Over $800 Million impact to local economy, generated by Advance Redding, a 501C3 (public benefit) non-profit, in the last thirteen years.

$84 Million impact to local economy, generated by Advance Redding in the last 12 months.

Advance Redding’s total investment: $48.1 Million

• Programming & Operations: 100% reinvested in events that support our local economy
• Rent paid to City of Redding: $2.8 Million | Capital Improvement Investment: $1.28 Million

Advance Redding’s annual expenses totaled $6.2 Million in the last 12 months.

• $1.6 Million in overhead | $4.6 Million for artist fees/programming

Advance Redding subsidized $659,000 in local community events over the last 12 months.

• Local, community events are not able to cover our overhead expenses by an average of $8000 per event day.

Redding Civic Auditorium’s 2025 Outdoor Season consisted of 5 Shows

• Resulting in $2.5 Million of local economic impact
• Advance Redding investment: $1.8 Million (In artist fees, infrastructure, and labor costs)
• Advance Redding did not recoup ’25 Outdoor Show costs

Advance Redding provides the service of operating the City of Redding’s Civic Auditorium under the terms of a lease agreement instead of an operator agreement.

• Our arrangement to pay for providing a service to the city is unheard of in the venue management industry or any service provider arrangement with a municipality.

Advance Redding promotes 75% of its live shows.

• Promoters cover show expenses and pay artists pre-negotiated guaranteed amounts whether the shows generate enough revenue to cover their expenses or not.
• In a down or uncertain economy, it becomes increasingly difficult for live entertainment to cover its costs.

Prior to Advance Redding’s management

• Redding Civic Auditorium was no longer being considered by touring artists. With lower risk and stronger financial incentives in larger markets, professional promoters and artist managers had abandoned the venue and our market.
• It was through the tireless efforts of Advance Redding’s Booking Director, and Advance Redding’s willingness to partner with them on risk that restored quality entertainment.

Advance Redding’s lease was a gift to the City of Redding, limited to BSSM’s occupancy. Securing a long-term future required both that gesture and a bold investment in programming. Without a lineup that demonstrably drives economic impact, the opportunity to evolve from gift to investment to commitment would never have existed.

Why we persevere: COLLECTIVE EFFERVESCENCE

• Coined over 100 years ago, by French Sociologist, Emile Durkheim, collective effervescence is the feeling of energy and harmony when people are engaged in a shared purpose. Collective effervescence strengthens social bonds, increases well-being, and helps to establish cultural identity and values. It’s the joy you experience when a stadium of 100,000 people erupts in applause. Put simply, it improves our quality and enjoyment of life. Studies have shown the benefits of collective effervescence begin to manifest in as little as twenty minutes of shared live music.