Live Nation and Hard Rock are bringing a new concert hall to Sacramento. The new space will be called Hard Rock Live and will reside on the Hard Rock Hotel & Casino Sacramento property in Fire Mountain, Northern California.
“We are thrilled to partner with Live Nation in Northern California to bring Hard Rock Live to Sacramento. This is the next phase of our local partnership that will bring ‘authentic experiences that ROCK’ to fans of both brands,” said Marc Birthapresident of the Hard Rock Hotel & Casino Sacramento at Fire Mountain, in a statement.
Hard Rock Live will be owned and operated by the hotel and casino brand, with Live Nation serving as the exclusive booker and promoter for the Covered Site. It will be located on the north side of the current property, adjacent to the existing Kumi Events Center. The entire site will occupy 65,000 square feet and offer up to 2,500 seats or 3,000 general admission occupants.
The site will also serve as a multi-purpose event center capable of hosting a multitude of programs, including meetings and trade shows, boxing and MMA, marketing promotions, and large-scale and charity events. The venue will also include a second-level mezzanine with VIP skyboxes and balcony seating, creating an intimate setting. True to Hard Rock fashion, it will also feature dozens of new displays of memorabilia from iconic artists in the music industry for guests to enjoy.
“We look forward to booking a compelling and diverse lineup of memorable concerts and live events in the growing Northern California market,” said Jodie Goodmanpresident of Live Nation Northern California.
Randy Maddock will serve as Director of Entertainment in the new location. Maddocks previously oversaw all entertainment at Hard Rock Rocksino Northfield Park in northeast Ohio. Live Nation Senior Vice President, Reservations Rose Kirkland will be responsible for talent initiatives.