Concert venue to get $9 million in improvements

By BETH KUHLES CHRONICLE CORRESPONDENT

Nov. 24, 2008, 11:20AM

After Huricane Ike cut short its 2008 season, the Cynthia Woods Mitchell Pavilion vowed to come back bigger and better.

Last Friday, the premier entertainment venue for The Woodlands announced plans for a $9 million renovation at the facility that will add 2,000 new reserve seats and will increase the number of covered seats from 2,800 to 6,500.

In addition to the large concerts, which attract audience of up to 16,500, the improved pavilion will be the only venue in the Houston region that can market itself for more intimate concerts with rising stars, similar to the Nokia Live series held in Dallas, said Jerry MacDonald, president and CEO of the pavilion.

“Although the damage from Ike was devastating, it presented us with the perfect opportunity to consider expanding our covered seating capacity to make our venue even more appealing to both artists and concertgoers,” MacDonald said. “It's a project we were planning to do in the next few years anyway. Hurricane Ike gave us a reason to do it sooner rather than later.”

The pavilion is expected to reopen in May, just in time for its 20th season. MacDonald said it anticipates having a full season, offering 32 or more contemporary acts from Live Nation. While the pavilion is negotiating for shows, none are ready to be announced, MacDonald said.

“We are excited about unveiling a completely new Pavilion in conjunction with our 20th season,” said Candice Glenn, chairman of the pavilion's board of directors, adding that it will also benefit nonprofit shows, like the annual Children's Festival.

The pavilion suffered significant damage during Hurricane Ike, leading to the cancellation of its last 10 shows of the 2008 series. In addition to destroying its Teflon coated, fiberglass fabric roof and support structure, it also caused damage to the stage wall and roof panels, event tent, lawn concession stand and erosion of the back of the hill.

The new seating will be constructed about 50 feet into the lawn area, cutting the capacity on the grass from about 11,500 to 10,000 people. The renovation plans also include improvement to the sound system on the lawn, McDonald said.

While the overall capacity of the pavilion will not increase, all 6,500 reserved seats will be covered under a new canopy, with will retain its sail-like structure.

“They won't have any weather issues in the rain and it will provide some shade,” MacDonald said.

MacDonald said that reserved seating is always in demand, and earns about $20 more than lawn seating. As such, the pavilion is expected to recoup costs quicker and stay in the top five in ticket sales nationwide among outdoor amphitheaters

“It's almost impossible to get,” MacDonald said of reserved seating. “ The reserved seating always sells out first. Ninety-five percent of the covered seating is sold out and 80 percent of the uncovered seating.”

The $9 million price tag will be funded in part through $2.5 million insurance proceeds from Hurricane Ike, as well as contributions from the pavilion, concert promoter Live Nation and the ticketing agent. In addition, George and Cynthia Mitchell, founder of The Woodlands, donated $1 million toward the renovation, and the pavilion plans a capital campaign in the community to raise the remaining $1 million, MacDonald said.

“This is a prime opportunity for The Pavilion to make changes and improvements to the facility that will put it in the position of being more competitive for concerts in the Houston market,” said Bob Roux, president of Live Nation for Houston, Dallas and New Orleans.

The new covered venue is expected to give the pavilion a “competitive edge” in the Houston market, allowing it to sell large concerts as well as smaller ones, where the lawn will not be used.

“I think it will improve overall ticket sales,” MacDonald said. “I think it will improve overall attendance.”