From Jimi Hendrix To The Chainsmokers: I.M.P.’s Seth Hurwitz on Merriweather Post Pavilion’s 50th Anniversary
Fifty years in, Columbia Maryland's Merriweather Post Pavilion is having something of renaissance thanks in large measure to the stewardship of Seth Hurwitz 's I.M.P. Productions. The Washington-D.C.-based independent promoter recently signed a 40-year lease on the venue which is half way through a five-year $55 million capital improvement plan.
The outdoor amphitheater, which is situated on 40 acres of wooded land between the Nation's Capitol and Baltimore, was named for the late Marjorie Merriweather Post , the cereal heiress. It was built in 1967 as part of a design by urban planner James Rouse and famed starchitect Frank Gehry as the home of The National Symphony Orchestra. The site's first pop concert featured none other than the the hirsute ukulele singer Tiny Tim with opener Vanilla Fudge. A subsequent cavalcade of stars would come to grace Merriweather's stage including classic acts like Janis Joplin, Aretha Franklin. The Doors, David Bowie, The Grateful Dead, The Who and Led Zeppelin; as well as more contemporary artists from Madonna and the Beastie Boys' joint tour to Metallica, Wu-Tang Clan and Radiohead to Taylor Swift, Kenny Chesney, Kendrick Lamar and the Chainsmokers.
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Gallery: Merriweather Post Pavilion at 50: From Jimi Hendrix to the Chainsmokers
Along its half-century journey, Merriweather had its share of history-making moments, like Jimi Hendrix playing "The Star-Spangled Banner" a year before Woodstock; President Jimmy Carter dueting with Willie Nelson on "Georgia On My Mind;" Kanye West and the Strokes headlining 2006's HFStival; Hurwitz ripping out the venue's orchestra seats so Green Day could have a moshpit (which is still there). In 2009, Animal Collective even named their album Merriweather Post Pavilio n as member Avey Tare grew up in nearby Owings Mills, MD and fondly recalled seeing artists like Elton John perform at the venue.
In the early aughts, developers sought to close Merriweather, which resulted in a successful grassroots Save Merriweather campaign. In 2004 I.M.P, which owns the 9:30 Club, operates Lincoln Theater and this October is opening The 6,000-capacity Anthem on D.C.'s SW waterfront, took over Merriweather's operations. Recently, the Downtown Columbia Arts and Culture Commission, whose executive director Ian Kennedy led the Save Merriweather campaign, became the venue's owners and now plans to expand its community programming.
Jimi Hendrix Poster with The Soft Machine opening up
Billboa rd caught up with Hurwitz just before the venue celebrated its 50th anniversary show with Willie Nelson, Father John Misty, Jackson Browne and Grace Potterto get his take on the venue's half-centennial celebration, how "Sim City" guides some decisions and to get more info on the sandwich named for a WME agent.
Billboard: How did architect Frank Ghery come to be involved with the construction of Merriweather?
Seth Hurwitz:James Rouse was a pioneer, designing his visionary town…Columbia, MD. And his vision was to make Merriweather the centerpiece. So…naturally…he wanted a visionary architect.
What have been some of the venue's most historic performances
The Who and Led Zeppelin played on the same stage in 1969. Led Zeppelin was the opener and played so long that someone from The Who's crew literally pulled the plug on them—or that's what I've been told. When Janis Joplin played in July, 1969, the Washington Post
concert reviewer was the guy that later helped bring down a president — Carl Bernstein. Another thing most people don't know is that the side loges weren't there in the beginning. The pavilion was just 3,200 seats and the lawn. But in 1970 there was an act that was so hot an additional 1800 seats had the be installed and that was to win a 7-show run for Tom Jones. That was the only time an artist had a 7-night run at the venue, but thanks to Tom, we've been filling those loge seats for all the decades after.
When you took over Merriweather in 2004, what were the first things you did?There was ugliness that had accumulated. Signs that said things like "BATHROOMS & BEER." I mean, I understand the correlation but no need to demonstrate. Wires hanging across trees like that was normal, that's how trees are to be utilized, no need for beauty here. So, the natural beauty and zen of the place had a bunch of crap on it. That was pretty easy to remove it, just someone had to want to.
Then…we had to demonstrate to the existing staff that they need to lighten up, we're all here to have fun and, as I like to say…it's just a f**king rock concert. So we brought in a bunch of 9:30 folks to work alongside them and set the tone.
What are your fondest personal moments at the venue?I know this sounds terribly precious and idealistic, and maybe even miserable but it's not, but I am not one to live in the past much. When I think of happy memories these days, it's usually about the acts showing up this year and watching their jaws drop when they see what we've done backstage. I love to knock people out with stuff that nobody else has done. My fondest memories are honestly thoughts of walking around on a beautiful night, and seeing everyone having fun.
Anything more specific?
One of my fondest memories, as usual, involved doing something that everyone fought me on and doubted. If you want to get me to do something, just tell me I can't. This one was when, as a fan, I wanted to have Jon Stewartplay there. James Dixon, the manager, told me Jon hated outdoors and playing big places. Merriweather is outdoors and big. I don't even remember how I convinced him—perhaps he wanted me to fail and crash and burn so I'd go away. But we did the show and I stood at the top of the hill with James and Steve Levine(agent), and they had to admit it worked and was uniquely great. We spent a lot of time on the secondary sound for the lawn so 10,000 people could hear every word and reacted perfectly. I guess because it was Jon Stewart that covers both fond and funny.
What about some of the renovations?I also used to try and solve the challenge of getting people to walk behind the berm and hang out there. Social interaction and movement with the audience is very important to me, that's what makes a place work in my opinion. Everyone said it was never going to happen. I put a bunch cool stuff back there—BBQ grill and odd sculptures and interesting places to sit. And the doors would open and I'd watch. It was like playing Sim City. But nothing worked, until we put stairs leading down from the top of the hill instead of making people walk off the lawn and around the back. And, okay, maybe we put a sign up that said CHEAP BEER! But that first show, when we pressed the button (like in the game) by opening the doors…and the people did what we wanted them to. Well, now we had created a different kind of place. And different is our only way of, well, being different. That's the only way we win. We can't compete against funny money economics.
Can you explain how community activists saved the venue from becoming a parking lot?Basically, the landlord and the then operator [Clear Channel which later spun off its live division into Live Nation] had their own reasons for wanting the place shut down. But, in a rare case of YIMBY (yes in my backyard), the children of all the people that used to fight the place in the 70's (classic anti-rock stuff) were now grownups and loved the idea of having Merriweather in their backyard. And they saw thru all of the corrupt agendas and stood up at a town meeting and called them on it. The powers that be said, fine, we'll give it to your precious little indie hero, thinking that would be the last nail in the coffin.
And here we are.
What's the overall plan with the $55 Million renovation?The whole challenge here was to preserve the spirit of the place, but add some new delights. And there's still another shoe to drop there, but I am not ready to reveal. Other than to say it's something nobody has done.
Why put in a backstage pool, a kiddie pool and massage cabanas for artists?That's easy…we want to be the acts' favorite venue. We want to win every battle for shows when there's not a tour deal, and give people the desire to fight to play there when there is one. I also want the best food at my venue. Why wouldn't I? Do people come there for the food? Of course not, but it's kind of like a support act. People aren't paying just to see that act, but maybe that's what knocks them off the fence.
What's with all the food characters and puns, "Tom's Bay Bridge Crab Cake," "Howard's County Kettle Corn," "Momma Donna's Pizza?"
The food characters thing was yet another joke that got out of hand. A while ago, we created a food character out of an employee that needed making fun of. And then, every year at our food meetings, we dragged someone else into it. So now we have several. Of course, to set an example, I sacrificed my own dignity and became DJ Shaggy Sheffand the Fresh Wraps. We even did a video…you can search YouTube
.
Kendrick Lamar at the Merriweather Post Pavilion on May 30, 2015.
How did WME's Kirk Sommer get the Kirk Sommer's Jar-B-Que
A long time ago, Kirk had an idea for a sandwich at 9:30. So we did that and named it after him (Kirk Sommer's My Hero). Then he started in on me about Merriweather. I said when you finally confirm some Adeleshows, after many years of fire drills, we'll do that. We did Adeleon the last tour. Now there's Kirk Sommer's Jar-B-Q. Kirk and I are fellow foodies.
How did you select the line-up for the 50th anniversary show?
Well, Jackson Browne recorded Running On Empty
there, which a lot of people didn't know. So that was obvious, and a nice return to a great era. As it turns out, he is actually better than ever. Willie [Nelson] has played there a zillion times and continues to give me pinch-me moments of I can't believe I get to promote someone this great. Father John Misty is one of our picks for who we think will be a great legacy act for years to come. Grace Potter hosted because she's so much fun and an absolutely amazing solo talent if you ever get the chance to see that. And she's like family up thru 9:30 and a bunch of cool shows at Merriweather like the Virgin Fest.
You've added a new permanent stage this year with the Chrysalis. What does that do for Merriweather?It gives a second stage that is a venue in it's own right. So many acts don't like the idea of playing "second stages". But this is a whole other venue on the grounds surrounding the pavilion.
What's in store for Merriweather's future?You'll see.
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