Sheryl Crow asked to stay an extra day. Steve Martin delayed his plane. Teddy Swims stepped off his bus into a blizzard wearing cutoffs and grinning. Michael Franti performed barefoot in a crowd during a rain-soaked night.
For 20 years, the 3,250-person capacity Pepsi Amphitheater near Flagstaff has had that effect on performers.
“We’re at 7,000 feet, surrounded by the world’s largest ponderosa pine forest. It’s just a phenomenal vibe,” said Kerry Dunne, co-owner of R Entertainment, the venue’s manager.
“Teddy Swims said, ‘I’m from Chicago. I love this weather.’ We had the greatest night, even though it was snowing sideways. He didn’t care.”
Built in 2006 at an elevation of 6,900 feet, the Coconino County-owned summer shed has evolved from a small local stage into a nationally recognized concert venue.
Nearly 500 performers have played there, from bluegrass icons to EDM festivals to rock legends. This year, R Entertainment is celebrating two decades with nostalgia and Grammy-winning acts. A $20 tribute band series features acts with a nod to Heart, Ozzy Osbourne, Led Zeppelin and Bob Seger.
The remainder of the 2026 season includes Yachtley Crew, Saturday, June 20; Lee Brice, Saturday, July 18; George Lopez, Saturday, Aug. 1; Pickin’ in the Pines, Friday, Sept. 18, to Sunday, Sept. 20; Robert Plant, Friday, Sept. 25, and Alison Krauss and Union Station, Monday, Sept. 28.
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Partnership changes everything
The partnership between R Entertainment and Nackard Pepsi was an opportunity that neither could pass up.
Palmer Nackard of Nackard Pepsi saw an opportunity — even though the venue was still largely unknown outside Coconino County. The partnership was what the amphitheater needed.
A family-owned beverage company, Nackard Pepsi, brings a zero-waste philosophy to the Pepsi Amphitheater. The company piloted a recycling program with Arizona Snowbowl and then expanded it to the amphitheater.
They supplied recycling barrels, trained staff, and built a system in which every can, cup and piece of paper is collected, hauled to Nackard Pepsi’s facility, sorted by hand, and recycled.
“We can track all of the recyclable material,” Nackard said. “People can scan a QR code and see how much was properly recycled. We can guarantee that.”
Pepsi Amphitheater draws more than 42,000 fans each season. In the summer of 2025, the venue helped pump about $13.7 million into the local economy. That includes $2 million to Flagstaff’s bars and restaurants.
Dunne said roughly 62% of attendees travel from Phoenix, with the rest coming from Northern Arizona and Las Vegas.
The forest may draw the acts and the fans, but tour managers and agents say Pepsi Amphitheater is the perfect distance from Denver’s Red Rocks Amphitheatre — 10 hours — to add a Flagstaff stop between major tour dates.
Pepsi Amphitheater sits within a 220‑acre park with archery ranges, ziplines and trails. The Grand Canyon, Snowbowl and Sedona are short drives away. In the summer, the temperature hovers around 78 degrees, while the Valley hits 109.
“We market weather,” Dunne said. “From my door in Phoenix to my office at the amp, it’s two hours… and a 20‑ to 30‑degree dip.”
“We have been so blessed,” Dunne said. “This is one of the most iconic venues in the United States.”
