On April 1st, Long Beach City Council voted 9-0 to select Legends / ASM Global company to operate and manage the city’s first-ever outdoor amphitheater. The council also approved a $14 million investment for the design and development of this amphitheater, aiming to catch up with hosting concerts by 2026.
The outdoor amphitheater, named “Long Beach Bowl,” will occupy approximately 5-6 acres along Queen’s Highway, adjacent to the iconic retired ocean liner Queen Mary and Harry Bridges Memorial Park. It is expected to accommodate up to 12,000 spectators, including grandstands, floor and box seats, VIP areas, as well as concession stands for food and beverages. It will be the second-largest outdoor amphitheater in Los Angeles County, after the Hollywood Bowl.
Long Beach, with a population of about 466,000 residents, is a renowned tourist and commercial destination boasting a bustling downtown, over 6 miles of picturesque beaches, and iconic attractions such as the Queen Mary, the Pacific Aquarium, Long Beach Airport, Long Beach Convention and Entertainment Center, and the world-class Long Beach Port. As a charter city providing comprehensive services, it not only offers metropolitan conveniences but also maintains a strong identity, diverse communities, and rich cultural heritage.
City officials stated that the amphitheater, along with the Long Beach Convention & Entertainment Center and Memorial Park, will establish the city as a premier venue for various scale events in music, entertainment, and more nationally and internationally, serving as a revenue-generating endeavor.
Mayor Rex Richardson remarked, “Today’s decision marks another important milestone in revitalizing the new Long Beach outdoor amphitheater, a critical step in our city’s journey towards becoming a well-known destination for residents and visitors worldwide.” He added, “With the vibrant downtown waterfront as the backdrop, the new amphitheater will be an investment in our community, fostering shared experiences, enhancing cultural and artistic levels, and solidifying Long Beach’s position as a live entertainment hub.”
Councilwoman Mary Zendejas expressed, “The new outdoor amphitheater will transform the face of Long Beach, bringing unprecedented opportunities to the community for us to come together and celebrate the arts.” She emphasized, “I believe it will be a catalyst for our great city’s continued growth, cultural richness, and community pride.”
Last August, the city’s Economic Development Department issued a Request for Proposals, receiving submissions from 6 companies, with Legends / ASM Global emerging as the victor. City officials view this company as a world-leading entity in live event experiences and management, operating 13 similar outdoor amphitheaters across the U.S., including the Greek Theater in Los Angeles County. The current contract spans 5 years, during which the company will provide comprehensive services covering daily operations, sales, marketing, event bookings, customer service, catering, facility management, and capital planning within the initial 5-year period.
Director of the Economic Development Department, Bo Martinez, noted, “The new venue will drive economic growth in the city, creating new job opportunities and economic prospects locally. We are proud to collaborate with Legends / ASM Global on this game-changing project, which will position Long Beach as a world-class tourist destination in the coming years.” Given the expected influx of over tens of thousands of spectators to the venue, the city plans to implement shuttle buses and dedicated rideshare programs to enhance transportation options for attendees, as part of its sustainable development plan.
Also in August last year, Legends Entertainment announced the completion of the acquisition of ASM Global, one of the world’s largest venue operators, for over $2.3 billion, while retaining the latter’s name. Currently, Legends / ASM Global oversees the operation of the Long Beach Convention & Entertainment Center and manages its vast portfolio in the live entertainment industry. With nearly 500 venues globally, including 14 outdoor amphitheaters accommodating 5,000 to 20,000 spectators, the conglomerate hosts around 20,000 live events annually, catering to over 164 million attendees.
As part of the agreement, Legends / ASM Global will allocate a portion of revenues to the city government, including a percentage from ticket sales, concessions, naming rights, or sponsorship revenues. An estimated $12 million in net operating income is anticipated within the 5-year contract period, with projected revenues of $29 million in the next 5 years, and $61 million over a span of 10 years, comprising potential tax revenues, net operating profits, and parking income.
Dan Hoffend, Executive Vice President of Legends / ASM Global, expressed, “For over thirty years, we have maintained close ties with this vibrant community,” emphasizing their commitment to creating unforgettable experiences at the outdoor amphitheater to continue and elevate Long Beach’s legacy, supporting world-class events, driving economic growth, and raising its global presence.
As the project progresses, potential updates may arise, requiring environmental approvals and Harbor Department permits. The workers/unions at the Long Beach Convention Center are urging the City Council and Legends / ASM Global to adhere to labor standards that provide union workers with the highest treatment, fulfilling promises of creating high-paying job opportunities, including hiring construction workers and facility operators.