Pacific Amphitheatre has plan to break even

Deirdre Newman

The Pacific Amphitheatre will be rocking again next summer, and fair

officials have made a number of changes to try to break even this

time.

Last year, to enhance the reopening of the amphitheater, fair

officials lured top acts such as Bob Dylan and Duran Duran. They

ended up losing about $500,000.

With last summer’s experience under their belt, they are focusing

on spending money more efficiently and increasing ticket sales, said

Steve Beazley, the fair’s chief operating officer.

The changes are a way for the fair to avoid financial risk and

offer more incentive to see the concerts.

“The idea is to just shut down, to the extent we can, any possible

exposure to the amphitheater,” said board member Frank Barbaro,

co-chair of the Pacific Amphitheatre committee.

The Pacific Amphitheatre exploded with renewed energy last summer

after being silenced for seven years because of noise-related

lawsuits. It hosted 21 concerts during this year’s fair. But starting

over meant fair officials didn’t have a lot of leverage when

negotiating with performers, Beazley said.

For the 2003 fair, officials spent $5 million for talent and

$800,000 for production. For the next fair, the board of directors

has approved $3.675 million for the performers for the 21 concerts,

Beazley said, adding that it won’t cause the quality of the acts to

go down.

The board also approved paying fair performers a smaller

guaranteed amount up front, along with a percentage based on

attendance, instead of guaranteeing the entire amount.

“It reduces the fair’s potential exposure in the event we have a

show that’s not well attended,” Barbaro said.

This new pay scheme also entices performers to engage in more

promotion of their concerts to boost attendance, Beazley said.

In addition, the board approved a new level of pricing for some of

the side terrace seats, which will be 35% lower than the rest of the

terrace.

“They’re good seats,” Barbaro said. “There’s not a bad seat in the

house.”

Another way fairgoers will benefit from the changes is on opening

night. All amphitheater seats will cost $15 and include fair

admission. Board members also reduced the price of the fair by $2 a

day if a concert ticket is bought for that evening.

The fair board is trying to lure big-name acts rivaling those it

lured for this year’s fair. It is considering acts such as Journey,

REO Speedwagon and Jackson Browne.

The amphitheater will also be getting another makeover -- this one

includes $4 million worth of improvements to expand the stage and for

other upgrades, such as rehearsal space and dressing rooms.

Construction on the improvements will probably start next fall and

are expected to be finished by May 2005, Barbaro said.

Next year, the amphitheater will host a more diverse offering than

just fair concerts.

Orange Coast College and Vanguard University will hold their

graduations there. In June, Opera Pacific will stage a free concert

under the stars, part of the fair’s effort to introduce opera to the

masses, Beazley said. And in August, Opera Pacific will put on a full

opera -- “The Pirates of Penzance” -- for a two-week run.

Board members are also wooing big-name musicians such as Eric

Clapton and Elton John, Barbaro said.

“Pacific Amphitheatre is considered the best, so we’re trying to

really start to utilize it again,” Barbaro said. “It’s an asset that

has lain dormant too long. We are going to rock ‘n’ roll.”

* DEIRDRE NEWMAN covers Costa Mesa. She may be reached at (949)

574-4221 or by e-mail at deirdre.newman@latimes.com.