Tuscaloosa hires Danny Wimmer Presents to book acts at Mercedes-Benz Amphitheater

The Mercedes-Benz Amphitheater will soon be booked by an agency other than Birmingham's Red Mountain Entertainment, which consulted on pre-venue construction, and had booked and managed the venue since its April 1, 2011, opening.

During the full City Council meeting on July 30, a unanimous vote approved Danny Wimmer Presents Talent Services LLC for "professional consulting and related services" for the Mercedes-Benz Amphitheater.

More: Comedian Tom Segura to perform at Mercedes-Benz Amphitheater in Tuscaloosa

At the June 25 council, a vote passed authorizing negotiations with Danny Wimmer Presents, a music festival production and promotion company out of Los Angeles. Other agencies have been eyed since 2011, but until this summer, contracts have been renewed with what's now Red Mountain Entertainment/Live Nation.

Red Mountain Entertainment will continue to book through the end of this year.

"Red Mountain Entertainment has played a vital role in the creation and growth of the Mercedes-Benz Amphitheater," said Tuscaloosa Mayor Walt Maddox. "Their dedication and efforts have laid a strong foundation for us to build upon."

With the rise of new amphitheaters in the region ― Huntsville, Birmingham (set for 2025) and Brandon, Mississippi, each with an 8,000 to 9,000 capacity, similar to Tuscaloosa's — there'll be more competition for acts in tertiary markets, Maddox said.

Danny Wimmer Presents is the third-largest music buyer in the U.S., according to the city, led by the son of a musician, who became involved with show business at an early age. Wimmer and company, also begun in 2011, have created and produced Rock on the Range, Aftershock, Louder than Life, Chicago Open Air, Sonic Temple, Epicenter, Welcome to Rockville, and Carolina Rebellion. Danny Wimmer Presents has been ranked in Pollstar's top 100 promoters worldwide, and Wimmer was named to Pollstar’s 2023 and 2024 Impact 50 lists.

“We are excited for what we are going to bring to Tuscaloosa in 2025,” said Danny Hayes, CEO of Danny Wimmer Presents, in a written statement. “The Mercedes-Benz Amphitheater is a first-class venue, and we are grateful to Mayor Maddox for entrusting us to book it.”

Maddox feels Danny Wimmer Presents understands Tuscaloosa's challenges, as a market in a city of about 110,000, but also home to the extra 39,000 students the University of Alabama.

"Over the past 13 years, the Mercedes-Benz Amphitheater has become a vital part of our city's legacy and a hub for economic development," Maddox said in a written release. "We are excited to continue to grow this legacy with Danny Wimmer Presents, as we strive to bring in new talent, and create unforgettable experiences for our community."

In the mayor's April presentation of capital budget items, improvements to the site were among top concerns, with a 10-year plan laying out investments in upgrades and infrastructure. Plans include a new and expanded VIP club; additions to artists' areas, with revamped dressing rooms and other experience-enhancing efforts; more suites, more club-style seating, and other improvements.

Reach Mark Hughes Cobb at [email protected].

This article originally appeared on The Tuscaloosa News: Tuscaloosa will dump longtime amphitheater booking agency