Client
Opry Entertainment Group
Ryman Hospitality Properties
Location
Nashville, 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
Installation, Integration & Commissioning
Vendor/Fabrication Procurement & Oversight
Challenge
Opry Entertainment Group and Ryman Hospitality Properties sought to transform the iconic Wildhorse Saloon into a destination capable of attracting a new generation of fans while honoring Nashville’s rich musical heritage. The challenge was to create an experience that extended beyond a traditional bar or live music venue, blending hospitality, entertainment and storytelling into a destination worthy of one of country music’s biggest stars.
Solution
Journey partnered with Opry Entertainment Group, Ryman Hospitality Properties and Luke Combs to reimagine the venue as a four-story entertainment destination inspired by the artist’s music, personality and connection to Nashville. Through experience strategy, interior design, lighting and immersive storytelling, we created a fan-first environment where live music, hospitality and interactive moments come together to celebrate the past, present and future of country culture.
“This isn’t just a venue. It’s a piece of Nashville’s soul, reimagined.”
– Fast Company
The Honky Tonk
Anchoring the venue’s front, this two-story classic Honky Tonk embodies Nashville’s spirit with live music, analog finishes, and a wall adorned with baseball & trucker hats
The Still
Overlooking the Cumberland River, this lounge features musical instruments, memorabilia, and bourbon hand-picked by Combs. The Still is where Nashville’s creativity and camaraderie shine, inviting fans and musicians to connect.
The Eye Rooftop
This rooftop offers unparalleled views of Nashville. It blends music, food, and a casual, open-air atmosphere with beer pong tables, cabanas, and a collection of Combs-inspired artwork
Hurricane Hall
At the venue’s core, Hurricane Hall redefines Nashville’s music scene. This main stage area hosts large performances and DJ sets. Two themed bars—Beer Never Broke My Heart and Neon Dreams—cater to Combs’ loyal fan base, ‘The Bootleggers’, while the Beautiful Crazy Lounge offers an exclusive space to refresh and rejoin the dance floor.
“This is a dream come true, and I am excited to share it with y’all. This is a fan-first venue with a little something for everybody.”
– Luke Combs
Impact
1,500+
Fans at Luke’s inaugural performance
4 million
Projects annual visitors