For the Tucson (Ariz.) Convention Center, rebranding is about reintroducing the arena to touring talent.
Glenn Grabski, who has been general manager there for SMG since last October, when the 1971-era venue finally embraced private management, said it is a return home for him. He started in Tucson as an usher when in college.
He also promoted shows there in the 80s when he worked for Barry Fey. When he saw the before-pictures, prior to the $8-million renovation last year, he thought, “those were the same doors from the 80s.”
Postrenovation, despite the seemingly low price tag, it’s like a brand new building, he said. Most of the improvements were about improving the fan experience, he added.
Now the task is to remind the industry Tucson is a good play and get the bookings going. “It’s basically four venues here — convention center, arena, music/symphony hall and 500-seat theater,” Grabski said. “A lot of programming comes through here.”
Rio Nuevo, which hired SMG, wanted more programming. While people are used to coming to the complex, it had lacked a concert lineup for several years. Tucson had fallen off the radar for the arena.
Success has come. Grabski has booked Built Ford Tough coming in Oct. 2-3, in Tucson for the first time in 17 years. And Live Nation is bringing Juan Gabriel in November and Janet Jackson in January.
Promoters had definitely been bypassing Tucson, Grabski admitted. His job is to put a roadblock on that bypass and it’s working. In fact, since renovations went so well the first time, they are now talking about a Phase II, he said.
Contact: Glenn Grabski, (520) 837-4772