Amphitheater Management Company Approved by City

Long Beach residents can expect to see some big names in concerts coming to town starting next year with the approval of Legends / ASM Global for the operation and management of the city’s first-ever amphitheater.

At its April 1 meeting, the City Council voted 9-0 to bring in the company from a list of competitors – along with unanimous passage of $14 million in funding for design and development of the open-air venue that will be situated next to the Queen Mary at the waterfront.

“This is a pivotal step forward in the transformation of our city into a renowned destination for residents and visitors worldwide,” said Mayor Rex Richardson. “Set against the backdrop of the vibrant Downtown waterfront, the new amphitheater will be an investment in our community, fostering shared experiences, elevating culture and arts and solidifying Long Beach as a hub for live entertainment.”

The 12,000-seat Long Beach Amphitheater will see construction begin this summer. Build-out of the project should be completed by the end of the year, with completion of the venue ready to accommodate a full 2026 concert schedule starting in spring of next year. It will be built on a site of approximately 5-6 acres of space along Queens Highway.

It’s expected to host up to 40 concert-scale events each year, along with other community and private events. The venue will have grandstands, floor and box seats, a pit configuration and VIP sections, along with food and beverage concessions. The city is also working on a shuttle service and dedicated rideshare amenities to enhance transportation for attendees.

It will be the second largest outdoor amphitheater in Los Angeles County, following behind the Hollywood Bowl. That historic site has a seating capacity of more than 17,000.

Legends / ASM Global operates another one of these renowned sites, the Greek Theatre in Los Angeles. The company, which operates the Long Beach Convention and Entertainment Center, oversees the largest portfolio in the live entertainment industry. The company says that it currently operates nearly 500 venues worldwide, including 14 amphitheaters that seat between 5,000 and 20,000 guests. That accounts for 20,000 live events that serve 164 million guests each year.

$12 Million Revenue Generator

The city projects that the amphitheater will generate a net operation income of $12 million over the next five years. The total potential tax revenue, net operating profit and parking revenue, when added in, could potentially generate $29 million over the next five years and $61 million over 10 years.

The $14 million project will be funded by the city’s Tidelands Area Fund Group. That will include design, permitting, engineering, project management services, infrastructure and site improvements, furniture, fixtures and equipment costs that will be offset primarily by the venue’s future net operating profit. From this total cost, an estimated $10 million is required to develop the amphitheater and $4 million is required for parking lot and other site improvements. The city says that these are restricted funds that can only be used for development and services on the coast and cannot, by law, be used for other municipal services or projects.

“For over 30 years, we have maintained a strong connection to this dynamic community, and Legends / ASM Global is honored to help bring Long Beach its first-ever amphitheater,” said Legends / ASM Global Executive Vice President of Convention Centers Dan Hoffend. “We are committed to enhancing Long Beach’s legacy by creating unforgettable experiences at the Long Beach Amphitheater that contribute to its rich tradition of hosting world-class events, driving economic impact and growth, and elevating the city on a global stage.”

Working Out Disputes with Labor Union

For workers at the Long Beach Convention Center, the Unite Here Local 11 union has been in negotiations with Legends / ASM Global on a labor contract that expired about eight months ago.

A major sticking point has been subcontracted work for the union and ASM Global reaching a deal. The union is also advocating for a city “Olympic Wage” ordinance to ensure all workers, including those at the convention center, earn a living wage in preparation for the 2028 Olympics, according to the union.

Unite Here Local 11 also filed a complaint with the California labor commissioner’s office in March alleging that 1Fifty1 Inc., based in Costa Mesa, paid convention workers under the table with cash in envelopes. ASM Global had contracted with 1Fifty1 to provide workers to clean public areas such as bathrooms, break down and set up event spaces and perform groundskeeping since at least 2023, according to the complaint.

In March 2024, Long Beach voters approved Measure RW guaranteeing hotel workers in the city the highest minimum wage in the nation. The measure raised the wages for Long Beach hospitality workers to $23 per hour in July and included incremental raises to $29.50 per hour by the 2028 Olympics. However, concession workers at the Long Beach Airport and Convention Center, are excluded from Measure RW’s provisions.

Unionized workers supported by the Unite Here Local 11 and the grassroots organization Long Beach for a Just Economy (LBJE), in December and January rallied ahead of the City Council meetings to demand inclusion in the wage increase.

Dealing with Crowds and Traffic

For those attending concerts and other events at the Long Beach Amphitheater, dealing with being in a large crowd and getting stuck in traffic will be a concern. Vehicles will be accessing the venue over the Queens Way bridge from downtown Long Beach, and from the 710 Freeway coming from both the Long Beach International Gateway Bridge and Terminal Island and from the southbound 710 Freeway – exiting at Pico Ave.

With the Queen Mary continuing to stay in full operation, like it is now, that could add to the congestion. Local residents and commuters say that the ports are busiest and heavy-duty trucks are filling the roads during weekday morning and afternoon rush hours – usually about 7 a.m. to 10 a.m. and 3:30 p.m. to 7 p.m. or earlier. Weekends can be busier later in the day, depending on how busy the port traffic might be at that time.

The city says it will be working on traffic relief and transportation options, as it has to do at other large city events. That will come from working to enhance accessibility and sustainability, encouraging visitors to use public transportation like the LA Metro and Long Beach Transit. Dedicated rideshare amenities and shuttle services are part of the planning, along with paid parking structures that will accommodate drivers.

Jon LeSage is a resident of Long Beach and a veteran business media reporter and editor. You can reach him at jtlesage1@yahoo.com.