2026 Impact 50 Honoree: Gregg Perloff

GREGG PERLOFF
Founder & CEO
Another Planet Entertainment

BY THE NUMBER: $41 Millon. The cost of renovating The Castro Theatre.
WORDS TO LIVE BY: “Never let the greed factor take over.”

Gregg Perloff is live biz royalty. In addition to being one of the all-time top concert promoters in the country, dating back to his time booking concerts at U.C. Berkeley and UCLA and then for legendary promoter Bill Graham, it’s what he’s done with Another Planet, his Bay Area independent promotions company, where he’s burnished an estimable legacy. Restoring magnificent old venues, building new ones, promoting tentpole festivals, putting on free events in San Francisco, expanding to other markets and collaborating with other promoters, have put Perloff on, well, another planet of success—while remaining true to artists and fans.

“Never let the greed factor take over” is Perloff’s mantra, and he embraces that ethos, including calling out others in the business who don’t. “There are too many shows being put into venues too large for these acts, and ticket buyers are being charged too much money as a result. When artists are in appropriately sized venues at reasonable ticket prices, business is good,” he says.

“Blue Dot Fever,” he concludes, is not hype. What’s also not hype is Another Planet’s newest buildings added to its impressive venue portfolio. Following a $41 million renovation of SF’s stunning Castro Theatre, built in 1922, the venue reopened Feb. 10 with 20 shows by the great Sam Smith. “The work we did on The Castro, both in terms of the theatre’s careful historic restoration and what the venue being open means to the community… (It’s) doing phenomenal business across concerts, film and comedy. We are heavily booked with 70 events in 90 days. I haven’t seen a building this hot.”

Another Another Planet building similarly hot is Channel 24 in Sacramento, where upcoming shows include Freddie Gibbs, Courtney Barnett, Dominic Fike, Los Lobos and Shaboozey. “It has transformed the 2,000-3,000 cap market in Sacramento,” Perloff says.

The promoter’s primary festival holding continues to be a tentpole for the Bay Area market. “I’m really pleased and excited about Outside Lands,” he says. “It’s 98% sold out months in advance.”