Visit Rogers Invests in the Walmart AMP

NORTHWEST ARKANSAS, May 28, 2019 – Visit Rogers and the Walmart AMP announced today a new 10-year marketing partnership worth $1 million that supports operations of the Walmart AMP and the AMP 20|20 expansion project.

Visit Rogers will be the exclusive destination marketing organization (DMO) sponsor at the venue, and the east plaza will become the Visit Rogers Plaza. Visit Rogers, a division of the Rogers-Lowell Area Chamber of Commerce, will also provide content on the Walmart AMP website to help patrons plan their visit to the venue.

The unprecedented partnership benefits the community in many ways, says Visit Rogers Executive Director J. R. Shaw. “Our investment in the AMP 20|20 expansion project accelerates its completion, grows event attendance and elevates guest satisfaction for the AMP. This marketing partnership drives awareness of the Walmart AMP and Rogers as a world class tourism and entertainment destination, increasing overnight stays and visitation to Rogers and showcasing quality of life benefits of the entire community.”

The Walmart AMP annually averages 129,000 people attending shows or events during the six- month concert season. Most of those patrons visit from the key drive markets of Arkansas, Missouri, Oklahoma, Kansas and Louisiana, while patrons from 38 other states have also attended shows or events at the Walmart AMP.

Those who travel for shows are not just buying concert tickets; they are spending money on lodging, meals, gas and other items – all purchases that support and grow the $200 million local Rogers tourism economy.

There is a tangible economic impact in the community. The Americans for the Arts AEP5 study documented that patrons who attended arts and culture events in Benton and Washington counties, including Walmart AMP concerts, spend on average $35.89 per person per event, excluding the price of the ticket. That is above the national average.  Spending by non-locals increases to $71.20 per person per event.

“This partnership is about economic development – entertainment, tourism and community development,” said Peter B. Lane, President & CEO of Walton Arts Center. “Arts organizations and venues are economic drivers in our community, and we are excited to partner with Visit Rogers and introduce patrons to all that this region has to offer.”

The Walmart AMP (Arkansas Music Pavilion), a Walton Arts Center venue since February 2011, is Arkansas’ premier outdoor concert venue. The Walmart AMP has presented headlining concerts for the past 14 years. In its permanent home in Pinnacle Hills at 5079 W. Northgate Rd., Rogers, Ark., the Walmart AMP has the largest outdoor stage house in Arkansas.

Visit Rogers creates economic opportunity for our community by attracting meetings, conventions, and leisure visitors to the city of Rogers and Northwest Arkansas.  Overseen by the Rogers Advertising and Promotion Commission, Visit Rogers is the Destination Marketing Organization responsible for marketing the city to visitors, and is a division of the 5-Star accredited Rogers-Lowell Area Chamber of Commerce.  Contact Visit Rogers at