John Page, president of Wells Fargo Complex, Philadelphia, and Dave Butler, president and CEO, Spectra Ticketing & Fan Engagement. (VT Photo)
REPORTING FROM NEWPORT BEACH, Calif. — Attending his fourth PACnet here last month and his umpteenth conference, John Page, president of Wells Fargo Complex, Philadelphia, talked to Venues Today about upgrades at his flagship arena, the upcoming Democratic National Convention there in July, and technology’s impact on the business. He has been in venue management for 25 years and the rate of change today is so rapid, it’s exciting but challenging.
What sets PACnet apart as a conference?
It’s always on the cutting edge — the new clients, information shared, and operational aspects discussed. It’s one of the best conferences I’ve ever been part of – focused with crossovers. If you don’t sell the tickets, you won’t have the lift in ancillary income.
Change is coming at us faster and faster. What do you think of the pace of change today?
It’s a little scary at times. How is all this technology working and can you support it? It used to be all hard tickets. Now everything is virtual and instantaneous. From an operator’s standpoint it’s great because of the data collection and everything that goes along with it, but the enhancements in technology and how you get to your fan base, using those relationships or fan clubs and artists, even how it works on the arena and stadium side, is so different than it was a few years ago.
What will happen when older acts are no longer touring?
You have young bands popping up who instantaneously can sell an arena, which is great, if they can sustain it. Everybody’s use of the ticketing aspect is enhanced tenfold, 100fold.
Will the superstar concept change?
Look at Taylor Swift. She’s without a doubt one of the most popular entertainers in the world year after year. She can reinvent herself and stay in touch with her fanbase. A lot of the country acts are the same way. And look at Coldplay, Red Hot Chili Peppers, Green Day, they’ve been around a long time. They stay fresh and vibrant. That’s what we need.
Tell me about the renovation plans at Wells Fargo Center.
We’ll be 20 years old this August. We’ll have the Democratic National Convention this summer. We looked at the opportunity there. We didn’t want to be out of business for two consecutive summers doing upgrades, so we looked at some of our current suite products. DNC will give us an opportunity to refresh the 40 suites they will use for studios. They’ll do the demo, so we’re halfway there. We have 126 suites, but right now we’re focused on those 40. We’ll come in on the backside and put them back together.
After those 40 suites are redone, what next?
We’re working with Aramark on new ideas that incorporate technology. Once we get through this summer, we will look at a massive master plan. Maybe we’ll have a contraction of the current suite concepts. We’ll look at digitization of our advertising platform on the main concourse for more impressions, better activation. We plan to modernize the building and change the whole look for the next 10 years. We had some meetings last week with some designers. They’ve gone back for pricing and ultimate ideas.
What do you plan to spend?
It could be 3-4 years, $60 million. We’re probably looking at one third right now.
What is the biggest change in the industry in the last year?
The approach to the secondary market. Adele and Bruce Springsteen are keeping tickets in the hands of the true fans. There are disparate interests with regard to how that works. It’s too much money, too big a business today. Tickets are the best way to interact – on line, phone or box office. It all has to work.
You’re headed into L.A. to talk to Tim Leiweke about the Oak View Group. What is your take on that business model?
He’s talking about getting big buildings together as a consortium to talk about issues and leverage all relationships. I think it’s time as the dollars continue to increase and, with the leagues pushing on dates, if we could have a voice and more of a position it might help. Most major market buildings and teams are aligned. If you can squeeze in another two or three shows between April and June, it’s significant versus not being in business at that time of year. OVG is trying to pull everybody together. If you get 15-20 of the top buildings in North America, it gives everybody a pretty good seat at the table to talk about issues and concepts. It’s not cheap, but I look at their relationships. In Philly, what do you have to pay to dig up another show? The cost is pretty close. It’s relationships and this is a relationship business.
I’ve heard $380,000 to join. Is that right?
That’s pretty close. But the RIO could be immediate. It depends on the show and the sponsorship aspect.
Contact: John Page, (215) 389-9558