Buzz on Biz July/August 2018

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JULY 27—AUG. 24, 2018 • THE CSRA’S MONTHLY BUSINESS MAGAZINE

Take a look at the Cyber Center. Page 31

THE SHOW MUST GO ON

MULTIPLE VENUES COULD MAKE CITY AN ENTERTAINMENT HUB BY WITT WELLS

Last August, I sat in the back of Bell Auditorium and waited for one of my all-time favorite comedians, Brian Regan, to walk onto the stage. At the time, it made sense that my personal bias toward Regan’s work would make the empty seats in the room loom large in my mind. (Doesn’t this town understand what they have here!?) But 10 months later, during a conversation with Chris Bird, general manager of James Brown Arena ( JBA) and Bell Auditorium, I realized that it wasn’t just me. Bird estimated that there were probably around a thousand empty seats in the auditorium that night, which was honestly more than I would’ve guessed. With around 1,500 people in the building (the venue can shift between 2,500 and 3,000 seats), the show was far from an economic failure. Still, a weekend act featuring a comedian of Regan’s standing topping out at 60 percent capacity definitely won’t be a selling point the next time around. “When you compare us against another market four years from now, it may be a rea-

son to come back or not come back,” Bird said.

A Positive Change

But that’s far better than artists passing over Augusta altogether, which isn’t a problem these days. The Bell Auditorium is set to host Jerry Seinfeld on Oct. 14. Steve Martin and Martin Short will grace the same stage six weeks later. Gladys Knight will perform at the JBA at the end of this month. “I’ll be very honest — 10 years ago, I think Augusta would get skipped on a tour,” Bird said. Then again, 10 years ago, James Brown Arena was in an entirely different situation, one that made it difficult for its managers to attract top talent. From its opening in 1979 through much of the 1990s, the venue was attracting performers including Van Halen, KISS and Bon Jovi. But the arena’s novelty faded over the years, and its local management team couldn’t keep up with competition in other cities. In 2009, venue management company Spectra took over the arena. Bird was hired in 2014. “They (former management) weren’t pursuing entertainment the way they are now,” said

The opening of the renovated Miller Theater, along with the James Brown Arena, Bell Auditorium and Imperial Theatre, gives Augusta a variety of venues to attract top national talent. Photo by Witt Wells

Bruce Balk, an audio engineer who owns Super Sound Augusta and works shows for the International Alliance of Theatrical Stage Employees (IATSE), which has a small presence of around 25 members in Augusta. “They were doing what they had to do, but they didn’t have the pull of a management company. Chris has the ability to travel and pursue business, and a local GM just isn’t going to have as many contacts. They did what they could, but they didn’t have the resources like this company does.” Balk said that once Spec-

tra took over, music promoters “knew what they were dealing with” when they booked shows in Augusta. From that point, one of Bird’s biggest challenges has been keeping his finger on the pulse of a city whose demographics can be difficult to plan around.

Careful Planning

While cost of living in Augusta is lower than it is in cities such Charleston, S.C., or Greenville, S.C., so is median income. One of Bird’s biggest cautions — one that he’s had to learn over the years — is for venues to resist

the temptation to target a single demographic with too many shows within the same month, which has been a problem in the past and could continue to be one if local venues get ahead of themselves in a city projected to grow rapidly. “People only have a certain amount of money,” Bird said. “We can multiply the shows, but we have to be very smart for the artists and the promoters.” Bird credits a trusting relationship with promoters as the biggest reason for his staff ’s abilSee VENUES on Page 4


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