🎱 Troy Aikman Joins Forces with VENU to Elevate Premium Hospitality
Aikman Clubs at VENU locations hope to usher in a new era of premium experiences
Troy Aikman, the legendary quarterback and entrepreneur behind Eight beer, has partnered with Venu to introduce Aikman Clubs—ultra-premium spaces in VENU's state-of-the-art amphitheaters designed to elevate the concert-going experience for fans.
VENU's Vision for Premium Music Spaces
VENU specializes in building modern music venues through public-private partnerships with municipalities. Recent projects include the Ford Amphitheater in Colorado Springs and upcoming venues in McKinney, TX, and Broken Arrow, OK.
“Our goal is to create premium venues that meet today’s fan expectations,” said J.W. Roth, CEO of VENU. “When we build a venue, it’s not just about the music; it’s about the entire experience—the ambiance, the food, the drink, and the design. Aikman Clubs fit into this vision perfectly. They’re premium, over-the-top, and designed to wow concertgoers.”
Roth explained the shortcomings of many older amphitheaters: “A lot of these venues were built 40 or 50 years ago. They were designed before ride-share, before elevated food and beverage options, and before fans started demanding more from their experiences. We’re changing that.”
Eight + VENU
Aikman Clubs are expected to showcase cutting-edge design elements like fire pit suites and premium viewing areas. For Aikman, the partnership represents a shared commitment to excellence.
“This partnership was a no-brainer,” said Aikman. “The amphitheaters around the country are very old, very tired. JW saw an opportunity to elevate the music experience for all these music fans, and he’s doing just that. It aligns perfectly with why I started Eight—I wanted an elevated experience that could be done better and better for you.”
“JW and I share a passion for delivering better experiences,” Aikman said. “What he’s doing with VENU is revolutionary, and it’s a perfect fit for Eight.”
Roth added, “It doesn’t get any better than having Troy Aikman on board. We were stoked to partner with him. Building Aikman Clubs into our venues is special—it’s about creating spaces that feel elevated in every way.”
What Fans Can Expect
The first Aikman Club will open in Broken Arrow, OK, in August. Roth described the vision: “When you think of our venues, you think about more than just the music. It’s about the ambiance, the premium feel, and creating a unique way to enjoy a show. Aikman Clubs are a game-changer.”
Aikman shared his excitement about the new spaces. “These clubs are going to completely change the concert experience,” he said. “From the fire pit suites to the elevated hospitality, fans are going to love what we’ve created. I can’t wait for the first one to open and for people to see what we’ve been working on.”
“Fans deserve more,” said Roth. “And we’re delivering it. Aikman Clubs are just the beginning.”
Pricing & Membership Benefits:
- One-time fee of $150,000 ($75K deposit secures membership, balance due 120 days before first public event)
- Membership into the premium suite space in the Sunset Amphitheater via a one-time membership fee
- The front and center Aikman Club Suite includes Premium Personal Assigned Seating
- Option to use or sell your Aikman Club Tickets and Parking Passes (Targeted return of up to 14.3% annually)
- Two tickets to every ticketed event at Sunset McKinney for life (at base ticket cost of $25)
- Access to a for-purchase 5-star buffet and premium cash bar service
- VIP parking pass (venue entrance adjacent)
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