The Sounds Of Summer : Concerts: Economy Drying Up Once-Hot Season

Concert promoters around the country are singing the summertime blues--again.

Once considered recession-proof, the concert industry has had a tough time making ends meet since 1991 when it suffered its own economic downturn on the heels of the nation’s. Arena revenues plunged from $1.2 billion in 1990 to $830 million in 1991.

While grosses rebounded slightly last year, promoters complained Wednesday that they do not expect the situation to improve any this summer--especially in Los Angeles.

“This country is still in a recession and going to a concert is certainly not the inexpensive proposition it once was,” said Gary Bongiovanni, editor in chief of Pollstar, a Fresno-based trade publication that analyzes the concert business.

“By the time a couple buys tickets, pays for service fees, parking, T-shirts and refreshments, you’re talking about a hefty three-figure investment. How many times can the average American fan afford to do that in one summer?”

Blaming job layoffs and fallout from the riots, promoters estimate that attendance at pop, rock, R&B; and country concerts in the Southland is down 20% compared to 1990 and they don’t anticipate any improvement.

Only two acts--Paul McCartney and the Grateful Dead--even attempted to stage stadium tours this year. That’s four fewer than the number of superstars who booked big shows in 1992.

The Dead are tentatively scheduled to play the Rose Bowl Aug. 14. (Tickets are set to go on sale July 1.) McCartney has already come through Southern California, including an April stop at Anaheim Stadium.

Among the acts taking their chances this summer at the 15,000-seat arena or amphitheater level are rockers Aerosmith and Megadeth, due to play the Pacific Amphitheatre on July 31 and the Forum on Aug. 4, and Van Halen, scheduled to perform Aug. 27-29 at the Pacific Amphitheatre. Peter Gabriel has sold out one night at the Forum on July 22.

And although Whitney Houston will play the Hollywood Bowl on Aug. 22, she and other top acts, such as Prince, are choosing in many cities to sidestep arenas in favor of single or multiple runs in smaller venues.

“I think the key these days is to find ways to present a value to the audience,” said Alex Hodges, vice president of Nederlander, which books shows for the Greek Theatre and other venues.

Trying to find a way to stimulate business, promoters have been successful packaging several acts together for the price of one. The double-bill of country stars Clint Black and Wynonna Judd is selling well, as is the triple-bill MTV Alternative Nation show with the Spin Doctors, Screaming Trees and Soul Asylum. Both shows are due to stop this summer at the 6,100-seat Greek Theatre.

And once again, the “Lollapalooza” festival--a tour featuring food and cultural information booths plus performances this summer by Arrested Development, Dinosaur Jr., Babes in Toyland (who will be replaced by Tool for the second half of the tour, including the Southern California stop) and six other alternative groups--is being touted as the success story of the decade. Tickets continue to sell out rapidly at most venues across the nation--including an Aug. 6 stop at the Santa Fe Dam in Irwindale.

Other multi-act shows doing brisk business around the nation this summer include the H.O.R.D.E. tour featuring the Blues Travelers at 10,000-plus-seat amphitheaters (no announced date in Los Angeles yet) and the Bar-BQ-Mitzvah tour featuring the Butthole Surfers at 3,000-seat venues, including Castaic Lake near Valencia on July 2.

“People are definitely demanding more bang for their buck these days,” said Stann Findelle, senior director of Los Angeles-based Performance magazine, a concert trade publication. “The old-school big headliner-style show isn’t panning out too well anymore. Take the Aerosmith tour, for instance. Their sales were quite soft before they added Megadeth. Even Paul McCartney wasn’t a slam-dunk sellout in every city.”

One reason why concerts may not be selling out, insiders suggest, is that amphitheater owners are cramming more shows into the summer months than fans can afford to attend. An estimated 68% of all concerts scheduled across the nation now take place between Memorial Day and Labor Day, officials said.

(Given the proliferation of venues in Southern California, many in the industry are questioning the wisdom of video chain titan Blockbuster entering the already over-crowded field on July 3 with the opening of the Glen Helen Blockbuster Pavilion.)

Promoters who own amphitheaters derive most of their income from ticket surcharges, refreshments, parking and souvenirs--not from the sale of tickets. The amphitheater market is so competitive that promoters have taken to bidding up the price of talent to lure acts into their venues to keep the buildings from sitting dark.

To cover those costs, the average price of a concert ticket--excluding parking, facility and service fees--has risen 5% in the last year to about $27, officials estimate.

“It’s always the consumer who ends up eating it in the end,” said Avalon Attractions president Brian Murphy, whose concert firm has presented shows in Southern California for more than two decades.

“To compensate for the outrageous bidding wars, promoters just keep jacking the price of the ticket up beyond the reach of the ordinary fan.”

Hot Tickets

Theses are drawing the most attention this summer.

Peter Gabriel. Forum, Inglewood. July 22.

“Lollopalooza,” featuring eight acts including Babes in Toyland, Dinosaur Jr., Fishbone, Rage Against the Machine. Santa Fe Dam Recreational Area, Irwindale. Aug. 6.

Grateful Dead. Rose Bowl, Pasadena. Aug. 14.

Van Halen. Pacific Amphitheatre, Costa Mesa. Aug. 27, 28,29.

“MTV Alternative Nation,” featuring Spin Doctors, Screaming Trees and Soul Asylum. Greek Theatre. Aug. 29.