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Clear Channel Music Group Hopes To Revitalize Concert Experience

(CelebrityAccess MediaWire) — Clear Channel Music Group (CCMG) is attempting to revitalize the outdoor music scene this summer at its amphitheatres with lower prices, ticket/parking/concession deals and new audience perks including new food choices and the chance to bring in food, blankets and lawn chairs.
"It's time to put the focus back on the fan," said Michael Rapino, CEO of Clear Channel Music. "We're bringing back the fun and excitement of the great outdoor concerts we pioneered in the '80s. The changes at many of our amphitheatres will be striking."

Some of the changes include:

  • Lower ticket prices. Lawn seats at hundreds of concerts will be just
    $20. CCMG is including parking, capping ticketing surcharges and
    eliminating facility fees;

  • Inclusive packages. Breaking new ground at select shows, CCMG's new
    "Grass Pass" will include ticket, parking and a $10 food and beverage
    voucher – all for $39;

  • Better food and beverages. CCMG is increasing the number of
    concession points of sale and tapping favorite local eateries to roll
    out a more diverse and tasty array of foods. Fans will see
    improvements in selection and price as Legal Sea Foods, Au Bon Pain,
    Starbucks, Ben & Jerry's and Subway are all participating; and

  • One-of-a-kind memories. CCMG's Instant Live
    program will offer live recordings of shows for purchase as fans exit
    select shows.

The changes were guided by two custom fan surveys conducted for CCMG. The first, by youth-marketing specialists Streetwise Concepts & Culture, polled 1200 members of the company's exclusive "Sound Board" and had a 53% response rate. The second, from interactive marketing firm Modem Media, tabulated responses from 1100 concertgoers across the full range of fan demographics.

"We asked how we could improve the experience — what they missed, what they liked, what turned them off," added Rapino. "Not surprisingly, fans panned rising ticket prices, facility and ticketing fees, and limited food choices the most. But we feel really great about the level of affection everyone still has for amphitheatres."

Indeed, some 69% of concertgoers in the Modem Media poll said that "sitting on the lawn at a concert is something I really enjoy." A full 77% said they were likely to sit in a lawn seat. And across the board, the passion for outdoor music remains strong. A full 72% of respondents to the Modem Media poll said they were "very likely" to attend an outdoor concert.

The following 33 amphitheaters in the following cities will reflect these changes:

Alltel Pavilion – Raleigh, NC
Alpine Valley Music Theatre – Milwaukee, WI
Chronicle Pavilion – Concord, CA
Cricket Pavilion – Phoenix, AZ
Darien Lake Performing Arts Center – Darien Center, NY
Ford Amphitheatre – Tampa, FL
Ford Pavilion at Montage Mountain – Scranton, PA
Germain Amphitheatre – Columbus, OH
Hyundai Pavilion – Devore, CA
Tommy Hilfiger at Jones Beach Theatre – Wantagh, NY
Journal Pavilion – Albuquerque, NM
Meadows Music Theatre – Hartford, CT
Nissan Pavilion – Washington, DC
PNC Bank Arts Center – Holmdel, NJ
Post Gazette Pavilion – Pittsburgh, PA
Riverbend Music Center – Cincinnati, OH
Shoreline Amphitheatre – Mountain View, CA
Sleep Train Amphitheatre – Marysville, CA
Sound Advice Amphitheatre – West Palm Beach, FL
Saratoga Performing Arts Center – Saratoga Springs, NY
Starwood Amphitheatre – Nashville
Tweeter Center – Chicago
Tweeter Center – Mansfield, MA
Tweeter Center at the Waterfront – Camden, NJ
UMB Bank Pavilion – Maryland Heights, MO
Verizon Wireless Amphitheatre – Irvine, CA
Verizon Wireless Amphitheatre – Indianapolis, IN
Verizon Wireless Amphitheatre – Virginia Beach, VA
Verizon Wireless Amphitheatre – Charlotte, NC
Verizon Wireless Amphitheatre – Kansas City, KS
Verizon Wireless Amphitheatre – San Antonio, TX
Verizon Wireless Music Center – Birmingham, AL
White River Amphitheatre – Auburn, WA

— Bob Grossweiner and Jane Cohen