Iowa State University Partners with Oak View Group to Elevate Live Event Experiences
AMES, Iowa (March 25, 2026) – Iowa State University has selected Oak View Group (OVG), a global leader in premium live entertainment infrastructure and services, to secure and manage live events at the Iowa State Center, announced Iowa State University Director of Athletics Jamie Pollard today.
The five-year agreement will see OVG oversee the day-to-day management of CY Stephens Auditorium, including booking and programming, as well as providing input on design improvements. OVG will also secure concert and event programming for Jack Trice Stadium and Hilton Coliseum, contribute to the operation and design of the future Sukup Cylo amphitheater and manage event parking services for all Iowa State Center live events.
Expanding Entertainment Options at Iowa State
“The Iowa State Center has long been recognized as one of the nation’s top destinations for live music and performing arts shows, and this partnership with Oak View Group will allow us to further that legacy while also affording new opportunities when CyTown and the Sukup Cylo arrive online in 2027,” said Pollard. “Oak View Group’s proven track record of success will help us realize additional opportunities to bring new events to the Iowa State Center that will not only grow revenues but enhance entertainment options for our community.”
The Iowa State Center, originally envisioned by former university president Dr. James H. Hilton (1953-1965), currently comprises Jack Trice Stadium, Hilton Coliseum, CY Stephens Auditorium, Fisher Theater, and Scheman Building. CyTown, a new multi-use district being developed between Jack Trice Stadium and Hilton Coliseum in partnership with Goldenrod, is slated to open in 2027.
OVG’s Involvement in Upcoming Events
Jack Trice Stadium has previously hosted performances by iconic artists including The Rolling Stones (twice), Paul McCartney, Genesis, U2, George Strait, and Chris Stapleton. Hilton Coliseum has welcomed entertainers such as Elton John, Billy Joel, and Bruce Springsteen since its opening in 1971.
OVG is already involved in securing events for 2026, including Luke Combs’ “My Kinda Saturday Night Tour” in April and the “Big Ass Stadium Tour Part 2” featuring Post Malone and Jelly Roll in July, both at Jack Trice Stadium.
Oak View Group’s Vision for Iowa State
“The excitement is building on campus at Iowa State University, and we’re thrilled to help the University expand their live event content at their on-campus venues by bringing top-notch live entertainers and artists to the region,” said Greg O’Dell, President, Venue Management, Oak View Group. “We look forward to working with our new partners at ISU and generating new live experiences that bring people into Ames and support local businesses.”
About Oak View Group
Founded in 2015, Oak View Group (OVG) is a global leader in premium live entertainment infrastructure and services. OVG’s platform encompasses venue development and end-to-end capabilities across venue management, hospitality, and sponsorship sales. The company serves a portfolio of seven world-class owned venues and provides services to a client roster of iconic arenas, stadiums, convention centers, music festivals, performing arts centers, and cultural institutions.
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