Global entertainment powerhouse Live Nation says it is ecstatic about operating the Pavilion at the Irving Music Factory, and Live Nation knows its business. In 2015, the U.S. corporation promoted 25,000 concerts that drew more than 63 million fans worldwide. Its portfolio includes arenas, amphitheaters, festivals, theaters and clubs. Its parent company, Live Nation Entertainment, also owns Ticketmaster. The Pavilion is one element of the Music Factory development, which includes restaurants, offices, retail space and an Alamo Drafthouse Cinema. Located just north of O’Connor between State Highway 114 and Las Colinas Boulevard, the Music Factory will be a North Texas entertainment beacon.

“Residents and visitors will find the project impressive,” said Irving City Manager Chris Hillman. “The fact that a big brand like Live Nation is excited about this venue underscores how exceptional it’s going to be.”

Unique Structure

So, why does leadership at the world’s leading live entertainment company call the Pavilion at the Irving Music Factory exceptional?

“This venue conforms to the artist; normally, it’s the other way around,” said Michael Rilley, general manager of the Pavilion. “It’s absolutely unique. Only one other facility in the nation is comparable.”

Engineers and architects designed the Pavilion to be scalable. With the flip of a switch, huge rear doors lift, revealing an expansive grassy area for seating. The structure morphs from a 4,000-seat concert hall to an 8,000-seat amphitheater.

And the flexibility does not stop there. It can evolve into a general admission venue with more than 2,400 standing fans in the front bowl, and additional fixed seats in the Pavilion, which helps attract bands that play to a younger crowd. For artists and fans who want a more intimate setting, a curtain system turns the structure into a 2,500-seat theater.

More Bells and Whistles

Designers optimized the structure for rigging and staging for the bands. For concertgoers, the facility will sport large video screens. Legends Hospitality will be the food and beverage vendor. Known for delivering quality food and service, Live Nation says Legends’ menus will be a hit.

Rilley said Live Nation expects the facility to host other events as well, such as nonprofit fundraisers, corporate conferences, or parties and other private events.

“This exceptional building will allow us to book well-known bands, up-and-coming artists, comedians, as well as attract new acts to Texas from across the world,” Rilley said. “This is an amazing structure - heated, air-conditioned, comfortable - that can deliver an eclectic list of performers for a variety of fan experiences.”

“Residents said they wanted to see more entertainment options, and the city is delivering,” Hillman added. “Not only is this project underway in the Urban Center, the Westin Irving Convention Center at Las Colinas headquarters hotel is also under construction.”

“The Irving Music Factory will make a night out simple,” said Rilley. “People will be able to park their car once, walk to a great restaurant, stroll over to an incredible concert, and go home or stay at the hotel. This project is a big win for North Texas.”

The Pavilion at the Music Factory opens Sept. 1. For show and ticket information, visit