Coca-Cola Unveils Plans for New Amphitheater in Birmingham, Expanding Brand Presence and Community Engagement
Coca-Cola Bottling Company UNITED has announced a major investment in Birmingham, Alabama, with the development of a new Coca-Cola-branded amphitheater set to open in 2025. The 9,000-seat venue, to be built on the site of the former Carraway Hospital property, signals a significant step in the brand’s regional engagement and experiential marketing strategy.
Birmingham Mayor Randall Woodfin and developers from Corporate Realty officially revealed the plans, positioning the amphitheater as a cultural and economic anchor for the city’s revitalized Carraway district. The open-air venue aims to attract year-round entertainment and tourism, leveraging Coca-Cola’s branding to enhance the consumer experience on-site and off-stage.
The project is part of a $55 million public-private partnership and is spearheaded by Live Nation, which will operate the facility. With capacity for both seated and lawn audiences, the amphitheater is projected to host over 30 events annually—including concerts, festivals, and potentially branded activations—further integrating the Coca-Cola name into Alabama’s entertainment landscape.
Besides its entertainment value, the amphitheater offers strategic opportunities for Central Alabama’s retail and FMCG sectors. Increased foot traffic is expected to support surrounding hospitality and food service venues, while Coca-Cola and partner brands will benefit from heightened visibility and direct-to-consumer engagement.
The headquarters proximity of Coca-Cola Bottling Company UNITED, located just blocks from the new site, plays a critical role in the brand’s local investment. The company, one of the largest Coca-Cola bottlers in the U.S., emphasizes that the amphitheater aligns with their long-standing commitment to community development and regional partnerships.
As the FMCG industry continues to leverage lifestyle experiences to deepen consumer connections, Coca-Cola’s move exemplifies a broader trend of brands expanding beyond traditional retail touchpoints. The integrated branding strategy aims to drive both experiential loyalty and incremental product engagement in a key Southern market.
Construction is expected to begin later this year, with the amphitheater slated to open in mid-2025.