It was the middle of winter 2010 and the busy summer concert season at Verizon Wireless Amphitheatre at Encore Park was long gone. But the popular location did not lay dormant. Almost 5,000 people braved the cold to attend a candlelit Christmas Eve service, presented by Passion City Church in December — and just one of the many events that have taken place at the Amphitheatre in the past year.
Aside from the array of Orchestra concerts and popular presentations the Amphitheatre showcases from March through October, it is fast becoming the go-to place for a growing number of social and fundraising gatherings.
And Verizon Wireless Amphitheatre is giving back to the region it serves.
The on-site catering company Ovations hosts a summer fundraising program that enables local not-for-profit groups to earn a percentage of profits generated in concession stands. Last summer 16 not-for-profits — totaling up to 160 people an evening — volunteered to work at concessions locations during programs for Little League baseball teams, Boy Scout troops, high school marching bands and other groups. By summer’s end, Ovations paid out more than $175,000!
“Our program allows us to provide top-notch guest service, as well as to foster an economically meaningful connection to our diverse community,” says Lacy Fink, office manager of Ovations. “It’s a great opportunity for local nonprofits, and we love to see the community involved at the Amphitheatre.”
In fact, the neighborhood maintains an important presence at the Amphitheatre year-round.
“There’s so much going here in addition to performances,” says Jenny Pollock, the operations manager for Verizon Wireless Amphitheatre. “This Amphitheatre was designed to house great performances, but also to be a hub for the surrounding area. Through graduations, science fairs, fundraisers and benefit concerts, and other events, we are gaining presence and growing our connection with the people we serve.”
In the past year, the Amphitheatre has played host to a number of community events, including “Shamrockin’ for a Cure” — a fundraiser for cystic fibrosis research, which included a live ’80s band, catering from Carmine’s Restaurant and Pizzeria, and live and silent auctions.
At the end of April, Fulton Science Academy held its International Heritage Festival at the venue. The festival, which celebrated diversity and the arts, included international cuisine, live entertainment, and a number of booths and exhibits exploring the cultures of the world.
In addition to the Christmas Eve service presented by Passion City Church, the Amphitheatre has hosted many other worship services, including special Good Friday and Easter services. Most recently, many local high schools, including Alpharetta and Northview, held commencement services in late May.
“Our versatility is one of our greatest strengths,” adds Pollock. “From private parties and corporate functions to theatrical productions, we can accommodate just about anything.”
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Kimberly Nogi is the publicist of the Atlanta Symphony Orchestra.
