Officials boast millions in sales from Macon amphitheater. Restaurants see a boost too

The new Atrium Health Amphitheater, which has attracted a number of diverse artists to Macon for local concert-goers, is also generating increased revenue for local businesses, according to city officials.

The 12,000-capacity venue’s current economic impact data reveals that it has already had a significant influence on Macon-Bibb’s economy after only nearly two months of operation, fulfilling expectations to revive the struggling Macon Mall and its surrounding establishments, said David Aiello, Oak View Group general manager.

“For the first six shows, we’ve had just under 40,000 people come through the gates at the amphitheater with an estimated $7.5 million spending in attendance,” Aiello said. “So, that’s people who are spending money in the restaurants and the hotels and visiting some of the other local attractions while coming to the concerts.”

That averages to around 7,500 to 8,000 people per show, he said. Based on Visit Macon data, Aiello described the attendance could be considered a success.

Macon-Bibb Mayor Lester Miller said the Macon Mall food court, Applebee’s, and other nearby fast food restaurants on the Eisenhower Parkway corridor can attest to the sales impact.

“I’ve visited numerous local businesses in the immediate area of Macon Mall, and each one of them have said that their numbers have gone up 30 to 40%, especially around the nights and the days of the events,” Miller said.

Applebee’s manager Howard Hughes said the amphitheater has not brought any negative problems to the restaurant, but has brought overwhelmingly busy nights that are typical at a dining scene.

“It’s definitely has helped us out in sales,” Hughes said. “I think in the future, we’ll benefit more from (the amphitheater) as it continues to grow and as people get more aware of it and involved.”

The venue has also drawn in people from all over to Macon since it’s debut night, said Chris Floore, Macon-Bibb county spokesperson. At the Turnpike Troubadours concert, Floore said he and the mayor met a couple from Illinois that also took the time to explore the city and its attractions.

Aiello said the venue also provides more entertainment options in addition to the annual events and concerts that were already held at the Macon Coliseum and Macon Centreplex facilities.

“We’ve seen the Centreplex be sustainable ... and now that we have the amphitheater, it’s really going above and beyond of what those two facilities are able to do,” he added.

While Aiello could not disclose how many sold out shows each building saw, he said April was by far the busiest month just from the amphitheater alone.

The venue witnessed its highest attendance of the season for the Turnpike Troubadours concert on April 17, with more than 8,000 attendees, said Floore.

The venue holds 10,000 seats and a maximum capacity of 12,000 people, depending on whether lawn chairs are permitted or not, he added.

Aiello said that four of the first six events contributed to the $7.5 million income took place in April. He estimated that the four events together brought in $5 million of economic impact based on the numbers.

Those four events included performances headlined by GloRilla and Moneybagg Yo, Anthony Hamilton, Riley Green and the Turnpike Troubadours.

More than just a music scene

Although the amphitheater is now looking for ways to boost Macon’s music culture by showcasing both big-name and local artists, Floore said the multipurpose venue can also help the economy in other ways.

“Oak View Group, which manages the amphitheater, is looking at ways to bring a lot of cultural and art events there, whether it’s DJ battles or food truck festivals eventually. They want to use the amphitheater more than just large tours,” he said.

Floore mentioned the amphitheater’s first commencement ceremony for Central Georgia Technical College, which was held in early May, as another example. He said academic institutions are welcome to use it.

“It certainly is something we are open to doing more of, especially if a school wants to look into booking and using it,” he said.