Hard Rock Hotel & Casino Sacramento at Fire Mountain Thursday announced a partnership with Live Nation to bring shows to Hard Rock Live, its new indoor concert venue.
Live Nation will book and promote all shows at the venue, scheduled to open this spring, and the casino will own and operate the building.
“Entertainment is the foundation of the Hard Rock brand as experienced at our many locations around the world,” said Hard Rock Hotel & Casino Sacramento President Mark Birtha in a statement. “Attending a live music event is not only exhilarating, it creates memories that will last a lifetime. We are excited to partner with Live Nation in Northern California to bring Hard Rock Live to Sacramento.”
Located adjacent to the property’s Kumi Events Center, the new venue is 65,000 square feet with 2,500 seats and can accommodate 3,000 for general admission events. Hard Rock Live also will serve as a multi-purpose event center, hosting meetings and tradeshows, boxing and MMA fights, marketing promotions, and charity and large-scale catered events.
The venue features a second-level mezzanine with VIP skyboxes and balcony seating and will display memorabilia from iconic musicians and performers.
“We are very excited to form a partnership with Hard Rock Live,” said Live Nation Northern California President Jodi Goodman in a statement. “We look forward to booking a compelling and diverse line-up of memorable concerts and live events in the growing Northern California market.”
Hard Rock Live also can serve as an emergency shelter for up to 1,000 people.
Hard Rock Hotel & Casino Sacramento at Fire Mountain appointed Randy Maddocks director of entertainment. Maddocks previously directed entertainment at the Hard Rock Rocksino Northfield Park in Ohio. Live Nation Senior Vice President of Booking Rose Kirkland will be responsible for talent initiatives at Hard Rock Live.
