The KFC Yum! Center Launches Vision-Setting Project to Reimagine the Arena’s Future
Louisville, Ky, September 15, 2025 – A bold new chapter is beginning for one of Louisville’s most iconic venues. In conjunction with the arena’s fifteenth anniversary, the Louisville Arena Authority (LAA) has officially launched a forward-looking planning initiative to reimagine the KFC Yum! Center, ensuring it remains a vibrant, world-class destination for sports, entertainment, and community events.
The LAA has engaged global venue consultants, Forward Associates, to kick off the arena’s first major long-term planning project since it opened in 2010. Partnering with Legends Global and key stakeholders, the project will explore ways to enhance the fan experience, improve space usage, and align the arena more closely with Louisville’s cultural identity.
While the venue remains structurally sound and continues to attract world-class talent and remains the proud home to University of Louisville events, this strategic move allows arena leadership to proactively plan for the future of the live entertainment industry and rapidly evolving fan expectations.
“This is about future-proofing an already great venue,” said Leslie Geoghegan, Chair of the Louisville Arena Authority. “The KFC Yum! Center has been an economic engine and cultural anchor for our city, and now it’s time to ask: how do we take it to the next level, not just to remain relevant, but to lead?”
Key project priorities include:
- Enhancing guest experiences across all levels, from general admission to VIP experiences.
- Reimagining underutilized spaces and foot traffic patterns for better flow and engagement.
- Aligning with Louisville’s cultural identity, from bourbon to southern hospitality.
- Unlocking year-round potential, with new event opportunities, flexible programming, and inclusive access.
- Planning for financial sustainability as existing funding mechanisms begin to phase out.
A public market study launched today invites input from fans, community members, and event partners. This feedback will help shape a flexible, community-driven roadmap.
Forward Associates, a London-based firm, will lead the visioning phase through the end of 2025, exploring everything from phased improvements to larger-scale upgrades.
“The KFC Yum! Center is already a strong and successful venue,” said Roy Westwood, CEO at Forward Associates. “Our role is to help imagine what it could become, how it can evolve to meet the changing expectations of fans and clients, while more deeply connecting with the culture of Louisville.”
The goal is simple: to exceed guest expectations and ensure the KFC Yum! Center remains a vital, vibrant part of Louisville’s story for years to come.
About KFC Yum! Center
The KFC Yum! Center is a multi-purpose arena that overlooks the Ohio River in downtown Louisville and attracts approximately 1 million fans to ticketed events annually. It boasts a total of 721,762 square feet while offering an arena bowl exceeding 22,000 seats and nine bars and lounges all within walking distance of more than 6,000 hotel rooms in downtown Louisville. It is home to the University of Louisville men’s and women’s basketball programs and attracts several top grossing concerts and events annually. The KFC Yum! Center is a state-of-the-art facility with advance technology capabilities that is owned by the Louisville Arena Authority and managed by Legends Global. For more information, visit www.kfcyumcenter.com.
About Louisville Arena Authority
The Louisville Arena Authority is a Kentucky, non-profit corporation that oversees the management and operation of the KFC Yum! Center in Louisville, Kentucky. The LAA’s all-volunteer Board of Directors is comprised of Louisville Metro Mayor and Kentucky Governor-appointed members. The KFC Yum! Center, a state-of-the-art multi-purpose arena, is home to the University of Louisville men’s and women’s basketball programs and hosts approximately 120 events annually. Under the LAA’s guidance, the KFC Yum! Center has attracted some of the world’s top concerts, family shows and sporting events, including multiple NCAA championship events and several top grossing concerts annually. Each year, the venue ranks among the top 30 arenas in the nation for ticket sales.
About Legends Global
Legends Global is the premier partner to the world's greatest live events, venues, and brands. We deliver a fully integrated solution of premium services, including feasibility & consulting, owner’s rep, sales, partnerships, venue management, hospitality, merchandise, and content & booking. Through our white-label approach, we keep our partners front and center while leveraging the power of our global network: over 450 venues, 20,000 events, and 165 million guests annually. To learn more, visit us at www.LegendsGlobal.com and follow us on LinkedIn and Instagram.