Behind the scenes at D.C.’s most versatile entertainment venue
By WP BrandStudio
From boxing matches to the world’s biggest pop headliners, here’s how one team curates a must-see lineup.
The Theater at MGM National Harbor regularly hosts A-list performers, but that doesn’t make the venue predictable. On night two of his recent two-show run, for example, Stevie Wonder surprised fans by bringing Dave Chappelle on stage. The comedian, who is originally from Washington, D.C., sang along to hits like “Master Blaster (Jammin’)” and told stories to a rapt crowd.
Unique shows like this are catapulting The Theater to the top tier of D.C.’s entertainment scene. On any given night, the venue might feature hometown heroes like Gary Russell Jr. and Logic, or international icons like Sting, Jill Scott, The Who and Mary J. Blige. The intimate atmosphere and eclectic lineup are bringing in multiple generations of fans from the DMV and around the world.
“You can have a ‘Dancing With the Stars’ show that brings in 13-year-old girls and their parents. But we’ll dip our toe in hard rock and classic ‘Price is Right’ game shows, too,” said executive director of entertainment David Feeley.
A one-of-a-kind venue
There’s no shortage of entertainment in D.C., where smaller music venues draw devoted fans throughout the week. But The Theater, a 3,000-seat space with cutting-edge sound, video and lighting technology, helps MGM National Harbor stand out and book artists repeatedly. “The big acts like Bruno [Mars] or Sting or Stevie Wonder have not had to compromise or make any adjustments to what they perceive as presenting their full show,” said Ted Mankin, senior vice president of booking for Live Nation, an entertainment partner of MGM National Harbor.
Moreover, the furthest seat in the house is just about 150 feet from the stage, and every seat has an unobstructed view, giving the audience the feeling of an intimate performance. Projection screens on either side of the stage afford the 900 fans in the balcony a better look at the action. And before artists take the stage, they get an attentive and personalized “boutique hotel” experience from the MGM National Harbor team, according to Feeley. “We put a lot of passion and energy into how we treat our guests and our artists. You can feel it in the room, and that’s why people like to come back,” he said.
It also helps that MGM National Harbor offers features well beyond The Theater, including several restaurants, a casino and other nightlife venues. In the D.C. area, “That’s what you just don’t get anywhere else,” said Feeley.
Carefully curating the lineup
By using a combination of instinct, experience and hustle, the MGM National Harbor entertainment team creates a schedule that is irresistible to fans of all ages. The global brand extends to offices in numerous different cities, giving bookers, marketers and producers a leg up on the competition. Mankin and his team talks to colleagues across the country to keep up with performers or events that have yet to reach D.C. As a result, “We’re able to get [out] ahead and make tickets affordable,” he said.
With the rise of music streaming services, many musicians are earning less from recorded material, and touring more often to compensate, according to Mankin. “That’s a great problem for the public because that means they have a much broader palette of shows to choose from,” he said. But The Theater is one of few DMV venues that features Vegas-style residencies with a wide spectrum of A-list performers. Britney Spears kicked off her 2018 world tour with a two-show run at The Theater in July. Over the last year and a half , Cher did a 24-night residency, while comedian Chris Rock performed four sold-out shows. “We all take pride in the fact that we have such variety, and it’s consistent,” said Feeley.
Bringing a global-meets-local point of view to D.C.
Whereas comparably sized venues rely on one dedicated buyer to scout and book talent, MGM National Harbor takes a more robust approach. Live Nation, which has a well-established D.C. presence, lends a local edge to the scouting and booking process, while MGM’s Las Vegas–based booking engine brings a global perspective. The result is a venue whose point of view cannot be replicated, where fans can experience of-the-moment stand-up, such as Marlon Wayans’ Netflix special, “Woke-ish,” as well as quirkier acts like “The Giz,” a go-go adaptation of “The Wonderful Wizard of Oz.”
And that angle is perfect for D.C., a city that presents a “very complex demographic,” said Chris Gumiela, vice president of marketing and advertising for MGM National Harbor. Gumiela works with his team to gather insights about an artist’s fan base and market shows to the most relevant audience. “We want to elevate the things that make D.C. uniquely D.C., and go-go is definitely one of those things,” Gumiela said. The resort also offers presale opportunities and ticket giveaways to loyalty program members.
Ultimately, there is no single formula for creating a thrilling entertainment lineup and developing a loyal fan base. But by offering a state-of-the-art venue, “we’re giving more depth to what we can offer as a city to be able to attract performers,” said Gumiela. Judging by the range of upcoming shows at The Theater, from Christina Aguilera to Ms. Lauryn Hill to Theresa Caputo and Gary Owen, that approach is working.
