‘No Signs Of A Slowdown’: Q’s With Tom Joyes, GM, Barrowland Ballroom

The unique atmosphere at the Barrowland Ballroom in Glasgow comes from being a building for modern entertainment while never forgetting its history. It was first opened in 1934 by Margaret McIver. The original two-storey building was destroyed by a fire in 1958, but was lovingly rebuilt and reopened a couple of years later, on Christmas Eve 1960. The business still remains under the ownership of the McIver family.

It only came to be a concert venue in 1983, equipped with an iconic sprung dancefloor, made of Canadian Maple wood. It had to be reinforced around 1988, in order to be able to take the weight of the increasing crowds.

At 1,900 capacity, it’s a rite of passage to play the Ballroom, even in the age of the stadium show. Largely responsible for this reputation that reacher far beyond the borders of Scotland is Tom Joyes, who’s been guiding the team at the Barrowland Ballroom for the past 40 years. Pollstar reached out to the veteran to talk about the current state of play at the famous venue.

Pollstar: Can you pick some standout moments from the past year?
Tom Joyes: 2024 was a remarkable year for Glasgow Barrowland for several reasons. We were voted the No.1 venue in the United Kingdom by Time Out magazine—though, sadly, it didn’t come with another trophy to add to our ever-growing collection on the sideboard. This accolade follows our 2005 recognition by Radio 1, which conducted a poll of 60 touring bands.

The venue also saw a record number of exceptional bands gracing its stage. Artists capable of selling out much larger venues chose to perform multiple nights at Barrowland, valuing the intimate, 1,900-capacity setting where they could connect with their fans in a more personal way. Among the notable acts were Paul Weller, Biffy Clyro, Del Amitri, The Libertines, and Callum Beattie, to name just a few.

Additionally, we made a series of physical improvements to the venue, including the installation of an accessible lift for disabled guests.

What were some of the biggest challenges you’ve had to overcome?
We entered 2024 with some uncertainty. While we had weathered the storm of COVID-19 in relatively good shape—thanks in no small part to government support, including furlough for our workforce—we were still navigating the aftermath. Many shows had been rescheduled, and there was growing concern about the over-saturation of bands returning to the touring circuit and the impact that might have on new bookings. Fortunately, our bookings not only remained stable, but actually grew.

We were also fortunate to retain the services of long-standing colleagues who manage our website and social media. To further enhance our operations, we brought in new marketing and IT expertise, and the team is now functioning seamlessly, delivering great results.

How is business evolving?
To provide context, it’s important to understand the history behind our business. We are an independently owned, family-run operation that began in 1921 as retail market operators. In 1934, we expanded into ballroom dancing, building a purpose-built venue with a sprung floor. The dancehall continued through and beyond World War II, and after a brief closure in 1983, Barrowland pivoted to become a key part of Glasgow’s thriving live music scene.

While we don’t claim to be experts in forecasting trends in the music industry, our long experience gives us valuable insight. Barrowland continues to evolve; many legacy bands are still touring and, in some cases, selling more tickets now than they did in their heyday. The venue has become a “bucket list” destination for artists, with an increasing number of country, urban, folk, and LGBTQ+ acts choosing Barrowland as a must-play venue.

As venue operators, we understand the importance of maintaining our space in the best possible condition. This commitment to continual improvement ensures we remain at the forefront of the live music scene.

Is the talent pipeline working? Is there a healthy amount of new acts coming through?
The impact of social media on music consumption is undeniable, particularly among younger generations who often latch on to an artist for a single track before quickly moving on to the next. Loyalty to a band is less common, making it harder to gauge the true trajectory of emerging artists.

The rising costs of touring, the closure of grassroots venues, and the intense competition for fan attention make it increasingly difficult for young artists to grow their fanbase or break out of their local areas. This highlights the importance of events that showcase new talent, such as Tenement Trail, and the growing need for established artists to bring up-and-coming bands or local support acts on tour.

What your take on the current state of business within the wider live entertainment cosmos?
Like any business, the music industry sees a mix of success, break-even ventures, and failure when it comes to new venues and festivals. For a new project to succeed, it needs a solid business model, adequate financing, a strategic location, and the ability to meet market demand.

One concern for the industry is the potential for market saturation, coupled with exorbitant ticket prices and exploitative tactics that prey on fans’ emotions, leaving them struggling to afford regular gigs. At Barrowland, we appreciate the respite that the “festival season” provides, allowing us to recharge before the rush of shows picks up again, while looking forward to penciled-in bookings that we can’t announce yet.

What’s next at the Barrowland Ballroom?
Looking ahead, our schedule for 2025 is already looking incredibly healthy, with no signs of a slowdown in the number of shows. Advance ticket sales are outperforming expectations, much to the satisfaction of both bands and promoters.

Additionally, we have some ambitious plans in the pipeline for Barrowland, though we’re keeping them under wraps for now. If all goes to plan, these developments could take the venue to exciting new heights.

Subscribe to Pollstar HERE