Nashville Yards acquires partner to help promote entertainment tenants

Nashville Yards, the massive live-work-play project being built in Music City, has brought in a partner that will be charged with promoting the entertainment district being co-developed by AEG and Southwest Value Partners.

Pinnacle Financial Partners will maintain a large-scale branding presence at Nashville Yards, which at completion will comprise 400,000 sq. ft. of retail and entertainment, 3.5 million sq. ft. of office space, and 1,000 residential units. The 591-room Grand Hyatt Nashville is already open on the property, which also houses the newly renovated Union Station.

AEG has developed and managed more than 300 sports and entertainment venues internationally. Its U.S. properties include Express Live! in the Columbus Arena District, Target Center in Minneapolis, and Brooklyn Steel, an 1,800-capacity cocktail and concert venue in the New York City borough.

Nashville Yards and Pinnacle will work together on promoting marketing activities such as sweepstakes executed by the music venue and special events put on for residents and commercial tenants of the development. 

“Not only will Pinnacle’s presence enhance the guest experience at Nashville Yards, but they will also help us continue Music City’s long-standing tradition of having world-class music and live entertainment experiences,” said Scott Emery, senior director of AEG Global Partnerships.