WAR AND PEACE: War was one of the 50 acts booked to celebrate the Belly Up Tavern’s 50th anniversary. The promotion concluded in September with the Wallflowers. (James Zoltak/VN Staff)

After 50 for 50 promotion, Belly Up Tavern ‘eases’ into its busiest time of the year

After wrapping up 50 shows to mark its 50th anniversary, the 600-capacity Belly Up Tavern now coasts into what is the legendary North San Diego County club’s busiest time of the year.

The 50 for 50 anniversary celebration started with War in July and concluded with the Wallflowers in September, with shows by Steel Pulse, X and Jimmy Dale Gilmore, among others, in between.

Close to 30,000 people came through the Solana Beach club’s doors, said Belly Up Entertainment President Chris Goldsmith.

“That was our goal. ‘How do we celebrate in a 600-capacity club with all these people that want to come’? The answer was, have 50 shows,” Goldsmith told VenuesNow. “it was a great mix of like even local reunions and then some people like Ben Harper and Spoon that just wanted to participate, and the Wallflowers, and then everything in between. We did some great double bills that, like John Craigie and Donavon Frankenreiter, people that wouldn’t (typically) play together, but did for did for the anniversary. So it really worked out great on all fronts.”

Many of the shows sold out, he said.

Looking ahead to the rest of 2024 and into 2025, Goldsmith said the focus will be on a return to the venue’s normal programming – a consistent schedule of “incredible variety and a lot of great shows” each month.

December remains the busiest time of year, with the venue capitalizing on high demand for holiday programming as well as a robust private events business.

Booking for 2025 is already well underway, with shows lined up as far out as May and a few even in July.

“The sweet spot for booking is typically four to six months in advance,” Goldsmith said, noting a natural lull around the Coachella festival that can be challenging to fill.

Nonetheless, the venue has already secured impressive acts like Dawes, Marcus King, Bronx and Adam Carolla for the coming year.

Beyond the music, Goldsmith highlighted the venue’s unique customer experience, including loyal VIP club members.

The venue is primarily a concert hall, with a separate but connected restaurant operation that plays a supporting role.

Belly Up also promotes shows close to weekly at The Sound, a 1,900-capacity concert hall located at the Del Mar Fairgrounds.

The room was previously an off-track betting facility, but has been transformed into a thriving live music destination under ASM Global’s  management. The partnership has brought a steady stream of acts to the facility, from Modest Mouse to Rise Against The Machine, he said.

Goldsmith said both venues reflect the company’s commitment to delivering a diverse, high-quality live music experience for fans, while also navigating the evolving landscape of the industry.