Last week, Target Center played a small role in one of Minnesota’s biggest news days: Thousands of people protesting the federal immigration crackdown flooded downtown (and social media feeds), ending their Friday march at the 20,000-seat Lynx and Timberwolves arena. The Minneapolis Regional Labor Federation, AFL-CIO, rented out the venue, says Target Center’s new general manager Amy Rahja. The AFL-CIO, an umbrella organization of Minneapolis-area unions, represents more than 80,000 workers.

More than 11,000 protesters filed in, Rahja says. “Because it was projected to be negative-20-ish outside, we were able to open up the building as their final destination.”

Rahja became general manager earlier this month, promoted from assistant general manager, a role she’d held since 2022. She started out in venue operations more than 20 years ago in her native Detroit, not long before moving to the Twin Cities and working for companies like Clear Channel Entertainment, Fine Line Music Cafe, Sue McLean & Associates, and VStar Entertainment Group.

Since joining Target Center in 2019, she has helped secure Big Ten Basketball Tournaments, the 2024 USA Gymnastics Olympic Team Trials, and sold-out concerts, per a press release from New York-based Legends Global, which privately manages the venue.

Last Friday happened fast; plans unfolded within 48 to 72 hours, she says, “through the hard work of my staff,” plus volunteers with the AFL-CIO.

As general manager, Rahja oversees the day-to-day. That includes overall management and operations, purchasing, booking, marketing, finance, HR, security, emergency and crisis management, and more.

“A good way of putting it is that I oversee both the business and the people,” she says. “I’m accountable for our overall performance as a venue, be it financial, operationally, from a guest-experience standpoint.” She works closely with promoters (like concert-tour giants AEG and Live Nation, as well as independents), the basketball teams, and the city, which owns Target Center. (Target owns the naming rights.)

Target Center is a downtown fixture, and Rahja calls it “one of the jewels of Minneapolis.” But it’s also nearing an inflection point. The new owners of the Timberwolves and Lynx want out. They’re talking about a new, bigger, more modern arena, to open in a five- to seven-year timeframe, ideally downtown. Target Center’s 4-acre footprint is reportedly among the smallest in the NBA. The 35-year-old arena, squeezed between North First Avenue and Ramp A, is also the second oldest in the league after Madison Square Garden.

In 2017, a $145 million renovation by Mortenson brought in an upgraded sound system, new premium spaces, and modernized concourse areas. This past fall, Target Center added a $1.5 million lighting system in time for the Wolves’ first game, and it added to and expanded its premium clubs. Still, its future feels somewhat undefined.

Until then, Rahja says she is most motivated in her work by the people. “There’s something really fulfilling and rewarding when you see a room full of folks having a shared experience.”

This interview has been edited and condensed for clarity.

What are some of the biggest challenges in venue management right now?

There are definitely challenges in managing a high-profile, multi-use venue … like managing guest expectations, financial performance is continually rising, coordinating NBA games, concerts, largescale community events all at the same time. It really requires seamless operations. We also have to ensure safety, accessibility, and a premium fan experience. Some of the challenges with that are adapting to evolving technology. There’s constantly new technology we’re being exposed to, whether in the ticketing world or fan engagement. … Also, we’re in a competitive market. Sustaining strong relationships with our teams and artists and sponsors—those are challenges at times.

When you say evolving tech, is that AI right now?

Absolutely. I think we’ve a little bit slow to adapt to AI, but it’s definitely on the horizon. More touring artists, professional teams, and ticketing platforms are starting to look at AI and see what it means for their business, and we’re certainly doing the same.

What led you to Target Center?

I’ve been in the industry for over 20 years and have formed some amazing relationships throughout the industry. I feel like I’m a Minneapolis person now. I’ve lived here for almost 20 years, and this seems like home to me. … I have worked on all sides of the industry, but I love the venue side, and I’ve had experience with Target Center earlier in my career, and it’s always held a special place in my heart.

Lynx and Timberwolves owners Alex Rodriguez and Marc Lore have been open about wanting a new arena. They’ve mentioned a timeline of five to seven years. How is Target Center thinking about that in terms of future planning?

I can’t really speak to the Lynx’ or Timberwolves’ plans, but I can say I’m always focused on Target Center and continuing to provide the best events and experience for guests. I handle the programming for the building, so I’m always trying to figure out what’s next for us and what’s the next big event, be it NCAA basketball or the next high-profile event that we can bring to Target Center, and I’ll continue to do that for the foreseeable future.

Those big events have included the USA Gymnastics Olympic Team Trials and Big Ten Basketball Tournaments. What is the process behind attracting high-profile events?

We work really closely with Minnesota Sports and Events [the Twin Cities’ regional sports commission], and they’re some of the best in the business at helping us attract those high-profile events. We’ll work together to submit bids to the organizations, not only on what Target Center can provide but also what the City of Minneapolis and the region will provide. It’s a good partnership between the two of us, and we’ve found amazing ways to collaborate. I’ll work with my team to provide the best experience in the building. They also work with partners in the community to provide an amazing experience outside. I think the marriage of those two has been what’s made us so successful.

How would you describe Target Center in the local market and how it stands out or competes?

We are a premier sports and entertainment venue. We bring some of the best entertainment in the world to the Twin Cities and also, of course, are the host of the Timberwolves and Lynx. I think the building is a really good community partner, as well. I like to think we’re one of the jewels of Minneapolis.

Is there a show or moment you’ve experienced that exemplifies what you think Target Center offers?

One of the big moments was hosting the USA Gymnastics trials and seeing over 10,000 fans each day in the building cheering on these athletes and seeing how hard the athletes worked for this moment. To be able to host that, that’s once in a lifetime.