Sandhills Global Event Center

Next phase for Lancaster Event Center includes new name, new sponsors.

by Amy Dickerson, Sandhills Global Event Center Managing Director

The Lancaster Event Center, a perennial top draw for special events in the Lincoln area, is changing its name to the Sandhills Global Event Center. The venue and the new title sponsor are excited about the opportunities this brings. 

“We are proud to support this valuable hometown facility,” said Shawn Peed, Chief Executive Officer of Sandhills Global. He added that the partnership will “benefit both organizations and the community at large.” 

Ag Society President Kendra Ronnau praised the agreement, saying it “supports the long-time mission and priorities of the Ag Society” while continuing to serve as the home of the Lancaster County Super Fair.  

Under the new name, the same well-regarded management team at the event center will continue to host over 330 event days per year, including 100+ horse and other animal shows, 75+ days of trade shows, and 15 days of motorsports. Some of the headlining events worth planning your next trip to Lincoln around include: Nebraska’s largest county fair, the second-largest indoor agricultural trade show in the nation, and the National High School Finals Rodeo (the world’s largest rodeo), which is coming back in July 2026 and 2027. 

As the county fairground, the center will also continue to act as a home base not only for the annual Super Fair but also for dozens of local 4-H, FFA, and University of Nebraska-Lincoln Rodeo Club programs and support other youth engagement, agricultural education/business, and community events.

The naming agreement adds momentum to a series of improvements already in motion where the event center is upgrading its visitor infrastructure and amenities to better service existing and new events that are always knocking on the door. Planned improvements that visitors will enjoy include upgraded lighting, flooring, restrooms, and kitchen capacity. In addition to the $7.125 million value of the 15-year Sandhills Global sponsorship, the Event Center has nearly completed fundraising for a $10 million infrastructure modernization project.

In addition to a new facility name, Sandhills Global will feature its most popular brands on the seven most-visited spaces on the grounds. The five largest Pavilions will be named Currency, EquineMarket, LivestockMarket, TractorHouse and FR8Star while the Grandstand Arena will feature the AuctionTime name and the 1300-site campgrounds will now be named after RVUniverse. All-new directional signage throughout the facility is another benefit of the new partnership.

The Lancaster County Agricultural Society, which owns and operates the county fairgrounds, believes that visitors will appreciate getting familiar with these Sandhills Global brands that offer popular websites that connect buyers and sellers for goods and services related to shows held at Sandhills Global Event Center.

There’s something for everyone. Check out what’s happening at SandhillsGlobalEventCenter.org.