In just a week, Bold Events (a collaboration between the Jaguars and Live Nation) booked an astonishing 19 shows.

This was almost half of this year’s targeted 40 concerts at Dailys Place, a venue south of EverBank Field. Surprisingly, the 5,500-seat outdoor venue is still under construction.

All of this comes after the Jaguars decided to share their financial risks with Live Nation in the co-promotion of events deal. Although, the deal is not exclusive since Live Nation will book the majority of the dates. The project was driven by the Jag’s zeal to find new streams of revenues in the smallest NF­­L market. Furthermore, they saw this as a way to improve Jacksonville’s waterfront close to the stadium. Jaguar’s management knew turning to live music was a superb complementary business.

The Jaguars felt there was a huge need for a mid-sized music venue in the current market and that they had the power to make it happen. They shared the cost to build the amphitheater with the stadium owner- the city of Jacksonville. The cost totaled to $90 million for stadium-related improvements inclusive of club lounge upgrades, the flex field, and the expansion of the indoor practice space.

The Jags sought the services of sports architect Populous to materialize their vision for the facility. Their decision to set up a flex field in the combined facility came from agreeing with the city that it would the building more useful. In the final design, the indoor football field was to be at the backstage of Daily’s Place. Its roofing materials are similar to the one used to made U.S Tennis Association’s Arthur Ashe Stadium, a lightweight steel with a PTEE fabric material. The roof’s design is unique with slopes that mimic St. Johns River and are visible from the stadium.

The amphitheater contains balconies connected to the stadium’s Bud Light Zone and Terrace Suite Level with dimensions almost same to those of Radio City Music Hall. Its sides are open to the elements but with fixed seats with no grass berm, which makes it more of a performing arts center.

Jaguars earned a 30-year lease from the city to operate the facility and are in agreement with SMG to run the facility as part of the deal with Jacksonville.

The Tedeschi Trucks Band will officiate the facility on May 27 and more concerts are scheduled before Jaguars home games during the NFL 2017 schedule.

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