One other planet Leisure, the 15-year-old unbiased live performance promotion firm whose music bonafides embrace oversight of 5 venues and three festivals, is the musical coronary heart of the Bay Space. You’ll discover APE on Divisadero Avenue in San Francisco, the place the intimate membership the Unbiased welcomes the day’s promising acts; on the campus of UC Berkeley, the place the outside splendor of the Greek Theatre entices such performers as Bob Dylan and Radiohead; on Telegraph Avenue in Oakland, the place the beautiful Fox Theater anchors the town’s downtown; and at Golden Gate Park, the place on Aug. 10, APE will open the gates to a metropolis erected inside the greenery because the 2018 Exterior Lands Music & Arts Competition kicks off with the Weeknd, Florence + the Machine and Janet Jackson headlining.

The Red Tea Detox

Certainly, since its founding in 2003, APE has modified the panorama of dwell music in San Francisco and its neighboring hubs, whereas staying devoted to the realm’s musical roots and following within the footsteps of trade icon Invoice Graham. Amongst its milestone occasions: the primary live performance at Golden Gate Park after darkish; returning Beatle Paul McCartney to Candlestick Park for a closing present earlier than the venue was demolished; and dealing with quite a few Bay Space orgs for a star-studded live performance for native fireplace aid final fall.

As the corporate celebrates its 15th birthday, Selection requested just a few of One other Planet’s core gamers to look again at its start and replicate on its progress to change into the highest unbiased live performance promoter in america.

Gregg W. Perloff, CEO: For a few years, Sherry [Wasserman, senior VP and head of concert production] and I ran a regional selling firm, Invoice Graham Presents. Folks thought we have been fairly massive, however then all these promoters merged collectively into SFX after which Clear Channel and now Reside Nation, and issues took on a special tone. I’d signed a contract, and when my 5 years have been up, I noticed that it was essential to go in one other route. So in 2003, we began One other Planet with 5 individuals.

Danielle Madeira, vp of particular occasions: When Gregg and Sherry left Invoice Graham Presents, it was an enormous deal. I used to be working for a company radio station that was just like Clear Channel, and I simply had this sense that if I stayed, I used to be going to be managed by a company construction. My progress could be considerably restricted. I used to be fairly younger on the time, and stressed, so what did I do? I went to Gregg, whom I’d met a number of occasions, and begged for a job. We went to lunch, and he simply laid it out. He informed me, “Pay attention. You may have a job proper now. We would not have any reveals in 4 months and be out of enterprise.” There was nothing extra that I needed to do. I took a pe, not understanding precisely what water I used to be leaping into.

Allen Scott, govt vp: When One other Planet began in July 2003, I had an organization referred to as Thriller Machine Productions. We have been doing about 100 reveals a 12 months at completely different venues all through city. In August, Gregg approached me and requested if we needed to work collectively. It was humorous — I used to be so unbiased at the moment that it took me a bit to resolve to do it. I wasn’t certain if it was unbiased sufficient. What I rapidly discovered is how unbiased Gregg and Sherry really are, and what an ideal match it was. We made it official in November. I got here aboard and we merged the 2 corporations.

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One other Planet made an auspicious debut with its first live performance, bringing Bruce Springsteen and the E Avenue Band to San Francisco’s Pac Bell Park (now AT&T Park). In 2004, the corporate established two of its cornerstone venues by opening the 500-capacity Unbiased and touchdown the unique contract for Berkeley’s Greek Theatre.

Perloff: Opening the Unbiased was a part of our recreation plan of having the ability to work with bands that wish to work with us and beginning with them from the start.

Scott: That’s at all times been actually essential for us. We love taking bands which have performed the Unbiased and placing them on a much bigger stage to assist them develop out there. That’s good for everybody: good for the artist, good for the venues, the town, and the promoter. It’s been actually enjoyable to see a few of these bands begin on the Unbiased after which later headline Oracle Area, or possibly sometime, Exterior Lands.

In 2007, One other Planet entered the competition market by saying a two-day occasion set to happen on Treasure Island; top-billed bands included Modest Mouse and Spoon. On the identical time, the corporate was setting the stage for the inaugural version of Exterior Lands, which right now is acknowledged as one of many nation’s premiere multi-genre music festivals with a culinary part as effectively. The 2018 version options such acts as Beck, Father John Misty and Janelle Monae in addition to the inaugural curated hashish expertise Grass Lands. Some 7,500 individuals work the competition.

Scott: Treasure Island was massive for us. Hardly Strictly Bluegrass [a free festival in Golden Gate Park created by philanthropist Warren Hellman] was already there, however there wasn’t a extra modern indie competition out there. We, together with [local promoter] Noise Pop, discovered this underutilized, stunning area in San Francisco the place no one had ever actually completed something earlier than — primarily due to the logistics of getting individuals on and off of the island. As we have been reserving it, we landed on this concept of constructing in the future have a dance, digital and hip-hop vibe, and the opposite day centered on extra straight-ahead indie rock. On the identical time, we have been already engaged on Exterior Lands. It took two or three years to undergo the park and the town on Exterior Lands. We introduced the concept, and so they stated, “No, we are able to’t go into the darkish. No, no, no.” We simply stored being persistent, till lastly they stated, “I feel we are able to possibly make this work.”

Madeira: We create a village in Golden Gate Park. We’re in a position, with our companions Superfly and Starr Hill Presents, to do this.

In 2009, following an $86 million renovation, One other Planet opened the Fox, initially a film palace that opened in 1928, in downtown Oakland. It rapidly grew to become the corporate’s flagship venue, and is regarded by many artists as top-of-the-line theaters within the nation to carry out in. And it’s no surprise contemplating the care put into such particulars as inserting aisle methods on the aspect in order to not cut up the gang and sizing dressing rooms doorways so musicians’ highway instances can match inside. Since opening its doorways, The Fox has additionally laid declare to being probably the most profitable theater within the Bay Space.

Perloff: We took an actual danger. I feel “gamble” is the proper phrase as a result of no one else was on this constructing. It had been closed for actually 42 years — sitting vacant with cobwebs.

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Scott: The Fox has, in some ways, change into a centerpiece of an ongoing rejuvenation in Oakland. It was a diamond within the tough. That it sat empty for so long as it did and wasn’t torn down or didn’t burn down …

Madeira: I used to be giving plenty of hard-hat press excursions. We put plenty of effort into making it look precisely because it stood within the 1920s, all the way down to the sunshine fixtures. It was such an exquisite creation by itself, after which to comprehend it’s thought of a jewel of Bay Space music is simply wonderful.

Scott: We really checked out restoring the Masonic [a San Francisco venue later rehabbed by Live Nation], however the alternative with the Fox was a no brainer. To take a constructing — not all the way down to the studs, however to floor degree — and be capable of construct a venue simply as you need it. We’d stand on containers on the ground of the Fox organising the completely different heights to be sure to might see over every one.

Perloff: It actually modified the tradition of the Bay Space. What lots of people don’t perceive is that there are 8.5 million individuals within the area, however solely 800,000 dwell in San Francisco. It is a very uncommon market. Most individuals, when you have a look at a demographic map, dwell within the East Bay. So all of the sudden you could possibly go to a present that’s proper throughout the road from BART and from bus traces, and 4 blocks off the freeway. All of a sudden we have been doing remarkable enterprise. We did 92% of capability for your complete 12 months. Lots of touring individuals say to us, “I’m undecided if that is the nicest theater within the nation or the nicest theater on the earth.”

Since 2010, One other Planet has expanded to incorporate an artist administration department, a comedy pision, and a division centered on non-public occasions. From Paul McCartney’s iconic farewell to Candlestick Park and a Democratic Nationwide Conference fundraiser headlined by President Obama to Pixar premiere events and a star-studded profit live performance to assist victims of the 2017 North Bay Fires, it’s clear that One other Planet is extra entrenched than ever within the area’s dwell leisure choices. And it’s trying east as effectively, operating live shows in Nevada on the Lake Tahoe Out of doors Area at Harvey’s, and reserving the budding Life Is Lovely music competition in downtown Las Vegas.

Scott: We at all times say that we’re nationally famend, however domestically owned.

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Perloff: I do know most corporations are constructed with the intention of both promoting or conquering the world. We have been by no means constructed that method. We have been constructed to do a great job, make some cash, and provides one thing again to the group. We’ve raised tens of millions of {dollars} in charitable work during the last 15 years. We began a music remedy program at UCSF Youngsters’s Hospital Oakland. The Fox Theater was renovated to incorporate the Oakland Faculty for the Arts in a wraparound constructing

Scott: We don’t have a one- , five- or 10-year plan. We’re simply type of winging it. I don’t do spreadsheets to point out what the 12 months goes to seem like. We simply get on the market, roll up our sleeves, and do it.

Perloff: Should you actually needed to determine what’s completely different about this firm, it’s that there isn’t an endgame. There’s a now recreation.

Scott: We surprise if we’re good or silly.


Greek Theatre
Location: Berkeley
Sort of Venue: Out of doors Amphitheater
Capability: 8,500
Notable Acts: Bob Dylan, Radiohead, Tom Petty, Paul Simon, R.E.M., White Stripes, Daft Punk
Upcoming Performances: Dying Cab for Cutie, Arcade Fireplace, Phoenix, Leon Bridges
WORDS TO GROOVE BY: “One of many really nice, inspirational buildings within the nation.” — Gregg Perloff

The Unbiased
Location: San Francisco
Sort of Venue: Membership
Capability: 500
Notable Acts: Sonic Youth, Bon Iver, Inexperienced Day, Beck, Liz Phair, Dave Chappelle, Arctic Monkeys
Upcoming Performances: Carly Rae Jepsen, STRFKR, Blitzen Trapper, Café Tacuba
WORDS TO GROOVE BY: “It’s actually essential to have a 500-capacity membership, as a result of that’s how you actually uncover what’s on the forefront.” — Danielle Madeira

Fox Theater
Location: Oakland (pictured)
Sort of Venue: Mid-Sized Theater
Capability: 2,800
Notable Acts: Buffalo Springfield, the Black Keys, Animal Collective, Florence + the Machine, Atoms for Peace, Prince
Upcoming Performances: Seaside Home, David Byrne, Joan Baez, Tenacious D
WORDS TO GROOVE BY: “Lots of people [comment] to us, ‘I’m undecided if that is the nicest theater within the nation or the nicest theater on the earth.’”

Invoice Graham Civic Auditorium
Location: San Francisco
Sort of Venue: Multi-Objective Auditorium
Capability: 8,500
Notable Acts: Device, My Morning Jacket, Bruno Mars, Phish, Nick Cave & the Unhealthy Seeds, Skrillex
Upcoming Performances: Jack White, Bassnectar, Arctic Monkeys, 9 Inch Nails
WORDS TO GROOVE BY: “After we went and received the unique on the Invoice Graham Civic, we modified many issues about it — from the dressing rooms to the acoustics to the ceilings — and actually made into a beautiful 8,500-seater.” — Gregg Perloff

Lake Tahoe Out of doors Area at Harvey’s
Location: Nevada
Sort of Venue: Open-Air
Capability: 8,500
Notable Acts: Stevie Marvel, Sting, Elton John, Woman Gaga, Carrie Underwood
Upcoming Performances: Florence + the Machine, Janet Jackson, Peter Frampton, Dave Matthews Band
WORDS TO GROOVE BY: “There’s this unbelievable golf course that wraps across the amphitheater, and you’ve got Lake Tahoe, which is the eighth surprise of the world. Folks find it irresistible. It has good acoustics, and it’s turned out to be excellent for us.” — Gregg Perloff


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