Hard Rock, Live Nation Partner To Open New Venue In Sacramento This Spring

Hard Rock Live will be adjacent to the existing Kumi Events Center, on the north site of the current property. The entire site will occupy 65,000 square feet and serve as a multi-purpose event center as well as a live entertainment venue hosting concerts and other events, as well as meetings and trade shows, boxing and MMA, marketing promotions, and charity and large-scale catered events. 

The venue will also include a second level mezzanine with VIP skyboxes and balcony seating, creating an intimate setting that will offer some of the most compelling experiences and sightlines in the market. And true to Hard Rock tradition, it will also feature dozens of new memorabilia displays from some of the most iconic performers in the world. 

Additionally, the facility is designed to serve as an emergency shelter for up to 1,000 people, if needed. The need for such a facility in the area arose after the Feather River Valley experienced a regional threat by the Oroville Dam in February 2017. That experience weighed in the design of the building by the tribal ownership, leaders of the Estom Yumeka Maidu Tribe of the Enterprise Rancheria.

Randy Maddocks, who previously oversaw all entertainment at the Hard Rock in Northfield Park, in northeast Ohio, comes on board as director of entertainment. Live Nation’s Rose Kirkland, senior VP of Booking, will be responsible for talent initiatives at the Hard Rock LIve. 

“Entertainment is the foundation of the Hard Rock brand as experienced at our many locations around the world. Attending a live music event is not only exhilarating, it creates memories that will last a lifetime,” said Mark Birtha, president of Hard Rock Hotel & Casino Sacramento at Fire Mountain. “We are excited to partner with Live Nation in Northern California to bring Hard Rock Live to Sacramento.”

Jodi Goodman, president of Live Nation Northern California, added, “We look forward to booking a compelling and diverse line-up of memorable concerts and live events in the growing Northern California market.”