The original concept for a seasonal, semi-permanent concert venue was created by Dan White, Amy Mack White and Kelly Rourke which combined the features of an architecturally interesting canopy, theater style box seating, and no seat that was farther than 120 feet from the stage.

The venue operated at this location for four seasons from 2005 to 2009, with the original ownership team consisting of Dan & Amy White, Kelly Rourke, Joseph Boskus and Robbie Bader.

The "AMP" became one of the fastest growing music venues in the country and renowned national tour stop between Kansas City and Dallas.

The venue played host to several community fundraising events including a respite shelter for Hurricane Katina, integral in the Bikes Blues and BBQ Festival and the backdrop for the reality TV show "Daly Days" on the Golf Channel.

Brian Crowne had been involved from the inception as a fellow venue owner of George's Majestic Lounge, who acted as a credible advisor to the region's music scene.

Wanting to remain in Northwest Arkansas, many locations were viewed however the decision was made to build in Rogers near the Pinnacle Hills Promenade.