(Hayden Homes Amphitheater | Photo by Matthew Lasala)
Multi-Million-Dollar Refit Lures Megastars to Hayden Homes Amphitheater
The stage has been set for more world-class bands to beat a path to Bend’s door — boosting the local economy to the tune of $1.2 million per show — as the city’s iconic Old Mill music venue continues a program of wholesale upgrades putting it squarely on the national tour map.
The $4.5 million project has seen a host of improvements at the Hayden Homes (formerly Les Schwab) Amphitheater and a link-up with the global leader in promotion, Live Nation, leading to attracting a blockbuster line-up of acts — this season including Kenny Chesney and the Foo Fighters arriving for their only Oregon shows.
The first phase began in advance of the (COVID-shortened) 2021 concert season with major reconstruction of the amphitheater stage to “right-size” it to some 62 feet in height and an additional footprint of 1840 sq. ft. as part of a raft of structural improvements.
Renovations also enhanced accessibility for all guests and fulfilled elevated criteria to gain the attention of more and ever bigger performers, which last year included the likes of country superstars Dierks Bentley and Luke Bryan as well as multiple-Grammy winner John Legend.
The privately-funded construction effort has been built with the help of local companies such as general contractor R&H Construction, and subcontractors like Latham Excavation and Elite Electric, with financing orchestrated through Summit Bank.
Phase two additional upgrades this year include more accessibility features, increased VIP capacity and improved lines of sight for guests, as well as expanded venue area and increased food and beverage options.
The retrofit paved the way for a partnership with the world’s leading live entertainment company, Live Nation, as the 20-year-old riverfront music venue switched gears last year after a long-term relationship with previous promoter, Monqui Presents of Portland.
The first phase of construction allowed the venue to attract a wider variety of touring artists, comedians and other performers, with the new stage featuring a significant increase in structural capacity to accommodate the hi-tech demands of today’s top performers’ live shows in areas such as lighting, rigging and giant video needs.
Certain elements from the original stage were upcycled and re-used, including steel beams and the custom artwork that previously adorned the platform rear. Accessibility enhancements completed include a full Americans with Disabilities Act (ADA) compliant pathway from the ADA gate that spans the entire venue, and screens on stage.
Ongoing improvements include re-grading the venue, new food and beverage options, future walk-through metal detectors and providing passive travel and equivalent seating accessibility for all abilities. In the longer term, plans include the addition of semi-permanent restrooms.
Old Mill District Marketing Director Beau Eastes said, “Having The Foo Fighters or Kenny Chesney or Nine Inch Nails (all appearing this season) at the amphitheater doesn’t happen with our old stage and operating procedures.
“Bringing shows like this is exactly why we’ve spent so much time and energy in upgrading the venue. We had got to a certain point previously with establishing the site as a legitimate option for touring artists but wanted to take things to the next level.
“The first big step was demolishing and right-sizing the stage to convince top-rank bands to stop here versus Portland, boosted by advertising the fact we have some four million visitors a year.
“As soon as the facilities were strengthened more artists took notice and now we can attract pretty much anybody. More prominent bands have more lighting, bigger video needs, more trucks and so on and their show requirements are not going to change based on the venue’s scope, so the venue needs to accommodate their criteria.”
Phase two innovations include expanding the boundaries of the venue, in the Old Mill tradition of providing “generosity of space” while maintaining an 8,000-person capacity, moving gates south to a new fence line and creating a permanent larger entry on the river side of the site.
Of the Live Nation partnership, Eastes added, “They had been looking for an Oregon presence and after we put out a Request for Proposal when the previous contract came up for renewal, Live Nation gave a compelling response and we couldn’t be more excited with the arrangement.
“Live Nation is a phenomenal partner and the biggest promoter in the world, and we have been able to tap into their wealth of knowledge as a best-in-industry exponent.
“It is not just stage upgrading but stepping up operating procedures and standards necessary to meet the requirements for a first-class venue. We have already announced over 25 shows this year. Last year we had 25 for half a season and we could be looking at a record-setting number of events this year when all’s said and done.
“There is also a multiplier effect for local business, and studies have shown each show contributes around $1.2 million to the Bend economy, in sectors such as hotels, restaurants and tour operators.
“With the expanded facilities, we can also cater to different tastes and get new genres, including more major country acts. Places like Reno and Spokane have bigger populations but are not getting shows like us, and to have to have a venue like this in the heart of the city is something we can all be proud of.
“We are also grateful to work with outstanding local contractors supporting a community centerpiece.”
The venue was renamed Hayden Homes Amphitheater last year in honor of its new title sponsor after two decades as Les Schwab Amphitheater.
Eastes commented, “We would not be able to take a leap of this magnitude without the aid of a committed lead sponsor and a big shout-out goes to Hayden Homes, which has supported music locally since its inception, and is continuing a legacy of amazing home-grown companies supporting and investing in the community.
“Les Schwab has stepped up huge as well as the concert series sponsor. It’s very cool to see these two long-time central Oregon companies commit to continuing a world class venue which is the source of much local pride.”
Hayden Homes Amphitheater’s General Manager Marney Smith added, “We have been thrilled to be able to offer the structural capacity necessary to host all of the amazing artists interested in making Bend a stop on their tour.
“In the past, we’ve lost interested artists primarily due to stage capacity. Solving that challenge has allowed us the opportunity to provide an even broader and more varied lineup. Coupled with the planned accessibility updates, this furthers our goal to provide the best experience possible for both our guests and visiting artists.”
“The depth of knowledge and expertise the Live Nation team has brought to the table has also been invaluable. We’ve had the opportunity to work with their experts in every aspect of the live event industry.
“The end result will allow us to continue to provide an even better live experience at the venue and ensures that the amphitheater remains a cultural and music hub connecting artists and fans for years to come.”
Live Nation representative Sherri Sosa, president of Venue Nation U.S., said, “From our first visit, we could feel the heart of the venue and we knew we could help bring even more shows to Bend.
“More shows mean more amazing memories for artists and fans along the river, as well as more jobs and support going back into the local community. Live Nation is excited to add to an already strong team and take the venue to the next level, without changing the spirit of what makes the place great.”
Gary North, Central Oregon Vice President for R&H said, “This has been a really cool, fun project and it has been great to collaborate with Marnie and the amphitheater, which has been an outstanding customer to work with and has the community’s best interests at heart.
“It is a real feather in the cap for Bend to get bands of the level being announced, and with the ongoing improvements, the overall consumer music experience will continue to get better into the future.”
About the Hayden Homes Amphitheater
The Hayden Homes Amphitheater is an independent, outdoor riverfront amphitheater built in Bend, Oregon’s historic Old Mill District in 2001. Since its first season in 2002, the Amphitheater has hosted more than one million guests at the venue for ticketed and free concerts, brew festivals and races. The Amphitheater has provided Central Oregon with nationally touring shows set against the backdrop of the Cascade Mountains and Deschutes River. According to a Visit Bend Intercept survey, the amphitheater brings in approximately $1.2 million per concert to Bend’s local economy. The venue currently accommodates 8,000 patrons for concerts and other events, which includes some of the biggest names in entertainment and the second largest brewfest in the Northwest.
About Live Nation Entertainment
Live Nation Entertainment (NYSE: LYV) is the world’s leading live entertainment company comprised of global market leaders: Ticketmaster, Live Nation Concerts and Live Nation Sponsorship.
bendconcerts.com • livenationentertainment.com
Schwab Continues Concert Support Legacy
by Simon Mather — CBN Feature Writer
In 2001, Bill Smith, developer of Bend’s historic Old Mill District, named the outdoor, riverfront amphitheater in honor of tire company founder Les Schwab.
Les came from humble beginnings and built his business from one store to hundreds of locations across the western states. He was a dear friend and mentor to Smith and The Les Schwab Amphitheater’s name was a tribute to Schwab and his contribution to helping build the Old Mill District.
Although Schwab passed away in 2007, his vision remains at the core of the company’s culture, and to honor their founder’s legacy, Les Schwab Tire Centers is continuing to support the local community and the Old Mill District by officially becoming the Concert Series sponsor of the newly-named Hayden Homes Amphitheater.
“Central Oregon is where Les Schwab Tire Centers’ began, and we are committed to our community,” said Chief Marketing Officer Dale Thompson. “We are so pleased to continue engagement with this venue as the marquee sponsor of what is sure to be the most exciting concert lineup to-date.”
Among other opportunities, the sponsorship gives the tire company a forum to spotlight local community-service partners that focus on serving the needs of children, families and education.
Les Schwab CEO Jack Cuniff underscored the importance of community involvement.
“We extend our gratitude to Bill Smith — both for building a treasured community asset and for his ongoing appreciation of the impact Les Schwab had on our community,” Cuniff said.
More information about Les Schwab’s community investments can be found on its website, leschwabtires.com.
Several acts in this year’s Les Schwab Tires Concert Series lineup at Hayden Homes Amphitheater have been announced, and more are being added. The series runs from early June through mid-October. More information can be found livenation.com.
About Les Schwab Tire Centers
Les Schwab Tire Centers (lesschwab.com) is one of the leading independent tire dealers in the United States, with more than 8,000 employees and 500 locations across Oregon, Washington, Idaho, Montana, California, Nevada, Utah, Colorado, Wyoming and Alaska. In every market, Les Schwab takes pride in staying focused on providing superior value and building customers for life. The first Les Schwab stores were opened in small towns and rural communities with one guiding principle: providing neighbors with high-quality products and unparalleled customer service. This single-minded focus on service continues today and is a driving factor in why the company has ranked #1 in customer satisfaction for Aftermarket Tire Replacement by JD Power two years in a row.
