JW Roth of VENU: The Fan-First Strategy That Redefines Luxury in Live Entertainment

As a part of our series about business leaders who are shaking things up in their industry, I had the pleasure of interviewing JW Roth.

JW Roth, a fifth-generation Colorado native, is Chairman and CEO of Venu. Mr. Roth Founded the Company in March 2017. Mr. Roth is also the Founder and Chairman of Roth Industries, LLC, an 85-ton per week prepared foods plant located in Colorado Springs, Colorado. Additionally, Mr. Roth is the sole manager and 50 percent shareholder of Centennial Standard Real Estate Company and co-manager of Touch 4 Partners, LLC, a venture capital investment fund. With more than 30 years of private and public company experience, Mr. Roth has been actively involved in helping take several companies public, including Aspen Bio, Inc. And Where Food Comes From, Inc. Mr. Roth has been featured in such publications as the Wall Street Journal, Fortune Magazine, and more than 50 business journals throughout the United States. He’s made multiple appearances on CNBC and Bloomberg Television and was named to the Venues Now 2022 All-Stars List.

Thank you so much for doing this with us! Before we dig in, our readers would like to get to know you a bit more. Can you tell us a bit about your “backstory”? What led you to this particular career path?

I am JW Roth, Founder, Chairman and CEO of Venu. Parent brand to Sunset Amphitheater, Ford Amphitheater, Boot Barn Hall, Bourbon Brothers Smokehouse & Tavern, and Notes Eatery.

I am a Colorado native who grew up on a small ranch just north of Colorado Springs. From a young age, I was just a good ole ranch kid spending my days with a pitchfork in my hand and helping our neighbors with their livestock. Instead of finishing high school, I got my GED and shortly after started working nights at Douglas County Sheriff’s office while also managing shifts at a small food distribution company. Eventually, I transitioned to full-time with the Denver Police Department where I served in law enforcement for five years. My entrepreneurial journey began when I was invited to become the co-founder of AspenBio Pharma. The success of that venture allowed me to make investments in many different opportunities across various industries. One of them being Roth Industries.

I founded Roth Industries with my son, Mitchell in 2015 where we spent years building the business together. In 2019 I stepped away from day-to-day operations to follow my true passion, music.

I’ve been a music fanatic for as long as I can remember. My journey didn’t begin in boardrooms or with big budgets — it started with a kid so passionate about music that he’d jump fences just to catch a concert or camp out in the rain on Broadway to score Stones tickets. The vision for what I’ve built today was inspired by a visit with my wife to Peter Mondavi’s property in Napa Valley. I was captivated by the luxurious experience he created for his guests. That same desire for an elevated ambiance — a place where people could come together and connect — sparked the idea for my current, disruptive, venture- Venu.

Can you tell our readers what it is about the work you’re doing that’s disruptive?

Over the years, we have seen the entertainment industry expand in the sports sectors, adding premium offerings to ticket packages, elevating the fan experience wherever possible. We haven’t seen that happen yet in the live entertainment space. We strive to be leaders in that sector. We are challenging the norm when it comes to producing unparalleled live entertainment events.

How do we do it? Simple, we are founded by fans, for fans. We design our venues with the fan experience as the top priority. It’s more than just traditional seating — we’ve introduced luxury fire pit suites at every venue, complete with ultra-comfortable chairs and gas-powered fire pits. Each suite enjoys personalized service, offering a full menu of handcrafted cocktails and premium food options. Our custom-built clubs provide premium concert viewing, offering a lively atmosphere perfect for mixing and mingling, paired with high-end food and beverage selections. Additionally, all our venues feature self-draining, cooling grass berms, giving fans a comfortable space to relax and enjoy the show.

Beyond enhancing the fan experience, our business model strategically focuses on underserved metroplexes — vibrant populations just outside major city limits. These developments not only offer exciting opportunities for local fans but also provide municipalities with a way to boost travel, tourism, and economic growth. Additionally, we offer a wide range of investment opportunities, from Delaware Statutory Trusts (DSTs) to traditional development investments that come with lifetime benefits such as concert tickets, food and beverage discounts, and strong return projections.

Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?

In every business I have done, there have been constant “learning moments” as we call them. One related to a product launch that we thought was going to knock it out of the park. After months of branding and targeting and development, the project flopped because we didn’t match up our product to our target market correctly. It was like we were selling candy to a dentist. Just didn’t quite make sense. So, I think there is humility and learning moments in all sorts of ventures I have pursued. It’s all about how you bounce back from them.

We all need a little help along the journey. Who have been some of your mentors? Can you share a story about how they made an impact?

As I mentioned above, Peter Mondavi was the catalyst to my vision, but from a business standpoint, I admire Elon Musk and his visionary entrepreneurship, relentless drive, and innovative thinking. As a self-made entrepreneur myself, his bold vision for the future of not only his company, but the nation. I always say, if you want to be successful in business, you must be a Weeble. Weeble’s may wobble but they never fall. Failure is inevitable, but if you stay down, you lose. Elon shows that same resilience and perseverance in the face of adversity. He colors outside the lines, just like I do.

From a leadership standpoint, it’s got to be George, former owner of the New York Yankees. I admire his relentless pursuit of excellence and his unwavering commitment to building a winning culture. His hands-on approach and bold decision-making resonate with my belief in setting high standards and actively driving results. Like Steinbrenner, I prioritize vision and passion, understanding that success often requires bold moves and a willingness to invest in people and ideas.

In today’s parlance, being disruptive is usually a positive adjective. But is disrupting always good? When do we say the converse, that a system or structure has ‘withstood the test of time’? Can you articulate to our readers when disrupting an industry is positive, and when disrupting an industry is ‘not so positive’? Can you share some examples of what you mean?

I believe that disruption often is praised more than it solves problems, improves efficiency, or creates new opportunities. In our case, fan experience is hyper elevated with our offerings. This disruption introduces innovation that benefits both our business and music fans. Transforming the entertainment industry for the better. Setting a higher standard for music fanatics and challenging the status quo.

I believe that negative disruption is centered around unintended consequences as it destabilizes industries without offering better alternatives. Take for example, social media and its impact on communities. It starts as an intention to connect people together, but what it has done is also disrupted traditional communication challenges. Spreading miscommunication, polarized society and contributes to mental health challenges.

Can you please share 5 ideas one needs to shake up their industry?

1 . Be a Weeble

• I firmly believe if you work hard every day and stay dedicated to your goals. Go ahead and let yourself get knocked down, but don’t you dare let yourself stay there. If you stay there, you lose.

2 . Blue Ocean Strategy

• Create a strategy that leans into unmet needs in your industry. In our case, we high-quality elevated the ambiance of live entertainment. Creating a whole new category within the industry.

3 . Build a Team with Like Mindset

• Your strength is determined by the team supporting you. It’s not just about skill sets — when building your team, focus on the culture you’re creating. Establish clear values and traits that define your team, and seek out those who embody them.

4 . Set a Framework of Values

• As you gain momentum and become more sought-after, it’s crucial to establish a clear set of values you also expect in your partners. As you grow, the right partnerships can expand your reach, broaden your audience, and enhance your operations. Align with those who share your values to ensure a strong, cohesive path forward

5 . Listen to your Fans

• Of course, you can listen to big data that forecasts trends and behaviors, but as you grow your database of loyal followers (or fanatics as we like to call them) lean into their feedback. Stay ahead of the curve in development, marketing, and operations to enhance. As they say, 80% of your success comes from 20% of your followers.

We are sure you aren’t done. How are you going to shake things up next?

We are on a mission to put the power of entertainment back into the hands of the fans — giving them the opportunity to truly own their passion. Every guitar riff, every solo, every encore becomes theirs to claim. As a company built by fans, we’re approaching the public market with one goal: to be fan-owned. Fan founded- fan owned.

Furthermore, we currently operate in two cities, Colorado Springs, Colorado and Gainesville, Georgia. We have announced our expansion to three more cities, Broken Arrow, Oklahoma, McKinney, Texas and El Paso, Texas. You will see us deliver more locations in over a dozen new markets within the next few years.

Do you have a book, podcast, or talk that’s had a deep impact on your thinking? Can you share a story with us? Can you explain why it was so resonant with you?

I think my most influential media I listen to is my classic rock playlist. With Bob Seager right at the top. It is nostalgic, keeps me motivated, and picks me up when I am feeling like I need a push.

Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?

Failure is inevitable, but what truly defines you is how you respond to it. Don’t accept defeat — get back up and keep moving forward.

You are a person of great influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)

We’re in the business of creating unforgettable memories for fans. In a world that can feel divided, I believe the greatest impact we can make is to bring people together. My hope is that we unite people and inspire them to pay it forward.

How can our readers follow you online?

Company Pages

• Linked In- Venu
• www.linkedin.com/company/venuholdingcompany/
• Instagram- @Venu_live
• https://www.instagram.com/venu_live/
• Facebook-
• https://www.facebook.com/profile.php?id=61557699211334

Personal Pages

• Facebook- @JWRoth
• https://www.facebook.com/jwrothvenu/
• Linked In-@JW Roth
• https://www.linkedin.com/in/jwrothnoteslive/

This was very inspiring. Thank you so much for joining us!