MARCH 2013
VOLUME 12 NUMBER 3
WWW.VENUESTODAY.COM
THE NEWS BEHIND THE HEADLINES : SPORTS : MUSIC : FAMILY SHOWS : CONVENTIONS : FAIRS
Texas on Top Whether it's performing arts, sports or concerts, the Lone Star State continues to push forward as an economic powerhouse
California Venues PACNet '13 Arena Cuidad de Mexico
CONTENTS
PUBLISHER/EDITOR-IN-CHIEF Linda Deckard linda@venuestoday.com
EDITORIAL MANAGING EDITOR Dave Brooks dave@venuestoday.com MARKETING DIRECTOR Samantha Le samantha@venuestoday.com ART DIRECTOR/DESIGNER Lisa Brink lisa@designsmorgasbord.com DIRECTOR OF OPERATIONS: RESOURCE GUIDES Rob Ocampo rob@venuestoday.com
75 Ovations Food Services chili cheese dog goes well with craft beer — a trend at baseball spring training parks.
STAFF REPORTER Jessica Boudevin jessica@venuestoday.com ACCOUNTING MANAGER Becky Burson becky@venuestoday.com
IN EVERY ISSUE
HOT TICKETS MANAGER Josh Huckabee josh@venuestoday.com
NEWS 6
MANAGING RISK
72
IAVM Performing Arts Managers Conference,
ORLANDO STARS
RESOURCE GUIDES COORDINATOR Nazarene Kahn resourceguides@venuestoday.com
INTIX, Orlando, Jan. 29-31
RESOURCE GUIDES RESEARCH ASSOCIATE Jay Nguyen jay@venuestoday.com
MARKETING
COPY EDITOR Pauline Davis pauline@venuestoday.com
Las Vegas, Feb. 9-12
8
EUROPE’S RUGBY PALACE A look at Grand Stade FFR, a $660-million,
10
12
WHAT WOULD DISNEY SAY ABOUT YOUR APP?
MAKING THE MOST OF MIAMI
Guest columnist Pat Coyle weighs in on Disney’s
Stadium Managers Assoc. Seminar, Miami, Feb. 3-7
presence and the future of apps for live sports.
75
CONCESSIONS
ADVERTISING
FARE GAME
TEXAS, SOUTHEASTERN AND MIDWEST U.S. Jim McNeil (207) 699-3343 jim@venuestoday.com
BROADWAY BUDDIES
Stadiums used for baseball's spring training are
Inside the Lexington (Ky.) Opera House’s launch
presenting new concessions options.
of the Broadway Buddies program.
D E PA R T M E N T S
36
MARCH 2013 HOT TICKETS
38
MARCH 2013 TOP STOPS
4
LETTER FROM LINDA
5
TALKING POINTS
OPS & TECH
77
MANAGEMENT
SITUATION SIMULATION
79
ON THE MENU
70
CONTRIBUTORS Matthew Coller Chad Swiatecki Pat Coyle Lisa White
TURNKEY VENUES POLL
BOOKINGS 34
73
82,000-capacity rugby stadium north of Paris.
Products like SportEvac and RegalEvac allow venues to simulate emergency situations.
NORTHEAST AND WESTERN U.S., INTERNATIONAL Rich DiGiacomo (310) 429-3678 rich@venuestoday.com MARKETING DIRECTOR Samantha Le (714) 378-5400 samantha@venuestoday.com
SUBSCRIPTIONS Josh Huckabee (714) 378-5400, Ext. 21 Annual Subscription Rate: $200 (U.S.)
EDITORIAL OFFICE
HAPPENING THIS MONTH >> South by Southwest Conferences and Festivals, Austin, Texas, March 8-17 >> Winter Music Conference 2013, Miami Beach (Fla.) Convention Center, March 15-24 >> Ticketing Technology Forum, London, March 19-20 >> International Facility Management Association’s Facility Fusion 2013, L.A. Live, April 2-4 >> IMG World Congress of Sports, Naples, Fla., April 3-4
W E B E XC L U S I V E Empire Polo Club’s Alexander Haagen IV talks about what it’s like being one of the most successful venues in the world, while in the desert of Indio, Calif. There are continuous improvements to the property.
www.venuestoday.com
VENUES TODAY P.O. Box 2540 Huntington Beach, CA 92647-2540 or 18350 Mt. Langley, #201 Fountain Valley, CA 92708 Phone (714) 378-5400 Fax (714) 378-0040 E-mail info@venuestoday.com Printed in the United States ©All materials copyrighted Venues Today 2012 ISSN 1547-4135
CONTENTS
MARCH 2013
VOLUME 12 NUMBER 3
WWW.VENUESTODAY.COM
THE NEWS BEHIND THE HEADLINES : SPORTS : MUSIC : FAMILY SHOWS : CONVENTIONS : FAIRS
Texas on Top Whether it's performing arts, sports or concerts, the Lone Star State continues to push forward as an economic powerhouse
California Venues PACNet '13 Arena Cuidad de Mexico
ON THE COVER The Plaza Theatre in El Paso is one of the venues listed in the 2013 Texas Top Stops chart. 26 The Black Keys will perform at the inaugural BottleRock.
S P O T L I G H T S + F E AT U R E S A R E N A C I U DA D DE MÉXICO 14
PAC N E T ’ 1 3
VIVA ARENA CIUDAD DE MÉXICO
32
DESTINATION: SIERRA NEVADA
Having officially opened Feb. 25, 2012, Arena
Four regions near the Sierra Nevada mountains
60
Ciudad de México in Azcapotzalco, Mexico City,
are seeing increased interest for specific types of
has had an exciting first year. It’s different from
events. Yosemite Valley is drawing more
BETTING BIG ON DATA
other venues in the city due to its accessibility to
meetings, while Mammoth Lakes is becoming a
One of the big products at
parking and number of restrooms, not to mention
hot bed for concerts with a festival feel. Other
this year’s Paciolan confer-
the 850 LED screens.
areas excel with performing arts and fairs.
ence, PACnet ’13, was the new
16
AN ACCOMMODATING VENUE
TEXAS
Ticketing Intelligence suite.
IN THE CAPITAL
62
More than one million visitors came to Arena Ciudad de México during its first year. The first
Overall, business is strong at Texas venues. There
GOING DIGITAL DEEP IN
new venue for Mexico City in four decades
were some unique stories among Venues Today’s
DIXIE: Q&A WITH ROSS
brought one circus back to Mexico after more
Texas Top Stops. One arena said goodbye to its
BJORK
than a decade absence. Also, a different
longtime leader, while an amphitheater helped
As athletic director for the
timetable for family events led to longer runs at
University of Mississippi in
the facility.
40
welcome a baby into the world.
42
Oxford, Ross Bjork saw the
be spent on venue construction and renovation in
CALIFORNIA IN RECOVERY?
Texas. Much of that construction will happen in
attention during this year’s
Though the economy in California remains tight,
San Antonio, which will welcome a new
National Signing Day.
the general managers at facilities in Venues
performing arts center and a rebuilt convention
64
Today’s California Top Stops had good news.
MEETING OF THE MINDS
concessions in-house to increasing multinight
PACnet ’13, Newport Beach,
engagements, California’s venues are showing
Calif., Feb. 10-13.
strong signs of life.
unprecedented amount of
68
22
SAN ANTONIO LEADS THE PACK In the next three years, more than $1 billion will
CALIFORNIA
school’s Twitter feeds get an
BIG AND BRIGHT
From Olympic teams hosting events to taking
24 26
center.
44
2013 TEXAS CONSTRUCTION UPDATE This year’s Blueprints feature four large projects that are, or practically are, out of the ground.
48
RESISTING CHANGE
2013 CALIFORNIA TOP STOPS
Being in a small town doesn’t stop big acts from
BOTTLEROCK PLUGS IN NAPA VALLEY
coming to Gruene Hall, in Gruene, Texas. The
A TIME FOR CHANGE
It’s more than wine. The five-day BottleRock
white, weathered building was built in the 1800s,
For three new Paciolan clients,
Festival lands in Napa Valley this May, bringing
but has operated as a music venue for almost 40
changing to the ticketing
music, comedy, wine, beer and food to the fore
years, welcoming artists such as Willie Nelson,
system has been particularly
front. While most festivals have diversified
George Strait and The Dixie Chicks.
exciting.
content, BottleRock will focus on one genre
52
2013 TEXAS TOP STOPS
FROM THE EDITOR
T
LINDA DECKARD EDITOR-IN-CHIEF linda@venuestoday.com
here are 10 Venues Today Generation Next Award winners out there and five more to be named in this third year of voting, which ends March 15. Every time we quote one of our Nexters, run their photos or report their promotions, I’m proud to think we helped affirm their contributions to the industry. All 10 of the previous winners are still in the industry and still taking leaps and bounds. While it is the youngest of our awards, introduced in 2011, it has become an eye-opener for me. We are celebrating industryites age 35 or younger who have accomplished a lot and caught their peers’ attention in a very short period of time — at least to my Medicare-eligible mindset. At 35, I was working for Amusement Business as West Coast Editor, with no inkling I was going to become an entrepreneur. Our 28 nominees this year include four general managers/CEOs, the youngest of whom is Brian Sipe who, at 29, manages the Big Sandy Superstore Arena, Huntington, W.Va., for SMG. He not only builds relationships with promoters and producers to fill the building, he oversees 150 full and part time employees to run it. At 29, I had just discovered this business, having accepted a job with Billboard/Amusement Business in their directories department. Honestly, though I had been a working journalist since graduating from college, I was just embarking on a whole new world of trade press and business reporting, albeit a very interesting business. I encourage you, even if you already know whom you’re voting for, to read every one of the nominations thoroughly. And compare them to your own story, your peers, your upper management and your interns. The youngest in our 2013 group of nominees are a mere 26. That was the Seventies in my journey. I’m not even going to tell you where I was…what I remember of it. Paul Hooper is already a superstar marketing coordinator at Rupp Arena, Lexington, Ky., whom some of you saw helping our Managing Editor Dave Brooks at the awesome Generation Next party we threw last year, with sponsor Centerplate, at the Vancouver Convention Centre. This year, we’ll party down in Austin during the Event & Arena Marketing Conference. The other 26-year-old is Becca Watters from Spokane, Wash. Becca markets all the venues in that city and, like Paul, excels in social media. She has all the earmarks of what makes for success in venue management – hostess instincts. Altogether four of our group are still in their 20s. These Nexters are focused very early in the game. Ten of the nominees have taken the talent buyer/booker path. Five are in marketing. Three are in ticketing. Six in operations and events. As per tradition, we will profile the five winners in our June issue of Venues Today. It’s a sought-after assignment, to tell their stories. I hope you take the time to enjoy learning about the people who are the future of our industry, whether it’s a trip down memory lane or inspiration for the path you are on. They prove youth is not wasted on the young. God grant you many years to grow wiser with age.
Rod Pilbeam, AEG Ogden, catches up
Feld Entertainment’s Bill Powell, Jeff
Michael Enoch and Dale Adams, AEG
A day in the life for my brother, Carl
with Sally and Frank Roach, University of
Meyer and Brad Timberlake discuss the
Facilities, report on upcoming shows at
Deckard, Greensboro (N.C.) Coliseum,
South Carolina, Columbia, during the
pending move of Feld’s headquarters
Mercedes-Benz Arena in Shanghai, China.
included sitting in the dentist chair in the
Pollstar and AEG corporate meetings in
from Vienna, Va., to Florida. Meyer’s fam- Enoch said Adam Lambert is booked for
a.m., googling Bill Cosby’s comedy routine
Los Angeles. Roach and USC are partnered ily will move this summer.
March 23; the Beach Boys, March 24 for
on dentists, going into presettlement for
with Venues Today in production of SEVT
the 1,000-seat nightclub there called the
the Bill Cosby show and happily visiting
(Sport, Entertainment & Venues Tomorrow),
Mixing Room. Venues Today will spot-
with Cosby backstage about his famous
which is coming up Nov. 20-22.
light Asia and China next month.
dentist-chair monologue. (VT Photos)
4 VENUES TODAY MARCH 2013
VT SPOTLIGHT
Above: Reliant Stadium at Reliant Park in Houston lights up; right: Plaza Theatre in El Paso, Illusions Theater in San Antonio, and UTEP Don Haskins Center in El Paso.
BIG AND BRIGHT Texas’ buildings shine with diversity and hospitality by JESSICA BOUDEVIN
Though venues in Texas weren’t hit as hard by the recession as those in other parts of the country, they have their own issues to deal with. American Airlines Center in Dallas saw its longtime leader, Brad Mayne, move to the East Coast, while Texas A&M teams in College Station joined the SEC. The Cynthia Woods Mitchell Pavilion in Houston helped welcome a baby into a world of ‘Mayhem,’ while many venues are trying new types of events for the first time. Overall, business seems up for Texas’ brightest stars. Venues Today ranked the top 5 highest grossing Texas venues in each of our four Top Stops capacity categories. Here are some of their stories. 40 VENUES TODAY MARCH 2013
VT SPOTLIGHT
RELIANT STADIUM RELIES ON VERSATILITY Reliant Stadium in Houston diversified content in the last year to keep the crowds coming. “Our stadium event mix is a bit different from some other stadiums,” said Jeff Gaines, assistant GM at Reliant Park. The stadium hosts the Houston Livestock Show & Rodeo, three weeks of Ringling Brothers and Barnum & Bailey Circus, two weeks of Disney on Ice, as well as three monster truck shows, conventions, and college football. Gaines said that the first playoff game for the National Football League’s Houston Texans, and the Brothers of the Sun tour with Kenny Chesney and Tim McGraw, were highlights. With 350 acres of land, a stadium, arena, convention hall, and 26,000-space parking lot, there is space for many different events. The parking lot is used for several events, including 5k runs, 10k walks, the carnival portion of the rodeo, and outdoor exhibit space for conferences. A new video screen will be in place in time for the next Texans season, which Gaines called, “the newest and greatest video board out there.” As far as taking on even more unique events, Gaines said that the stadium will “host any event that makes sense.” However, there is one exception. They don’t do Electronic Dance Music. “Nothing good happens after midnight,” he said. “At least that’s what my dad always said.” Contact: (832) 667-1771
AMERICAN AIRLINES CENTER LOSES A LEADER This year, American Airlines Center in Dallas said goodbye to Brad Mayne, the founder of Center Operating Co., which operates the building, and CEO for more than 14 years. Mayne left Sept. 1 to run MetLife Stadium in East Rutherford, N.J. “It’s been an adjustment not having Brad around for his leadership and guidance, but he left a legacy of strong management,” said Dave Brown, VP and GM at American Airlines Center in Dallas. He said that the departure of Mayne created a lot of anxiety, but that he left a well-trained team in place. “Just because he’s left doesn’t mean we don’t still channel Brad,” continued Brown. “Many times I’ll ask myself, ‘what would Brad do?’ and that provides me guidance.” Brown has stepped up to GM and has instituted some customer-service oriented initiatives, including designating staff to serve as guest service ambassadors on the concourse and hold signs asking, ‘how may I help you?’ Staff at American Airlines Center have been instructed to be more personal with the guests. “We’re trying to empower the staff to not be robotic and do everything the same way every time,” said Brown. “We want them to build those relationships and better anticipate the needs of our guests.” Also, American Airlines Center has initiated an MVP of the Game for the staff. Each basketball or hockey game, a staff member is CONTINUED ON PAGE 52 >
MARCH 2013 VENUES TODAY 41
VT SPOTLIGHT
SAN ANTONIO LEADS THE PACK Texas construction projects include a theater, a convention center, a shed and a stadium b y L I N DA D E C K A R D
Baylor Stadium at Baylor University in Waco takes full advantage of the terrain. The stadium opens next year.
M
ore than $1 billion is earmarked for venue construction and renovation in the state of Texas over the next three years. And like everything in Texas,
the plans are grand. The $203-million Tobin Center for the Performing Arts, San Antonio, is on track to open September 2014, offering flexibility and Riverwalk access to potential users. A new CEO is being sought now and will be named by spring. Across town, the $325-million rebuild of the Henry B. Gonzalez Convention Center is 42 VENUES TODAY MARCH 2013
in schematic design phase, with a 2016 opening, though business will continue throughout renovation. The rehab will result in the biggest ballroom in Texas and a convention complex, which includes the Alamodome, also right on the Riverwalk — an atmosphere that has to appeal to convention planners. Elsewhere in Texas, the Tower Amphitheater at Circuit of the Americas in Austin opens April 5 with Kenny Chesney. This is yet another phase of development of the Grand Prix racetrack that aims to turn itself into a sports and entertainment destination within five years. Owners foresee a future park
footprint with retail, restaurants and more, much more than a track and an amphitheater. At Baylor University, the $250-million Baylor Stadium is under construction and will open in 2014. Built on a 93-acre site, the new football stadium replaces Floyd Casey Stadium. Enthusiasm is strong, with 85 percent of the premium suites sold. In addition, Texas A&M has hired Populous to design a $420-million renovation of Kyle Field, which will turn it into a destination stadium for college football. Fundraising has just begun. And plans for the Arts Center of North Texas in Allen, a 2,100-seat performing arts center that was being funded by three cities, are apparently dead. The years-long effort will be revived as a nonprofit, private enterprise, according to Bob Baggett, who resigned his post with the public/private partnership board effective March 31, which gives them time to wrap some things up. Baggett said the vision is still valid and the population in Collin County needs and can support a regional arts center, so stay tuned. In San Antonio, the vision is quickly becoming reality. The Tobin Center for the Performing Arts is the most visible of the projects, well out of the ground and almost totally funded. Jim Devlin, who handles public relations for the Bexar County Performing Arts Center Foundation which owns and operates the venue, said $36 million of $54 million in private financing has been raised and the project is “on track and no worse than on budget.” There may CONTINUED ON PAGE 44 >
VT SPOTLIGHT SAN ANTONIO LEADS THE PACK CONTINUED FROM PAGE 42
Blueprints
::::::::::::::::::
SOURCE: 2011/2012 VENUES TODAY INTERNATIONAL VENUE RESOURCE GUIDE AND VENUES TODAY DATABASE
VT 2012 TEXAS CONSTRUCTION UPDATE AUSTIN TOWER AMPHITHEATRE AT CIRCUIT OF THE AMERICAS PO Box 849, 78767 (512) 301-6600 info@circuitoftheamericas.com http://circuitoftheamericas.com CAPACITY: The Tower Amphitheater - 15,000 seats OPENING DATE: April 5,2013 COST OF CONSTRUCTION: $400 million for entire racetrack project STAKEHOLDERS: Owner: Bobby Epstein & Red McCombs; Architect: HKS Inc., Miroe Rivera Architects, Tilke GmbH; Tickets Primary: Ticketmaster; Concessions - Sodexo CONTACTS: Pres.: Steve Sexton; Media: Ali Putnam, ali.putnam@circuitoftheamericas.c om; Booker: Paul Thornton, TAG Presents, (208) 447-8435 FEATURES: The next element of the purpose-built, year-old Grand Prix track opens with a Kenny Chesney concert April 5. The stage rigging can handle 140,000 pounds.
SAN ANTONIO
518,000 sq. ft. and add the largest ballroom in Texas at 52,000 sq. ft. To break ground this fall for a July 2016 opening. TOBIN CENTER FOR THE PERFORMING ARTS 700 N. St. Mary’s St., Ste. 125, 78205 (210) 223-3333 Fax: (210) 224-0980 luann.stidham@bexarperformingarts.org http://tobincenter.org CAPACITY: Performing Arts Center - 1,761 seats; 183,000 sq. ft.; Suites: 27; Studio Theatre - 230 seats OPENING DATE: Sept. 2014 COST OF CONSTRUCTION: $203 million STAKEHOLDERS: Owner: Bexar County Performing Arts Center Foundation; Architect: LMN and Marmon Mok; Design: Fisher Dachs Associates CONTACTS: Pres.: J. Bruce Bugg Jr., (210) 930-5160; Exec. Asst.: LuAnn Stidham, (210) 913-4887; Interim MD: David Green; PR: Jim Devlin, (210) 227-0221, ext. 236 FEATURES: Project is a renovation and expansion of the historic San Antonio Municipal Auditorium originally built in 1926. Named for $15-million donor. Will host the San Antonio Symphony, Ballet, and Opera. Currently seeking a new CEO.
HENRY B. GONZALEZ CONVENTION CENTER (RENOVATION) P.O. Box 1809, 78205 (210) 207-8500 Fax: (210) 223-1495 csefinfo@sanantonio.gov www.sahbgcc.com CAPACITY: Convention Center WACO 1,300,000 sq. ft.; Exhibit Space 440,000 sq. ft.; Grand Ballroom - BAYLOR STADIUM AT BAYLOR UNIVERSITY 39,600 sq. ft. CAPACITY: Stadium - 45,000 seats OPENING DATE: 2016 (expandable to 55,000); Suites: 36 COST OF CONSTRUCTION: $325 milOPENING DATE: 2014 lion COST OF CONSTRUCTION: $250 milSTAKEHOLDERS: lion Management/Owner: City; Tickets STAKEHOLDERS: Architect: Populous - Primary: Ticketmaster; CONTACTS: AD.: Ian McCaw; Sr. Dir. Architect: Design/build team of Development: Greg Davis, (254) includes Hunt Zachary, Populous, 710-8456 Marmon/Mok FEATURES: Built on a 93-acre site CONTACTS: Dir.: Mike Sawaya, (210) and expected to be completed in 207-8553, Fall of 2014. Will replace Floyd msawaya@sanantonio.gov; Mgr.: Casey Stadium. 85% of premium Jeff Cook, (210) 207-5762, suites are sold. Now selling 79 loge jeffrey.cook@sanantonio.gov boxes. Bear Heights Club Seats FEATURES: Expansion will increase will be next. The city of Waco contiguous exhibit space to invested $35 million in the project.
44 VENUES TODAY MARCH 2013
even be additional money added to the goal of a $10-million endowment fund, he said. The county passed bonds for $100 million and the city donated the land and the existing Municipal Auditorium, which is being rebuilt as a performing arts center, and the neighboring fire department headquarters, which will be offices. The building sits on the Riverwalk and will have two front doors. The Riverwalk door will open onto a 600-capacity area for outdoor events. There is also a 250-seat studio theater. Besides location, and boasting rights that you can arrive by river taxi, the Tobin Center’s claim to fame is a very flexible 750-seat performance hall which has the ability to change from raked seating to a flat floor configuration in 15 minutes, literally with the touch of a button. “It gives us tremendous flexibility. We can raise the flat floor to be at stage level. We can also create cabaret and tiered-seating settings, so we can have various kinds of events in the main hall,” Devlin said of the potential. THE BIGGEST BALLROOM IN TEXAS When complete in 2016, Henry B. Gonzalez Convention Center in San Antonio will include a 52,000-sq.-ft. ballroom, the biggest in Texas, and 518,000 sq. ft. of contiguous exhibit space. The original building opened in 1968 and was expanded in 1999, but when renovations are complete this time, nothing will be left of the original building but the artwork, said Mike Sawaya, director. It’s fully financed and currently under design. Hunt Zachary’s design/build team includes Populous and Marmon/Mok Architects. They were selected last July. The 2,400-seat Lila Cockrell Theatre was refurbished in 2010 for $26 million and everything else that wasn’t renovated in 1999 is being redone from the ground up. “We’re a historic city, 300 years old in 2018, but we’re also progressive,” Sawaya noted. The venue is in schematic design phase now, with groundbreaking planned for September. With the river on one side and a highway on the other, the only limitations are the size of the footprint. They are even moving an interstate ramp off Market Street to make this happen. And there will be a new pedestrian connection to the Alamodome next door. “When we demolish the old west side of the building it creates a new civic park, a rebirth of Hemisfair Park,” Sawaya said. “On the northwest corner of the building we vacate will be a civic park, which is fronted on the river. It will be fabulous.” The venue will be fully functional throughout renovation. In fact, in 2015, San Antonio will host the Seventh Day Adventists International Conference, which draws 100,000 over 11 days and will involve the convention center and the Alamodome. “You can’t do a general assembly for 50,000 and it be walking distance without the dome. We have connectivity, or you can walk along the Riverwalk if you want,” Sawaya said. “We have over 5,000 hotel rooms. Add the civic park and the new convention center, we have a great destination.” DESTINATION AUSTIN The Circuit of the Americas in Austin is much more than a Formula One racetrack, though that is its initial claim to fame. On April 5, the next major element of the year-old venue, the 15,000-capacity Tower Amphitheater, opens with a Kenny Chesney concert. Paul Thornton, TAG Presents, who is booking and operating the shed and booking musical events for the entire complex, said the CONTINUED ON PAGE 46 >
VT SPOTLIGHT SAN ANTONIO LEADS... CONTINUED FROM PAGE 44
longterm goal is to turn Circuit of the Americas into a major sports and entertainment destination venue. Located eight miles outside of Austin, the track has already produced its first Formula 1 U.S. Grand Prix Nov. 16-18. Thornton helped produce a concurrent festival in downtown Austin that drew 200,000. The race drew 300,000, he said. The Tower Amphitheater boasts a covered stage that can hang 140,000 pounds. It has room for 1,700 seated or 2,300 GA on the floor in front
of the stage, 5,200 fixed seats in the bowl and a 7,000-plus capacity lawn. Thornton said the construction crew was to turn the venue over to management March 1, giving them a month to prep for the grand opening. Live Nation is the preferred promoter; Sodexo is the concessionaire. “We came into it saying we would shoot for 12 concerts on the low side, 15 on the high side,” Thornton said. “Now it looks like we’ll end up in the 16-20 range.” Chesney was booked through promoter/man-
ager Louis Messina, who calls Austin home. Thornton said the venue bought the show and is acting as promoter. Tickets, priced $150-$45, have moved well since the Jan. 26 on-sale, Thornton said. Other bookings announced so far, all with Live Nation and C3, include the Zac Brown Band, April 18, tickets priced $67-$27; The Lumineers, April 26; Jimmy Buffett, May 2; Jason Aldean, May 5; Dave Matthews Band, May 21; The Avett Brothers, May 31; and Train, Aug. 4. The plan is to turn every concert into a festival, Thornton said. “When you come into this amphitheater, you enter through a great Grand Plaza grass area. We will open the doors to the Grand Plaza an hour early. For Kenny Chesney, we’ll have a band out there for the first hour and a half and sponsor activation. We want every concert to feel like a festival.” It helped that they were able to work with sponsors in advance on some deals to make festival-ground activation part of the package. “We said this is what we want you to provide as part of this. They loved it, too.” The amphitheater not only benefits from track sponsors, it will have access to racetrack concessions equipment and personnel, so food and drink service will be much more upscale than the usual shed fare, Thornton said. Because Formula 1 draws an international crowd, food service for the races includes food one wouldn’t normally see at a track. Those will carry over into the amphitheater and the Grand Plaza, he said. “We have a full liquor license, so there will be some neat bars. We also have a great deal with a spirit company putting in a topnotch setup, which I can’t reveal yet.” The rule of thumb will be one point of sale for every 84 patrons. Besides permanent concessions stands in the Grand Plaza that the shed and track share, there are also “several mobile kiosks they use at the track we can utilize.” Parking is another bonus for this shed, with 22,000 spaces for the track. A 680-car premium parking space in front of the amphitheater will be sold in advance only for $25. Lots A and F, also nearby, will sell for $12 in advance, $20 on site. While they are trying to encourage people to buy parking in advance, they nixed adding it to the ticket price. Austin is a very environmentally sensitive town and a lot of people bike or carpool, Thornton said. It wouldn’t be fair to charge every ticket for parking. Interviewed for this story: Mike Sawaya, (210) 207-8553; Paul Thornton, (208) 447-8435; Jeff Cook, (210) 2075762; Jim Devlin, (210) 227-0221, ext. 236; Bob Baggett, (972) 759-8742
46 VENUES TODAY MARCH 2013
VT SPOTLIGHT
RESISTING CHANGE Historic Gruene Hall boasts few amenities, lots of fans for A-list country artists b y C H A D S W I AT E C K I
Retro hall in Gruene, Texas, is a popular stop for country artists.
O
ne of the most popular and legendary country music venues in all of Texas is in a town without a single stoplight. In fact, Gruene Hall owner Pat Molak likes to joke that firsttime visitors to the historic dance hall need to be careful while driving the two-lane road that dead ends at his business, lest they drive straight into the simple, weathered-white building that’s played host to an honor roll of country and roots music legends. Since purchasing the low-slung beer joint in 1975, Molak has turned Gruene Hall into a must-play road stop for legends like Willie Nelson, The Dixie Chicks, George Strait and
48 VENUES TODAY MARCH 2013
Lyle Lovett and a career-validating milestone for younger acts who angle for spots on the stage that’s full seven days a week. Also impressive is that the proudly throwback, historic venue has also embraced modernity through an active social media presence that’s brought it more than 160,000 Facebook “Likes” and more than 6,000 Twitter followers who keep tabs on happenings there and in the surrounding Gruene historic district. Those social media numbers earned the 800-capacity Gruene Hall second place in Venues Today’s Social Media 100 power chart for venues of fewer than 2,000 capacity. “We’ve been here for close to 40 years, and I think the entire joint has a really good vibe
because we reach out to crazy artists like Boz Scaggs or Huey Lewis and all the old Texas guys, or the newer ones like Reckless Kelly, and all of them love it,” Molak, 65, said. “With the historic other businesses we have around the place, we’ve created kind of an aura and the upand-comers view it as a real positive thing on their resume to have played the hall in Gruene.” Situated roughly halfway between Austin and San Antonio, Gruene is a designated historic district — its actual mailing address is the city of New Braunfels — that is two minutes away from Interstate 35, making it an easy visit for tourists looking for throwback Texas flavor. While the hall has plenty of loyal repeat visitors and is busy even on weekday afternoons (its marketing staff does not release annual attendance), Molak said a significant portion of his clientele are tourists spending an afternoon and evening visiting nearby historic brick construction shops and restaurants, some of which Molak also owns. The hall’s social media channels cater to that character by playing up other events and promotions going on in Gruene along with show announcements, ticket and other giveaways. As an example, Katie Molak — Pat’s daughter and the venue’s Marketing coordinator — pointed to a picture of a scenic sunset behind the hall and the town water tower that she posted to the Gruene Hall Facebook page on a recent night with the simple caption, “What a beautiful night in Gruene.” That post resulted in more than 2,400 “likes” almost immediately and was shared more than 150 times, spreading the hall’s brand to fans who come for the music as well as the atmosphere the hall and its musicians create. CONTINUED ON PAGE 50 >
VT SPOTLIGHT
RESISTING CHANGE CONTINUED FROM PAGE 48
“A lot of our fans online are not from near here and so they like to be reminded of what the place looks like,” she said. “At the same time, the
people who are from around here want to be engaged in what’s happening and we let them know about shows and other things going on.” Mary Jane Nalley, Pat Molak’s ownership
partner who heads up marketing for the hall, said there are no specific benchmarks for Gruene Hall’s social media campaigns — its main tools are Twitter and Facebook — and that the aim for the two or three posts per day is to drive traffic to the hall’s web site where customers can view a full calendar and purchase tickets (ranging from $12 to $45 general admission) for high-profile touring acts like Ryan Bingham, Roger Creager and the Texas Tornados. While modern technology has helped spread Gruene Hall’s reputation and brand digitally, its actual physical structure features none of the modern amenities or trappings that are “must haves” for new-build concert spaces. There is no artist dressing room, meaning big-ticket headliners decamp to the stage from the men’s restroom while customers are shuttled to porta-potties. And there is no air conditioning in the 6,000square-foot space filled with church-style long tables, leading to sweltering conditions (and presumably more beer sales) once the room fills with two-steppers giving off lots of body heat. “Chris Isaak once said up on stage that ‘this is the hottest gig I’ve ever had’ and how it was one of the most famous venues in the world,” Pat Molak said. Asked about his fondness for the hall he first visited in the summer of 1996 as a fan of headliner Jerry Jeff Walker, Creager said the authentic atmosphere of the close-up stage and unfinished wooden floorboards — which remain from its original construction in 1878 – made him want to be a musician in the first place. “Once I was there it seemed like the world just made sense and I knew that having people singing along and dancing on the tables to my music was what I wanted to do in life,” Creager said. “It’s all about the simplicity, because, after all, we have to commandeer the men’s room to get on stage. There’s a reason why there’s a real magic there and it makes sense that their slogan is ‘Gently resisting change since 1872.’” Interviewed for this story: Pat Molak, Katie Molak, Mary Jane Nalley (830) 629-5077); Roger Creager, www.rogercreager.com
50 VENUES TODAY MARCH 2013
/bbvacompassstadium
@bbvacompassstdm
CONCERTS FESTIVALS SOCCER FOOTBALL RUGBY PRIVATE EVENTS
| 713.547.3000
VT SPOTLIGHT
1. UTEP Don Haskins Center, El Paso
11,767
$1,860,504
34,200
2. United Spirit Arena, Lubbock
15,000
$1,477,303
33,624
9
including Dave Matthews Band, One Direction and Incubus. That’s a 42-percent increase in the number of events from the prior year. Part of the uptick in events was offering seats-only shows and closing the lawn. “Some smaller shows don’t need all 16,500 capacity,” said MacDonald. Seven shows in 2012 played seats-only shows, including Il Divo, Joe Cocker and Pitbull. “That opened up a whole new group of artists that would have played theaters or skipped the market,” MacDonald added. “It involves less staff, the guarantees are less and the capacity is less.”
3. Freeman Coliseum, San Antonio
11,700
$981,216
15,062
7
Contact: (281) 363-3300
4. Reed Arena, College Station
12,989
$502,251
9,207
7
5. Illusions Theater at Alamodome, San Antonio 11,000
$160,027
4,424
1
TOPSTOPS
TEXAS•2012
Based on concert and event grosses from 1/1/12 – 12/31/12, as reported to Venues Today. VENUE, LOCATION
NO. OF SEATS
TOTAL GROSS
ATTENDANCE SHOWS
> 15,000 AND MORE CAPACITY 1. Reliant Stadium at Reliant Park, Houston 72,744
$41,540,346
1,321,661
20
2. American Airlines Center, Dallas
20,021
$28,687,599
446,584
68
3. Cynthia Woods Mitchell Pavilion, Houston
16,550
$14,043,891
346,209
50
4. AT&T Center, San Antonio
18,000
$12,348,477
200,307
20
5. Frank Erwin Center, Austin
16,800
$8,145,023
142,485
24
8
> 10,001-15,000 CAPACITY
> 5,001-10,000 CAPACITY 1. State Farm Arena, Hidalgo
7,500
$6,504,740
148,813
58
2. Cedar Park Events Center
8,500
$2,306,948
42,579
16
3. Curtis Culwell Center, Garland
7,500
$1,902,367
105,873
55
4. Dr Pepper Ballpark, Frisco
10,000
$1,604,493
27,809
10
5. AmericanBank Center, Corpus Christi
10,000
$1,215,453
28,205
12
> 5,000 OR FEWER CAPACITY 1. Plaza Theatre, El Paso
2,075
$4,617,803
88,363
115
2. McAllen Convention Center
5,000
$913,652
24,156
25
3. Abraham Chavez Theatre, El Paso
2,516
$879,496
27,469
25
4. Wagner Noel Perf. Arts Center, Midland
1,819
$856,990
17,693
12
5. Selena Auditorium, Corpus Christi
2,526
$240,276
6,130
4
Compiled by Josh Huckabee, HotTickets@venuestoday.com
BIG AND BRIGHT CONTINUED FROM PAGE 41
acknowledged on the big screen. When a terrace-level usher was recognized, her entire section gave her a standing ovation. “Seeing a front-of-house employee up on the big screen in front of 20,000 people sends a message not only to our staff that we appreciate them, but to our fans that we think a lot about our employees, so they must be good,” said Brown. Contact: (214) 665-4240
THE CYNTHIA WOODS MITCHELL PAVILION BRINGS NEW LIFE TO EVENTS It was a year of surprises for Cynthia Woods Mitchell Pavilion in Houston. Not only did the 52 VENUES TODAY MARCH 2013
venue have its fastest sellout for the June 25 One Direction show, but the July 11 Mayhem Festival brought the amphitheater’s youngest fan into the world. “During Slipknot’s encore at nearly 11 p.m., we got a call that someone needed medical attention,” said President and CEO Jerry MacDonald. “A Slipknot fan had come from out of town and went into labor, and a healthy baby boy was delivered at the venue.” The baby was named Corey after Slipknot’s singer, and the middle name Mitchell, for the venue, and received flowers from the band and the building the next day. It was also a banner year in other ways. Of the 37 concerts in 2012, there were 12 sellouts,
AT&T CENTER IS LOOKING UP When it comes to special events at AT&T Center in San Antonio, “it’s hard to identify just one,” said VP and GM Tom Paquette. There were many sold-out shows at the venue, including Red Hot Chili Peppers, Jason Aldean and Vicente Fernandez. Other sold out shows include a date with Justin Bieber, and two shows with TSO. Paquette said that Texas is a good place to be, even with the state of the world. “The economy here is strong and businesses are relocating to the region at a strong pace,” added Paquette. The good economy could help contribute to the strong attendance. “Our ticket sales for concerts, family shows and our sports teams are all up,” he added. He said that the important goal at AT&T Center is creating memorable experiences for its visitors. In order to keep audience experiences at their peak, the venue makes sure its employees are well prepared. “We constantly provide service experience training to our staff,” said Paquette. Contact: (210) 444-5140
FRANK ERWIN CENTER CELEBRATES ANNIVERSARY The Frank Erwin Center at University of Texas at Austin celebrated its 35th anniversary with several special events and important friends. “Aerosmith helped kick off the 35th
VT SPOTLIGHT
anniversary celebrations Nov. 16 by signing a giant birthday card before their concert,” said Associate Director Jimmy Earl. There were events honoring the venue’s history at the Texas Women’s Basketball and Texas Men’s Basketball Games in November, complete with 70s themed music. Also, there is a dedicated space at the venue to the anniversary. “We unveiled a permanent photo exhibit around the concourse, showcasing some of the amazing talent and events from the past 35 years,” said Earl. He counted Roger Waters, The Wall Live, May 3, as the most memorable event of the year. There have been improvements to the venue, as well. “We installed new risers and chairs in the lower area,” said Earl, who added that fans have been made much more comfortable. Contact: (512) 471-7744
UTEP ADDS ALCOHOL Don Haskins Center at University of Texas, El Paso, made local headlines when the venue began selling beer for university sporting events. “The fans appreciated it,” said Executive Director Jorge Vazquez. “We always do it for special events, but as far as athletics for college, it was new.” The sound system was also upgraded. The building hosted exciting events in both sports and music. The UTEP Miners basketball team beat the team from Oregon State University in triple overtime. “The arena was full and the fans were excited,” said Vazquez. “That sort of thing makes the memory that they keep forever and causes them to come back.” Sept. 28, Jenni Rivera performed there. The singer died in a plane crash Dec. 9. It was her last concert in the United States. “It
was special for her because last time she was in El Paso she had played a smaller venue downtown,” said Vazquez. “For her, playing our venue was going that extra step in her career. Contact: (915) 747-5481
UNITED SPIRIT ARENA PRIORITIZES UNIVERSITY EVENTS At Texas Tech University in Lubbock, United Spirit Arena is home to three university teams. Red Raider Basketball, Lady Raider Basketball, and Texas Tech Volleyball all play at the venue. “We value our relationship with our coaches and understand their needs and priorities, but we also need their cooperation when we need the arena for other events such as concerts,” said Director Kent Meredith. There is a new coach this year, so the arena is CONTINUED ON PAGE 54 >
MARCH 2013 VENUES TODAY 53
VT SPOTLIGHT
BIG AND BRIGHT CONTINUED FROM PAGE 53
working to emphasize the importance of holding nonsporting events, also. “Fortunately, we have a great administration in both the athletic department and the university that supports us bringing concerts, family shows, and other events to the arena,” Meredith added. In a first, United Spirit Arena hosted a gymnastics event. The Kellogg’s Tour of Gymnastics Champions came through in October and was well supported by the fans, possibly paving the way for future gymnastic events in the area. “I think it opened up some eyes in the gymnastics world that Lubbock and West Texas is a huge supporter of gymnastics,” said Meredith. To enhance the fan experience, Meredith has turned to a resource the university has in surplus: students. “We try and use as many stu-
dent team members as possible,” said Meredith. “This not only gives us the opportunity to help teach these students great customer service skills, but students bring in a natural excitement and energy to our program.” Using students allows the arena to focus on providing professional customer service without the budget of other venues. Contact: (806) 742-7362
FREEMAN COLISEUM FOCUSES ON FLEXIBILITY Executive Director Derrick Howard said that hosting Cirque du Soleil was a big departure for Freeman Coliseum in San Antonio, which had only hosted more kid-friendly circus events. “It helped express the flexibility of the building,” said Howard. “We didn’t have to change anything, really, but the adult crowd during a circus-type event was unique and dif-
g n i m Co Attraction
Contact: (210) 226-1177
TEXAS A&M JOINS SEC Reed Arena in College Station has more than a new floor. Texas A&M has joined the Southeastern Conference. “The SEC has a large fan-base that travels,” said venue GM Leslie Lamkin. It was also the first time Reed Arena had the opportunity to host part of the 2012 NCAA Division I Women’s Basketball
FFair air P Park, ark, a 277-acre National Historic Landmark, provides provides an unparalleled unparalleled setting for sports events. events.
Fair Park’s Historic
COTTON BOWL STADIUM is getting a facelift!
54 VENUES TODAY MARCH 2013
ferent for us.” The building has put an extra focus on children, as well as the elderly. “Those are two groups of people who need more assistance and more patience,” said Howard. He added that the building’s customer service motto this year is to “try and give the customers something they’ve wanted but never knew they wanted.” This applies not only to the venue’s attendees, but to its tenants, as well.
PROPOSED IMPROVEMENTS:
Upgrade the stadium’s façade ³ Improve functionality and aesthetics ³ Add amenities • Club seats • Festive concourses • Update concessions areas • Renovated Renovated press box • Larger elevator elevator to Press Box ³
Cotton Bow Cotton Bowll S tadium Stadium will reopen reopen Sep tember September 2013! 20113! 3!
VT SPOTLIGHT
Championship. Upcoming renovations include landscaping the outside of the arena. Technological improvements have been a focus in the last year, including revamping the venue’s website to keep it up-to-date and accurate. The venue has also committed to social media. “Social media allows fans to interact with our staff to ask questions, provide feedback on events, and share event information,” said Lamkin. The venue has new Facebook and Twitter accounts. Contact: (979) 862-7330
CREATING AN ILLUSION The Illusions Theater at the Alamodome in San Antonio is created through an extensive curtaining system and dropping down the lighting. “We’re really proud of the Illusions Theater because it puts us into a marketplace
that we’re happy to be in and we think there’s a niche for it,” said General Manager Nick Langella. The setup has been successful so far, with concerts from the Scorpions and the Isley Brothers, and a stop by comedian Gabriel Iglesias. “The Scorpions had the largest attendance on their tour at the theater, with more than 9,000 attendees,” said Langella. This year, the Alamodome signed a 25year lease with the University of Texas at San Antonio to host football, and at the end of March the venue will host two exhibition baseball games. Last year had more than 72 events. STATE FARM ARENA TRIES EDM Eric Blockie, general manager at State Farm Arena in Hidalgo, said that he felt the parking lot was an under-utilized space. This year for a
Fourth of July celebration, around 6,000 people came to the parking lot for an electronic dance music festival, even going head-to-head with a football game at the local high school. “It was so successful that they’ve held July 4 for the next few years,” said Blockie. The concert, which featured an artist called Sandra Van Dorn, was held on a Wednesday night. The holiday falls on a Friday next year, so Blockie said he hopes to turn the event into a three-day celebration with two more days, with shows by a heavy metal group and a country group. The facility served as the beginning of the REO Speedwagon, Styx, and Ted Nugent tour. “We had them rehearse here for a week,” said Blockie. “When you’re as old as I am, that’s special in its own way.” Contact: (956) 483-5505 CONTINUED ON PAGE 56 >
MARCH 2013 VENUES TODAY 55
BAR / BA BATT MMITZVAHS ITZ VAHS BAR/BAT
EEVENTS VENTS PRODUCT PRODUCT
LAUNCHES LAUNCHES
CCLASSES LASSES
W WEDDINGS E D D INGS
CCASINO ASINO PARTIES PARTIES
E RFECT EEVENT V E NT THE PPERFECT
CCORPORATE ORP ORATE TRAINING TRAI N I NG TTRADE RADE SSHOWS HO WS
Q U I N C E AÑE AÑE RAS
SSPEAKERS PEAKERS
SPORTING SP ORTI NG
CCONCERTS ONCERTS AAND ND GGALAS ALAS NNATIONAL ATIONAL & REGIONAL R EG IONAL TOURNAMENTS TOU RNAM E NTS
CCONCERTS ONCERTS
RREHEARSAL EHEARSAL DDINNERS INNERS MMEETINGS EETINGS
GGRADUATIONS RCCONFERENCES ADUATONIONS ON FE RE NCES CCONVENTIONS V E NTIONS
FFUNDRAISING UNDRAISING
COM P E T I T IONS COMPETITIONS
HHOLIDAY OLI DAY PPARTIES ARTI ES BANQUETS BANQU ETS
SSTAGE TA G E PERFORMANCES P E R F ORM A NCES RECITALS RECITA L S
VT SPOTLIGHT
WWWW.CURTISCULWELLCENTER.COM W W.C U RTI S C U LW E L L C E NTE R.C O M Garland, TTexas exas | 972.487.4705 972.4 87.470 5
56 VENUES TODAY MARCH 2013
BIG AND BRIGHT CONTINUED FROM PAGE 55
EXPENSIVE TICKET AT CURTIS CULWELL CENTER Curtis Culwell Center in Garland charged $500 for the first time this year. The high priced ticket was for Shreya Ghoshal, and 200 were sold. “Of course it was for premium seating, along with VIP parking and a meet-andgreet with the performer,” said GM John Wilborn. He said that the venue has added a digital video system in the concourse area. “Now we have HD video in our concourse area, so fans can still follow the action when they go to concessions stands,” said Wilborn. “Digital signage was just necessary because ours was antiquated. We felt that we had to modernize in order to keep up with the competition.” The venue has also kept up-to-date by adding new furniture in its suites. Contact: (972) 487-4702
DR PEPPER BALLPARK DIVERSIFIES In Frisco, Dr Pepper Ballpark has put an increased focus on nongame day events. “We have always held a variety of nonbaseball events here, such as movie nights, concerts and casino events, but we are looking to add more occasions of all types and sizes to our hosting schedule,” said Scott Sonju, president and CEO of Frisco RoughRiders Baseball. He said that other events include business meetings, private parties and wedding receptions. The venue hosted a pep rally in January for North Dakota State University. The venue has an expanded luxury suite this year, as well as a second playground area for children. There have been other changes, also. “We partnered with a new concessionaire, Professional Sports Catering, and are putting a significant amount of resources into enhancing our food and beverage services,” Sonju added. Special events this year included an exhibition game between the Texas Rangers and the RoughRiders. “It was the first time that new Japanese starting pitcher Yu Darvish had pitched in the Metroplex,” said Sonju. More than 90 members of the media came to the
event, more than half of which were from Japan. A few weeks prior to the exhibition game, One Direction played one of their first stateside concerts at the ballpark. “The distinctive sound of thousands of young girls screaming at the top of their lungs made me thankful I don’t work on touring concert acts,” added Sonju. Contact: (972) 334-1932
PLAZA THEATRE GOES WICKED Broadway came to Plaza Theatre in El Paso in the form of the blockbuster musical, Wicked. It was the first time the venue hosted a twoweek Broadway run. “We created an outdoor dining experience called the Emerald Garden by tenting an area outside, carpeting it, and heating it,” said GM Bryan Crowe. For an extra fee, about $50, showgoers were able to book the experience, which included dinner before the show, an intermission beverage, and dessert. More than 30,000 tickets were sold for the show. The Plaza Theatre, along with partner venue, Abraham Chavez Theatre, has put a renewed focus on digital outreach. “We’ve started to send out a guest email through the ticket transaction database the day before the event, reminding them of everything they need to know such as start time, traffic impacts, or where to park,” said Crowe. “We do that for all ticketed events that we have email data for.” Contact: (915) 534-0667
MCALLEN CONVENTION CENTER GOES UNCONVENTIONAL Though the economy has caused the number of conventions to decrease, McAllen Convention Center has made up for the slump in business. “We’re still dealing with the drop in convention bookings, but make it up with special events such as concerts,” said Omar Rodriguez, director of the Convention Facilities Department for the City of McAllen. One of the biggest concerts for the convention center this year was Roberto Carlos, who played 10 cities. “To see and hear Roberto Carlos play nonstop to a sold-out crowd that’s
VT SPOTLIGHT
dancing in their seats — that’s priceless,” said Rodriguez. “He’s 71 and most of his audience are baby boomers. It’s one of the greatest shows we’ve had.” Rodriguez credits the venue’s success with special events to its flexibility and ability to customize the space. “Our promoters like this flexibility because they can optimize the fan experience with the artist in ways they can’t achieve at an arena or theatre,” he added. Contact: (956) 681-3800
ABRAHAM CHAVEZ THEATRE GOES TO SCHOOL Each year, the El Paso Symphony Orchestra — which is actually in residence at partner venue Plaza Theatre — hosts an annual outreach program for local fifth grade students at El Paso’s Abraham Chavez Theatre. “Every February about 12,000 school children unload from yellow buses and enter the theater,” said GM Bryan Crowe. “For some of them, it’s their first chance to learn about art and music in a downtown theater.” He called the logistical aspect of the visit a ‘bus rodeo,’ since school buses line up three-wide all the way to the interstate. “You could see it from space, I think, “ he joked. Abraham Chavez Theatre works with its partner venue, Plaza Theatre, as opposed to working against each other. “Because they’re operated together, you don’t really see them competing,” said Crowe, who called the Plaza Theatre the primary venue. However, Abraham Chavez Theatre is bigger by about 500 seats, adding flexibility for shows or programs that need a bit more space. The theaters are only about a block away from each other. Being operated by the same entity means that the venues have a lot of the same new initiatives, including sending guest emails and focusing on the digital realm. “While traditional media will certainly remain a part we’ve found various targeted marketing that we can do in the digital domain that is very successful,” said Crowe. “It’s something we’re really focused on, now.”
Venu 1/3 Colo Marc Paid
Contact: (915) 534-0667
MARCH 2013 VENUES TODAY 57
JK<G LG PFLI ?FJG@K8C@KP %%%%%%%%%%%%%%%%%%%%%%%%%%%
%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%%
<E>8>< >L<JKJ 8E; @E:I<8J< I<KLIEJ N\ ^\e\iXk\ iXm\jÇXe[ [i`m\ i\m\el\jÇk_ifl^_ X jkiXk\^`Z XggifXZ_ kf ^l\jk \e^X^\d\ek% KX`cfi\[ j\im`Z\j# Zljkfd [\j`^e# Xe[ `eefmXk`m\ dXib\k`e^ gifdfk`fej ^`m\ fli Zc`\ekj k_\ \[^\% J\im\ lg kfkXc ^l\jk \og\i`\eZ\j Xe[ Yl`c[ ^l\jk Zfee\Zk`fej k_Xk dXkk\i% Kf j\\ _fn n\ [f `k# ZXcc BXp Kfne\i Xk /,-%.))%-.'/ Xe[ c\k j kXcb fm\i cleZ_%