The key to a successful amphitheater season may well be for programmers to cover all their bases. In other words, don't depend on just pop if pop may not be the hottest live thing going. For a successful summer in the sheds, it's all about diversity. "I think we've got a great amphitheater season coming up this year," says Jason Garner, president of North American music for Live Nation, the world's largest amphitheater owner/operator. "You've got the blockbuster artists like Dave Matthews Band and Jimmy Buffett and Kenny Chesney and Toby Keith all coming back and playing the amphitheaters," Garner says. "Def Leppard was such a huge success last year; they're back. The newer artists—Brad Paisley, Fall Out Boy, Rascal Flatts—we're thrilled to have, and Gwen Stefani is playing the amphitheaters.
Then the festival tours like Family Values, Projekt Revolution, Ozzfest. That's a pretty big, healthy amphitheater season, and we're feeling really good."
Here Billboard cites examples of summer shed tours in five categories: rock, classic rock, country, pop and festival.
ROCK
Headliner: Dave Matthews Band
Support: At various times, Xavier Rudd, Toots & the Maytals, Umphrey's McGee, Pete Yorn, the Roots, Robert Randolph, the Wailers, Robert Earl Keen and Stephen Marley
Prognosis: Handicapping a Dave Matthews Band shed tour may be the easiest call in the touring world. During the past decade, DMB has been the most consistent band touring annually, generating more than $470 million at the box office on one of the most affordable ticket prices among superstar acts.
"I think what Dave Matthews Band has done is unprecedented," DMB agent Chip Hooper says.
And the secret to its success? "The reason people keep coming to see the Dave Matthews Band is because this is one of the greatest American rock'n'roll bands ever," Hooper says. "This is a phenomenal live band. They deliver every time."
Armed with carefully chosen, value-driven support, expect DMB once again to be one of the top 10 tours in the world.
classic ROCK
Headliner: Rush
Support: None
Agent: Adam Kornfeld
Prognosis: Rush at outdoor venues is destined to be one of the top 25 tours of 2007. Produced by Live Nation through its TNA division, the band has been a consistent draw every time it hits the road, without relying on a multi-act package to move tickets.
"Rush has been together over 33 years, and their fan base is not only not eroding, but it seems that it may be growing," the band's agent Adam Kornfeld says. "Rush is another testament to what happens when great songwriting and musicianship come together. People recognize it."
Rush toured quite successfully in 2002 and 2004, but its box-office muscle in 2007 could very well eclipse those efforts. With new album "Snakes & Arrows" released May 1, Rush may be the sleeper tour of the year.
Live Nation North American music president Jason Garner says Rush "came roaring out of the box" on initial on-sales.
"Having Rush back after some off time is very exciting for us," Garner says. "We think it will be one of the blockbuster tours of the summer."
country
Headliner: Brad Paisley
Support: At various times, Taylor Swift, Jack Ingram, Kellie Pickler and Rodney Adkins
Agent: Rob Beckham, William Morris Agency
Prognosis: Country has become one of live music's sturdiest genres, with more headliners joining the ranks. Brad Paisley's box-office clout has been growing steadily, and many feel 2007 is the year he will reach superstar status.
Last year was no slouch for Paisley: He cracked the top 25 tours for the first time at 23rd among all touring acts, with a gross of more than $27 million. With a wide variety of solid support, he could take a significant step up in 2007.
"I think the excitement of the new album and new tour, show, support and response to the first single has just taken him to another level," says Paisley's agent, Rob Beckham at the William Morris Agency. "Brad wants his show to rival the very best in rock, pop and country, while maintaining his traditional country feel."
pop
Headliner: Gwen Stefani
Support: Lady Sovereign, Akon
Agent: Mitch Okmin, MOB Agency
Prognosis: Gwen Stefani first toured as a solo artist in late 2005 and raked in some $12 million from 21 arenas reported to Billboard Boxscore. Her good-time attitude seems perfect for a warm summer night outdoors.
Stefani averaged 10,000 per night on the arena tour, and will surely top that number in the sheds. Garner says the package has synergy, and a Live Nation lawn ticket promotion—four tickets for the price of three—should provide juice.
"I don't know how you could have a better matchup now than Gwen and Akon," he says. "You marry a big superstar in Gwen Stefani, an up-and-coming star like Akon, a big single, a special lawn price—there's real value for the fans in that."
Stefani/No Doubt manager Jim Guierinot says playing outdoors offers Stefani's fans a new way to see her live. "We definitely made a decision for the late spring/early summer to try something different," Guierinot says. "We had given people a show in an arena experience, so where available we wanted to offer an outdoor experience. It should be a really fun time."
Prognosis: Last year Family Values, with Korn at the helm, blew away the expectations of many by doing sellout business at the amphitheaters. This year the package boasts a resurgent Evanescence, along with some of hard music's most popular bands.
"Family Values as a brand really roared back last year," Garner says. "We sold out nearly every amphitheater it played."
The 2006 Family Values trek was value-priced to the extreme with a $10 lawn ticket across the board. While the final ticket price had not been determined at press time, Garner says the tour will again be value-priced.
"We're really excited this year because we think the combination of Korn and Evanescence is really relevant right now to the young rock fan and gives us a blockbuster package that will provide real value for the fan," Garner says.
Not only has Family Values been a model of successful shed touring, the tour also bears the fruit of a unique business model that makes partners out of Korn; its management company, the Firm; the band's record label, EMI; and promoter Live Nation. All parties have a stake in the band's success across the board, sharing revenue from record sales, ticket sales, merchandising and other sources.
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