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How Does Sioux Falls Book Big Ticket Events?

January 9, 2014, 9:55 PM by Jared Ransom

How Does Sioux Falls Book Big Ticket Events?

During his 2014 tour, Jason Aldean will be playing at some of the largest venues in the country, including the University of Georgia football stadium and Boston's Fenway Park. Along the way, he will make a stop in Sioux Falls, and that's all thanks to the work of groups like SMG.

"It's kind of a combination of the two, knowing what's out there, knowing what's popular, what we kind of feel in our gut would play well here is what our staff and the corporate staff look at when it comes to shows we want to go after," Sioux Falls Arena Director of Marketing Rick Huffman said.

SMG is a national venue management company that operates venues throughout the country. They look carefully into what kind of performers would do well in their specific region and build relationships with those acts.

"Classic rock, current bands, country, hot contemporary kinds of acts. So, we've got our eyes wide open and looking at a variety of acts to bring into Sioux Falls," Huffman said.

A positive business relationship can benefit the venue with the performer seeking to go to a specific place.

"We're the rental facility. We're not paying for the artist to come into town; they're paying us to come into town. So, they kind of own the show and make a lot of the decisions," Huffman said.

Huffman says that Sioux Falls will only grow as an event destination thanks in large part to the addition of the Denny Sanford PREMIER Center. He says the city is selling itself in a positive way, opening the door for even bigger acts to walk out on stage.

"There's a lot of good shows out there to be had year after year after year. Shows coming up 10 years from now, we don't even know who that hot artist will be at the time, but Sioux Falls now with that larger capacity facility is certainly going to be in the mix and so the optimism is really strong," Huffman said.

Huffman says Aldean is just the tip of the iceberg for what kind of plans they have for big events in Sioux Falls, and while he was unable to reveal many details, he did say they are in contract negotiations with a few other big names for 2014 and beyond.

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