VenuesNow 2026 All-Star Honoree: Alex “AC” Craig

Alex “AC” Craig
General Manager & Production Manager
The Orion Amphitheater / tvg Hospitality

WITH ARMS WIDE OPEN
Best show you saw this year? “Creed!”

Since opening in 2022, The Orion Amphitheater has grown from being a successful new amphitheater into the anchor of a much larger entertainment ecosystem in Huntsville, Alabama.

“One of our greatest successes has been continuing to establish The Orion as a true pillar of the Huntsville community,” says Alex “AC” Craig, GM and production manager at the venue. “We have built a model that allows us to operate a successful live entertainment venue centered on concerts, while also delivering meaningful community and cultural programming to the city we serve.”

Founded by tvg hospitality, The Orion made an early commitment to serve as an accessible community resource, particularly for nonprofits and local partners. Alongside city stakeholders, they identified four areas the venue could have the greatest impact: arts and entertainment; education and wellness; cultural diversity; and sustainability.

“Because of The Orion’s community programming, we have had to develop an operation that’s adaptable,” explains Craig. “That flexibility has helped us think beyond the traditional amphitheater model and create experiences that feel intentional rather than one-size-fits-all.”

In the first three years of operation, The Orion reported approximately 626,000 attendees and contributed about $131 million in total economic impact for the city. Craig credits Orion’s stars – a full-time management team of 28 with 200 seasonal, part-time and contract employees – for the venue’s success.

“We have worked hard to create custom processes while remaining flexible enough to handle the unique demands of each event,” says Craig. The Orion has a cultural event manager, a sustainability manager and, specifically for Gen Z and Alpha, the venue has built relationships with local content creators for insight into programming.

“Ultimately, our success is measured not just by the number of shows we present, but by whether The Orion has become a place where Huntsville – and the broader North Alabama region – feels invested in, represented and welcomed,” adds Craig.