BURBANK : City to Promote Starlight Venue

The city of Burbank is budgeting $90,000 for an enterprise fund to promote the Starlight Amphitheater, an outdoor venue for concerts and events that has been financially struggling for the past two years.

The amphitheater had been closed for three years, falling out of use and poorly maintained, when the city decided to reopen it in 1992. However, while some events, like a July 4 fireworks display, had been successful, other concerts and performances were poorly attended.

“If the Starlight Bowl (amphitheater) is to be successful, we have a lot of work to do,” Parks and Recreation Director Mary Alvord told the City Council Tuesday night. A major problem for the amphitheater has been a lack of marketing, city officials said.

The city had budgeted little for advertising and promoting events at the bowl, a mistake underscored in March, when experts in marketing and representatives from other performing arts facilities were brought together. Only one member of the group knew that Burbank had been trying to revive the amphitheater.

Using the suggestions from these experts, the city has come up with a plan to better promote the facility’s events. It includes:

* a better brochure;

* drawing up a patron list for a targeted direct mailing;

* posters and newspaper advertising;

* developing a logo for the amphitheater;

* public service announcements; and

* improving the programming by using themed events, pre-concert entertainment, and other activities.

The plan also included setting up corporate sponsorships and support groups to back the facility events.