Nashville's Premier Immersive Music Experience
Where MSG Sphere meets ABBA Voyage meets Area 15
Purpose-built for MUSIC in MUSIC CITY
A TMEH Platform Opportunity | Separate Capital Raise | Confidential
17M Visitors. No Immersive Music Experience.
| Grand Ole Opry | Historic venue (not immersive) |
| Country Music Hall of Fame | Museum format |
| Ryman Auditorium | Small capacity (2,300) |
| Broadway Honky Tonks | Bar format (not premium) |
| Gaylord Opryland | Hotel focus |
8.9M visitors engage with these attractions annually
8M+ visitors are underserved by current offerings
Music City Immersive fills this gap with a $1B+ standalone asset
Proven Models for Immersive Entertainment
| Attraction | Investment | Annual Attendance | Revenue | Key Learning |
|---|---|---|---|---|
| MSG Sphere (Las Vegas) | $2.3B | 2M+ | $400M+ | Immersive commands premium; too expensive to replicate |
| ABBA Voyage (London) | $175M | 1M+ tickets/yr | $140M (2024) | 90%+ occupancy; £2.7B UK economic impact; digital artist experiences at scale |
| Area 15 (Las Vegas) | $150M + $161M expansion | 15M+ total visitors | $796M on-site spending | Multi-experience district model; now 418K sf retail + 200 hotel rooms |
| Meow Wolf (Multiple) | $50-100M/ea | 1M+/location | $50M+/ea | Immersive art scales with strong creative |
| Illuminarium | $30M/ea | 300K+/year | $15M+/ea | Rotating content drives repeat visits |
Sources: MSG Entertainment filings (2024); ABBA Voyage parent company Pophouse (2024 annual report); Area 15 investor materials & Las Vegas Review-Journal (2024); Meow Wolf press releases.
MCI Position: ABBA Voyage-level investment ($175-200M) with Area 15 multi-experience model
Purpose-built for music in the music capital of the world
200,000+ Square Feet of Immersive Entertainment
2,500 Seats
Shows: Tim McGraw Experience, Legends of Country, Nashville Rising
6 Experiences
Full Complex
Average Guest Spend: $395 | 4-Hour Visit Duration | 365 Days/Year Operation
The Area 15 Multi-Experience Model
Beyond the main theater, MCI features permanent and rotating immersive rooms - each a standalone ticketed experience, like Area 15's Meow Wolf, Illuminarium, and specialty attractions.
Permanent Installation | 4,500 SF
Walk through California beaches, feel the sand beneath your feet, experience "Pet Sounds" in full spatial audio. Interactive surf simulator. Complete visual/audio immersion in the summer of endless youth.
$35/ticket
Rotating Installation | 5,000 SF
Two global icons collide in an impossible duet. Digital Elvis and ABBA avatars perform mashups and originals in a surreal Vegas-meets-Stockholm environment. The collaboration that never was - now real.
$45/ticket
Premium Residency | Theater Shows
Dolly Parton brings her magic to Music City Immersive with exclusive residency performances. Full production spectacle. A partnership that brings two Nashville icons together in the same building.
$150-250/ticket
Rotating Content = Repeat Visits: New immersive rooms every 6-12 months keep locals coming back and give tourists a reason to return. Area 15 model proves this drives $796M annual on-site spending from repeat visitors.
Premium Limited-Run Programming
Example: Post Malone "F-1 Trillion" Launch
$75-150/ticket | Target: $2-4M per launch
6-8 major album launches/year × $2-4M each
$15-25M incremental revenue
| Residency Type | Duration | Revenue |
|---|---|---|
| Dolly Parton (Theater) | 4 weeks/year | $8-12M |
| Legacy Artist (Rotating) | 6-8 weeks/year | $6-10M |
| Rising Stars | Ongoing | $3-5M |
| Holiday Specials | 8 weeks/year | $5-8M |
| Total Residency | $22-35M |
Why Artists Want Residencies:
• Premium production value they can't afford alone
• Built-in audience (1.8M annual visitors)
• No touring logistics
• Merchandise revenue share
• Legacy documentation
Premium Venue Rentals & Brand Activations
| Event Type | Capacity | Starting Price |
|---|---|---|
| Full Buyout (MCI Complex) | 2,500+ | $250,000 |
| Theater Private | 2,500 | $150,000 |
| VIP Lounge Events | 200-500 | $50,000 |
| Launch Parties | 1,000 | $75,000 |
| Brand Activations | Variable | $100,000+ |
Target: 100+ corporate events/year
Annual corporate revenue: $15-20M
| Event Type | Venue | Price Range |
|---|---|---|
| Weddings | Multiple spaces | $25,000-100,000 |
| Milestone Birthdays | Artist pods | $5,000-25,000 |
| Reunions | Draft House + | $10,000-50,000 |
| Bachelor/ette | VIP packages | $2,500-10,000 |
Nashville Wedding Market:
• 25,000+ destination weddings/year in Nashville
• Average wedding spend: $45,000
• MCI becomes premium wedding destination
• Target: 200+ private events/year = $5-8M
ABBA Voyage Comparison: Corporate events generate significant premium revenue. ABBA Voyage's private booths, Oceanbird Lounge, and exclusive packages drive higher per-capita spend and fill off-peak inventory.
Full Entertainment Complex Economy
| Concept | Size | Revenue |
|---|---|---|
| Draft House Flagship | 15,000 SF | $22M |
| Whiskey Bar & Lounge | 5,000 SF | $8M |
| Quick Service / Cafe | 3,000 SF | $4M |
| Food Hall (3-4 stalls) | 6,000 SF | $6M |
| Ice Cream / Desserts | 1,500 SF | $2M |
| Total F&B | 30,500 SF | $42M |
| Store | Size | Revenue |
|---|---|---|
| Main Gift Shop | 8,000 SF | $10M |
| Artist Merch Stores | 5,000 SF | $6M |
| Vinyl & Music Shop | 3,000 SF | $3M |
| Western Wear Boutique | 2,500 SF | $4M |
| Instrument Gallery | 2,000 SF | $2M |
| Total Retail | 20,500 SF | $25M |
4 Hours of Premium Entertainment
| Time | Experience | Guest Spend |
|---|---|---|
| 0:00 | Arrive, General Admission Exhibits | $50 |
| 0:30 | Nashville Origins Walk-Through | Included |
| 1:00 | Tim McGraw Experience (Main Theater) | $150 |
| 2:30 | Jelly Roll Pod | $30 |
| 3:00 | Recording Studio (Vocal Booth Experience) | $75 |
| 3:45 | Draft House Dinner | $50 |
| 4:30 | Retail / Merchandise | $40 |
| Total Guest Spend | $395 | |
Premium Tech Stack for Premium Experiences
| LED Display | 160,000+ sq ft wraparound |
| Resolution | 8K+ equivalent |
| Audio | L-Acoustics L-ISA spatial (164+ speakers) |
| Motion | D-Box or MediaMation platforms |
| Haptics | Integrated seat feedback |
| Motion Capture | Digital artist recreation capability |
| LED/Display | Samsung, LG, Daktronics |
| Spatial Audio | L-Acoustics, d&b audiotechnik |
| Motion Capture | Disguised, Weta Digital |
| Holographic | Base Hologram, Musion |
| Motion Platforms | D-Box, MediaMation |
| Content Management | Custom/Proprietary |
Design Philosophy: Technology as canvas, not spectacle. The music and stories come first; technology amplifies the emotional experience.
Titans Stadium Development Zone (Preferred)
RECOMMENDED OPTION
| I-40 Corridor | Lower land cost, parking, expansion room |
| Airport Area | Tourist access, available land |
| Downtown | Foot traffic but high cost, limited parking |
Titans Zone is preferred due to:
- Built-in event traffic
- Draft House co-location
- Public-private partnership potential
- Premium real estate appreciation
$200M+ Investment
| Construction | $100-120M |
| Technology & Equipment | $40-60M |
| Land/Location | $30-40M |
| Pre-Opening & Content | $20-30M |
| Working Capital | $10-15M |
| Total | $200-265M |
| TMEH Contribution | $40M (20%) |
| Strategic Partner (MSG, LN, Mubadala) | $80M (40%) |
| Nashville/Titans Incentives | $40M (20%) |
| Project Debt | $40M (20%) |
| Total | $200M |
Key Principle: MCI is funded separately from the TMEH Platform raise ($300M).
Platform success de-risks MCI investment by proving Tim McGraw brand value and Nashville execution capability.
Y7 Mature Operations: $380M+ Revenue
| Stream | Revenue |
|---|---|
| Main Theater Shows | $135M |
| Artist Pods (6+) | $45M |
| Immersive Rooms (Rotating) | $25M |
| Album Launch Experiences | $20M |
| Residencies (Dolly, Legacy) | $28M |
| GA / Walk-through Exhibits | $18M |
| Recording Studios | $4M |
| Live Venue (Launchpad) | $7M |
| Experience Subtotal | $282M |
| Stream | Revenue |
|---|---|
| Draft House Flagship | $22M |
| Other F&B (Bar, Cafe, Food Hall) | $20M |
| Retail (Gifts, Merch, Vinyl) | $25M |
| Corporate Events | $18M |
| Private Celebrations | $7M |
| Sponsorship / Naming | $8M |
| F&B/Retail/Events | $100M |
TOTAL: $382M
3-4 Year Path to Opening
| Phase | Timing | Activities | Investment |
|---|---|---|---|
| Concept & Design | 2026 | Creative development, architectural design, technology specification | $10M |
| Site & Partnerships | 2026-2027 | Land acquisition, Titans partnership, incentive agreements | $30M |
| Construction | 2027-2028 | Building construction, technology installation | $120M |
| Content & Testing | 2028-2029 | Show development, artist pods, soft opening | $30M |
| Grand Opening | 2029 | Full operations launch | $10M |
Dependencies on TMEH Platform:
MCI benefits from TMEH proving: (1) Tim McGraw brand monetization, (2) Nashville execution capability via MCR,
(3) Artist partnership model with Reba/Jelly Roll, (4) Draft House operating template
MCI Requires Partners Beyond TMEH
| Partner Type | Candidates | Value Contribution |
|---|---|---|
| Venue/Technology | MSG Entertainment, Live Nation, Sphere Entertainment | Immersive expertise, technology partnerships, operating know-how |
| Sovereign/Institutional | Mubadala, TWG Global, Ares, Blackstone | Patient capital, real estate expertise, long-term hold alignment |
| Local/Municipal | Nashville, Metro Government, Tennessee Titans | Land access, incentives, infrastructure support |
| Content/Media | Skydance, Paramount+, NBCUniversal | Content pipeline, distribution, cross-promotion |
| Risk | Impact | Mitigation |
|---|---|---|
| Capital Raise Failure | High | Phased approach; TMEH platform succeeds without MCI |
| Construction Cost Overrun | Medium | Fixed-price contracts, contingency budget (15%) |
| Technology Obsolescence | Medium | Modular design, upgrade pathways, rotating content |
| Attendance Below Projections | High | Conservative assumptions; Nashville tourism growth backstop |
| Artist Partnership Failure | Medium | Multiple artist pods; estate partnerships (Cash) are perpetual |
| Competitive Entry | Medium | First-mover advantage; Tim McGraw brand is non-replicable |
| Tim McGraw Availability | Medium | Key person insurance; venue operates 365 days without Tim |
Critical Point: TMEH Platform ($300M raise) succeeds whether or not MCI is built.
MCI is upside optionality, not a dependency.
Unique Convergence of Factors
$2.1B stadium opening 2027 creates development zone and partnership opportunity.
24-36 month window to secure position.
At 57, Tim has 15-20 year runway to build legacy asset. Brand equity at peak.
Dolly built Dollywood at 40 - Tim has same runway.
17M visitors growing to 20M+ by 2030. No immersive music attraction exists.
8M+ visitors underserved by current attractions.
The convergence of Titans development, Tim McGraw's brand maturity, and Nashville's tourism growth
creates a once-in-generation opportunity for Music City Immersive.
MCI is a $1.5B standalone asset that represents the crown jewel of the TMEH platform vision.
Funded separately, de-risked by platform success, positioned for maximum value creation.
Path to Music City Immersive
MCI is a separate $200M+ opportunity for strategic partners who want to own
the definitive immersive music experience in America's music capital.
Contact: Scott Siman, EMCo | Brian Kaplan, TMEH
MUSIC CITY IMMERSIVE
A TMEH Platform Opportunity | Separate Capital Raise | Target Opening 2029