The AMP began as a temporary venue that has transformed over the past 10 years into a nationally recognized venue and one of the premier outdoor entertainment amphitheaters in Arkansas and the country. Its amenities and size have expanded to meet the growing interests of the Northwest Arkansas community and the needs of large touring acts while still addressing and working through design challenges. Today, it is a landmark for the region, drawing renowned artists and boosting revenue and entertainment for residents.

In 2011, Walton Arts Center purchased the Arkansas Music Pavilion, which was located in the Northwest Arkansas Mall parking lot. The following year, the venue was temporarily relocated to the Washington County Fairgrounds. The AMP saw a 93% increase in patrons within the first year after its first move to the fairground. The temporary venue fulfilled the concert demand for a short time, but it eventually became clear that a permanent venue was needed. The temporary site served as a springboard for larger stage set-ups and expanded programming.

new location proved essential for expanded programming and seating

“We were proud of the growth we saw from our time at the fairgrounds and excited about the possibilities of a permanent amphitheater on a site specifically dedicated to outdoor music. Patrons and artists deserve a quality experience, including a permanent pavilion that minimizes the risk of show cancellations due to weather, amenities like easy access in and out of the venue, comfortable seats, air-conditioned restrooms, and upgraded sound and video capabilities. We knew that these changes would better position us to serve the growing demand in Northwest Arkansas and provide a summer destination for traveling music lovers, who contribute to the growth of our local economy.”

Peter Lane

President and CEO

Walton Arts Center

stage and seating provide buffer for sound pollution to nearby residential neighborhoods

The design team was met with a few challenges and considerations throughout the process. The first was the venue's location within NWA. The current Rogers location was determined to be the most desirable due to the proximity to I-540 and nearby amenities, including the Pinnacle Hills Promenade. Crafton Tull provided surveying, civil engineering, and landscape architecture services for the project. Our team, in collaboration with other design firms such as Core Architects, was tasked with designing a venue that fit within the context and environment while still meeting the needs of the community. Due to the projected number of visitors, the venue required ample parking with easy access in and out, as well as a drop-off area with wheelchair accessibility. Because of the proximity to residential housing, the stage was positioned away from the neighborhood to reduce sound pollution for residents. The large, multi-use seating area was another buffer to dampen the sound of concerts and included a mix of comfortable, covered seats protected from the weather and additional lawn seating.

Another design consideration for our civil engineering team required fulfilling Rogers' stormwater quality parameters. This included meeting water quality standards by retrofitting a previously built retention pond to accommodate the requested Water Quality Capture Volume. This brought not only the venue into compliance with standards but a large portion of the Pinnacle Heights Subdivision as well. Our team also implemented a four-tiered bioretention system to treat runoff from the north parking area.

bioretention pond was retrofitted to meet Rogers' stormwater quality parameters

After roughly five years of use, it was determined that further expansion to the Walmart AMP was necessary to add patron and artist amenities. The expansion included added plazas and viewing areas, a new entrance and a widened main gate, tiered lawn seating, doubled restroom capacity, and turf installation. Additional amenities included backstage improvements such as dressing rooms, an updated catering kitchen, expanded loading docks, and a new box office along Northgate Road. This expansion increased patron capacity by 1,000, creating an overall capacity of 11,000.

Although the official reopening of the Walmart AMP was delayed in 2020 due to the global pandemic, the updated facility proved to be well-utilized in the years to follow. Since the venue is home to the largest permanent stagehouse in Arkansas and is centrally located in the middle of the country on major highways, it has hosted larger, national acts and has been regularly listed as one of the top 100 amphitheaters in the country based on ticket sales.

additional amenities kept up with the increasing concert attendance

The Walmart AMP has continually grown to become a prime venue that attracts world-renowned artists of varied genres and sizes. "The Walmart AMP not only drives the cultural synergy of the region, but it’s also an economic driver," Lane said. Ticket sales have tripled since its first season in Rogers, and concert attendees come from near and far, meaning they are spending locally on food, lodging, and gas, which supports our economy and local businesses. 2023 was a record year for the Walmart AMP with 300,000 tickets sold across 37 events, including artists such as the Foo Fighters, Luke Bryan, and Lana del Rey. Lane said that the overall feedback from patrons and artists has been positive and drives interest in the venue from artists and tour managers, which allows diverse concert selections. After more than a decade of use, the Walmart AMP has remained a pinnacle concert venue for the region and beyond.

ticket sales continue to increase over the years, with 300,000 sold in 2023