Odeum Brings Broomfield ‘Furthur’

The Broomfield Events Center in Colorado is getting a new name to go with a remodeling and relaunch March 5-6 as Odeum Colorado. Furthur, the collaboration featuring Bob Weir and Phil Lesh, will do the relaunching honors, AEG Live Rock Mountains President Chuck Morris announced Dec. 3.

AEG Live and Kroenke Sports Enterprises have formed a joint venture, Peak Entertainment, to operate the Odeum. Broomfield is located between Denver and Boulder, Colo., a 15-minute drive from each.

Morris said the opportunity to take over the Broomfield Events Center was unique because the building is practically new.

“The building is only three years old. It’s like we got a new house that just needs finishing,” Morris told Pollstar. “We were amazed at this opportunity – never in the history of modern concert promotion has a brand new state-of-the-art entertainment facility been remodeled into a venue that will first and foremost feature live music.”

Plans call for turning the Odeum into Colorado’s premier mid-size theatre capable of hosting not only concerts but also other live events. The venue will be scale-able from 3,500 to 6,500 capacity and can have several configurations.

“To create the venue Colorado deserves we brought together the best and brightest minds to remodel the facility into a warm, inviting and fun venue,” Morris said. He expects the Odeum Colorado to initially host between 50 and 100 events per year, including one-off sporting events, family entertainment shows, nonprofit and charitable events, and other events hosted by the city of Broomfield.

Issues of traffic mitigation around the venue are being ironed out, Morris said, including improved public transportation and highway access.

With the creation of Peak Entertainment, Morris is also partnering with the KSE team including Paul Andrews and Doug Ackerman to operate the facility. Tim Romani, who managed construction of Denver’s Invesco Field at Mile High stadium and Pepsi Center, is involved in the remodeling effort.

Morris notes that the Odeum Colorado will be the latest in a long string of landmark music facilities he’s been involved with in the Denver area, including the Fillmore Auditorium, Paramount Theatre, Fox Theatre and going back to Ebbets Field and Boulder’s Tulagi, his first venue.