In late 2015, SMG was awarded a contract to operate The Greek Theatre, one of the nation’s most widely recognized outdoor entertainment venues and among the most cherished public sites in Los Angeles. Seeking to maximize sponsorship revenue, SMG sought Premier’s deep subject matter expertise as the sales agency for prominent venues and iconic landmarks. Generating maximum value from sponsorships for the open venue required creativity since event advertising was handled independently by show promoters. Adding to the challenge was a shortage of time, as Premier was enlisted with less than four months until the start of the concert season.


Premier prepared comprehensive sponsorship packages that balanced sponsors’ business objectives with respect for the city-owned venue’s historical significance, authentic experience, the pristine environment in which it is nestled, and its proximity to the local community. With sponsor visibility inside the seating area restricted to two large LED screens framing the stage, Premier and SMG identified, and in some cases created, spaces and structures that key category sponsors could elegantly brand as their own.


  • Negotiated nine multi-year sponsorship deals in six months, including five six-figure annual commitments

  • Secured sponsorships by leaders in key categories, including automobile, airline, domestic beer, import beer, soft drink, water, ride share and movie ticketing

  • Introduced movie nights to provide value to a new sponsorship category as well as a novel entertainment outlet that delighted the surrounding community

  • Heading into the third year, collaborated on SMG’s winning bid for a long-term contract, extending their management of The Greek Theatre for at least five more years

Since shortly after SMG acquired the contract to manage The Greek Theatre, Premier has been our essential partner. Their success at quickly enlisting numerous high-quality sponsors impressed both SMG and the venue owners, the City of Los Angeles. Their creative approach to balancing new partnership opportunities with The Greek’s authenticity contributed to our long-term contract extension and promises to expand our family of sponsors in all the right ways.
— BECKY COLWELL, General Manager, The Greek Theatre, SMG