Los Angeles’s 5,870-capacity The Greek Theatre will be operated by SMG for the next five years, after its proposal was unanimously approved by the venue owner Los Angeles City Council.
The agreement includes the option of an additional five years.
The Irving Azoff and Tim Lieweke-owned Oak View Group, which also owns industry magazine Pollstar, had also bid to run the venue (see Audience issue 220), but failed to make sufficient impact.
SMG has been operating The Greek Theatre for the City of Los Angeles Department of Recreation and Parks (CLRP) since 2015, when it became an open venue for outside promoters. Previously, Nederlander Concerts had operated the venue for nearly 40 years.
“SMG has been a great partner for us, and this agreement will bring real improvements to The Greek to ensure it remains a cherished venue and a first-class experience for our patrons and the surrounding community members,” says CLRR general manager Mike Shull.
According to the department, SMG exceeded original projections by generating more than $10.7 million in combined net revenue for the venue, including $3.8m in sponsorship and premium seating revenue.SMG’s proposal included renovations to the three main hospitality areas as well as concession stands, expanded entry gates and other infrastructure.
Upcoming concerts at the venue include Smokey Robinson, Jackson Browne, Ringo Starr & His All Starr Band and Boy George.