Live Nation Entertainment: Hard Rock Hotel & Casino and Live Nation Partner for New Sacramento Venue


Hard Rock Live is scheduled to open in late spring 2022

Hard Rock Hotel & Casino Sacramento at Fire Mountain, Northern California’s premier entertainment destination, and Live Nation, the world’s leading live entertainment company, today announce their partnership for HARD ROCK LIVE, the property’s new state-of-the-art indoor concert venue, scheduled to open in Sacramento, California in late spring. Hard Rock will own and operate the building, while Live Nation will exclusively book and promote all shows at the new premiere location.

HARD ROCK LIVE will be located on the north side of the current property adjacent to the existing Kumi Events Center. The entire site will be 65,000 square feet and seat up to 2,500 or 3,000 people with general admission. A state-of-the-art audiovisual entertainment venue, HARD ROCK LIVE aims to be the region’s premier destination for music, comedy and concerts. It also serves as a multipurpose events center with the ability to host a variety of programs including conventions and trade shows, boxing and MMA, marketing promotions, and catered charity and major events. The venue will also include a second level mezzanine with VIP skyboxes and balcony seating, creating an intimate environment that offers some of the most compelling experiences and viewpoints on the market. In true Hard Rock fashion, it will also feature dozens of new memorabilia from some of the music industry’s most celebrated artists for guests to enjoy.

“Entertainment is the foundation of the Hard Rock brand as experienced in our many locations around the world. Attending a live music event is not only exciting, it creates memories that will last a lifetime,” said Mark Birtha, President of Hard Rock Hotel & Casino Sacramento am Feuerberg. “We are excited to partner with Live Nation in Northern California to bring HARD ROCK LIVE to Sacramento. This is the next phase of our local partnership that will bring fans of both brands ‘authentic experiences that ROCK’.”

“We are extremely excited to partner with Hard Rock Live,” said Jodi Goodman, President of Live Nation Northern California. “We look forward to booking a compelling and diverse offering of memorable concerts and live events in the growing Northern California market.”

HARD ROCK LIVE will also serve as a community resource during regional emergencies. The facility is designed in such a way that it can serve as emergency accommodation for up to 1,000 people if necessary. This need arose after the Feather River Valley experienced a regional threat from the Oroville Dam in February 2017. This experience influenced the design of the building by the tribal owners, chiefs of the Enterprise Rancheria’s Estom Yumeka Maidu tribe.

The Hard Rock Hotel & Casino Sacramento at Fire Mountain welcomes Randy Maddocks as its Director of Entertainment. Maddocks previously oversaw all entertainment at Hard Rock Rocksino Northfield Park in Northeast Ohio and brings a wealth of entertainment and marketing experience to the new venue. Additionally, Live Nation is pleased to announce that Rose Kirkland, Senior Vice President of Booking, will be responsible for talent initiatives at the new HARD ROCK LIVE.

About Hard Rock LIVE at Hard Rock Hotel Casino

HARD ROCK LIVE will be a 2,500-seat, state-of-the-art music and multi-event space in Yuba County, California, 35 miles north of Sacramento. Slated to open in June 2022, it will host year-round live music, as well as comedy, MMA and boxing, as well as marketing, charity and social events. Live Nation, the world’s leading live entertainment company, will be the exclusive talent booking agency for the venue.

About the Hard Rock Hotel & Casino Sacramento at Fire Mountain

The Hard Rock Hotel & Casino Sacramento at Fire Mountain offers the latest in live music and entertainment, hospitality, world-class gaming and exceptional cuisine. The property is Hard Rock’s first Vegas-style casino in California and features a hotel with multiple suite options, a large gaming facility with 1,600 slots and 60 table games, as well as an outdoor pool and patio area, large meeting rooms, and five unparalleled restaurants. The property recently opened ROCKTANE GAS + SMOKE, a new, state-of-the-art Hard Rock branded gas station and drive-through smoke location, the first on the West Coast. The property includes signature branded amenities such as the Sound of Your Stay® in-room music program, a Rock Shop® and a Body Rock® fitness center. In addition, the project marks a historic partnership between two Native American tribes – the Seminole Tribe of Florida, owners of Hard Rock International, and Enterprise Rancheria. The Estom Yumeka Maidu Tribe of Enterprise Rancheria, owners of the Hard Rock Hotel & Casino Sacramento at Fire Mountain, is a sovereign Native American nation that provides various tribal government services and programs that improve the quality of life of its approximately 1,000 tribal people and surrounding communities in Northern California. For more information about the Hard Rock Hotel & Casino Sacramento at Fire Mountain, visit

For more information about the Hard Rock Hotel & Casino Sacramento at Fire Mountain, visit

About Live Nation Entertainment
Live Nation Entertainment (NYSE: LYV) is the world’s leading live entertainment company comprised of global leaders: Ticketmaster, Live Nation Concerts and Live Nation Sponsorship. For more information, see

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Live Nation Concerts Media Contact:

Monique Sowinski, [email protected]


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