Features
Swimming With Whales
Lance Sterling is well aware of the challenges he faces booking a room as an independent in Los Angeles. “You know the expression ‘swimming with sharks’? I’m swimming with whales,” Sterling told Pollstar.
“Sometimes I get pushed or crushed and they don’t know they’re doing it. They’re just making good business decisions.”
A year ago, Sterling took on the task of running a 1,897-capacity venue formerly known as The Wilshire, which was built in 1930 in the Beverly H and
“I guess I’m the only guy dumb enough to walk into a city like this,” Sterling said. “But I kind of started in L.A.; it’s the market I know. I know where the people are. Trust me: every day, my talent buyer and I go through a list of acts I’d like to play the Canyon Club or here [that we know we can’t get]. AEG can offer a band 100 dates; for me the pitch is just ‘the best place to play in L.A.’”
Sterling does have his bon mots though.
He opened the
And the building has increased its profile over the past year.
Sterling said that when he got involved, the
“When I walked into the Saban – I gotta tell you – it’s one of the most gorgeous buildings I’ve ever seen,” Sterling said. “Tom Jones (during a visit) couldn’t stop talking about how wonderful and unbelievably beautiful that building is.”
Sterling modified the venue to include a turnkey sound system, a projection system and 28 moving head lights plus renovations to the ceiling, box office, rotunda, restrooms and other parts of the venue.
However, one of the biggest selling points is the location, especially with the closure of the
“You wouldn’t believe my guest list,” Sterling said. “Beverly Hills has a certain image. Tom Jones playing in Beverly Hills? That’s pretty impressive.”
Upcoming dates include Lewis Black, En Vogue, Kenny Rogers, and Blood, Sweat and Tears, but Sterling said the international shows – such as a Bollywood dance performance and, of all things, the “Academy Awards of China,” do especially well.