Venues Offer Keys To the Building And Potential Success In The Market (Pollstar Live! Recap)

The popular adage, “If you build it, they will come” is no longer a given between venues and the touring industry. To maintain an advantage in a competitive market, facilities – from clubs to stadiums – are increasingly involved in every aspect of a tour. 

Moderated by Jarred Arfa, Executive Vice President and head of Global Music at Independent Artist Group, the panel, “How Venues Can Partner in Booking, Marketing and Taking Risk” sponsored by Los Angeles Memorial Coliseum during Pollstar Live! looked at how venues can be better partners and not just landlords. 

The panel discussion the evolving role of venues focusing on initiative-taking strategies and the importance of collaboration with agents and promoters. 

Panelist Sean Saadeh, Chief Programming Office and Head of Entertainment, Harris Blitzer Sports and Entertainment (Northwest Stadium, Prudential Center, Lowe’s Jersey Theater and White Eagle Hall) highlighted the importance of balancing interests.

“We don’t want to rock any boats when it comes to working with the promoters,” said Saadeh. “However, if an agent came to me and said, ‘Hey, this is a totally open tour and we’re going to local markets and want you to put in an offer.’ We certainly do that, as long as we’re not in the situation where we’re leveraging the promoters in any way.”

Sarah Zawalski, Senior Vice President, Booking & Industry Relations for 313 Presents in Detroit, emphasized the need for better communication and early sharing of information to manage market expectations and avoid conflicts. 

“The buildings want to be engaged,” she said. “We need content, and we want to help at all times, but we also, many times, don’t know how to do it without stepping on toes and playing a political game.”

Both Saadeh and Zawalski admit there isn’t a lot of room to mitigate cost, but the value for the artist is what venues can do to help generate ticket revenue. Saadeh said they hosted 68 concerts in 2024 and Zawalski’s six venues host 300 events a year selling a combined 2 million tickets.

Eddie Clemens, head of tour marketing at United Talent Agency, stressed the importance of leveraging local expertise and data to drive ticket sales effectively.

“I want the venues involved in the show,” offered Clemens. “I always look at it as we’re the experts in our artists and the venues and the local promoters are the experts within their market, and how can we capitalize on the artists and their direct fans, but then also the individual concert goers and fans within each individual market.”

WME touring marketing agent Brett Schaffer stressed the importance of leveraging local expertise and data including leveraging resident sports teams and related programing with cross promotion to reach ticket buyers.

“A lot of the times, if you have your local promoter marketer, they’re not necessarily in the market, but the venue team is there,” said Schaffer. “They’re in the mix. They know what’s going on in terms of how the venue can really differentiate themselves.”

The discussion also touched on the challenges of sponsor conflicts, having access to licensed music to market shows and the potential of pre-sale lists for data collection and retargeting.

In the end, CAA’s Ken Ashley said venues – especially those in secondary markets – need to compile a wish list of tours to target and advocate. 

“You know your competitive advantages,” said Ashley. “Communicate that to the agency – why that artist should play your market…The squeaky wheel gets heard.”