TAKE ME LOWER: The $300 million-pluse Lower.com Field in Columbus, Ohio, opened in 2021. (Ben Hsu / Icon Sportswire via Getty Images)
16 TEAMS PART OF VENUE NETWORK
Terrapin Station Entertainment has expanded its Terrapin Station Sports division, adding nine Major League Soccer stadiums to its stable of big-league venue partners who work with the company to bring in concerts and other events.
“What started as a conversation just with the Philadelphia Union and Columbus Crew soccer teams turned into a whole new network of nine different teams that have all come together,” says Steven Lundy, Terrapin Station executive vice president of business development. “We see tremendous potential for each of these stadiums to become active live concert venues with premium programming while also being a new category of first-class venues for artists to play to their fans.”
The MLS venue partners are Lower.com Field in Columbus, Subaru Park in Philadelphia, Red Bull Arena in New Jersey, Toyota Stadium in Dallas, Exploria Stadium in Orland, America First Field in Salt Lake City, Allianz Field in Minnesota, Shell Energy Stadium in Houston and TQL Stadium in Cincinnati.
Terrapin Station Sports acts as a liaison between the teams and live entertainment industry, using its contacts and experience with promoters, agents and artist teams to generate live opportunities for the venues.
Upcoming concerts organized by the company include the upcoming Billy Joel / Stevie Nicks show at AT&T Stadium, and Guns N’ Roses at Busch Stadium in St. Louis. Terrapin Station founder and CEO Jonathan Shank says he expects to announce another five or six stadium shows across the company’s MLB and NFL stadiums. He says offers are already out for MLS venues with hopes to announce hard-ticket shows soon.
“We are extremely happy with our partnership with the Terrapin team,” said St. Louis Cardinals vice president of event services and merchandising Vicki Bryant. “They provide us with tremendously valuable insight on potential opportunities, promote our ballpark and serve as a great resource. The access and exposure that they provide to talent management, agents and promoters has been a game changer for us.”
Along with Shank and Lundy, Terrapin’s sports division is overseen by recent hire Andrew Pauls, who serves as partnership development and strategy executive after a long stint with the Milwaukee Brewers.
Terrapin Station Sports officially launched last year, with Shank saying what started out as consulting for a handful of teams has become a rapidly growing division for his business, which also produces tours, family shows and exhibits including Disney Junior Live On Tour, Bob Marley “One Love Experience” and “Deal Or No Deal Live.”
“Lower.com Field and each of the stadiums in the network are phenomenal destinations for sports and entertainment, and by working together, we have a significant opportunity to increase the number of major events we host while further showcasing our facilities and cities to a global audience,” said Columbus Crew president of business operations Kristin Bernert.”
“Given their industry reputation and proven track record, Terrapin Station Entertainment is the perfect partner to guide us in this endeavor,” said Philadelphia Union President Tim McDermott. “Major League Soccer boasts some of the most impressive, intimate venues across the country. We look forward to inviting music lovers to Subaru Park to enjoy amazing sightlines and fan experience alongside their favorite artist.”
With the stadium concert trend showing no sign of slowing down, Terrapin is eager to help first-class stadiums bring in more events, which can be a challenge not only to fit on the calendar and execute but to organize in the first place.
“In some instances it’s just whether or not (concerts and live entertainment) have been prioritized,” said Lundy. “In other instances, it can be a matter of their specific market dynamics, the competition in the market between other venues. Other times it’s just about putting forth the effort and really trying to build it and figure out the right way to partner with promoters and make sure the economics are viable. The ones that have been putting forth the effort have had success, have had great shows and we’re very confident there’s more there.”
Opportunity exists on ancillary or adjacent programming as well, such as festival-type performances taking place during events or outside venues, which Shank said has been successful at Tropicana Field.
“They’re amazing buildings, truly some of the nicest venues I’ve been to,” Lundy said of the MLS stadiums. “Beyond that, their capacity opens up a lot of new and exciting opportunities for packages to come together, groupings of artists that maybe before would be looking at an arena or amphitheater. By getting creative and figuring out the right combination of talent and lineup and everything else, you’re able to create some exciting opportunities.”
TERRAPIN STATION SPORTS PARTNERS:
Columbus – Lower.com Field
Philadelphia – Subaru Park
New York/New Jersey – Red Bull Arena
FC Dallas – Toyota Stadium
Orlando – Exploria Stadium
Salt Lake – America First Field
Minnesota – Allianz Field
Houston Dynamo FC – Shell Energy Stadium
FC Cincinnati – TQL Stadium
St. Louis Cardinals – Busch Stadium
Milwaukee Brewers – American Family Field
Cleveland Guardians – Progressive Field
Tampa Bay Rays – Tropicana Field, Al Lang Stadium
Washington Commanders – FedExField
Dallas Cowboys – AT&T Stadium, Ford Center