Jack White plays to more than 3,000 fans June 2 for Municipal Auditorium's first sold-out show since a $5.3-million renovation.
REPORTING FROM SHREVEPORT, LA. — Never underestimate the rejuvenating powers of a facelift. Since reopening April 3 after a $5.3-million renovation, Municipal Auditorium has seen an increase in touring events by about one-third, estimated Regional GM for SMG Sam Voisin.
Though the facility has traditionally had a strong community presence, often booked for events by local clubs and associations or for weddings, bookings of national touring acts have increased to about two each month since Municipal Auditorium reopened.
Municipal Auditorium, designed by Samuel Weiner, originally cost about $650,000 when it was opened and dedicated to the soldiers of the Great War, Nov. 11, 1929. Beginning in 1948, the Louisiana Hayride hosted a weekly showcase featuring early performances by Hank Williams, Johnny Cash, Johnny Horton, and Elvis Presley.
The community has remained incredibly supportive of the facility, passing bonds to fund capital improvements throughout the years, including the most recent $5.3-million renovation. Municipal Auditorium also received funding through the state historic rehabilitation tax credit program.
Crews at Municipal Auditorium set up for mixed martial arts.
Funds went to a new air conditioning system, as well as flooring and seating. Seats on the upper level, the dress circle and balcony, were replaced. The high windows above the balcony were also replaced and received new coverings. The back-of-house experience was significantly upgraded with major renovations to dressing rooms..
“Before renovations, everything was front-of-house load-in,” said SMG Sales Manager Megan Creel, who added that the improvements have created a better experience for both artists and patrons.
Physically, the building looks the same, but better, having undergone plaster repairs and painting. The stage’s original wood was refinished as part of this round of renovations.
The addition of ramps and designated seating for patrons with disabilities reduced the capacity on the floor by about 250, but brought the facility completely in line with Americans with Disabilities Act requirements. The facility now holds 3,007 attendees, including 572 on the floor.
Peter Frampton signs the artist wall at Municipal Auditorium before his Sept. 26 show at the renovated venue.
Since the renovation, Municipal Auditorium has become a popular spot for national artists due to its history and acoustics.
“After hearing that the building had reopened, Jack White added a date a few weeks out,” said the venue’s Teresa Michaels. The artist had a show scheduled two days prior in Lubbock, Texas, and the next day at Saenger Theatre in New Orleans, so the addition of the Shreveport date fit well in the routing when it was announced in April. The June 2 performance was Municipal Auditorium’s first sold-out show since the renovation, with tickets costing $40-$55.
Jack White’s rider included requests that no one in the building eat bananas or wear red — whatever works.
Peter Frampton came to the facility, Sept. 26, adding it into his schedule for the day in between shows in Stafford, Texas, and Biloxi, Miss. Huka Presents promoted the date.
In addition to White and Frampton, other national tours since the renovations include Wynonna Judd on Aug. 14, Maxwell Summersoulstice on Aug. 15, and James Burton International Guitar Festival and concert, Aug. 23. Ray LaMontagne with The Belle Brigade will play Oct. 26. In addition to touring concerts, the facility has seen an increase in sporting events, with Ascend Combat bringing in MMA and cage fighting.
According to Michaels, the only downside of the uptick in touring and community business is that she’s had to cut down on public tours, now only providing tours by appointment for $10 per person.
“It’s all right. The tours are fun, but the shows are what keeps the Municipal Auditorium here for my children, grandchildren, and future generations,” said Michaels.
The facility was listed on the National Register of Historic Places in 1991 and designated a National Historic Landmark in 2008, which, along with its musical history with Elvis, make it a must-stop for music and history lovers. It’s also considered a fine example of Art Deco construction.
Michaels said that though those are interesting reasons to come visit, “the 30-and-under crowd loves the ghost stories.” The venue’s most popular tours focus on its haunted history and Municipal Auditorium has been featured in several national television shows about paranormal activity. Even with its increasingly busy schedule, Municipal Auditorium still invites the community on a public ghost hunt about once every three months.
Interviewed for this story: Megan Creel, Teresa Michaels and Sam Voisin, (318) 841-4000