Merriweather Woos Artists Off Mainstream Concert Circuit Path

COLUMBIA, MD - The man whose company operates Merriweather Post Pavilion has to put on a show of his own to entice musicians to play there.

During a time when many artists sign deals that tie them exclusively to AEG or Live Nation-affiliated venues, I.M.P. Chair Seth Hurwitz shared with the New York Times his secret for booking quality acts.

"We have to win the hearts and minds of the performers," said Hurwitz, whose company also owns the 9:30 Club in D.C. and books shows for places like the Meyerhoff in Baltimore and the National Mall, among others.

At the 9:30 Club, I.M.P. is known for providing custom-made cupcakes with the club's name on top for the musicians.

At Merriweather, perks including two swimming pools and cabanas for performers are part of the renovations that are currently underway, the Times reports.

When I.M.P. signed a 40-year lease to operate Merriweather earlier this year, Hurwitz told Billboard that his guiding principle was to "stay away from schlock."

Merriweather is currently in the midst of a $55 million renovation project that includes updates like a rotating stage; more than 10,000 feet of dressing rooms; an adult and children's swimming pool for performers; new box office; new restrooms; and lighting.

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File photo by Elizabeth Janney.