Expect to see more bands perform at Smirnoff Music Centre than ever before, now that the Pierre Smirnoff Company has taken over title sponsorship of the venue from Coca-Cola. Reportedly, Smirnoff agreed to pick up the sponsorship rights (the company assumed them in June) only if the owner of the amphitheater -- HOB Concerts/PACE Amphitheatres Group L.P. -- agreed to bring in more acts. Meaning, no doubt, more lightly attended concerts such as Brian Wilson's recent gig, which probably should have been at a more intimate venue. Or more fish-out-of-water performances like Elvis Costello and Steve Nieve's three-quarters-empty show there last year. We're not bitching; we were glad to see both of the aforementioned shows, no matter where they took place. All we're saying is, next time you're wondering why a certain show is happening at Smirnoff,... More >>>
Thanks to Smirnoff's new sponsorship deal, expect to see more out-of-place shows -- remember last year's sadly under-attended Elvis Costello gig? -- at the venue formerly known as Coca-Cola Starplex. No offense, but it's like booking a needle to drop in an airplane hangar.