Even if country music isn’t your groove, an announcement that Tim McGraw and Blake Shelton will perform in Augusta during Masters Week 2022 should grab your attention.
That announcement was made at a press conference held by C4 Live LLC, a live entertainment production company, and the Augusta Economic Development Authority on Tuesday, Sept. 21 at Edgar’s Above Broad. The company has pledged $1.7 million over the next four years to refurbish Lake Olmstead Stadium, the former home of the Augusta GreenJackets, to host not only the Masters event called XPR Augusta, but also a series of year-round events. “We have been planning this for two years,” says Michael Perry, one of C4’s managing partners. “One of the biggest challenges has been working with current infrastructure.” Perry explains his company has leased the stadium from the city for the next 10 years to complete the revitalization project, which will include renovating its restrooms and installing additional temporary seating, and coordinate events. Construction has just begun, and he projects that will last through February. The venue will have a capacity for 7,000 to 9,000 people.
The company has also planned a soul food and music festival, which will be held at the stadium Friday, April 29 through Sunday, May 1, 2022. “We haven’t planned much beyond the festival,” he says. “We’re going to look at doing something in the autumn and around the winter holidays.” Steven Kendrick, chairman of the Augusta Economic Development Authority and Augusta’s tax commissioner, says XPR Augusta will provide entertainment options for both local residents and visitors during tournament week. “To me, it’s an opportunity for people who enjoy the tournament” and those who won’t get the chance to visit the course, Kendrick explains. “It’s really for everyone.” He states events like these will make Augusta an attractive destination for companies looking to relocate or expand.
C4 also announced several philanthropic partners, which will include the Jessye Norman School of the Arts, James Brown Academy of Musik Pupils, and the Golden Harvest Food Bank. The company wants to provide not only unforgettable entertainment experiences, but also “pledge our support to causes,” Perry adds. He explains the live entertainment industry has taken a major hit from COVID-19 over the last 18 months. “Live music and live shows are back, and they’re never going away,” Perry states.
Tickets for the concert, which go on sale Friday, Sept. 24, will start at $175. C4 Live plans to provide future announcements on construction and events planned for the venue. The events will provide employment and volunteer opportunities. For more information, visit c4liveent.com.