Touring

Concert promotion titan AEG Presents bolstered its presence in Music City with the late February opening of its flagship Nashville venue, The Pinnacle, located in the 19-acre, mixed-use Nashville Yards complex. Kacey Musgraves performed at the 4,500-person capacity, 88,500-square-feet concert venue’s inaugural concert on Feb. 27.
“We spent a lot of time going back and forth over who the first artist was going to be,” Mike DuCharme, regional vice president for AEG Presents, tells Billboard. “We loved the idea of having a female artist from Nashville that isn’t straight down the country lane but crosses demographics and music and has fans of all genres. She really hit the mark and did great. And the fact that her voice is so great, you really got a good feel for how the room can sound. There were times you could hear a pin drop, and it was incredible.”

AEG Presents’ new concert hall has been a decade in the works, and is owned by the Yards development, through a partnership between Southwest Value Partners and AEG Real Estate, with AEG Presents operating the venue. The Pinnacle joins a slate of other mid-sized AEG venues that have launched across the country, including Atlanta’s 2,300-capacity The Eastern, Boston’s 3,500-capacity Roadrunner, Brooklyn’s 1,800-capacity Brooklyn Steel, Denver’s 4,000-capacity Mission Ballroom and Los Angeles’ 4,000-capacity Shrine Expo Hall. AEG Presents just announced another addition to its set of venues, with an upcoming 4,000-capacity, as-yet-unnamed venue in Austin, Texas.

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“As we build these venues, they get more refined,” adds Brent Fedrizzi, president of AEG Presents’ North American regional offices. “We take 10 things from the last one we did and ask what we can do better. Every market has its own nuances and I think with Pinnacle, it’s the best thing we’ve done.”

The Pinnacle, helmed by general manager Katie Millar, also aids AEG Presents in bolstering its profile further in a town that has been largely dominated by Live Nation venues. Crucially, the venue’s 4,500-person capacity fills a void Nashville’s touring landscape for an indoor venue larger than the smaller clubs or venues such as Nashville’s Brooklyn Bowl (1,200-capacity) and Marathon Music Works (1,800 standing room capacity), or the 2,362-seat historic Ryman Auditorium, though not as massive as the up-to 20,000-capacity Bridgestone Arena. Though the 4,400-seat Grand Ole Opry House’s capacity is close to that of The Pinnacle, the new venue’s various configurations feature both seated and standing options.

“The sweet spot for a lot of touring acts and artists these days is that 3,500 to around 5,500 capacity,” Fedrizzi says. “As we roll these [venues] out, we’re looking at markets that are under-served.”

With The Pinnacle, AEG Presents was equally focused on creating a venue that can serve as a home spotlighting a breadth of musical styles in the city most famously known for country music. Jason Isbell is currently doing a multi-show run of solo concerts, while other artists with upcoming shows include 311, Alice in Chains, Wilco, Warren Zeiders, Zac Brown Band, Adam Ray, Megan Moroney, Jack White, Denzel Curry, JOHNNYSWIM and Santana.

“It’s a venue for everyone, for the community. We’re going to do it all — country, EDM, rock — we’ve already checked a lot of those boxes,” Fedrizzi says. “I think the market was under-served in that capacity, in that configuration. And then obviously even the EDM shows so far, whether it’s been Illenium or deadmau5, that crowd hasn’t really had a place in Nashville to go.”

The venue already has many shows booked through November. In addition to The Pinnacle, the Nashville Yards complex also houses AEG Presents’ regional office, along with the global touring team and Messina Touring Group’s Nashville office will move into Nashville Yards in July. L-Acoustics also announced it will have office space in the complex.

The Pinnacle’s easily accessible location has led to spontaneous concert bookings. “This being an industry town, the artists can actually just come down and see it,” Fedrizzi says.

“They love the production, the sight lines,” DuCharme says. “We’ve taken artists through to tour [when they] are there for other shows and then confirmed shows at shows. The agent will be down there watching another show and be like, ‘Yes, we’re playing here.’”

The venue also boasts top-shelf production and sound, with a K2 L-Acoustics sound system from Clair Global and Solotech lighting/video systems. The multi-level venue also features an upper level balcony and risers with seating.

The venue’s decor reflects the uniqueness of its Music City locale, with Emily Cox of Formation commissioning murals, wallpaper and installations from more than two dozen local Nashville artists to display throughout the venue’s hallways, restrooms, artist rooms and concourses.

The backstage areas received just as much attention as front of house, with multiple dressing rooms, each with its own decor. Artists have protected parking for buses, and just off the main stage is an area with seating for artists’ family and friends. An open-air rooftop patio offers opportunities for industry gatherings and intimate performances.

“It’s an industry town, and we know our peers and the people we work with day-to-day will be in the space,” Fedrizzi says. “How can we make their experience great? Because they may be going to three different shows in a night — how do we make that a great experience? We don’t have that at every single venue we do, because not every venue is in an industry town. We always have a VIP space, but Nashville in particular, we know that our peers and the people that we work with day to day are going to be in the space, so we thought about how we can make their experience appealing?”

“The other thing is, we had Carly Pearce sit in on Russell Dickerson’s show [on March 14],” DuCharme says. “There are so many special guests who sit in with someone else because of friendships, or they ask to do a song. Having a place where those artists can host their guests and have them easily come out to do a song, that has been really well-received.”

Beyond solely concerts, the venue is meant as a multipurpose venue, and is wired for television and broadcast, making it a potential space for various televised and livestreamed events.

“We want to have those ACM and CMA-type events and all those things Nashville is known for,” Fedrizzi says. “When designing the space, we very much contemplated how do we activate the space to complement what is happening in spaces like CMA Fest or the Opry.”