No. 34 ranking among amphitheaters worldwide based on the number of tickets sold. (Provided)

With sold-out shows and crowds camping outside, the Walmart AMP has become one of the world’s top amphitheaters, reshaping northwest Arkansas’ entertainment landscape.

Pollstar, a concert and live music industry publication, ranks the Walmart AMP as the No. 34 amphitheater in the world based on tickets sold and No. 38 based on gross ticket revenue.

It recently concluded one of its most successful seasons with 49 shows — the largest concert series to date — and a record-breaking 385,834 tickets sold. Pop star Chappell Roan set an attendance record, Benson Boone set a new mark for ticket sales, and Post Malone put on the venue’s highest-grossing show ever. Brooks & Dunn set a record in food and beverage sales.

All those shows were in 2024.

The AMP also had 15 shows with more than 10,000 tickets sold; its capacity is 11,000.

“We’re seeing continual growth, not just in the number of shows but in the size of those shows and the artists we’re bringing,” Jennifer Wilson, senior director of public relations for the Walton Arts Center and Walmart AMP, told Arkansas Business in a video call.

She also said that continued growth has strained ticketing. That’s why the AMP sought out a more robust system in Ticketmaster, which it began using Jan. 21. Before, the AMP was using an in-house platform criticized for issues during times of high website traffic.

The transition to Ticketmaster has already proven valuable, Wilson said. The AMP has successfully managed several national public ticket sales, including seven in a single day during its first week on the new platform. The system also provides a secure resale marketplace for tickets, Wilson said.

But the venue’s impact extends beyond ticket sales. The AMP and the Walton Arts Center generated more than $68.2 million in event-related spending for the region in 2024. The AMP contributed $724,714 in Rogers sales and liquor tax revenue and $314,361 to Benton County sales tax revenue. From both the AMP and Walton Arts Center, $2.38 million went to Arkansas sales and liquor tax revenue. The venues employ 884 each year.

The AMP operates under a “rock pays for Bach” model, where its profits support the nonprofit Walton Arts Center. Wilson said the better the AMP does, the more community initiatives and educational outreach the Walton Arts Center can offer.

Nelson Peacock, CEO of the Northwest Arkansas Council, said the AMP aids the region’s image as a tourism and cultural destination.

“If someone comes in from out of town for a show at the AMP, they probably stop by Crystal Bridges or The Momentary,” Peacock said. “A lot of these things build on each other. As a region, … if someone’s going to come here for one night, and we can convince them to stay for two or three, that’s just going to be better for the economy.”

Peacock said regional infrastructure has kept pace with the venue’s growth. And he said that the venue’s success has spurred development in the surrounding area, with new hotels and restaurants cropping up.

Looking ahead, Wilson said the AMP wants to maintain momentum. She credits the venue’s good reputation with artists, diverse lineup and central location as reasons for booking more shows and bigger artists.

“You’re probably just seeing the tip of the iceberg for the AMP,” Peacock said. “They may wish they could expand their seating.”