The 5,800-capacity Greek Theatre in Los Angeles will now be operated by SMG after the venue’s owner, the Los Angeles City Council, unanimously approved a five-year management agreement for concerts and other events.
As part of the agreement there is the option of an additional five years at the end of the term.
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. Nederlander Concerts had previously 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 Mike Shull, general manager of the CLRP.
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, artiste dressing rooms and other infrastructure.
“We are honoured to continue our management and operation of the Greek Theatre,” says Doug Thornton, executive vice president of SMG.
Upcoming concerts include Smokey Robinson, Jackson Browne, Ringo Starr & His All Starr Band and Boy George.