Michael Rapino
Chief Executive Officer & President at Live Nation Entertainment
[Speech Overlap] I'll start, but you can go in there, Joe. Brandon you've heard us talk about it at our Venue Nation Day. We think we're in a -- we're in this double -- double win right now. We think we have global scale that will still continue because of international markets and more to come. But we also have incredible amount of opportunity to monetize the scale we have. And you know, for the first 10 years we built -- built scale, we just kind of ran the scale. The last couple of years since COVID and we launched our Venue Nation division and really focused hiring up and bringing in new skill sets around hospitality, best-in-class food and beverage, best-in-class, VIP clubs, etc. We think our amphitheaters are run very well, as I say, they're run very well like Southwest Airlines. They're very efficient, and they've been great machines to date. But we think we're seeing when we invest capital on site, we're getting 20%, 30% returns on capital when we turn that grassy area into a VIP club, a membership club. You're going to see Jones Beach this summer. When you walk up to Jones Beach this summer, at the amphitheater, you're going to call me and go now I get it. Now I see what these -- the machines could double their AOI when you start to really treat them as arenas have been doing a much better job about how do we upscale on site, elevate the experience and take over.
So we think the -- the 50 amphitheaters we have, the bones of them are amazing. They do incredible job. They're efficient. We think we can double the business as we start to actually look inside the hood and upgrade on site, whether it's our Liquid Death idea that has been a huge surge in our food and beverage, our Shaker Cups, our own custom-branded liquor that we launched on site to our new clubs, we're rolling out to our VIP boxes, to our elevated. If you look at our overall amphitheater business, about 9% of it is premium. We think that should be 30% to 35%, to give you kind of macro numbers. If you doubled that overnight, your business would double -- double in the long run. So just take your current house, upgrade it, double your capacity on a VIP business, and your business would double. That's the simplest way to look at it.