The Atlanta Braves and concert promoter Live Nation have struck a deal to develop and manage the long-planned entertainment venue adjacent to SunTrust Park that will bring back a familiar name to the region’s music scene — the Roxy Theatre.
The Braves and Live Nation said in a news release Thursday the venue will have standing room-only capacity for 4,000 and feature about 40 music and comic shows annually. The theater is designed to help drive activity to the site on non-gamedays. It will also play host to special events, the partners said.
Atlanta’s original Roxy was a classic downtown theater on Peachtree Street demolished to make way for the cylindrical Westin Peachtree Plaza hotel tower. Concert-goers of a certain age fondly raucous shows at the Buckhead Village Roxy Theatre.
But the Roxy name disappeared from the Atlanta music scene several years ago. The former Roxy at the Buckhead Triangle was renovated and opened in 2010 under its original name, the Buckhead Theatre.
“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.
The theater will be on the northern end of the central plaza connecting the stadium to the adjacent mix of residences, restaurants, shops and offices.