Allen Event Center concert scene By Chelsey APRILL
Live entertainment fans have a lot of reasons to love Allen right now. Over the summer, Allen Event Center announced a number of big-name concerts and events: Lenny Kravitz (September 16), Counting Crows (October 10), Theresa Caputo (October 13), Brian Setzer (December 11) and Riverdance (February 19, 2016). The shows represent a noteworthy trend for the building, which is often pegged as a sports-centered venue. “Dallas is a unique market because it’s so competitive,” explains David Angeles, Allen Event Center general manager. “We have Verizon Theatre, AT&T Performing Arts Center, large venues like the American Airlines Center and AT&T Stadium, as well as other midsize venues and casinos. It can make booking a challenge.” But the building is rapidly expanding its musical repertoire. Agents appreciate Allen Event Center for its easy load-in, great acoustics and competitive building costs. It also provides a great experience for fans. Parking is free and concessions are reasonably priced. You don’t have to battle big-city traffic. You’re steps away from great bars and restaurants. There’s even a hotel right next door. “Even in our sixth year, we’re still considered a ‘newer building,’” says Angeles. “But we’re proving that the suburbs sell a concert just as well as a city can.” Part of that reputation-boost comes from recent shows booked with promoters such as Venue Coalition and Live Nation. The largest live entertainment company in the U.S., Live Nation is promoting tours for Lenny Kravitz and Counting Crows. Both concerts enjoyed strong presales, which typically predict a show’s success. And when agents have a good show, they like to talk about it. “Everybody knows each other. It’s a very small industry,” says Heather Nichol, Allen Event Center booking manager. “Everybody talks to each other, so your reputation is important. If events do well, promoters want to come back; so we can continue to get other shows.” Nichol sees the Counting Crows concert as a turning point in potential bookings. The arena has hosted
Lenny Kravitz numerous classic rock shows—including REO Speedwagon, Boston and Chicago. But with a community full of 25-35 year olds, she’s been pushing more nineties bands to make a stop in Allen. “You’ve got to think of your demographics: who lives here, who will come,” Nichol explains. But big names aren’t always the biggest draws. Events like Guns & Hoses Boxing Tournament, Legacy Fighting Championship and FunAsia will bring 10,000-15,000 people through the city. Building rentals, such as the Collin County Home and Garden Show, provide another revenue stream. Mix in the success of the sports teams that call the building home (including the Allen Americans who booked playoff games well into June) and staff is staring at a full calendar. “We typically don’t have a lull anymore,” says Angeles. “This is the busiest the building has ever been.” For upcoming concerts and events, visit v AllenEventCenter.com. Chelsey Aprill is a City of Allen Marketing Specialist. Allen Image | September 2015
11