Acrisure Arena, Palm Desert, CA
The burgeoning desert metropolis which now spans from Palm Desert to Coachella continues to offer new options for residents and visitors to spend their time and money. What was once a vast expanse of sand is now a magnet for those seeking warm weather, great dining and shopping options, golf, hiking, polo and an expanding array of live entertainment options.
On December 14th, 2022 Oak View Group will open the Acrisure Arena. This project puts a low rise arena filled with VIP options into play. They are opening strong, starting with Dave Chapelle and Chris Rock to inaugurate the building, then quickly moving on to such acts as The Doobie Brothers, Paramore and an instantly sold out show by Grupo Firme whose co-founder Isael Gutierrez continues to demonstrate the strength of the Latin market.
Acrisure is an interesting project because this region has been typically known for being slow during the summer when temperatures are routinely above 100 degrees and can reach as high as 120. That, combined with the historical pattern of this desert being a weekend destination other than during the winter season gives the impression there might only be arena level demand during half the year.
TOKYO, JAPAN – OCTOBER 04: (Photo by Jun Sato/WireImage)
I spoke over video with Tim Leiweke, CEO of Oak View Group. Leiweke has impeccable live entertainment credentials having been the head of one of the world’s largest global players in live entertainment, Anshutz Entertainment Group (AEG), from 1996 until 2013. Those were the years as AEG built up the Coachella festival in this region. He then headed Maple Leaf Sports & Entertainment a company which owned sports teams and commercial real estate including entertainment venues. In late 2015 Leiweke partnered with Irving Azoff to create Oak View Group which is becoming a significant owner and developer of entertainment venues.
Oak View Group has been creative in the ways it builds out their portfolio. Leiweke has the depth of industry knowledge and the real estate background to understand how to tailor a project which others may see as too risky. Acrisure Arena was built on a model of leaving off the traditional second level of the building.
The theory is there are two benefits: first the construction costs are less when the building doesn’t have to be built so as to support a second level. Second, this arena focuses on creating an intimate connection between the audience and the performers. The scale of the building keeps the seats close and the theory of the project was to deliver a high touch environment conducive to attracting a free spending crowd. That very much aligns with the spending patterns of the crowds who come to this region over weekends for shopping trips, music festivals and deluxe hotel stays.
Brian Hooks, CEO Stand Together
Leiweke has partnered with Stand Together and its CEO Brian Hooks as Acrisure Arena’s exclusive social impact partner to ensure there is a community benefit associated with the arena. “Music unites people like few things can. And the arena that Oak View Group has built in Palm Springs draws on the power of music to unite fans, artists, and athletes with some of the most effective groups in the country to make a difference on the issues that matter most to them,” said Brian Hooks, chairman and CEO of Stand Together.
‘As the exclusive Social Impact Partner, Stand Together is committed to coming alongside musicians, the Firebirds, and members of the community with solutions that can transform how our country tackles problems holding people back. From improving our criminal justice system, to helping those struggling with addiction, making sure kids get the education that’s right for them, or helping ensure everyone has a shot at a good job – Acrisure Arena is the place where people will come together to solve big problems. We’re thrilled to be a part of it.”
Leiweke is a big personality. He understands his market and he knows just what to say to build excitement about the projects Oak View has under development. He’s the kind of man who will spend an afternoon describing a project in minute detail, but it will feel like you’ve been brought inside behind the ropes and were privileged to learn about all the minutiae. I sense that the time continuum gets disrupted when he gets on a roll. That’s great leaders lead, by inspiration rather than fear mongering.
Acrisure is Oak View’s third wholly owned and operated arena. It’s the model for what’s coming next: innovation, quality and finding an underserved need to satisfy. This new arena is opening on December 14th. It’s going to be operating for decades. I left the conversation with Leiweke feeling assured about Acrisure. We’re about to start a long run with the music of the night.