Irving Plaza Gets Name Back


The Police
The New York Times reports that famed music venue Irving Plaza, located at Irving Place and 15th Street in Manhattan, will get its original name back after being re-named the Fillmore New York at Irving Plaza in April 2007 as part of a branding campaign by current owner Live Nation. A replica of the original marquee has also been commissioned.

According to the New York Times, "The change is a rare admission of misjudgment by Live Nation, a giant worldwide promoter. But since the company merged with Ticketmaster this year, its every move has been scrutinized, and Mr. Morrow — who began running Live Nation’s operations in New York a few months after the name change — said the restoration of the old name was part of a companywide effort to improve its image."

The landmark club featured legendary performers such as The Ramones, Blondie, B-52's, The Police, and The Clash, and is still considered a rite of passage for any young up-and-coming band.

Says Kevin Morrow, President of Live Nation's New York division, “Since I’ve been here I haven’t had anyone say to me, ‘What a great idea that was,’", referring to the Fillmore name. “Almost everybody I talk to in the New York music scene, one of their first experiences was at Irving Plaza. And I’m really excited to be able to bring back to the New York music scene what people have overwhelmingly desired.”

[Published on: 6/25/10]

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