IRVING PLAZA NAME COMES HOME COMPLETE WITH REPLICA OF ORIGINAL
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
current owner Live Nation. A replica of the original marquee has also been commissioned.
| The Police|
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,
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.”