Mercedes-Benz Amphitheater preps for 2024 concert season with new name

It was April 1, 2011 when the Avett Brothers opened its set in a brand-new outdoor venue with a song that could have been penned specifically about the Tuscaloosa Amphitheater journey: "Head Full of Doubt/Road Full of Promise."

But April Fool's: That ambiguous ditty actually came out in 2009, on the Avetts' album "I and Love and You."

More: Riley Green, Tracy Lawrence, Ella Langley to play Tuscaloosa Amphitheater

Tuscaloosa did suffer doubters as the amphitheater idea surfaced around 2003, picked up momentum, and then coalesced about 2008 and 2009; second-guessers still spoke as ground was broken and prepped with pylons sinking from one foot to 30 feet, as the bowl began to take shape, as stage and seats, lights and signage arose.

As the venue preps for its 2024 concert season, its first year under the new star in its skies denoting rebranding as Mercedes-Benz Amphitheater, the city might croon along with that Avett song:

"If you're loved by someone, you're never rejected/Decide what to be and go be it."

Tuscaloosa Mayor Walt Maddox said all involved, the city of Tuscaloosa, with partners in Birmingham's Red Mountain Entertainment, and other stakeholders, all knew the risks of building an amphitheater.

That the amphitheater is not only still running, but has landed more prominent acts than a tertiary market typically might, is testament, Maddox said, to the work of Red Mountain Entertainment's Gary Weinberger, who helped guide the process, and whose company runs and books the amp; along with folks like the first director, Wendy Riggs, a native Tuscaloosan who returned home with years of show-business expertise to help those first seasons flow; the city's current arts and entertainment director Kay Day; and the venue's operations manager, Matt Jones, with numerous other crew.

"It is still so exciting to me, the idea that Tuscaloosa has been able to excel in the music business," Maddox said. The success generated lead to the expanded partnership with Mercedes-Benz.

"That partnership says we're not satisfied, we're ready to take it up a level," he said. "We haven't lost the passion for making this the finest entertainment venue in the nation."

When the Mercedes-Benz partnership was announced last November, it was underlined that the luxury automaker, which located its first outside-Germany plant in Tuscaloosa County, has been a corporate sponsor since season one, notably creating the venue's VIP club. Though the city and MBUSI declined to state dollar figures, Maddox said the amount went far beyond other sponsorship possibilities proferred over the years.

Phase one of a 10-year plan to improve the 15-acre site will include a new and expanded VIP club, and additions to artists' areas, with revamped dressing rooms and other experience-enhancing efforts. Future plans involve adding more suites, more club-style seating, and other implementations to help the venue excel at its biggest strength, Maddox said, "...and that's public service."

Feedback indicates audiences come not just for music, but for socialization within a comfortable, accessible site. Prepping that begins in earnest mid-January, as cleaning and maintenance work begins, said Jones, who's worked with the city 11 years, and is beginning his sixth season as the venue's operations manager.

There's pressure-washing from the 200-section seating up top, on down to the orchestra level; preventative maintenance; plumbing and HVAC lines to check, and more. It's all standard upkeep for a facility that's not only home to a spring-through-fall concert season, but the annual Fourth of July Celebration on the River and other civic events, with the occasional private rental by schools or businesses holding major celebrations.

"In particular this year, just with the rebranding, it's obviously never been done before," Jones said, changing over every document, business card, every sign, every message that goes out to the public.

"It's been kind of a learning curve, but we have such a great relationship with Mercedes-Benz, and this 10-year contract, we won't have to do it again for at least a decade."

Prep work isn't just about assuring functionality, but upgrading the quality of experience.

"My main focus is when we open these doors, it feels like Disneyland," Jones said, a place unto itself, somewhere that feels like a destination. "We want everyone to experience a warm feeling, with our crew of pleasant, happy people; that sense of going someplace special."

This year there's an added halo effect, the prestige-by-association with Mercedes-Benz.

"You can't be a Mercedes-Benz anything, and not have your house in order," Jones said. "We want to keep that relationship strong; our focus is every blade of grass needs to be in order."

The 2024 concert season thus far has eight announced shows, with artists as varied as musician-actor Rick Springfield, comedian Tom Segura, Koe Wetzel, and Kool and the Gang. There'll be more announced as the season goes on, shows the city and venue can't yet disclose, for various contractual reasons.

"There'll be another four that will be announced within probably the next two and a half months, little by little," Jones said.

The city employs less than 10 full-time to work the amphitheater, including Day, but on show days the employee count jumps to about 120. Food and drink concessions add another 80 or so. All those folks need clean uniforms, work that's also done in-house.

"Show days are the most challenging thing I've ever done in my life," said Jones, who has a background in writing and performing music, and operating art galleries. "Show days are typically 18 to 20 hours. You'll walk 18 to 23 miles on a show day, just inside these 15 acres."

Outside crews roll up in 18-wheelers, and need to be guided, and catered to, all in advance of setting the literal stage for the musicians.

"Then the bands start sound-checking, and oh yeah! We do concerts here," Jones said, laughing.

Here's the Mercedes-Benz Amphitheater's 2024 concert season lineup thus far. Tickets are sold through www.ticketmaster, or at the box office, 2710 Jack Warner Parkway. Prices listed do not include all taxes and fees. For more information, see www.mercedesbenzamphitheater.com

• April 18: Riley Green, Tracy Lawrence and Ella Langley, 7:30 p.m. Tickets $89.50, $79.50, $59.50, $49.50, and $39.50.

• April 26: Travis Tritt, Chase Matthew, Frank Foster, 7 p.m. Tickets $99.50, $79.50, $59.50 and $39.50.

• May 12: Rick Springfield, 38 Special, 7:30 p.m. Tickets $99.50, $79.50, $59.50, $39.50 and $29.50.

• May 17: Billy Currington, Kip Moore, Redferrin, 7 p.m. Tickets $99.75, $89.75, $69.75, $49.75 and $29.75.

• June 1: Kool and the Gang, the Bar-Kays, Midnight Star, Lakeside, 6 p.m. Tickets $110.50, $99.50, $79.50, $59.50, $39.50 and $29.50.

• June 7: KC & the Sunshine Band, Rose Royce, Dazz Band, 6:30 p.m. $99.50, $89.50, $59.50, $49.50, $29.50 and $19.50.

• Aug. 30: Tom Segura, 7:30 p.m. Tickets $99.50, $59.50, $49.50, and $32.50.

• Sept. 20: Cody Jinks, the Cadillac Three and Calder Allen, 7 p.m. Tickets $258, $158, $107.50, $87.50, $67.50, $47.50 and $33.

• Sept. 26: Koe Wetzel, Treaty Oak Revival, 7 p.m. Tickets $83, $63, $53, $43.

• Oct. 3: The Commodores, the Pointer Sisters and the Spinners, 7 p.m. Oct. 3. Tickets $159.50, $139.50, $99.50, $79.50, $59.50 and $39.50.

Over the years, the amphitheater has booked a wide-range acts in Tuscaloosa, including: Phish, Def Leppard, John Mayer, Dave Matthews Band, Mary J. Blige, Miranda Lambert, Soundgarden, Rod Stewart, Cyndi Lauper, Ringo Starr and His All-Star Band, Todd Rundgren, Crosby Stills and Nash, Chris Stapleton, Bob Dylan, ODESZA, Brad Paisley, Hall and Oates, John Legend, Merle Haggard, Willie Nelson, Neil Young and Crazy Horse, Alabama Shakes, Jason Isbell and the 400 Unit, the Richard Thompson Trio, Styx, Brandi Carlile, Earth Wind and Fire, Alan Jackson, Counting Crows, Backstreet Boys, Wilco, Zac Brown Band, Keith Urban, Poison, the Lumineers, Fun, Tegan and Sara, Grace Potter and the Nocturnals, Gotye, Missy Higgins, Kelly Clarkson, the Fray, Daughtry, Live, Neko Case, Pretty Lights, Sound Tribe Sector 9, Jamey Johnson, Sturgill Simpson, Flo Rida, Nelly, Rob Thomas, Jack Johnson, Darius Rucker, Peter Frampton, the Doobie Brothers, Brantley Gilbert, Coolio, Color Me Badd, TLC, Hank Williams Jr., the Commodores, the Blind Boys of Alabama, Moon Taxi, Lynyrd Skynyrd, REO Speedwagon, Parliament-Funkadelic, Sheila E., Dawes, Kings of Leon and ZZ Top.

Reach Mark Hughes Cobb at mark.cobb@tuscaloosanews.com.

This article originally appeared on The Tuscaloosa News: Mercedes-Benz Amphitheater to begin 2024 season with two April shows