Pepsi Amphitheater, set in Fort Tuthill Park, is celebrating its 20th anniversary this April as a hub for live entertainment in Arizona’s Hill Country. The venue has become known for its outdoor setting where families can enjoy performances under the stars.
The amphitheater’s growth is attributed to a partnership between Nackard Pepsi and R Entertainment, which has lasted two decades and involved collaboration with Coconino County leaders. In their first year working together, the number of shows increased from an average of three per year to 30 annually. To date, nearly 500 artists have performed at the venue.
Each season, more than 42,000 people attend events at the 3,000-seat amphitheater. The majority of attendees—60 percent—come from outside Coconino County, with Phoenix being the largest source of concert-goers followed by Northern Arizona and Las Vegas.
The amphitheater also contributes significantly to the local economy. The 2025 season generated $13.7 million for the area, including $2 million spent at Flagstaff bars and restaurants before or after shows. All events are zero waste due to an extensive recycling program led by Nackard Pepsi’s in-house expertise.
Venue organizers emphasize creating unique experiences for performers. For example, when Robert Plant visited in 2024, organizers arranged a backstage telescope experience so he could stargaze. More information about Pepsi Amphitheater and its history can be found on the organization’s website.
