The Atlantic Union Bank Center: A Comprehensive Guide

The Atlantic Union Bank Center (AUBC), located in Harrisonburg, Virginia, is a renowned performing arts and conference facility. This state-of-the-art venue serves as a cultural hub for the Shenandoah Valley region and hosts a diverse range of events, including Broadway shows, concerts, conventions, and trade expositions.

The Significance of the AUBC

The AUBC plays a pivotal role in enriching the cultural landscape of Harrisonburg and the surrounding area. It fosters community engagement, provides educational opportunities, and contributes significantly to the local economy.

According to the Harrisonburg Department of Economic Development, the AUBC attracts over 500,000 attendees annually, generating an economic impact of more than $70 million for the region. Additionally, the venue supports over 400 jobs and stimulates spending in local businesses, such as restaurants, hotels, and retailers.

Amenities and Facilities

The AUBC boasts an impressive array of facilities that cater to a variety of events. Notable features include:

• 1,800-seat theater with a proscenium-style stage and advanced sound and lighting systems
• 13,000-square-foot ballroom divisible into three separate spaces
• 25,000-square-foot exhibition hall for trade shows and other large gatherings
• 20 meeting rooms ranging in size to accommodate groups of all sizes
• On-site restaurant and bar
• Ample parking with over 1,600 spaces

Programming and Events

The AUBC presents a diverse lineup of programming throughout the year, including:

• Broadway shows: The AUBC is one of only six venues in Virginia designated as a recipient of Broadway Across America touring productions.
• Concerts: The venue hosts a wide range of musical genres, from classical to rock, featuring renowned artists and touring bands.
• Conventions and conferences: The AUBC's spacious facilities and central location make it an ideal destination for both small and large-scale gatherings.

Educational Impact

The AUBC is deeply committed to fostering educational opportunities in the arts. The venue offers a variety of programs and initiatives, including:

• School matinees for students to experience live performances
• Workshops and master classes led by professional artists
• Partnerships with local schools and organizations to promote arts education

Economic Benefits

The AUBC's economic impact extends beyond its immediate surroundings. According to a study by the James Madison University Institute for Economic Analysis, the venue generates $1.2 million in tax revenue and supports over 300 local jobs.

The AUBC also contributes indirectly to the economy by attracting visitors who spend money in local businesses. A study by the Harrisonburg-Rockingham County Tourism Commission found that attendees at AUBC events spend an average of $100 per day on dining, shopping, and accommodations.

Effective Strategies for Utilizing the AUBC

To maximize the benefits of the AUBC, it is essential to adopt effective strategies:

• Plan in advance: Book events as far in advance as possible to secure preferred dates and times.
• Negotiate package deals: The AUBC offers package deals that combine various services, such as venue rental, food and beverage, and technical support.
• Promote your event: Utilize the AUBC's marketing resources to promote your event and reach potential attendees.
• Leverage local partnerships: Collaborate with local businesses, schools, and organizations to cross-promote events and enhance community involvement.

Why the AUBC Matters

The AUBC is a vital asset to Harrisonburg and the surrounding region. It:

• Enriches the cultural landscape: Provides access to diverse arts and cultural experiences.
• Supports economic development: Generates revenue, creates jobs, and stimulates spending.
• Fosters education: Offers educational programs and partnerships to promote arts education.
• Promotes community engagement: Hosts community events, workshops, and performances.

The Atlantic Union Bank Center: Pros and Cons

To provide a balanced perspective, it is important to consider both the pros and cons of the Atlantic Union Bank Center:

Pros:

• State-of-the-art facilities: Impeccable venue with advanced amenities to cater to various events.
• Diverse programming: Offers a wide range of events, including Broadway shows, concerts, conferences, and more.
• Economic impact: Generates significant revenue and supports local businesses.
• Educational opportunities: Fosters arts education through school matinees, workshops, and partnerships.

Cons:

• Ticket prices: Ticket prices for some events can be relatively high.
• Parking: Limited on-site parking can be a challenge during peak events.
• Location: Situated in Harrisonburg, which may not be convenient for attendees from distant locations.

Frequently Asked Questions (FAQs)

How do I purchase tickets for events at the AUBC?
Tickets can be purchased online at AUBCtix.com or by phone at (540) 564-1400.

What is the AUBC's seating capacity?
The theater has a seating capacity of 1,800. The ballroom and meeting rooms have varying capacities depending on the configuration.

Are concessions available at the AUBC?
Yes, concessions are available in the theater lobby and at various locations throughout the venue.

Is there on-site parking at the AUBC?
Yes, there is on-site parking with over 1,600 spaces. Parking fees apply during peak events.

What are the AUBC's hours of operation?
The AUBC is typically open Monday through Friday from 8:00 AM to 5:00 PM. Hours may vary during events.

Does the AUBC offer guided tours?
Yes, guided tours are available upon request. Please contact the AUBC at (540) 564-1400 to schedule a tour.

How do I apply for a job at the AUBC?
Job openings at the AUBC are posted on the SMG website at smgjobs.com.

Tables

Table 1: AUBC Economic Impact

Table 2: AUBC Facilities

Table 3: AUBC Educational Programs