Akins Ford Arena, The Classic Center

A First-Class Venue Fusing Entertainment and Opportunity

Transforming the entertainment and economic landscape with a forward-thinking vision

Athens, Georgia, known for its deep ties to the University of Georgia and its rich music history, is embracing a new chapter that promises to reshape its cultural and economic landscape. The grand opening of Akins Ford Arena at The Classic Center signals more than just the debut of an entertainment venue; it marks a transformative moment for the entire region. This project reflects the community’s forward-thinking vision, emphasizing entertainment, economic development, connectivity, and cultural growth.

Paul Cramer, President and CEO of The Classic Center, shares how the venue’s journey began in 1995, steadily growing into one of Athens’ key economic drivers. “We began building The Classic Center nearly 30 years ago, and since then, it’s expanded four times. We’ve grown from hosting 300 events to as many as 600 events yearly and now we are anticipating Akins Ford Arena adding an additional 125 events annually to that number. Our economic impact has grown significantly—currently, we’re generating about $60 million annually and the arena is projected to increase that impact to $90 million annually,” Cramer explains.

The ripple effect

The latest expansion—Akins Ford Arena—is central to Athens’ long-term development plans. “It is in the mission of The Classic Center to generate maximum economic impact. The Classic Center Authority Board challenged us with the question of, how can we further that impact on our community. We conducted two studies through Odell and CSL, and through that, the answer was obvious that the arena would help us further our mission” Cramer stated. The 8,500-seat arena will soon host major concerts, professional hockey, and sports tournaments, bringing unprecedented opportunities to the region. Cramer continues, “This arena changes everything. It’s not just about the events—it’s about the ripple effects those events have on tourism, local businesses, job creation, and the overall vitality of Athens.”

Athens also benefits from a year-round inflow of university students. For nine months out of the year, the town is home to approximately 40,000 students. These students contribute to the local economy and draw in parents, athletics events, and tourists—particularly after winning back-to-back national football championships. “Having that additional substantial punch to our local economy is great,” says Cramer. “But it’s much larger than that because students bring families, friends, and visitors, which continues to bolster our economy.”

The economic impact is staggering, with the arena expected to generate an additional $30 million in annual revenue for the city, raising The Classic Center’s total economic impact to $90 million. “We’ve already seen the numbers climb with our existing events, but the arena is going to take that impact to new heights,” Cramer shares. “It will solidify Athens as a destination city for the Southeast and drive long-term economic growth.”

The ability to bring larger acts, conventions, and sports competitions to Athens is a giant leap forward for the community. Katie Williams, Vice President of Sales, Marketing, and Tourism for The Classic Center, explains the impact of the new venue. “The arena allows us to bring larger acts to Athens—acts that haven’t been able to come before because we didn’t have a venue big enough,” Williams shares. “We’re talking about major concerts, family shows, and professional sports. We’ve already sold out back-to-back shows with Megan Moroney—6,500 tickets sold out in mere minutes for each show—and the response has been incredible.”

Waterfront connection

Akins Ford Arena is strategically located to enhance connectivity within Athens. Its downtown placement is a deliberate decision to foster deeper connections between the city’s businesses, cultural landmarks, and residents while encouraging growth and revitalization. The arena will also link downtown Athens with the Oconee River, sparking new opportunities for riverfront development and urban renewal.

David Bradley, President and CEO of the Athens Area Chamber of Commerce, emphasizes the significance of the arena’s location. “The Akins Ford Arena will bring new life to the riverfront. We’ve seen this happen in other cities—when you bring water back into the community and make it a focal point, amazing things happen,” Bradley shares.

Cramer points out that the original Classic Center board could have chosen to build on flat, accessible land by the mall in the ’90s. Instead, they decided to integrate the venue into downtown Athens. “The board knew it was important to build into the heart of the community,” Cramer recalls. “That decision has paid off in ways we couldn’t have imagined. Now, with the arena, we’re continuing that vision—connecting downtown to the river, bringing people together, and creating a space that reflects the unique character of Athens.”

Creating jobs, boosting revenue

Williams sees the arena as a meaningful driver of tourism and job creation for Athens. “Beyond the events themselves, the arena will have a tremendous impact on our local businesses,” she shares. “More people will stay in hotels, eat in restaurants, and shop in local stores. We estimate the arena will create hundreds of new jobs and generate millions in revenue for local businesses.”

For businesses like Akins Ford, the arena’s namesake sponsor, the project offers an opportunity to give back to the community. Brad Akins, President and Owner of Akins Ford, reflects on his deep ties to the Athens area and how his company became involved with The Classic Center. “We’ve been a locally owned and family-operated business since 1966,” Akins shares. “My involvement with The Classic Center began in 2013 when I helped bring Georgia club hockey to the venue. That was the beginning, but as the arena project developed, I saw the potential for something bigger. This arena will bring entertainment and activity to this area that we’ve never seen before.”

The arena will host not one but two hockey teams: the professional Athens Rock Lobsters and the University of Georgia’s Ice Dawgs. These teams add a dynamic layer of sports entertainment to attract locals and visitors. Akins highlights the broader economic impact of the arena on the community. “Anytime you bring in an attraction of quality and sustainability, it positively impacts local businesses,” he explains. “The arena will help downtown Athens become even more robust. It’s not just about the immediate events—it’s about the long-term opportunities this venue creates for businesses to engage with the community and for consumers to experience something new.”

Interactive music and art

Akins Ford Arena isn’t just an entertainment venue—it’s a cultural hub for Athens. One of its most exciting features is the Georgia Music Collection from the University of Georgia Libraries, which will be housed in the arena’s concourse. The collection, transferred from Macon, offers visitors an interactive experience that showcases Georgia’s rich musical heritage. “This isn’t just a museum exhibit,” Cramer shares. “It’s an interactive experience highlighting our incredible music heritage here in Georgia. Every visitor to the arena will experience that history, which we’re excited about.”

The state legislature played a critical role in securing this collection in Athens. “I need to thank our state senators and representatives, who went above and beyond to help our community anchor what used to be the Georgia Music Hall of Fame, now called the Georgia Music Collection from the University of Georgia Libraries,” Cramer says. “We received $2.7 million in state funding to create this interactive experience. In addition to the music exhibit, the project will feature a 30-foot sculpture in the plaza, a two-story mural inside the arena, and a mural on The Classic Center’s parking deck celebrating Athens’ music history.”

The state’s support didn’t stop there. Private fundraising also played a significant role in ensuring the sustainability of the arena. “We had a strong private fundraising campaign,” Cramer adds. “This funding supports the arena’s operation, the Georgia Music Collection, and an endowment to help bring in the biggest and best shows. It’s a community effort from both the public and private sectors.”

Akins Ford Arena will serve as a campus for a learning lab, offering students from local institutions to gain hands-on experience in hospitality, entertainment, sports, and event management. “We’ve established a space where students can come in, learn on the job, and get paid while they do it,” Cramer explains. “It’s a fantastic way for them to gain real-world experience in a high-profile setting and benefit the entire community.”

Growth well into the future

Williams mentions that the inaugural season of Akins Ford Arena will open with its first concert, featuring Athens’ own The B-52s. “The B-52s are the perfect choice to open the arena,” Williams shares. “Their influence on Athens’ music scene is undeniable, and the fact that their music inspired the name of our new hockey team, the Athens Rock Lobsters, just ties everything together beautifully. We’ve already nearly sold out the show and couldn’t be more thrilled.”

Over the next decade, the arena will spark further development along the riverfront and surrounding neighborhoods, creating new opportunities for businesses and creative industries to thrive. “We’re already seeing the potential for new businesses and creative economies to spring up around the arena,” Williams observes. “This is just the beginning. Over the next five to ten years, we will see incredible growth and development, and the arena will be at the heart of it all.”

“Athens has always had a positive image, but I believe the arena is going to take that to the next level,” Bradley says. “This will be a destination for people from all over the Southeast. They’re not just coming for the events—they’re coming for the experience, for the chance to spend a weekend in Athens, enjoy our downtown, and be a part of something special.”

AT A GLANCE

Akins Ford Arena, The Classic Center

What: A multi-purpose event venue that hosts various activities, including concerts, performances, sports events, conventions, and community gatherings.

Where: Athens, GA

Website: AkinsFordArena.com