The more than month-long Beyond Van Gogh exhibit at the James Brown Arena (JBA) and the eighth annual Augusta Blues Festival at the Bell Auditorium were just two of the events that helped those venues record their most successful year ever.
The JBA and Bell, collectively known as the Augusta Entertainment Complex (AEC), are managed by a company called OVG360, which operates under the direction of the Augusta-Richmond County Coliseum Authority.
The company’s Regional Marketing Director, Tyler Gambrell, said more than 161,000 people attended shows, concerts, and other events, which brought in an estimated $13 million in combined gross revenue, at the venues in the 2021-22 fiscal year.
“This is a 23 percent increase over previous years,” Gambrell said. “Covid impacted the entire live event industry, as well as us locally, but we are fortunate that we were able to bounce back quickly and in a big way.”
She said much of the AEC’s success was due to programming, which included popular concerts by bluegrass musician, Billy Strings and country singer, Jamey Johnson who performed with the band Whiskey Myers.
“We were diligent when speaking with event organizers to make sure we were bringing the best content and providing the best experience for fans attending events,” Gambrell said.
But the Augusta Entertainment Complex wasn’t the only company that benefited from larger crowds visiting downtown Augusta. Many who attend events at the JBA and Bell also dine at restaurants, such as Frog Hollow Tavern on Broad Street, located in that area.
“We always have busier nights when there is any event downtown, whether it be at those facilities, the Miller Theater or Imperial Theatre,” said Frog Hollow General Manager, Amy Rennick.
Gambrell said in July, the Coliseum Authority approved a plan to renovate and expand the Bell Auditorium.
“The renovations will include new restrooms on both sides of the auditorium, a revamped premium club, brand new dressing rooms, and a new elevator to the dressing rooms,” she said. “We’re excited about the expansion and feel these renovations will help enhance the artist, promoter, and fan experiences at the Bell Auditorium.”
Plans are also being developed for the James Brown Arena, which may include building a new facility in the future.
Gambrell said the Coliseum Authority and OVG360 are working to ensure continued success in the current fiscal year. She thinks several scheduled events should draw large crowds, such as Disney on Ice, as well as performances by Smokey Robinson and Lindsey Buckingham.
“We continue to work with local and national event organizations to ensure we’re bringing the best entertainment to Augusta and the surrounding areas,” Gambrell said.
For more information, visit augustaentertainmentcomplex.com/.
