Coca-Cola Roxy
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| Coca-Cola Roxy | |
|---|---|
 | |
| Name | Coca-Cola Roxy |
| Location | The Battery Atlanta, Atlanta, Georgia |
| Opened | 2017 |
| Owner | Silver Lake Partners |
| Operator | ASM Global |
| Capacity | 3,600 |
| Architects | Wakefield Beasley & Associates |
Coca-Cola Roxy is a live music venue and performing arts space located at The Battery Atlanta adjacent to Truist Park in Atlanta, Georgia. The venue opened in 2017 amid development tied to the Atlanta Braves relocation, and it has hosted a range of concerts and events featuring national and regional artists. The Roxy has become part of Atlanta's entertainment district alongside sports, hospitality, and retail projects.
History
The venue was developed during the Braves' move from Turner Field to Truist Park and the associated mixed-use project led by Liberty Media, Atlanta Braves, The Battery Atlanta, Arthur Blank, SunTrust Park proponents, and private investors. Construction and planning involved developers such as Silver Lake Partners and architectural firms connected to redevelopment projects in Cobb County, Downtown Atlanta, and Buckhead neighborhoods, while opening year 2017 coincided with concert tours by artists promoted by firms like Live Nation Entertainment, AEG Presents, and local promoters linked to Fox Theatre programming. Early bookings included acts associated with agencies representing performers who have appeared at venues like Madison Square Garden, Red Rocks Amphitheatre, House of Blues, and Terminal 5.
Design and Architecture
The design reflects contemporary arena-adjacent entertainment architecture influenced by projects such as Barclays Center, Staples Center, and renovation precedents like Carnegie Hall restorations. Architects and interior teams drew on regional material palettes similar to those used in Mercedes-Benz Stadium and State Farm Arena projects, and coordinated with landscape architects experienced with urban plazas in Ponce City Market and Atlantic Station. Sightlines, acoustics, and audience flow reference engineering approaches utilized at Royal Albert Hall and Wembley Stadium while integrating building systems consistent with codes overseen by American Institute of Architects affiliates and municipal authorities in Sandy Springs and Marietta jurisdictions.
Facilities and Amenities
The venue seats approximately 3,600 patrons and includes a configurable main floor, balcony levels, VIP suites, and hospitality spaces comparable to amenities at The Tabernacle (Atlanta), Ravinia, and Bowlive. Concessions, bars, backstage rooms, loading docks, and production offices were planned with service providers who have worked with Ticketmaster, Coca‑Cola Company brand partnerships, and venue management firms such as ASM Global and SMG. Accessibility features comply with standards advocated by organizations like Americans with Disabilities Act implementation committees, and event services coordinate with transit agencies including MARTA and regional parking operations used by Cobb County event planners.
Events and Programming
Programming spans rock, hip hop, country, electronic, and comedy, drawing touring artists promoted by Live Nation Entertainment and AEG Presents, while also featuring local performers from scenes associated with Atlanta hip hop, Outkast, Goodie Mob, Dreamville affiliates, and college circuit acts tied to institutions like Georgia State University and Emory University. The venue hosts private events, corporate functions with partners such as Coca‑Cola Company and regional hospitality groups tied to Hilton Worldwide and Marriott International, and festival slots connected to itineraries resembling SXSW, Bonnaroo, and ACL Festival bookings. Special engagements have mirrored residencies and limited-run series seen at Blue Note Jazz Club and theater residencies linked to Atlantis Events.
Operations and Management
Operations are overseen by a professional management team working with promoters, booking agencies, and technical crews who typically collaborate with unions and organizations such as International Alliance of Theatrical Stage Employees and touring logistics firms that serve venues like MGM Grand Garden Arena and The Forum. Security, crowd management, and emergency planning coordinate with local law enforcement including Cobb County Police Department and municipal safety offices, while financial administration connects to investment entities and stakeholders including Braves Group, Liberty Media, and commercial partners aligned with regional economic development authorities.
Reception and Impact
Since opening, the venue has been noted in coverage alongside Atlanta cultural institutions like Fox Theatre, High Museum of Art, Atlanta Symphony Orchestra, and neighborhood entertainment clusters in Midtown Atlanta and Buckhead. Critical reception in local media compared programming diversity to longstanding clubs such as Variety Playhouse and Chastain Park Amphitheatre, and economic assessments referenced impacts similar to those attributed to mixed-use developments like Atlantic Station and BeltLine projects. The Roxy's presence contributed to year-round activity in The Battery Atlanta, influencing hotel demand tied to brands such as Hyatt Hotels Corporation and restaurant partners operated by groups experienced with Eataly-style and regional culinary ventures.
Category:Music venues in Georgia (U.S. state) Category:Buildings and structures in Atlanta