With just a week until its grand opening, the Long Beach Amphitheater announced the news that it will change its venue name to F&M Bank Amphitheater of Long Beach. The news arrived on Thursday, May 28, through the upcoming new outdoor amphitheater’s Instagram.
“As of today, the Long Beach Amphitheater is officially the F&M Bank Amphitheater of Long Beach.”
“We’ve partnered with Farmers & Merchants Bank — a Long Beach institution since 1907 – to put a name on this stage that belongs to this city as much as we do. A bank built here, a venue built for here.”
Some folks applauded the name change or simply didn’t care. They were just excited for a new venue to arrive in Long Beach. Many people, however, expressed their dismay, and some reported that the venue’s Instagram was deleting any negative comments about the name change.
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Similar to many concert venues in Los Angeles and across the US, concert and sporting event venues tend to take on corporate sponsors to help ease costs and bring in more profits. Fans weren’t happy when The (Fabulous) Forum became the Kia Forum, and they certainly weren’t happy when the Staples Center became Crypto.com Arena (despite that being a corporate-to-corporate name change). It’s not uncommon, and we’re seeing it more and more these days as corporate sponsorships infiltrate music culture from Coachella to your favorite music venue.
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As mentioned in an earlier press release, part of the agreement with Legends / ASM Global, a portion of operating profits for the amphitheater will be paid to the City, including ticket sales, revenue from concessions and a percentage of the sale of the naming rights or sponsorships at the amphitheater.
F&M Bank Amphitheater will officially open its doors on June 6 with Snoop Dogg & Friends. Upcoming shows include: Claypool Gold: Primus, Les Claypool’s Frog Brigade & Lennon Delirium, Nas & The Roots, and more.
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