AUSTIN, Texas — United Heritage Credit Union has signed a 12-year naming-rights agreement for a new 4,000-capacity live music and events venue being developed in Austin, expanding the credit union’s brand into the city’s prominent live-entertainment industry.
The venue, to be called United Heritage Hall, is being developed in partnership with AEG Presents at River Park, a 109-acre mixed-use development in Austin’s Riverside neighborhood, according to United Heritage Credit Union.
The credit union did not disclose the financial terms of the naming-rights agreement.
United Heritage Hall is planned as an anchor of River Park, which is envisioned as a walkable district featuring music, cultural and entertainment offerings on Austin’s east side.
The agreement represents a long-term investment in Austin and Central Texas for United Heritage, which will mark its 70th anniversary in 2027, the credit union said.
CU Marking 70 Years
“United Heritage Credit Union will celebrate 70 years of serving our members and communities in 2027, making the opening of United Heritage Hall especially meaningful,” President and CEO Michael Ver Schuur said in a statement.
Ver Schuur said the credit union has grown alongside Central Texas and described the venue as both a recognition of its history and an investment in the region’s future.
“United Heritage Hall represents both a celebration of that heritage and an investment in Austin’s future — a gathering place where artists, music fans, and communities can come together for generations to come,” he said.
AEG Presents to Bring Artists to Venue
AEG Presents, one of the world’s largest live-music and entertainment companies, operates and promotes tours, festivals and venues and is behind major events including Coachella and Stagecoach.
Robin Phillips, vice president of AEG Presents’ Southwest Region, said the companies share a vision of developing a venue that builds on Austin’s musical history.
“United Heritage Hall is the culmination of our team’s tireless work anchored by an unwavering belief that this city deserves another truly iconic room,” Phillips said in a statement.
The venue is expected to host global touring artists, emerging performers and musicians from Austin’s local music community.
CU Members to Get Special Benefits
The naming-rights agreement will also provide benefits to United Heritage members who use an eligible credit union debit card at the venue.
Those benefits are expected to include expedited entry to United Heritage Hall and access to an exclusive United Heritage bar. An on-site United Heritage Credit Union ATM is also planned.
The credit union said additional details about member access, eligible events and venue operations will be announced closer to the opening.
United Heritage said the arrangement is part of a broader strategy to increase the value of membership by providing exclusive experiences and developing partnerships tied to the communities it serves.
