What do we have in common with Santana, The Who, and Coldplay? Besides being legends and rockers in their own right, they’ve all played two of the most iconic amphitheaters: The Hollywood Bowl and The Greek Theatre. But while the musicians are rocking sold-out arenas, we are rocking RFPs. The lifestyle is the same – all-nighters, drinking, heavy caffeine use. Hell, one of our team members even has a case of an “unseasonal runny-nose” because it dipped below 70 degrees, obviously. But the end result is the same. The glory of entertaining the fans by doing what we love most.
It’s both perfect timing and a much needed change as these Los Angeles landmarks said farewell to their long-standing operators. Simply providing a stage, seats, subpar food, and enough bottom shelf alcohol to forget about the food just doesn’t fly anymore. And as music becomes more and more accessible, the live performance is the last platform for artists to really connect with their audience. Well, we are honored to help elevate that connection.
At the Hollywood Bowl, we are headlining with James Beard Award-winning chef Suzanne Goin, award-winning sommelier Caroline Styne (a.o.c, Lucques, The Larder) and the LA Phil. The entire culinary program is getting an overhaul to reflect the approachable California-seasonal style that Suzanne is renowned for. Strategic marketing and collateral will build the excitement, a full environmental design package will transform the eateries, kiosks, restaurants and way-finding on site, and new digital initiatives will streamline the mobile experience so fans can spend more time enjoying their artisanal charcuterie and curated wine pairing while belting out “Rock Lobster” at the top of their lungs. Yeah, we’ve been there.
At The Greek, we will be jamming along with Premier, the West Coast’s venue management newcomer (backed by SMG). With a more casual, alt/rock arena we’re using the concessions as an eclectic introduction to LA street food. Aesthetically, we are reviving The Greek’s historic structure and adapting it throughout the grounds to complement their recent rebrand.