JW Roth - A Symphony of Success

 Colorado Roots and Early Triumphs
J.W. Roth's entrepreneurial spirit was shaped by his upbringing as a fifth-generation Coloradan. Growing up in the 1970s on a small ranch just north of El Paso County, Roth was immersed in the values of hard work and self-reliance that would later define his business approach. "I wasn't the kid dreaming of being an astronaut or a doctor. I was the kid hustling to make things work," Roth reflects. "I did all the jobs in the book growing up, cleared trees for developments, checked cows on my neighbor's ranch, sold firewood – you name it, just to make a buck." This early experience taught Roth valuable lessons about economic reality. "I learned early on that regardless of what people want to think, the world isn't fair, and no one is going to hand you success. If you want something, you have to go out and take it." His first venture into the business world began while still in high school, working as a dispatcher for the Douglas County Sheriff's office. After that, he started selling food door-to-door for Universal Foods in Colorado Springs. This early experience in sales planted the seeds for what would eventually become a food industry empire. However, the path was far from straightforward. Like many successful entrepreneurs, Roth's journey involved numerous sacrifices and a willingness to work tirelessly toward his goals.

The Defining Moment
Roth's path to entrepreneurship came through necessity and determination. While working nights at the Denver Police Department, he continued building his business during the day. "That's two full-time jobs, just trying to keep my head above water," he recalls. "I remember thinking, 'There's got to be a better way.'" The breakthrough came when he was asked to be one of the founders of AspenBio Pharma, an agricultural company based in Castle Rock that specialized in developing processes for meat packing plants and dairies. "That deal changed my life. It gave me the capital to start investing in my dreams," Roth says. This opportunity provided him with valuable experience in the food processing sector and industry connections that would prove invaluable. Using profits from Aspen Bio, Roth made strategic investments in food plants, gradually building his presence in the industry. The culmination of these efforts was the establishment of Roth Premium Foods with his son, Mitchell Roth, a partnership that highlighted Roth's belief in family involvement in business ventures. Under Roth's leadership, the company experienced remarkable growth, eventually servicing nearly every grocery store in America. This expansion was not by accident but the result of strategic vision, quality products, and efficient operations, ultimately becoming the third largest prepared foods company in the United States. Recently, Roth Brands acquired rights to the #1 health and wellness brand, Whole 30.

The Pivot: From Food to Entertainment
Around 2019, Roth made a decision that would surprise many business observers: he chose to step away from his successful food empire to pursue his passion for music and live entertainment. This pivot wasn't a spur-of-the-moment decision but the result of deep reflection on his life's purpose and passions. The transition was driven by Roth's lifelong love of live music, shaped by his childhood experiences. "Catching concerts wasn't in the budget. But I sure did dream of it. If I wanted to see live music, I climbed fences. I wasn't supposed to be there, but that didn't stop me." This early exclusion from music experiences profoundly shaped his business vision: "And looking back, maybe that's exactly why I do what I do now. I never want people to feel locked out of an experience. Music is universal—it brings people together and I want everyone to experience it." Roth founded Venu Holding Company in 2021 with a clear vision: to address the common complaints about concert venues and create premium music experiences accessible to more people. "When I built VENU, I wanted to create something game changing. I don't believe the best seats in the house should only be for the richest people. I believe everyone deserves a world-class experience, and I set out to build a company that delivers that. VENU fuels unparalleled experiences for all."

Disrupting the Entertainment Industry
With Venu Holding Company, Roth set out to disrupt the live entertainment industry through innovation and a focus on premium experiences. What sets Roth apart in the entertainment industry is his willingness to challenge conventions. "Most people in live entertainment are stuck doing things the way they've always been done," he explains. "I look at the industry and ask, 'Why?' Why should fans have to sit on cheap plastic chairs in a muddy field? Why should they pay $15 for a warm beer? I built VENU to redefine live music. We're not following a blueprint— we're game changing the architecture from the very foundation." Venu's business model is characterized by several innovative elements. First is the focus on creating comprehensive entertainment campuses rather than standalone venues. These campuses include restaurants, music halls, and amphitheaters, providing diverse revenue streams and a complete entertainment experience. Second is the emphasis on luxury amenities and comfort. Venu venues feature unique offerings like Luxe FireSuites, high-end dining options, and rooftop bars—elements rarely found in traditional concert venues. This approach has resonated with consumers, as evidenced by the rapid sell-out of the 133 Luxe FireSuites at the Ford Amphitheater in Colorado Springs. Third is the "fan-owned" model, allowing patrons to purchase lifetime ownership of amenities like Luxe Fire Suites and now, with the company's public listing, ownership of shares in the business itself. "Now, being publicly traded, it's our first step in being both fan founded, and fan owned. Giving fans an opportunity to own a piece of rock and roll," Roth says proudly.

Facing Challenges and Setbacks
Like any entrepreneur, Roth has faced his share of fears and failures. "The same as anyone who takes a real risk—failure," he says when asked about his biggest fear when starting his business. "But here's the thing: failure is inevitable. I don't care how smart you are or how good your business plan looks on paper, you're going to fail. The question is: What do you do next?" Roth's philosophy for handling setbacks has become a cornerstone of his entrepreneurial advice. "That's where being a Weeble comes in. Remember those Weeble Wobble toys from the 1970s? Yeah those—you can get knocked down, but you can't stay down. That's the difference between winning and losing." He isn't shy about sharing his own failures. "A few years ago, I started Kilyn's Kitchen, a gourmet, easy-to-make at home meal brand inspired by my wife's family recipes. It was delicious, and I was convinced it would be a home run. But guess what? It flopped. The market wasn't there. Families weren't looking for that kind of meal solution at the time." This experience taught him a valuable lesson: "I learned a hard truth: It's not about what you think is great—it's about what the market wants." This willingness to acknowledge failures and learn from them has been vital to Roth's success across multiple industries.

The Power of Experience
What drives Roth now goes beyond business metrics and expansion plans. "The power of experience," he says, when asked about his greatest surprise as a business owner. "I always knew I wanted to create great venues, but I didn't realize how much of an impact it would have on people's lives." This realization provides daily motivation for his work. "Whenever I have a tough day, I make time to go over to our campus, walking through the venues and watching thousands of people experience VENU—seeing their faces light up—that's the real payoff. It wipes away all your worries. Music is powerful, and it's a dang pleasure to bring it to fans." This focus on creating meaningful experiences rather than just selling a product or service distinguishes Roth's approach to business. He understands that in the entertainment industry, the emotional connection is as important as the physical amenities.

Building a Legacy
Looking toward the future, Roth's vision for Venu Holding Company is expansive yet deeply personal. "I want people to experience music in a way they never have before. I want to create jobs, opportunities, and a sense of belonging. Music has always been a great uniter—it's one of the few things that brings people together no matter their background." The company's public listing provides new opportunities for growth and development, with access to capital markets enabling faster expansion and innovation. Roth envisions Venu not just as a collection of venues but as a transformative force in the live entertainment industry, setting new standards for what concert-goers can expect. But beyond the business goals, Roth sees his work as creating a lasting legacy. "I don't just want to build venues. I want to change how people experience music. If VENU is my legacy, then my real goal is to create something that outlives me." His commitment to this vision extends to how he builds his team. "I don't look for people with perfect resumes. I hire dreamers—I look for people who think big, work hard, and aren't afraid to get knocked down."

Advice for Aspiring Entrepreneurs
When asked what advice he would give to someone just starting their entrepreneurial journey, Roth's answer is simple yet profound: "Be a Weeble." He elaborates: "You will get knocked down. You will face obstacles. The people who win in business aren't the smartest or the richest—they're the ones who keep getting back up. A Weeble is a toy from the 1970s—an egg-shaped figure that, no matter how hard you push it, never falls down. The tagline was, 'Weebles wobble, but they don't fall down.' And that's exactly how I see entrepreneurship. You will get knocked down. You will face failures. But if you want to be successful, you can't stay down. You have to get back up—every single time." This resilience has been the cornerstone of Roth's success. "I tell people all the time: 'Be a Weeble.'

It's not about never failing. It's about never staying down. That's how I built my career. That's how I built VENU." Beyond resilience, Roth emphasizes that entrepreneurship is about more than financial success. "It's not about money. It's about building something that lasts. It's about proving to yourself that you can do the impossible." J.W. Roth's transformation from food industry leader to entertainment innovator exemplifies the American entrepreneurial spirit at its finest—combining opportunity recognition, risk-taking, and passion in pursuit of both business success and personal fulfillment. His parting words of wisdom encapsulate his approach to business and life: "Whatever you're working on—think bigger, take risks, and be a Weeble."