Another Planet and Teragram Ballroom Unveil Stealth LA Venue Project The Bellwether

For more than two years, Another Planet Entertainment has quietly collaborated with the creators of iconic venues such as Manhattan’s Mercury Lounge and LA’s Teragram Ballroom to launch a new 1,600-capacity venue in downtown Los Angeles. Scenery of the venue.

real estate of Bellwetheris located at 333 Boylston between 3rd and 4th Streets and the 110 Freeway just west of downtown and will open in 2020. Michael Swier, one of the original partners of Bowery Presents in New York, and owner of Teragram and Moroccan Lounge. Hoping the project would stay off the radar of better-financed competitors, Swier began looking for partners in his 49,000-square-foot multi-genre performance space. Private event space for 600 people.

333 Boylston has been primarily occupied by nightclub operators for the past 30 years. Prince named his spot this night after his song “Glam Slam,” and from 1992 to his 1995, a giant purple danced his floor, heavy gold mesh fabric, and bejeweled. I was. -Prince’s Erotic City concert The sculpted, hand-supported scattered bed of his tour. What followed was nearly 30 years of unsuccessful attempts to operate a multi-level space as a dance club. Seeing a better venue for musical performances, Swier eventually found a partner and signed a contract with Another Planet Entertainment. Greg Perloff and Allen Scott We are partnering on a long-term lease and a two-year renovation that is expected to finish this spring.

Scott and Swier spent time at Bellwether earlier this week to tour the sprawling complex, which houses a year-round bar and restaurant, private event space for 600 people, and offices for both Another Planet and Telegraph Road Management. Lawrence Freedmans A management company whose clients include Billy Idol, Mike Campbell, Benmont Tench, Cherry Glazer, Miya Folik and Advertisement. Bellwether is Another Planet’s first foray into Los Angeles, where Perloff and company are building his Graham Civic Auditorium, Greek Theater, Oakland’s Fox Theater, independent and San Francisco’s famed Castro Theater, currently undergoing renovations. . Live Nation’s properties in San Francisco include Fillmore and the recently opened August Hall, while AEG operates his Warfield, Regency Ballroom and Great American Hall.

LA’s venue landscape is even busier with independently owned venues like Troubadour, Largo and Knitting Factory in North Hollywood, with each company operating a half-dozen venues in the city. In terms of size, his 1,600 capacity at Bellwethers fits between his Wiltern Theater (1,850 capacity) owned by Live Nation and AEG’s El Rey Theater (1,200 capacity).

New Yorker Swier, who recently purchased a loft in Los Angeles and opened his third venue in Los Angeles, is a highly skilled venue designer, independent live music operator, and architect brother with his late wife Margaret. Best performance with a certain Brian Swier. Known for New York’s iconic Bowery Ballroom and Mercury Lounge. Swier is the co-founder of He Bowery Presents, a powerhouse New York promotions firm responsible for the renewal and redesign of Terminal 5 and Williamsburg’s Music Hall. Swier eventually parted ways with Bowery Presents and in 2017 Bowery sold his 50% stake in the company to his AEG.

Perloff’s career is similar to Swier’s. The Maryland native had a knack for promoting his concerts during his college days, catching the attention of his legendary San Francisco promoter Bill Graham. Perloff stood in for Graham, a longtime BGP pioneer and he, along with Sherry Wasserman, the three created his model for the modern concert business. After Graham died in a helicopter crash, BGP was sold to his SFX, which eventually made him one of the core components of Live Nation. Live Nation owns and manages the majority of the BGP venue portfolio.

Perloff and Wasserman founded Another Planet in 2003 and launched the Outside Lands Festival in 2008. It’s now the largest independently-run festival in the United States, according to Billboard.

Swier didn’t know much about Perloff until 2020, when he reached out to discuss a potential partnership for the building. Both men decided to keep the project, kept all details of the project out of the public domain, signed a lease and then began renovations.Stealth His campaign worked. A few months after opening, the partners realized they needed to contact an agency to start booking the building. In fact, today’s decision to announce the existence of the project was made yesterday, one week ahead of schedule. Bellwether’s meetings and his private tour are scheduled for next week’s annual Pollstar Live! Conference in Los Angeles.

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