Organizers say, ‘Artists are clamoring to be here’.
B.B. King may have performed “The Thrill Is Gone” at Pepsi Amphitheater in 2011, but for Flagstaff, Coconino County, concertgoers and the many artists who perform here, the thrill continues to grow.
This year marks Pepsi Amp’s 20th anniversary, solidifying its place in the spotlight as a must-see venue with a solid gold lineup this season, including world-class performers Lee Brice, George Lopez, Robert Plant and Alison Krauss.
“One of my favorite parts of the experience is to watch people arrive to see their favorite artist,” said Kerry Dunne, president and CEO of R Entertainment North, which manages the venue. “They are so excited to be 7,000 feet up, among the pines – many of the trees are well over 100 years old. It’s just an amazing place to see a concert. The vibe is wonderful, the people are great, the scenery is amazing.”
More than 42,000 attendees gather for shows at the 3,000-seat amphitheater each season, and the majority, some 60%, live outside of Coconino County. Phoenix is the leading source of concertgoers, followed by Northern Arizona, then Las Vegas.
“More than any client, our agency constantly receives rave reviews for the Pepsi Amphitheater in Northern Arizona, especially during the oven season, called summer in Phoenix. It is our culture to migrate north as often as possible,” said Dave Pratt, owner of Pratt Marketing Agency, which promotes the shows. “There is no better place to relax and enjoy top-level entertainment than in the cool, bristling pines of Flagstaff. Pepsi Amp is not just a venue. It is an experience.”
The amphitheater may be Northern Arizona’s most beloved concert destination, but it’s also an economic juggernaut. The 2025 season alone generated $13.7 million for the local economy, according to organizers, including $2 million in spending at Flagstaff bars and restaurants before and after the shows.
“It is standing on its own now about what kind of business it can drive to the community,” said Dunne. “The first two years were very, very difficult, but we hung in there. The biggest challenge was convincing the artists that they want to be here. We went to all the conferences and spoke to managers and agents about why this is a really good place to have a concert. They trusted us. And now we are reaping the benefits of all the hard work and all the labor that brought us to this point.”
Nackard Pepsi has been the amphitheater’s title sponsor for 16 years and the Northern Arizona bottling company’s influence is apparent. Nackard Pepsi lends its robust in-house recycling expertise to the venue; thus, all performances are zero-waste events and Pepsi Amp is known as one of the few venues in the nation with an extensive recycling program.
“When the county opened the amphitheater, shows were smaller and fewer,” said Palmer Nackard, president of The Nackard Companies. “We decided as a company years ago that we wanted to increase access to art, science and recreation in Northern Arizona. What better way to make this happen than to support the Pepsi Amphitheater?”
Located in Fort Tuthill County Park and owned by Coconino County, the amphitheater’s construction was funded through a combination of Coconino County funds, voter-approved parks and open-space funding and Arizona State Parks Heritage Fund grants.
“This premier musical venue brings in a diverse array of popular bands, musicians and performers,” said Coconino County Board of Supervisors Chair Patrice Horstman. “Listening to music amidst the ponderosa pines and under the stars provides an intimate venue that delights locals and visitors alike.”
Near the intersection of Interstate 40 and Interstate 17, organizers say it’s a desirable location for acts traveling to and from Los Angeles, plus the setting itself has much to offer.
“There is just so much cool stuff within walking distance – running paths, an archery range, disc golf. You’re in the woods, in nature and the artists love that,” said Dunne. “Two years ago, Teddy Swims came. It was snowing that day in October. He got off his bus in cutoffs and flip-flops and raised his hands saying, ‘I love this!’”
Steve Martin brought his dog and Robert Plant created a telescope experience backstage where he could stargaze.
“It is such an iconic venue that all these artists are clamoring to be here. They want to commune with nature, just like at the Red Rocks Amphitheatre in Colorado,” said Dunne. “When they get off the bus and see where they are, if they are in a bad mood, it changes.”
“I’m most proud of Flagstaff growing in popularity and culturally and being able to claim one of the most beautiful amphitheaters in the country,” said Nackard. “My kids are fifth-generation Nackard family members growing up in Flagstaff and I see this effort as part of shaping the future.”
“I’m grateful to Coconino County, Patrick and Palmer Nackard, Findlay Toyota and Mother Road Brewing Company,” added Dunne. “All of these folks got in the boat and started rowing with us because they believed.”
“We want to see good things happen in Flagstaff and this is a really good thing,” said Palmer. FBN
By Bonnie Stevens, FBN
Photo by Bonnie Stevens: Growing up with the Pepsi brand in Northern Arizona, Palmer Nackard has watched Pepsi Amphitheater evolve into one of the region’s premier outdoor concert venues.
