Red Rocks Amphitheatre is celebrating its 85th birthday this year, and it doesn’t look a day over — well, when you are situated near natural features that were formed millions of years ago, time is irrelevant. But the longevity of one of the world’s premier live events venue is still one to be celebrated, and the brain trust behind Red Rocks is certainly celebrating.
Chief among them is Chief Marketing Officer Brian Kitts, who states, “It’s hard to find another venue with the natural beauty of Red Rocks. It’s just 9,000 seats, set between two massive rocks that form a natural bowl. All of this in the foothills of the Rockies, along with some really beautiful sunrises and starry nights, makes this a special concert venue and uniquely Colorado experience.”
When Celebrating 85 Is the No. 1 Priority
Located 10 miles outside of Denver, Red Rocks is indeed in the middle of celebrating its 85th year. So, have there been any special plans to commemorate this milestone? While every season is a reason to celebrate, of course, Kitts notes that he and the team have been doing some limited brand design and merchandise for the 85th.
He says, “We’re working on a project with History Colorado that asks people to record their favorite Red Rocks memories. And, because the City of Denver owns and operates the venue, Mayor Mike Johnston will spend part of a day at the venue recording his own memories, handing out cool swag to unsuspecting visitors, and building a special Brixilated version of Red Rocks.”
Eight-plus decades is a long time. Over those decades, the venue has been the performance setting for acts ranging from the Beatles, U2, Eagles, and Johnny Cash to Bruce Springsteen, Shawn Mendes, Mumford & Sons, and exactly 20 Grateful Dead concerts. There have also been all sorts of fun, quirky, even obscure factoids about the place. Kitts loves talking about some of his favorites: “There are a number of cool stories about animals and ghosts. But I have a couple of favorites based in history. One, Red Rocks Amphitheatre was built as part of the Works Project Administration (WPA) and the Civilian Conservation Corp (CCC) in the 1930s, and hundreds of people lived on-site — a site that can still be visited — to build the venue as a way to get people working during the Depression. That’s why Red Rocks was designated a National Historic Landmark.”
He continues, “Another history lesson — rock music actually was banned from the venue after a ‘riot’ in 1971 that saw police tear gas a crowd trying to get into a Jethro Tull show. It took a First Amendment lawsuit to end a period of what were actually pretty soft sounds at the venue.”
From a purely promotional viewpoint, a fact many people do not know is that over the last five years, Red Rocks has been in the top five most visited venues in the world. Kitts remarks, “I think that’s amazing since Red Rocks is only open part of the year; is uncovered; is only 9,500 seats; and is in a metro are of barely three million people — about one-tenth the size of the other cities. It’s a busy little venue!”
Red Rocks Evolution
Listening to Kitts talk about the venue’s rich history and legacies, Red Rocks Amphitheatre has certainly evolved over the years. Just in recent years, there have been a number of changes to keep up with what modern audiences have come to expect from a night out watching their favorite bands, vocalists and acts.
Last fall, Denver voters approved a $950 million cultural bond package, which included a nearly $40 million fund for improving Red Rocks’ backstage and accessibility offerings. In 2021, operators completed a new stage roof project to replace the one that had been in operation since 1988. The natural copper roof holds up to 200,000 lbs., up from 30,000, as the complexity of lighting, audio, and video components has scaled dramatically in the 21st century.
Kitts says, “While the venue is part of a National Historic Landmark, there are still updates to make to the physical structure including a new permanent merchandise stand and an entryway terrace that actually fulfills part of the original venue design from 1936!”
He notes that the venue has also evolved from a scheduling standpoint — going from 75 shows just 15 years ago to more than 210 this current season. “That has as much to do with the music industry as the venue’s popularity,” he notes, “but every part of the venue’s operation evolves to make that work.”
Fans have also been very pleased that there is now shuttle bus service to the Amphitheatre. After all, Red Rocks is situated in the foothills and not near any mass transit. According to Kitts, “the shuttle service is a pilot project to allow people to visit the venue and the surrounding area during the day. While Red Rocks will have 1.8 million paying fans each season, more than 1.5 million come through the venue for free to experience the history and natural surroundings. The shuttle makes it easier to visit.”
Finding a Home at Red Rocks
Kitts says his role as chief marketing officer includes “working with all marketing and communications functions, the crew that handles agency’s corporate partnership contracts and our ticketing operations group.” It’s important to note that Red Rocks is part of the City of Denver’s portfolio that also includes the Denver Performing Arts Complex, the Denver Coliseum, the Colorado Convention Center and Bellco Theater, and McNichols Civic Center Building. Denver Arts & Venues has oversight functions at each of those venues.
Kitts loves the synergy. “I started my career on the movie and sports side of the entertainment business,” he states. “I’d like to think I’ve helped bring some private sector work to a public sector venue — helping Red Rocks develop revenue that helps it be self-sustaining. I’ve been able to contribute to a team that cares deeply about Red Rocks as a cultural and natural beauty, not just another venue.”
Looking ahead, it’s hard not to dream of a year in which Red Rocks Amphitheatre will be celebrating its 100th anniversary. For now, though, Kitts and his colleagues are content to dream about the site’s near-term prospects.
He concludes, “We’re all looking forward to telling more of the Red Rocks story with the help of fans, artists and our business partners. Venues like Red Rocks have so much emotion in every visit, every night and that adds up over a century. There have been more than 4,400 shows at the venue over that time, and each one is special to someone. And, unlike some modern venues that are meant to last 30 years, a place like Red Rocks is forever. That comes with special opportunity . . . and special responsibility!”
You May Also Like
Want news like this delivered to your inbox weekly? Subscribe to the Access Weekly newsletter, your ticket to industry excellence.