The Sacramento City Council is set to launch a groundbreaking Promoter Incentive Program aimed at revitalizing the city’s historic Memorial Auditorium and the Safe Credit Union Performing Arts Center. During a recent council meeting, Megan Van Boris, the director of convention and cultural services, outlined the initiative designed to boost live events and enhance community engagement at these iconic venues.

Occupancy rates at the Memorial Auditorium have surged to 190 days in 2023, yet officials believe there is still untapped potential. The new program seeks to attract both local and national promoters by offering financial incentives, including rent rebates and the ability to redirect ticket and food sales back to promoters. This approach aims to mitigate the financial risks that often deter event organizers from utilizing public venues.

Van Boris emphasized the importance of ticketed events, stating they not only drive economic activity but also foster community connections. “Public venues like Memorial Auditorium and the Safe Credit Union Performing Arts Center can be more affordable and inclusive than the private market,” she noted, highlighting the need for a diverse range of events that reflect Sacramento’s cultural landscape.

The proposed tiered incentive structure will cater to various types of promoters, prioritizing local entities that contribute to the city’s cultural fabric. This includes independent promoters and community organizations that may operate on tighter budgets. The program is designed to ensure that Sacramento remains a vibrant hub for arts and entertainment, while also supporting local businesses.

Community stakeholders, including representatives from the Midtown Association and the Downtown Sacramento Partnership, voiced their support for the initiative. They underscored the potential economic benefits of increased event activity, urging the council to implement a robust evaluation process to track the program's impact on local businesses and community engagement.

As the council prepares to vote on the program, the emphasis remains on creating a sustainable and inclusive environment for live events, ensuring that Sacramento’s civic venues thrive in the post-pandemic landscape.