Client
Opry Entertainment Group
Ryman Hospitality Properties
Location
Nashville and Las Vegas, USA
Sector
Hospitality & Guest Experience
Location Based Entertainment (LBE)
Services Provided:
Story
Creative Concepting & Experience Mapping
Design
Interior Design
Lighting Design
Experience Design
Delivery
Technical Direction & Production Management
Vendor and Fabrication Procurement & Oversight
Challenge
How do you turn the world of one of country music’s biggest stars into a destination that fans can experience beyond the stage?
Working with Opry Entertainment Group, Ryman Hospitality Properties and Luke Combs, Journey helped transform Category 10 into an entertainment concept built around the artist’s music, personality and connection with his fans. The ambition was to create a place where music, hospitality, storytelling and shared experiences come together.
Solution
Journey partnered with Opry Entertainment Group, Ryman Hospitality Properties and Luke Combs to shape Category 10 as an immersive, multi-level entertainment destination.
In Nashville, the transformation of the iconic Wildhorse Saloon established the original concept: a four-storey venue combining live music, distinctive hospitality spaces, artist-inspired details and opportunities for fans to connect with the world of Luke Combs.
The Las Vegas venue builds on this foundation with a three-storey destination inside Flamingo Las Vegas. Spanning 34,000 square feet, it brings together live performances, line dancing, dining, specialist drinks and rooftop entertainment, with views across the Strip. Bringing Category 10 to the Las Vegas Strip means translating its distinctive country identity into a different entertainment landscape, while retaining the personality and fan-first approach that define the brand.
Across both locations, the approach connects the character of the artist with the experience of the guest. Each space offers a different way to engage, whether that means joining the dance floor, discovering a more intimate lounge, enjoying live music or finding details that reflect the artist’s relationship with his fans.
The result is a growing entertainment concept that brings the spirit of country music into two distinct destinations, creating places designed to encourage fans to stay longer, return and make the experience their own.
The Spaces
Across Nashville and Las Vegas, Category 10 brings together live music, social spaces, dining and artist-inspired details, each contributing to a distinct country music experience.
Hurricane Hall | Nashville & Las Vegas
The heart of the Category 10 experience. A high energy live music destination combining a main stage, bars and dance floor, designed to bring fans together through live performances, DJs and line dancing.
The Eye Rooftop | Nashville & Las Vegas
An open air social destination offering a different perspective on each city. In Nashville, guests look out over the Cumberland River, while the Las Vegas rooftop brings the energy of the Strip into the experience, with a dance floor, DJ booth and dedicated bar.
The Still | Nashville & Las Vegas
A more intimate setting within the wider venue. Inspired by Luke Combs’ appreciation of bourbon and music, the lounge offers a quieter place to socialise while remaining connected to the atmosphere of the main venue.
The Honky Tonk | Nashville
Rooted in the spirit of Music City, this space brings the character of a classic country bar into a contemporary entertainment setting, with live music, dancing and a welcoming atmosphere.
Beautiful Crazy Women’s Lounge | Las Vegas
A dedicated retreat within the Las Vegas venue, featuring a champagne bar, soft seating and illuminated vanity mirrors, offering a more relaxed counterpoint to the surrounding energy.
One Brand, Two Destinations
Category 10 demonstrates how a clear creative identity can extend across different locations without losing its character.
Nashville draws on the heritage and live music culture of Music City. Las Vegas brings that same country spirit to the energy and scale of the Strip. Each venue responds to its own setting while maintaining a shared focus on music, hospitality, storytelling and the fans at the heart of the brand.
