City selects VenuWorks to operate, manage Blue Cross Arena at the War Memorial

Mayor Malik D. Evans today announced that the City has chosen Ames, Iowa facility management company VenuWorks to operate and manage the Blue Cross Arena at the War Memorial, starting after the conclusion of the 2024-25 American Hockey League season. 

“This is an important decision for our city,” said Mayor Evans. “We have big plans for the Blue Cross Arena at the War Memorial as part of our ROC the Riverway initiative, with more than $7 million in upgrades planned that will keep its prominence as the primary sports and entertainment destination of the Finger Lakes. We are excited to welcome VenuWorks to Rochester.”

The selection of VenuWorks as the Arena’s new operator will be recommended to City Council for approval at its October meeting. The City issued a Request for Proposals (RFP) in April seeking a facility manager to provide operational, sales, and marketing services for the 255,540 square-foot arena, which was built in 1955 and had a $41 million renovation in 1998. Visiting locker room and concession upgrades were made in 2020, and as part of the Roc the Riverway plan for the arena, a riverside addition would expand the concourse level concession area to an open, club seating concept to allow more access to the venue.

The City owns the Blue Cross Arena at the War Memorial and maintains the building through its capital improvement budget. A state-of-the-art exterior digital marquee provides operators with advertising revenue opportunities. In addition to professional sports, the arena hosts a wide variety of entertainment events, high school and college sporting events, trade shows and more. It is also home to a veterans memorial.

VenuWorks currently operates more than a dozen similar-sized arenas in communities across the country, including the Ford Center located in Evansville, Ind., and the Alliant Energy PowerHouse arena in Cedar Rapids, Iowa. The firm has proposed to increase the use of the arena with diverse, new concert and stage offerings. The employee-owned and community-focused organization submitted a strong proposal, with no request for an annual base management fee, which would incentivize the agreement to maximize the financial performance of the venue.

Upon City Council approval of the selection, the City and VenuWorks would enter into a five-year agreement with the option for two additional five-year extensions. 

The arena’s current manager, Rochester Arena, LLC (RA), has maintained operations of the arena since 2019. In March, they notified the City of their intention to opt-out of their agreement and will assist with the successful transition of the operation and management of the facility to VenuWorks. 

In addition to operation and management functions, VenuWorks will invest more than $1.2 million in capital improvements at the arena, as well as manage the adjacent Court Street parking lot. The City will retain ownership and responsibility for the structure and replacement of the building’s systems, while VenuWorks will assume responsibility for routine maintenance and repairs.