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Business News Live Business
Live Nation to overhaul menus at US amphitheatre venues
By Chris Cooke | Published on Thursday 25 July 2013
Live Nation yesterday announced plans to overhaul the food offerings in its 38 US-based amphitheatre venues, promising to start serving more locally produced produce, meat products that are certified under Humane Society-recognised animal welfare programmes, and vegetarian options, which have seemingly been somewhat lacking in the past.
Confirming the food-based initiative, Live Nation boss man Michael Rapino donned his finest chef’s hat and told CMU: “I know in my own home it’s important for my family to buy locally grown produce, to know where our meat comes from, and to have a variety of vegetarian options whenever possible”.
He continued: “We know from working so closely with the artist community and from the fans that come to our events, that it’s important to many of them as well. So we felt as a company that we should be able to deliver the same quality food to our millions of fans, and we will continue to look for ways in which we can improve the concert experience for the people that come to our amphitheatres every summer”.
It’s often forgotten that the live music sector is as much in the food and drink business as it is the entertainment game, with Live Nation reckoning it will sell over 800,000 meals this summer at its US amphitheatres alone.
The Humane Society welcomed the move, saying of the initiative: “Live Nation is putting its money where its mouth is. Countless people are looking for more responsibly-produced meat and incorporating more vegetarian foods into their diets, and it’s both an ethical and savvy business move for Live Nation to go in that direction”.