Meet Diana McBride, Opry’s unforgettable backstage concierge
Diana McBride, who goes by “Lemonade,” is the beloved backstage concierge whose warmth, treats and cheer help make the Grand Ole Opry feel like home.
- Simpsonville City Council approved an 11-year contract for Opry Entertainment Group to manage the CCNB Amphitheatre.
- The Nashville-based company will invest at least $6 million in capital improvements over the first five years.
- The venue will continue to host a variety of music genres and comedy acts, not just country music.
- A new sound management agreement is included in the contract to address noise concerns from nearby residents.
A Nashville-based company will take over management of Simpsonville’s CCNB Amphitheatre at Heritage Park.
Simpsonville City Council approved an 11-year contract with Opry Entertainment Group on Feb. 10. The company owns and manages iconic country music venues such as the Grand Ole Opry, Ryman Auditorium, and the Blake Shelton-inspired Ole Red. The contract will run through Dec. 31, 2036.
The agreement includes the company investing $6 million in capital improvements at the venue in the initial five years of the contract. Guest amenities, infrastructure enhancements, improved parking, traffic management, and expanded food and beverage sections are among the planned improvements. Backstage areas of the amphitheater, such as the green room for artists, will also be upgraded.
“Opry Entertainment Group is very dedicated to community. They are very focused on committing to providing excellent entertainment and excellent choice of artists and types of events in the communities they invest in. And we believe they are going to be a partner who ― instead of, wants to just pop into South Carolina, make money and then head out ― they are planning to be part of an 11-year contract. So they are putting down roots and really want to become part of the Simpsonville community,” said Justin Campbell, community relations specialist with the City of Simpsonville.
The CCNB Amphitheatre seats 15,000 in an outdoor setting and welcomes about 100,000 guests a year. It was built in 2005.
“CCNB Amphitheatre is an extraordinary community asset with the potential to become a nationally recognized, must-visit entertainment destination,” said Patrick Moore, Opry Entertainment’s chief executive officer. “Working closely with the city, we look forward to elevating CCNB Amphitheatre as an even stronger foundational center for the community, artists and fans for many years to come.”
Contingent capital investments from years seven through 11 include office revenue and sponsorship revenue.
“What that means is we want them to excel and they want to excel, and it’s a partnership. And so they want to be successful and we’ve agreed that if it becomes this successful, then the city will benefit from even more investment.” Campbell said.
Mix of music to be played at CCNB Amphitheatre under new management
Opry Entertainment Group may own and manage Grand Ole Opry ― country music’s biggest stage — however, guests who visit CCNB Amphitheatre will still get to experience a variety of music genres. Comedy acts are even in the cards for entertainment.
“We’ve had plenty of country music artists at the amphitheatre and those shows do really great,” said Campbell. “At the same time, it is not going to be exclusively country. It’s not going to be majority country. It’s going to be well balanced…there’s something for everyone.”
Opry Entertainment Group will be open to all acts. “The open policy just really widens the variety and really frees a venue or brand manager like OEG to pick what they believe is the best artist or act for any given calendar date.” Campbell said.
New sound management agreement in place
Protections in Opry Entertainment Group’s contract to CCNB Amphitheatre will benefit the community. The sound management agreement will help address some concerns expressed by some neighbors.
“We understand that we want to be very sensitive to the quality of life for our residents,” said Campbell.
The city had no sound agreement with former management company TRZ Live. The new agreement with Opry Entertainment Group outlines a procedure to ensure compliance is followed.
“There is the possibility of doing perimeter monitoring. That’s going on the very outskirts of the amphitheatre beyond where the sound is normally measured and getting special technology if needed,” said Campbell. “So the new agreement is a great example of a commitment to protecting the community and I think residents will appreciate that.”
Nina Tran is the public safety and education reporter for The Greenville News, part of the USA TODAY Network. She has also covered trending topics for the newsroom. Reach her via email at [email protected].
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