Since opening in November 2006, just a year after breaking ground, the Prescott Valley Event Center has brought hundreds of entertainment events to the region, including professional hockey, football and basketball; high school and university graduations; concerts of all genres; home, garden and gun shows; statewide sports competitions; the circus; monster truck rallies; and even a rodeo.
Located in the center of Prescott Valley, the event center is the hub of the town’s entertainment and dining district. The $35 million facility seats more than 5,000 in the stadium seats and suites, and can accommodate up to 6,200 when chairs are set up on the floor. Among its amenities are 22 private luxury suites, two private party suites, club seats and parking for 2,300 vehicles. Recently, large outside screens have been added to accommodate overflow crowds, such as when presidential candidate Donald Trump spoke at the center.
Well known bands like Chicago, Godsmack, Three Doors Down, ZZ Top, Dierks Bentley, The Band Perry have played to sell-out crowds. From 2006 to 2014, Northern Arizona hockey fans filled the seats to support the Arizona Sundogs. In 2012, the Arizona Outlaws indoor football team called the arena home.
The center also hosted the memorial service for the 19 Granite Mountain Hotshots who died while fighting the Yarnell Hill Fire in 2013. Firefighters, first responders and government officials from throughout the U.S. joined thousands of locals to pay homage to these brave young men. A month later, the arena was jam packed as several country bands joined forces to raise money for the firefighters’ families.
Business of Entertainment
While the Town of Prescott Valley was not involved in the center’s financial arrangements, it did create an economic district around the center. According to Mayor Harvey Skoog, “Initially, the developers wanted the Town of Prescott Valley to build the center, but the Town Council felt it would be best if done by private enterprise.”
The Fain Signature Group (founded by the Fain family who has been ranching in Arizona since 1874), invested several million dollars on streets, turnout lanes, pipes, signal lights and infrastructure needed to build an event center of this magnitude. The town is repaying the group from a percentage of sales tax collected.
“The center has been a regional entertainment magnet, attracting folks from Phoenix, Flagstaff and often from out of state,” said Skoog. “It is a beautiful, enjoyable and efficient facility, and is a good economic booster for the community.”
Jimmy Roy, owner of Sally B’s Restaurant in Prescott Valley, said he sees an increase in business on the dates the event center is booked. “Primarily we have local folks come in to eat before or after an event. We also get a lot of high-school aged sports teams and their families. Since we are around the corner from the center, there is less traffic, which means parking is easier and we can usually accommodate groups more readily than some of the restaurants closest to the center.”
Horses and Hoops
In early 2017, the center announced it signed a contract to host the Professional Rodeo Cowboys Association’s (PRCA’s) Turquoise Circuit Finals Rodeo in October 2017 and 2018. The contract could be expanded out to multi-year contract. For the last 10 years, the Turquoise Circuit Finals Rodeo has been held in an outdoor arena in Las Cruces, New Mexico.
The decision to move the rodeo to the Prescott Valley Event Center was partially because of the rodeo’s desire for an indoor arena that provided a more intimate setting with more amenities, much like PRCA’s National Finals Rodeo in Las Vegas, which is considered rodeo’s Super Bowl or World Series.
The PRCA also hopes the new location will generate increased revenue in the form of sponsorships. The town and the event center are also counting on the rodeo to increase revenues locally via sponsorships, advertising, restaurants, hotels and other sales-tax generating businesses.
The annual Prescott Frontier Days “World’s Oldest Rodeo” in July is part of the Turquoise Circuit, so having the finals in Prescott Valley will further draw participants and spectators to the area.
In April, the Phoenix Suns’ basketball development league, or D-League, the Northern Arizona Suns, signed a five-year contract to call the Prescott Valley Event Center home. The 2016-17 season tipped off on Nov. 1, with 24 home games to take place at the center during the first season.
Jim Riley, a Prescott Valley resident since 1980 and former basketball referee for local league games, has attended nearly every game since the season opener. “I love going to the games and all the excitement. The players are very good. We used to go to the Sundogs games regularly so we were disappointed when they left, but for me, basketball is even better.”
Coming Soon
In addition to rodeo and basketball, the center will continue to host and sponsor other sporting events; vendor-based shows and concerts.
In March, the Western Collectibles and Gun Show will draw folks from throughout the Southwest. In May, seats will be filled with local high school, college and university graduates and their families. In June, Christian music enthusiasts can attend the three-day Elevate Music Festival.
And for those who just want a bit of fun and exercise, the center also offers ice skating with open skate sessions for skaters of all ages and abilities.
For more information on the Prescott Valley Event Center and upcoming events, visit PrescottValleyEventCenter.com or call 928-772-1819. The center is located at 3201 N. Main St., in Prescott Valley. QCBN
By Starla S. Collins, QCBN
Photo caption:
The Prescott Valley Event Center draws thousands for sporting events, concerts and trade shows, and serves as an important revenue generator for the Quad Cities area.
Photo by Starla Collins
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