With the recent buzz surrounding Metallica’s concert, it raises an intriguing question for the university’s athletic department: Could hosting concerts and other events become a pathway to increase revenue? Let’s break down the potential of expanding to more events and what those could look like.
At first glance, it seems like Metallica might just be a one-off show. However, if Live Nation and the Metallica team walk away enthusiastic about their experience, it’s possible word will spread among industry insiders. That could open the door to more concerts down the line. It’s worth noting, though, that larger cities tend to attract most big-name acts due to their higher population densities and, correspondingly, their potential for bigger ticket sales.
Interestingly, Roanoke has hosted significant bands in the past; Metallica played there in 1992, and other big names like AC/DC made appearances around that time. Unfortunately, it seems like Roanoke and similar locales have fallen off the radar for major acts lately. The upcoming event lineup leans towards artists like Billy Currington and Train, which, while enjoyable, aren’t the same draw as top-tier rock bands.
From a fan’s standpoint, smaller outdoor venues often create more memorable concert experiences. Reflecting on personal concert experiences, two bands from the high school days, Weezer and Third Eye Blind, provided great memories in cities like Raleigh and Charlotte. While neither band tops the charts anymore, they still draw decent crowds in larger cities. Meanwhile, other groups, like Blink 182, remain unattainable this year for many, as their closest performance is set to be in Virginia Beach later in the season.
The takeaway here is that while it’s tempting to consider this concert as just the first step towards diversifying revenue streams for the athletic department, the reality is more nuanced. Concerts and large events have their place, but the competition for artists to choose concert locations is fierce, and it’s essential to recognize that many performers continue to gravitate towards the more populous areas. However, if the right conditions arise and the infrastructure is deemed favorable, we might just see more of these events start to pop up in the future.
