Sacramento’s commitment to preserving its past while embracing its future has shaped its evolution. That balance is rare, and it is increasingly drawing attention from artists, producers, and entertainers. New venues, concepts, and creative spaces continue to take root here. What has emerged is a downtown and midtown scene that feels alive in a way that rewards exploration, where an evening out can go in any direction and still feel unmistakably Sacramento.
Visit Sacramento’s President & CEO, Mike Testa explains, “As residents, we can often be our city’s biggest critics. We’ve seen that time and time again. But when our surroundings are vibrant, when there is new energy, it’s hard to not get excited and want to be a part of it. Activity changes both perceptions and realities.” When locals and visitors alike invest in local stages, local kitchens, and local artists, the return is felt by everyone. The venues filling our neighborhoods are a direct reflection of a community that chooses to show up consistently.
Sacramento’s variety of venues has put us on the map as an entertainment destination, not a stop along the way.
Testa explains, “Pre-2020, Sacramento was primarily a business destination – people were coming into the city for work, primarily at the capitol, for conventions, or other work-related functions. But the pandemic pushed a dramatic shift in the visitor pattern. People in the Bay Area and nearby communities started discovering us as a place for leisure – for live music, great food, a place to recreate. And the market has grown to reach that demand accordingly.”
Testa said, “Live music venues like Channel 24 opened and mainstays like Ace of Spades continue to book great music. The Golden 1 Center continues to host popular acts and shows.” The economic effect of the growth in Sacramento’s entertainment scene ripples throughout the community. Show attendees don’t just go to the event and go home, they spend money at local hotels, restaurants, and bars, directly supporting local businesses. “In a lot of ways, live music brings in that missing support that our hospitality and businesses really need,” Testa said.
Another Planet Entertainment opened Midtown’s Channel 24 in April 2025 – a midsize venue with a capacity of 2,150 General Admission. “Our search for a Sacramento venue started almost 10 years before finding the site for Channel 24,” Another Planet Entertainment said. This is also the first venue the company has built from the ground up.
“The expansion of live music venues aligns perfectly with Sacramento’s other strength areas – our farm to folk culture and restaurant community, our rapidly expanding sports scene – these are all things that feel intrinsically Sacramento. They’re authentic and approachable,” Testa said. Authenticity, it turns out, is the most sustainable foundation a city can build on.
“I THINK WE’VE FOUND THAT THE MUSIC VENUES THAT HAVE STOOD THE TEST OF TIME – BOTH BIG AND SMALL – FEEL DISTINCTLY SACRAMENTO. EVEN IF THEY’RE NEW AND DIFFERENT, THEY’RE BEING CREATED WITH THE SOUL OF THE CITY IN MIND.”
MIKE TESTA, PRESIDENT & CEO OF VISIT SACRAMENTO
