Live Nation and Hard Rock are bringing a new music venue to Sacramento. The new space will be called Hard Rock Live and reside on the Hard Rock Hotel & Casino Sacramento at Fire Mountain property in Northern California.
“We are excited 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 Mark Birtha, president of Hard Rock Hotel & Casino Sacramento at Fire Mountain, in a release.
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 indoor venue. 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 will feature up to 2,500 seats or 3,000 occupants for general admission.
The venue will also serve as a multi-purpose event center capable of hosting a multitude of programs, including meetings and tradeshows, boxing and MMA, marketing promotions and charity and large-scale catered events. The venue will also include a second-level mezzanine with VIP skyboxes and balcony seating, creating an intimate setting. In true Hard Rock fashion, it will also feature dozens of new memorabilia displays from iconic performers in the music industry for guests to enjoy.
“We look forward to booking a compelling and diverse lne-up of memorable concerts and live events in the growing Northern California market,” said Jodi Goodman, president of Live Nation Northern California.
Randy Maddocks will serve as director, entertainment at the new venue. Maddocks previously oversaw all entertainment at the Hard Rock Rocksino Northfield Park in Northeast Ohio. Live Nation’s senior vp, booking Rose Kirkland will be responsible for talent initiatives.