The announcement that reggaeton music star Maluma will perform at the Pechanga Arena in San Diego on September 12th isn’t just significant for musical reasons or because of his previous collaborations with Jennifer Lopez, Shakira and Madonna.
Maluma’s concert, part of the U.S. leg of the Colombian singer’s Papi Juancho 2021 World Tour, is the first new concert of 2021 to be announced at the Pechanga Arena. It also appears to be the first major new concert by a pop artist in an indoor or outdoor area of San Diego County to be announced this year – as opposed to a concert that has been postponed from 2020 due to the coronavirus pandemic.
With the exception of drive-in performances, no ticket concerts or live events are currently permitted under San Diego County and California health regulations. Even so, Maluma’s Pechanga Arena show will be a full capacity performance. All 13,500 tickets will go on sale on Friday, with the exception of those assigned to a pre-sale for a Maluma fan club that started today.
“The show organizer and Pechanga Arena in San Diego know that the show will be postponed if local health guidelines do not allow for a full house on the date of the event,” said Kristi Reedy, the venue’s marketing director, when asked by the Union Tribune.
“Pechanga Arena San Diego continues to work with promoters and promoters to await the return of live events. This includes pre-selling tickets for future events that are planned. “
The concert and live events industry came to a standstill in March last year due to the pandemic. As a result, the loss of income in 2020 has been estimated at over $ 9 billion in the U.S. alone, with losses of around $ 16 billion in the rest of the world.
On January 29, the 2021 editions of the Coachella and Stagecoach music festivals in Indio were immediately canceled after being postponed to this April from last April to last October. The 2020 editions of two festivals in San Diego, KAABOO and Wonderfront have also been canceled.
In an October article by Union-Tribune, the majority of concert and festival experts surveyed predicted their industry could not return to full normal until 2022, although some were hoping that a partial reopening of their industry could begin in late summer or early fall. It remains to be seen whether the timing will be opportune or early for Maluma’s 23-city tour of the United States, which opens in Sacramento on September 2 and is slated to conclude in Chicago on October 24.
The tour is produced by Cardenas Marketing Network, which said in a statement that it “will follow and comply with recommendations and guidelines from government agencies and health departments.”
As of this writing, the first scheduled concert this year at the Pechanga Arena is a performance by James Taylor and Jackson Browne on May 29 – a year after their postponed 2020 concert in the same location. The original concert was part of Taylor’s joint tour with Browne, who was later diagnosed with COVID-19.
Regardless of the timing, the Pechanga Arena – known for decades as the San Diego Sports Arena – is eager to resume operations with new health measures that could serve as a template for other concert and live venues. The venue is operated by ASM Global, which is jointly owned by AEG, the producer of the Coachella and Stagecoach festivals. ASM Global was selected by then-Mayor of San Diego, Kevin Faulconer, last August to build a new arena and entertainment district on the 48-acre urban area that houses the Pechanga Arena.
“When Pechanga Arena receives approval from our local health authorities to reopen, we will deploy VenueShield, ASM Global’s comprehensive and industry-leading reopening program,” said Reedy, director of marketing for the venue in San Diego. “… Rest assured that all policies are being aligned with and informed by health authorities, medical professionals and industry experts.”
Tickets to Maluma range from $ 55.50 to $ 406.50. They will be sold to the general public on axs.com on Friday at 10 a.m.