The Atlanta Braves and concert promoter Live Nation plan to return an old name to the region’s music scene: the Roxy Theatre.
The Braves said Thursday the team has a deal with Live Nation to operate and promote the 4,000-capacity entertainment hall near SunTrust Park, which will feature about 40 comedy shows and concerts each year.
The theater, part of the Braves planned entertainment district near Cumberland Mall, is designed to help drive activity on non-game days. It will also hold special events, the partners said.
The theater is the third major tenant announcement at SunTrust Park. Earlier this year, the Braves announced Comcast would occupy an office tower on site where it will house about 1,000 tech workers. Omni Hotels & Resorts has signed on to operate a hotel on campus. The Braves are also targeting a brewpub, grocer, high-end and fast-casual restaurants, bars and women’s boutiques.
The Roxy name carries nostalgia in Atlanta. The original was a classic movie house in downtown Atlanta at the site of what is now the Westin Peachtree Plaza hotel tower.
There was also the Roxy Theatre in Buckhead which closed several years ago. That theatre was remodeled and reverted to the structure’s original name, the Buckhead Theatre.
The newest incarnation will undoubtedly compete with other major metro venues, including the Tabernacle, the Fox Theatre and the nearby Cobb Energy Centre. Braves officials have stressed, however, they do not expect much overlap between the acts the publicly-backed Cobb Energy seeks and those they intend to target at the Roxy.
The new theater will be on the northern end of the central plaza connecting the stadium to the adjacent mix of residences, restaurants, shops and offices.
The Braves plan to open their 41,500-seat ballpark and adjacent mixed-use development in 2017.
“We want to bring fans and visitors to this new community 365-days a year for a variety of events, and partnering with the nation’s preeminent live entertainment company in Live Nation guarantees excitement year round,” Braves Executive Vice President of Business Operations Mike Plant said in a news release.
Live Nation, the promoter and organizer of Music Midtown and other major events worldwide. Braves owner Liberty Media has a minority stake in Live Nation.
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