Mesa Amp’s Comeback

Just as Mesa, Ariz., officials were discussing what to do with the 4,590-capacity Mesa Amphitheatre, which has been losing money for several years, the venue is reportedly making a financial comeback.

A previous report published by the Arizona Republic said the shed’s revenue had dropped from $2.3 million to $366,466 over a four-year period because of declining bookings. The venue, managed by the city’s Parks, Recreation and Commercial Facilities Department, also reportedly needed upgrades, such as air conditioning backstage, and a new business plan.

The city-owned shed’s upswing is said to be the result of better collaboration with Mesa Arts Center staff on better-targeted programming as well as working with new promoters, according to the paper.

“While the big promoters swung to big venues, leaving a void in the mid market, the mid and smaller venues became more attractive to many artists,” shed director J.D. Dockstader told the Republic. “We were well positioned for that.”

Live Nation and Lucky Man Concerts previously booked shows at Mesa Amphitheatre.

Dockstader also said some improvements to the backstage area and boosting in-house marketing through an enhanced website and periodic e-news blasts to subscribers as the economy improves have helped to boost the venue’s bottom line.