When JW Roth talks about live music, he doesn’t start with business. He starts with a memory.
Growing up on a ranch near Larkspur, Colorado, concert tickets weren’t always within reach. “Going to a concert meant climbing a fence to get in,” he recalls with a laugh. Years later, after building a successful career outside the music industry, Roth found himself returning to concerts, but something still felt missing.
“I loved the music,” he says, “but I never loved the venues.”
That realization became the foundation for VENU, the entertainment and hospitality company Roth founded with a simple goal: design venues around the experience of the fan and the artist instead of asking concerts to fit inside buildings originally built for hockey games or basketball tournaments.
Today, that vision is taking shape in Centennial.
The Hall at Centennial represents a new chapter for VENU and introduces a concept unlike anything currently found in the Denver metro area. Rather than creating another concert venue, the company is developing a destination where music, dining, hospitality, and community all come together under one roof.
“For us, reimagining live entertainment means treating the venue itself as part of the show,” Roth explains.
The nearly 2,000-person indoor venue will feature premium dining, hospitality spaces, and one of VENU’s signature innovations: 50 The Luxe FireSuites® built throughout the venue in cascading tiers. Adjacent to the venue, a full-service restaurant will encourage guests to arrive early, linger after performances, and enjoy the space even when the music isn’t playing.
It’s a concept rooted in one of Roth’s favorite places…his own backyard.
Some of his best memories were made gathered around a fire pit with family and friends while music played nearby. That feeling inspired him to ask a simple question: Why couldn’t a concert venue recreate that same sense of connection?
The answer became the Luxe FireSuite.
Unlike traditional luxury boxes, the suites are designed to feel more like an extension of someone’s home than a private seating area. Owners enjoy a dedicated space to entertain family, friends, or clients while becoming part of a community of fellow music lovers.
“It’s not just about having a great seat,” Roth says. “It’s about creating a place people are proud to own and excited to return to.”
That vision resonated with Colorado investor Jason Pickerill, who purchased FireSuites in both Colorado Springs and Centennial.
“What initially caught my attention?” Pickerill says. “Who doesn’t love live music and fire?”
While the investment opportunity intrigued him, it quickly became about much more than potential returns.
“I originally thought I’d sell most of my tickets,” he explains. “Instead, I found myself using them. It’s introduced me to new people, expanded my social circle, and even broadened my taste in music. Some of my favorite nights this year happened because I had a seat waiting for me.”
For Pickerill, the appeal extends beyond the concerts themselves. He believes Centennial is uniquely positioned to become home to one of Colorado’s most talked-about entertainment destinations.
“Denver already has so much going for it,” he says. “This gives Centennial something truly unique. People are going to come here because they want to experience something they can’t find anywhere else.”
That sense of place is central to Roth’s philosophy.
Although VENU continues expanding across the country, each project begins by listening to the surrounding community rather than applying a one-size-fits-all approach.
“Centennial has a strong business community, excellent schools, and a growing population,” Roth says. “But it hasn’t had a premium entertainment destination to call its own.”
His goal is for The Hall at Centennial to become more than a concert venue. Between performances, he envisions the space hosting corporate gatherings, private celebrations, community festivals, movie nights, and civic events. Outdoor terraces, lounge areas, and the neighboring restaurant are all intended to encourage people to gather, whether or not there’s a headline act on stage.
“The venue should become part of everyday life,” Roth says. “Not just somewhere people visit a few nights each year.”
Of course, bringing a project of this scale to life hasn’t come without challenges.
“The biggest challenge is always expectations,” Roth admits. “The reward is watching that first crowd walk in and realize it’s even better than they imagined.”
As construction continues, that’s exactly the reaction he hopes guests will have from the moment they step inside.
“I want people to feel immersed immediately,” he says. “I want them thinking about when they can come back before they’ve even left.”
For Roth, that feeling captures what VENU has always been about—not simply building places to watch performances, but creating destinations where memorable experiences unfold long before the lights dim and continue long after the encore.
After all, as he puts it, “Music is the ultimate unifier.” And with The Hall at Centennial, VENU hopes to give Colorado a new place to come together.
“I loved the music, but I never loved the venues. We wanted to create a place designed around the fan experience from the moment guests arrive until long after the encore.”