BY KATIE WECHT
Special to Delaware Business Times
Live Nation is reaching for a variety of talent to perform at the Queen, and that could mean opportunities for local musicians.
“Our priority is just making sure we’ve got the best bands in Wilmington that we can get,” said Zane Duffer, Live Nation’s marketing manager.
Live Nation began their soft opening at the Queen when they officially took over on June 1. They had success this summer, almost selling out their first show. They received positive reviews on Yelp, Google and social media.
“The city has been welcoming to anything that you want to do,” said Trenton Banks, the Queen’s general manager. “That’s been refreshing and there’s more than enough room for growth.”
Live Nation works with venues all around the country. Their largest locations are Los Angeles and Philadelphia, but they saw an opportunity in expanding to Wilmington.
“There are untapped resources, such as the University of Delaware market and the major cities surrounding Wilmington,” Banks said.
He said building owner Chris Buccini approached Live Nation after it was determined that World Café Live would be leaving the Queen. Live Nation plans to expand on what World Café Live did well, but a change in the quantity and variety of shows is expected.
“They had some good bands and some good shows, we just want to add a different element to it,”
said Banks.
Live Nation is working to schedule an expected average of 80 shows per year, and, on open nights, locals could be recruited.
“We’re looking for top talent, but staying local is a big thing,” said Banks. They’ve been open to locals presenting their talent to fill the Queen as much as possible.
Live Nation sees the Queen as underutilized and organizers want to maximize the building’s potential by having multiple sources of entertainment. In the fall, they plan to show NFL games at their newly renovated front bar. They are adding windows that open to the sidewalk leading to a patio on the corner of Market and
Fifth to provide Wilmington with a unique game-day experience.
“We’re going to try a little of everything because we’re new to the market, we don’t know what’s going to work,” said Banks.
Other renovation plans include increased bar accessibility, better show viewpoints, new lighting, a lounge with a deejay, and new signs outside to advertise upcoming shows.
They predict all the renovations will be finished by Labor Day in time for their official opening Sept. 10.
Live Nation signed a 10-year lease with the Queen, and Banks said they could expand to the Riverfront or Rodney Square. However, there are some challenges to growing in Wilmington.
“We have to prove it’s a viable market and make sure bands know we’re not just cruising through,” said Banks.
They also see that the size of the city might be an issue, but plan to draw an audience from surrounding areas.
“If we bring in 600 people per show and have 125 shows in a year, that’s 75,000 people that might not have come to Wilmington otherwise,” Banks said.
Digital marketing has been a huge part of educating this new audience, but they also have been working with other businesses. They recently joined the IN Wilmington program to find partners and cross-promote.
“The more people that come here, the more people that go to a bar or dinner beforehand,” said Duffner.
Banks and Duffner agree they are ready to “ride the wave” the Queen takes them on. “Anytime we can get people in the rooms it’s an opportunity for Wilmington,” said Banks.
