 TRENTON, N.J.—How can a mid-size arena bolster its concert business? Combine artists with smaller followings in a mini-festival-like line up and partner with a local radio station to maximize event promotion. On May 22, nearly every seat was filled in the 10,000-seat Sovereign Bank Arena (SBA) where the audience rocked out at the 94.5 PSTs PopFest 2006, which featured a line-up of rising musical starsNick Lachey, The Click Five, All-American Rejects, The Fray, and American Idol finalist Bo Bice.
"We have worked closely with our local radio partners since the venue opened in 1999 to produce shows in the Trenton market, says Eric Cuthbertson, general manager, SBA. We have done on average 2-3 a year depending on the available touring talent. It is a venture that has proven success for the venue and the local stations."
According to Cuthbertson, the group shows have become common place, and from a venues point of view, the challenge is that you are dealing with five tour managers instead of one production manager.
For Cuthbertson, the PopFest augurs well for the current state of concert business. Its going to be a strong summer, with a lot of acts going out. Ticket prices are getting back in line. Were seeing the artists and promoters becoming more focused on the overall experience for the audience.
SBA is managed by Global Spectrum, which manages more than 45 public assembly facilities throughout the United States and Canada. For More information, visit www.global-spectrum.com. |
