Southwestern Top Stops venues are rebranding and improving VIP service

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(Clockwise from top left) Brad Paisley at Broadmoor World Arena in Colorado

; Axis at Planet Hollywood in Las Vegas; and Toby Mac at the Santa Ana Star Center.

service by L I N DA D E C K A R D Rebranding and an emphasis on ancillary income,

Stops in the Southwest have beat the heat.

1 (Clockwise from top left) Brad Paisley at Broadmoor World Arena in Colorado Springs; Santa Ana Star Center, Rio Rancho, N.M.; Axis at Planet Hollywood in Las Vegas; and Toby Mac at the Santa Ana Star Center. NEW NAMES, NEW GAMES Southwestern Top Stops venues are rebranding and improving VIP service by L I N DA D E C K A R D Rebranding and an emphasis on ancillary income, particularly preshow dinners and special food and drink offers, are among ways Top Stops in the Southwest have beat the heat. While many are in crossroads markets and seeking the perfect routing to draw concerts, the economy is good and visibility is picking up. > 26 VENUES TODAY AUGUST 2015

2 V T S P O T L I G H T US Airways Arena, now TALKING STICK RESORT ARENA, in Phoenix already has a new title sponsor, but management waited for the Phoenix Suns National Basketball Association season to wind down before implementing the change. People still refer to us a America West Arena, and that was two names ago, said Ralph Marchetta, GM there for the Suns. Changing the whole signage package and all that goes with it will cost about $2 million, and that will be the big improvement for The sign goes up in early October. The announcement was made last December. This being the second time around, Marchetta plans to make a big rebranding push, particularly in the industry. The rebranding locally is easier because people are closer to it. The more difficult part is rebranding in the industry, Marchetta said, saying they anticipate a sustained campaign. Shane Cadwell, SANTA ANA STAR CENTER, Rio Rancho, N.M., is also rebranding in , but for different reasons. His is among the buildings managed by Comcast Spectacor, which is rebranding itself. Henceforth, his management arm is Spectra Venue Management (formerly Global Spectrum), concessions is Spectra Food and Hospitality Services (formerly Ovations), and ticketing is Spectra Ticketing and Fan Engagement (formerly Paciolan). Cadwell, who works with an operating budget of $2 million and a fulltime staff of 12, is one who has been promoting food specials, also a Comcast Spectacor initiative. KEEPING THEM FED We instituted special food and beverage items at all of our events, sometimes drink, sometimes food, sometimes both, Cadwell said. We just did a Camila concert in July and did a special on Montejo beer. We identify an item, give it a price, and it out to people who purchased tickets, so they can plan on it. It s becoming an expectation and per caps are up, Cadwell said. Dot Lischick, BROADMOOR WORLD ARENA, Colorado Springs, Colo., has had success with preshow dinners. We sell out our dinners, Lischick said. The offer is made to club members and has been available as an option for four years before any ticketed event. They have instituted a similar program at Pikes Peak Center, which Lischick manages for the county. The nonprofit group owns Broadmoor World Arena and the Ice Hall in Colorado Springs. Centerplate CONTINUED ON PAGE 28 > TOPSTOPS SOUTHWEST 2015 Based on concert and event grosses from June 16, 2014 July 15, 2015, as reported to Venues Today. VENUE, LOCATION NO. OF SEATS TOTAL GROSS ATTENDANCE SHOWS NEVADA 1. The Axis at Planet Hollywood, Las Vegas 7,019 $41,603, , Colosseum at Caesars Palace, Las Vegas 4,148 $36,871, , UTAH 1. Maverik Center, Salt Lake City 12,600 $2,287,361 42, EnergySolutions Arena, Salt Lake City 21,000 $1,713,661 26,283 2 ARIZONA 1. Gila River Arena, Glendale, Ariz. 20,000 $4,646,198 52, Talking Stick Resort Arena, Phoenix 20,000 $3,340,711 54,862 9 NEW MEXICO 1. Santa Ana Star Center, Rio Rancho, N.M. 7,500 $762,995 13,775 7 COLORADO 1. Pepsi Center Arena, Denver 18,650 $5,224,998 67, Broadmoor World Arena at Colorado Springs 9,200 $1,257,992 19,621 9 Compiled by Tara Lopez, HotTickets@venuestoday.com AUGUST 2015 VENUES TODAY 27

V T S P O T L I G H T NEW NAMES, NEW GAMES CONTINUED FROM PAGE 27 is her concessionaire. When it s a family show, we ll do a dinner with a meet and greet with the circus clowns and add a nose.

3 V T S P O T L I G H T NEW NAMES, NEW GAMES CONTINUED FROM PAGE 27 is her concessionaire. When it s a family show, we ll do a dinner with a meet and greet with the circus clowns and add a nose. If it s a special holiday, we ll give you a rose to make your dinner special, Lischick said. At the arena, they can accommodate 150 for preshow dinners. At Pikes Peak Center, 75. And they are constantly finding new areas to expand the program, like use of the patio at the theater for tapas and drinks under the moonlight. To Lischick, it s about the VIP experience. Her obsession with that experience is based on her own rebranding when the World Arena took on the Broadmoor name in April With a five-star hotel partner, they have been loud and proud about it. She is constantly challenging her staff to define what is a VIP experience and find ways to make all customers feel special. That includes privileged parking options, which is the newest experiment. Lischick works with a $7-million operating budget and a full-time staff of 31 and parttime staff of 350 for three venues. She has no debt and maintains the venues with her operating income. She has been there 19 successful years. BOOKING PROWESS THE AXIS AT PLANET HOLLYWOOD in Las Vegas has had a stellar year and it is all based on a hybrid of the residency formula, which has worked so well at the Colosseum at Caesars Palace there. Both are owned by Caesars Entertainment, but the Axis is booked by Live Nation, the Colosseum by AEG Live. Tex Dike, manager of the 7,000-seat Axis for two years now, started the process with a residency by Britney Spears called A Piece of Me. She will perform 71 shows in He is hoping Caesars extends the deal with Britney for another few years. To date, she has been performing shows per run, usually Wednesday, Friday and Saturday for four or five weeks a go, with several runs a year. On May 12, Axis announced another residency, Jennifer Lopez, who is down for 40 shows a year starting in January Hers is a three-year deal. The first Limited Engagement will be Pitbull, announced June 23, who will perform seven shows at the end of September and in October. But that s not all. Stay tuned for the first announcement of a miniresidency, defined as 20 shows a year, in the next six to eight weeks, Dike said. In between residencies and limited engagements, he is still able to book a few oneoffs, but it s a juggling act. The residency model works when it serves the purpose in the early end of a career, when the act doesn t need or want to be on the road, and/or when you can build a theater show which can t be toured, Dike said. The bulk of residency deals do tend to focus on artists who don t feel a strong need to be on the road and get out there to every point of the CONTINUED ON PAGE 30 > BROADWAY MATTERS After losing his Theater League Broadway Series two years ago, Randy Vogel, Mesa (Ariz.) Arts Center, is happy to have Broadway back. We opened 10 years ago with the Theater League presenting Broadway. They consolidated to downtown Phoenix. So we took a year off ( ), then created a new Broadway series with Jack Lucas WestCoast Entertainment, Vogel said. This year he s bringing in Beauty & the Beast, Riverdance and Rudolph the Rednosed Reindeer. Broadway is a slightly different world than performing arts series, Vogel noted of his desire to have a partner. The expectation is different from the audience. There are people for whom having a Broadway season at an arts center makes them understand it s a performing arts center. I ve worked with arts centers that don t have a Broadway season and the programming doesn t feel full. Mesa Arts Center is celebrating its 10th season in a low-key way, with special performances throughout the year. It has all contributed to a record year. Vogel said he grossed $3.2 million in tickets sold for their own presenting season, and probably did over $6 million in box office total. We do 700-plus shows a year, he said. He recalled that when Mesa Arts Center opened, it did $2.3 million in sales. When the economy dropped, that slid to $1.3 million in Mesa is back... strong. Vogel works with a total operating budget for Mesa Arts Center of about $10.5 million and has 65 fulltime employees. Linda Deckard Contact: Randy Vogel, (480) VENUES TODAY AUGUST 2015

4 PHOENIX, ARIZONA FOR BOOKING INFORMATION CONTACT RALPH MARCHETTA NICK VAEREWYCK EAST JEFFERSON STREET PHOENIX, ARIZONA

V T S P O T L I G H T REMEMBERING IS REBRANDING, TOO For the Tucson (Ariz.) Convention Center, rebranding is about reintroducing the arena to touring talent.

5 V T S P O T L I G H T REMEMBERING IS REBRANDING, TOO For the Tucson (Ariz.) Convention Center, rebranding is about reintroducing the arena to touring talent. Glenn Grabski, who has been general manager there for SMG since last October, when the 1971-era venue finally embraced private management, said it is a return home for him. He started in Tucson as an usher when in college. He also promoted shows there in the 80s when he worked for Barry Fey. When he saw the before-pictures, prior to the $8-million renovation last year, he thought, those were the same doors from the 80s. Postrenovation, despite the seemingly low price tag, it s like a brand new building, he said. Most of the improvements were about improving the fan experience, he added. Now the task is to remind the industry Tucson is a good play and get the bookings going. It s basically four venues here convention center, arena, music/symphony hall and 500- seat theater, Grabski said. A lot of programming comes through here. Rio Nuevo, which hired SMG, wanted more programming. While people are used to coming to the complex, it had lacked a concert lineup for several years. Tucson had fallen off the radar for the arena. Success has come. Grabski has booked Built Ford Tough coming in Oct. 2-3, in Tucson for the first time in 17 years. And Live Nation is bringing Juan Gabriel in November and Janet Jackson in January. Promoters had definitely been bypassing Tucson, Grabski admitted. His job is to put a roadblock on that bypass and it s working. In fact, since renovations went so well the first time, they are now talking about a Phase II, he said. Contact: Glenn Grabski, (520) NEW NAMES, NEW GAMES CONTINUED FROM PAGE 28 country. Axis is redoing the model. The fan base can travel. It becomes a vacation experience. We could easily end up with 120 performances in 2016, typically three or four shows per week. That s tricky to plot out, Dike admitted, which is why flexibility with the show count is great. It s all up for discussion. It s a blank slate. That s what we love about it. Kevin Bruder, MAVERIK CENTER, Salt Lake City, is looking at a solid year. The economy is good in Utah, he said. His 18-year-old arena is owned by West Valley City and hosted 110 special events last year. His operating budget is $3.3 million. While he has great relationships with AEG, Live Nation and United Concerts, emphasizing networking and staying personally in touch, Bruder is also exploring expansion of limited in-house promoting. Next up will be a mixed martial arts or boxing event tied to a charitable partner. Finding an event sponsor or partner is important. We ve done it once or twice a year on a regular basis, now there are 4-5 we re vetting. We re bullish on it, excited for the opportunity, Bruder said. LOOKING AHEAD Coming down the pike is a possible new arena for Talking Stick Resort Arena. Marchetta said the Phoenix Suns are focused on another downtown site, where the old convention center building sits. Talking Stick Resort Arena is 23 years old, city owned and leased to manage by the Suns for seven more years. We ve started the conversations about building a new facility, Marchetta said. Feedback from fans has been positive. People are excited about the potential of having a new building downtown. Financing is to be determined, as is the time frame. Marchetta guessed five to seven years through a public/private partnership. There has been a dramatic shift in fan expectations in the last 25 years. The nature of the business has changed, he added. What s at the top of his wish list? It may sound strange, but number one is wider concourses, Marchetta admitted. The new site is bigger than our current one. Interviewed for this story: Tex Dike, (702) ; Kevin Bruder, (801) ; Shane Cadwell, (505) ; Ralph Marchetta, (602) ; Dot Lischick, (719) VENUES TODAY AUGUST 2015

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6 DESERT GEM. DISCOVER IT AGAIN. Now professionally managed by SMG, the worldwide leader in venue management, the Tucson Convention Center offers a new level of expertise and depth of resources to a recently completed, multi-million dollar state-of-the-art renovation designed to enhance the customer experience and ensure your business in Tucson is a success. In the heart of Tucson s downtown revitalization, Tucson Convention Center offers 205,000 square feet of flexible meeting space, two performing arts venues and an 8,000 seat indoor arena. Isn t it time to re-discover a desert gem? Tucson Convention Center. For booking information, please call: Kate Breck Calhoun Kate.Calhoun@tucsonaz.gov TucsonConventionCenter.com smgworld.com

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