Pendleton, Oregon – October 15, 2026 -- Wildhorse Resort & Casino will raise its annual live concert count by more than 410%, from roughly 3.5 to 18 or more, after selecting Seattle Entertainment Group (SEG) to lead entertainment strategy and talent buying for its expansion, which is scheduled to open in spring 2027.
SEG is a 100% Native-owned entertainment, production and talent-buying company. It will also handle operational planning for the new event center. Wildhorse is owned and operated by the Confederated Tribes of the Umatilla Indian Reservation (CTUIR).
Concert capacity rises 325% to more than 1,700 guests
The new venue lifts capacity from about 400 to more than 1,700 guests. The expansion represents more than $100 million in investment and includes a 40,000-square-foot event center. The center adds 13 rentable breakout meeting rooms, a 110% increase, plus additional VIP spaces.
Lodging grows 105.9% with 214 new rooms and suites in a second hotel tower, more than doubling Wildhorse's accommodations. The expansion also adds dining options and convention facilities.
Gala Systems flooring makes Wildhorse the first Native American casino with a dynamic multipurpose hall
Wildhorse will be the first tribal casino, and one of the first venues in the US, to install the Gala Venue flooring and seating system from Gala Systems. The system lets the hall switch between seated concerts, general admission shows, mixed martial arts, game shows, touring productions, conferences and banquets.
Nine headliners are under consideration, with international acts on the table
Acts under consideration include Jay Leno, Aaron Lewis, Theresa Caputo, Jabbawockeez, Tyler Henry, Big & Rich, Stone Temple Pilots, David Spade and The Price Is Right Live. SEG will also explore K-pop, Canto-pop, Mando-pop, K-trot, Vietnamese and Filipino entertainment.
SEG founder and CEO Troy Wyatt said the contract drew substantial competition. The source says Wildhorse framed the role as building systems, production, infrastructure and operating procedures, not only booking artists. Wyatt has held a gaming license through several tribal gaming leadership roles.
GetAvails.com AI booking software comes at no charge
Wildhorse will receive a no-charge subscription to GetAvails.com, an AI-based entertainment booking and project management platform, with premium features available. The platform identifies available acts before a venue reveals its interest to agents or managers. It combines Spotify listenership, social media followers, subscribers and the top 10 geographic areas of interest in an artist's fan base.
Local vendors and Native performers are part of the plan
Wildhorse prefers local and Native-owned suppliers for many business services. Marketing Director Diane Long said the expansion increases opportunities to support local businesses through vendor relationships. SEG's roster experience includes Indigenous performers Supaman, Halluci Nation, The Wood Sisters, Stella Standingbear, Acosia, Drezus, David Boxley and the Git-Hoan Dance Group.
The Wildhorse Foundation has awarded more than $20 million in grants since 2001, including more than $1.8 million through 157 grants last year across seven counties in Eastern Oregon and Southeast Washington.