Gibson Guitar Corp. has announced a joint partnership with Universal Studios and House of Blues Concerts to rename the Universal Amphitheatre “The Gibson Amphitheatre at Universal Citywalk” in a deal that calls for an overall strategic partnership, encompassing the venue, themed areas and sales and marketing programs.
Universal Studios Partnerships represented Universal Studios in the 10-year deal with Gibson Guitar.
“Virtually every star in every musical genre has played the Universal Amphitheatre at some point and virtually every single musical star of today and yesterday has made magical music with Gibson Guitar,” said Henry Juszkiewicz, chairman and CEO of Gibson Guitar Corp. “The partnership and musical history of our entertainment icons made perfect sense to take to the next level.”
“We couldn’t have found a better brand with which to partner; Gibson is about prestige and a rich musical legacy and the amphitheatre is the premiere L.A. concert venue and has been for over 30 years,” said Stephanie Sperber, executive VP, Universal Studios Partnerships. “We’re looking forward to integrating Gibson’s brand imagery and content into the amphitheatre space and feel it will enrich the consumer experience.”
House of Blues Concerts exclusively books more than 100 shows a year at the amphitheatre and will partner with Gibson Guitar on a select number of special events annually. The venue plays host to a multitude of televised events, prestigious awards shows, film premieres and family-oriented programs such as Barney and The Wiggles.
“As the definitive live music brand, House of Blues looks forward to providing a platform for Gibson Guitar,” said Alex Hodges, executive VP, House of Blues Concerts. “By embarking on this venture with Gibson, a luminary in the music world, we will be able to craft an unparalleled live music experience for the artists and millions of guests who will enjoy the Gibson Amphitheatre in the future.”
Other enhancements throughout the amphitheatre will include an official Gibson Guitar Garden. A special grand celebration to launch the partnership in mid-2005 is currently being planned.