Columbia Venue's New Attitude Spurs Uptick in Attendance, Draws Bigger Acts
By Lauren Wiseman
Washington Post Staff Writer
Thursday, May 24, 2007
Just three years ago, the future of Merriweather Post Pavilion in Columbia hung in the balance. Premier bands didn't want to perform there, and fans weren't drawn to the lineups. The new owners talked about converting the pavilion to a much smaller local venue.
But residents and music promoters worked aggressively to protect the 40-year-old amphitheater in Symphony Woods, launching the "Save Merriweather" campaign in hopes that it could someday be revitalized. Promoters say that season has arrived.
"We are finally at the point where people want to play Merriweather. We don't need to pitch it anymore. . . . It's not a tough sell," said Seth Hurwitz, co-owner of Bethesda-based I.M.P. Productions Inc., which manages the pavilion.
Able to accommodate 15,000 patrons in the pavilion and on the lawn, Merriweather has scheduled an array of popular musical acts for the 2007 season. Groups include the Fray, Wilco, Fall Out Boy, Alison Krauss and Union Station, and Willie Nelson, as well as a special performance by the Baltimore Symphony Orchestra as part of Columbia's 40th-birthday celebration.
Next weekend, Merriweather is hosting the Capital Jazz Festival with performances by Anita Baker, George Benson, Herbie Hancock, Al Jarreau and David Sanborn.
Over the years, Merriweather, which was purchased by General Growth Properties Inc. in 2004, has struggled to compete with such larger venues as Nissan Pavilion in Bristow, the Verizon Center in Washington and Wolf Trap in Vienna. Now, Hurwitz says, the Columbia institution is seeing consistent growth in attendance. In 2004, 225,000 people came through the gates. But that increased to about 250,000 in 2005 and 2006.
For the 2007 season, 25 shows are booked, compared with 26 last year, but more could be added to the schedule.
Hurwitz and his business partner Rich Heineke said they worked hard during the 2004 and 2005 seasons to turn around the image of the venue and make improvements for artists and concert-goers. They created an artist lounge backstage and constructed an improved concession area, known as the Backyard. They also built the 9:32 Club, an enclosed area with a bar and video screens showing the main stage. Local deejays and small bands sometimes perform there.
The 9:32 Club "emulates the feel and ambiance of the downtown venue," said Jean Parker, general manager of Merriweather, referring to the 9:30 club, a popular Northwest Washington venue also operated by I.M.P.
Merriweather also features sculptures by local artists throughout the grounds.
Seeking to attract new and varied patrons, I.M.P. has broadened its range of shows. On June 23, Thievery Corporation will perform with Bebel Gilberto and deejays Nickodemus, Thunderball and Ursula 1000. On July 14, alternative rock band the Decemberists will perform with the Baltimore Symphony Orchestra.
Hurwitz is hoping these shows will draw the crowd that frequents the 9:30 club.
"It is encouraging that we can put together cool shows that are not really touring," he said.
Also new this season is a free family event July 15 to close out 40 days of commemorating the establishment of Columbia in 1967.
"We wanted to do something at Merriweather specifically for the 40th. Since General Growth owns the property, we wanted to have a wonderful finale event and open the grounds to the public," said Barbara Nicklas, vice president of marketing at General Growth Properties and head of the 40-Day Event Committee.
The pavilion grounds will be open from noon to 8 p.m. There will be community entertainment groups, mimes, jugglers and strolling entertainment. The major attraction will be a performance by the Baltimore Symphony Orchestra, its second in two days at Merriweather. For the first time, the public will be able to spend the day at the pavilion and picnic.
General Growth and I.M.P. have had a series of one-year contracts. The current one expires Oct. 31. Parker said talks are underway about creating a long-term arrangement.
Hurwitz attributes most of Merriweather's appeal to its old-school vibe.
"I love seeing the venue come alive again," he said. "You can't build a venue like this anymore. It's a treasure to the whole area, and I am excited to be part of the next generation."
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