Live Nation Spreads Fillmore Brand

Live Nation began staking its claim to live music history in earnest March 29th with the announcement that three already-notable venues – New York’s Irving Plaza, Philadelphia’s Theatre of Living Arts and Detroit’s State Theatre – are being rebranded with the legendary Fillmore moniker.

They join the former Jackie Gleason Theatre in Miami and two existing Fillmores in San Francisco and Denver and are promised to be the first of many nationwide. The rebranding is part of Live Nation’s commitment to small- and mid-sized live music venues as well as enhancing the live experience for both the fan and artist, according to Bruce Eskowitz, Live Nation’s CEO of North American Music.

"We do thousands of shows in small and midsized venues every year and we have some great venues, even putting aside the two existing Fillmores and House of Blues," Eskowitz told Pollstar. "We have some of the best, absolutely great venues in the United States.

"We are converting many of those and you’ll continue to see us convert and expand many of them to both The Fillmore and House of Blues brands," Eskowitz continued.

But it’s not just about branding, according to Eskowitz. In addition to hanging new marquees, the new Fillmores will sport the iconic chandeliers reminiscent of the legendary originals, and will add the element of commemorative poster art that was endemic to the culture of the venues under founder Bill Graham. The Fillmores will also sport the familiar barrel of complimentary apples.

"We’ll be able to incorporate some of the great things that you know at Irving Plaza but also some of the great traditions of The Fillmore," Eskowitz said.

He would not estimate the ultimate number of Fillmores that Live Nation was considering unveiling in the near future, but a source told Pollstar that there are presently several more under consideration, as well as House of Blues branded venues.

Nor would he put a price tag on renovations to buildings being rolled out under The Fillmore moniker but he did note that, where necessary, Live Nation is investing in lighting and sound systems, and upgraded artist dressing rooms in addition to the spiffy new chandeliers and coats of paint that are parts of The Fillmore "vibe."

There’s no fixed formula being used to decide if a room is either House of Blues or Fillmore material; however, The Fillmores may be as small as 800-seaters while House of Blues tend to be twice that size.

And of course, Live Nation already controls some of the best-known venues of that size that are not either HoB- or Fillmore-branded, including The Wiltern in Los Angeles, the Tabernacle in Atlanta and Verizon Theatre in Houston.

The inaugural show at The Fillmore New York at Irving Plaza will headline British sensation Lily Allen April 11th. The Theatre of the Living Arts will open as The Fillmore Philadelphia April 27th with native son Todd Rundgren headlining. Other shows already on the books in Philly are Peter Bjorn & John and Amy Winehouse.