The Samala Showroom sound pit sits between the floor seating and newly added raised seating — totaling 1,300 seats in all — making every seat in the house a good one. TPR photo by Tina Larkin.

Small local venue books huge names

By Emily Welly / Staff Writer / ewelly@timespressrecorder.com

Tony Bennett. Al Green. James Brown. Seal. ZZ Top. Steve Miller Band. Juanes. Brooks & Dunn.

Each of those big-name performers has recently performed in the Chumash Casino Resort’s intimate Samala Showroom, surprising many locals who still remember when the casino was a bingo tent on the side of the road.

What’s bringing such headliners to the Santa Ynez Valley, anyway? The answer lies with the professionals at the Chumash Casino, who have improved the venue from that bingo tent to a multifaceted resort in just a few years.

The casino’s new entertainment facility — the Samala Showroom — was designed with shows in mind, said Wayne Hurte, entertainment director at the casino.

“We wanted it to be something more than just a bingo hall,” Hurte said.

But getting there was no easy task.

“We had a lot to learn about building showrooms,” he admitted.

The decision to expand the technical capabilities of the showroom started in early 2004 when Fleetwood Mac agreed to play there that July. The band’s agreement to perform came with a condition: The Samala’s sound system had to be up to par in order for the legendary group to grace its stage.

The Chumash Casino responded to the condition by hiring a sound engineer from Los Angeles to make recommendations that set the wheels rolling on installing advanced technology in the room.

“That took us to a whole new level,” Hurte said. “We’ve benefited from his suggestions ever since then.”

In addition to the sound engineer, Hurte’s team brought in a lighting engineer to fit the room with a light system.

In making final decisions on equipment, the tribe weighed quality and cost but ultimately decided it couldn’t afford to sacrifice quality.

“The tribe decided they wanted the best we could get, period,” Hurte said.

The current sound system is top-notch, according to Hurte.

“If a band comes in here and doesn’t sound good, they absolutely have no excuse whatsoever,” he said. “That’s how good our sound system is.”

Already, 2006 has seen more improvements to the intimate space.

In time for the new year, bleacher seats were installed in the back 15 rows, or 712 seats, to give the audience a better view. An order is in for larger, more comfortable chairs for the rest of the space.

Also in January, two new video screens, measuring 20 by 11 feet, replaced the old 10-by-6-foot screens on either side of the stage. Two camera operators and three remote cameras allow the screens to reflect the performer on stage from five different vantage points.

The idea is that no matter where you sit, you’ll have a good experience, explained Hurte.

Such improvements impressed Fleetwood Mac, which played on schedule, and gave the Samala Showroom a new credibility in the industry that made it much easier for Hurte’s team to sign on bigger and better artists.

“It’s gotten easier and easier,” said Hurte, who contends Fleetwood Mac is still the biggest act the casino has ever had.

In the past year, he said, fewer acts have played at the Chumash because his team is concentrating on higher-level performers who will bring people and dollars to the casino.

According to Hurte, the high costs of operating the showroom demand bigger acts.

“We need to justify that cost,” he said. “Bigger acts can do that.”

Still, performances alone don’t bring in extra cash for the Chumash Casino.

“We don’t make money on the shows,” said Hurte.

The small audience size — the showroom seats 1,330 — and that high cost of operating the showroom just don’t match up, Hurte explained, noting even very expensive tickets wouldn’t cover the cost of most shows.

However, the exposure that big-name acts bring to the Chumash, through advertising and the impression made on audience members who get a glimpse at the rest of the venue on their way in, are worth it.

Additionally, the Chumash’s dining facilities benefit in a big way on show nights, Hurte said.

Surprisingly, the gambling floor doesn’t typically rake in extra cash on show nights. Hurte suspects most showgoers plan on a four- to five-hour stay at the most, coming for dinner and a concert and heading home.

Still, Hurte’s hope is that shows lure in and impress a new crowd that decides to return in the future to sample the casino’s other specialties, from its gambling to its spa to its lodging.

As for its target demographic, “this is a casino,” said Hurte, adding the Chumash hopes to attract “people that can afford to be in a casino gambling.”

Therefore, people 40 years and older tend to be the focus. Still, Hurte’s team tries to accommodate as many tastes as possible and occasionally caters to younger audiences, too.

“Not just for business,” he said. “But also because we enjoy them.”

That targeted demographic sets the Chumash apart from other area concert venues, like the Santa Barbara County Bowl outdoor amphitheater in Santa Barbara.

According to Sam Scranton of the bowl, any negative effects on business as a result of competition from the Chumash Casino have yet to be seen. The Santa Barbara venue, which seats 4,500, had its biggest season ever last year, with 30 shows ranging from Jimmy Buffett to Beck to Aretha Franklin.

Rather than sticking to a particular demographic, the Santa Barbara County Bowl’s strategy is to book acts that are popular enough to seat at least 3,000 patrons, Scranton said.

Other entertainment venues, including the Pacific Conservatory of the Performing Arts theaters at Allan Hancock College and in Solvang, are vying for audiences but appear to be working together to reach potential customers.

The Chumash Casino, for example, is one of PCPA’s sponsors and encourages its guests coming for a big act to stay an extra day to catch a performance at the Festival Theatre in Solvang.

“There are many venues which compete for audiences in the summer on the Central Coast, all of which affect ticket sales,” PCPA spokesman Michael French said.

He added that while the Chumash Casino might have one big act once a week, PCPA offers performances Wednesday through Sunday evenings from mid-June through early October.

Believe it or not, there is not a “casino circuit” that certain stars — like those who have appeared at the Chumash — stick to. Rather, according to Hurte, Indian gaming like that offered at the Chumash has created a new venue for artists.

Now, in addition to county and state fairs, theaters and arenas, performers are finding acceptable casino showrooms in which to perform. Hurte said the additional venues mean bigger profits for the performer’s tours.

Several years ago, an artist visiting California might have played three or four dates, Hurte explained, whereas today, an artist can play eight or nine.

The Chumash Casino’s 2006 concert season is proving performers are happy with its showroom.

“This year’s been really, really easy,” said Hurte, who expects the Samala Showroom to be booked for the whole year by June.

“That didn’t happen last year,” he added with a laugh, remembering the venue’s earlier days.

But easy bookings, cutting-edge equipment and a top-notch sound system don’t mean that Hurte’s team is calling it a done deal.

“We’re still working to make it better,” Hurte said, pledging to continue to fine-tune the Samala Showroom.

Coming soon

The Chumash Casino Resort is preparing to host several all-star acts:

Carlos Mencia — Friday, March 24, 7 and 9 p.m. (sold out)

UB40 — Friday, March 31, 8 p.m.

Chris Isaak — Thursday, April 5, 8 p.m.

LeAnn Rimes — Thursday, April 13, 8 p.m.

Pepe Aguilar — Thursday, April 20, 8 p.m.

Tickets can be purchased at (800) 585-3737 or www.chumashcasino.com

March 10, 2006

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