Project Concept

Creative Hub within Established Urban District

UMusic Row is a planned sub-district of Huntsville’s acclaimed MidCity District. The fully-phased project will include hospitality, food & beverage, music production, and event spaces. The project is anchored by Universal Music Group’s first domestic hospitality / event activation, and will provide Huntsville’s growing population with the cultural amenities they desire.

A Cultural Ecosystem

1. Orion Amphitheater

Award winning concert venue welcoming hundreds of thousands of fans every year.
Open 2022

2. UMusic Hotel

250 key branded hotel with studios, co-working, bar, pool, rooftop and amenities, welcoming concert guests and other visitors.
Open 2027

3. Theatre Style Venue

Universal Music Group operated live venue with UMG cafe and bar.
Open 2027

4. Culinary Arts School

30,000 square foot Culinary Arts Center including a +/- 3,000 square foot Wine Restaurant.
Open 2028

5. FAME Studio Artist Residency

24 boutique artist suites, café/bar/fashion retail, and a FAME-branded recording studio
Open 2029

6. Apollo Foundation

180,000 square feet of education, innovation, dining, and immersive entertainment space.
Open 2028

Anchored by Global Brand’s First US Activation

The genesis of UMusic Row came from a unique, exclusive partnership between MidCity’s developers (RCP Companies) and Universal Music Group (UMG), one of the world's leading music & culture brands.

UMusic Row will be the first UMG branded activation of this kind in the US. This unique partnership, combining a global brand with a proven local development team and significant public incentives, presents an unparalleled opportunity for long-term growth & strong project performance.

UMG's Global Prominence

The global leader in music-based entertainment, UMG engages in recorded music, music publishing, merchandising, and audiovisual content with artists & audiences across 60 countries.

Global Market Share

4 of the top 5 global artists

Case Study

Application of UMG Brand Power

UMG's vast influence will be channeled into Huntsville and this project, driving concerts, events and fans to the city. UMG’s commitment to prove this entertainment + hospitality model for a broader US roll-out will further incentivize the success of this project.

UMusic Hotel Madrid

Opened in late 2023, UMusic Hotel’s Madrid property has already demonstrated the power the the UMG brand wields.

325

Total Live Events

12.4B+

Unique Media Impressions

€25M+

Est. Media Clipping Value

Condé Nast Traveler

"A historic broadway-quality theater and Madrid’s pulse at your fingertips."

"...Madrid is a very walkable city but having everything outside your door is a convenience few hotels can brag about. And no hotel in the city has a focuson music so strong that it has its very own 900-seat, historic theater. Since opening it has hosted the Broadway show Company, a Coca-Cola musicfestival, and an opening day concert featuring Ryan Tedder (of One Republic fame) singing music he’s written for some of today’s biggest artists...i.e. Beyonce and Adele. This attracts the cool kids who want to see music in every corner of the space, from the hallways to the rooms to the revolving door of singers/songwriters playing in the restaurant at all hours of the day and night."