Big tours used to belong almost exclusively to major metros. But over the last decade, smaller cities have started landing A-list acts and multi-night runs that would have been unthinkable a generation ago. The secret is rarely just better marketing. It’s almost always better venues.
Bangor, Maine is a powerful example. The Maine Savings Amphitheater, designed by Ervin Architecture and operating on the city’s waterfront, has become a premier live music hub for northern New England. The lessons from Bangor apply to small and mid-sized cities across the country.
1. Aim for “regional gravity,” not just local entertainment
A venue must do more than entertain the local population; it has to justify a tour stop in between bigger markets. That means: – Capacity: enough seats or standing room to matter in routing decisions – Production capability: stages, rigging, power, load-in/load-out paths that make it easy for crews – Market reach: proximity to highways, airports, and population centers within a 2–3 hour drive
The Maine Savings Amphitheater checks all three boxes, with capacity up to the mid-teens and the infrastructure to host national acts touring between Boston, Montreal, and beyond.
When we work with municipalities or private promoters, we encourage them to think in regional terms: who will drive here, and why?
2. Make the venue part of a larger waterfront or district story
Bangor’s waterfront was already a civic asset, but the amphitheater transformed it into a cultural anchor. By placing the venue where it connects downtown, the Penobscot River, and the region’s road network, the city increased the likelihood that fans would: – Dine in local restaurants before and after shows – Stay in nearby hotels – Explore surrounding streets and businesses
For other cities, this might mean: – Tying venues into waterfront promenades or park systems – Positioning them adjacent to emerging nightlife districts – Coordinating with transit agencies to handle event traffic more intelligently
The venue is the magnet; the district is the field it creates.
3. Design for economic impact, not just ticket sales
Pure ticket revenue is only one part of the value equation. Studies of Bangor’s Waterfront Concerts series have shown tens of millions of dollars in economic impact over time through visitor spending, jobs, and new business growth.
When we develop venue master plans, we look at: – Opportunities for local food and beverage vendors inside and outside the gates – Pre- and post-show programming that encourages longer stays – Synergies with hotels, breweries, and other regional attractions
We also map how show nights affect ride-share demand, parking utilization, and neighboring businesses so the design can enhance, not overwhelm, its context.
4. Make the fan experience unmistakably “of this place”
The venues fans remember most feel like they could only exist in one city.
In Bangor, the amphitheater’s orientation toward the Penobscot River, the interplay of the hillside and the stage, and the views back to downtown all reinforce a sense of place that’shard to replicate.
For other cities, that might mean: – Framing mountain or skyline views – Integrating local materials and craft traditions into the architecture – Partnering with local artists for sitespecific installations
The more the venue feels “rooted,” the more likely fans are to associate their favorite shows with the city itself—and to return.
5. Plan venues as evolving assets
Live entertainment trends shift. Production standards evolve. Fan expectations rise. Venues need the ability to grow and adapt.
Maine Savings Amphitheater has evolved through multiple construction phases, adding permanent seating, premium suites, and rooftop decks over time while retaining a cohesive design vision.
For small cities planning their first major venue, this is encouraging news: if the master plan is strong, you can start with a focused phase and expand as demand and funding grow.
If your city or development group is exploring how live music could become a pillar of your regional identity, Ervin Architecture’s experience with amphitheaters, rooftop suites, and entertainment districts can help you move from aspiration to a buildable plan.
