Lucy Lawler-Freas of Rival Entertainment has joined the Fox Theatre as programming director, a new position. She begins work Oct. 11.

Her focus will be to bring world-class concerts, comedy and other contemporary events to the Midtown venue, according to a Fox statement. She’ll continue in her role as partner and senior talent buyer at Rival Entertainment; Rival and the Fox Theatre will remain independent of each other.

Lawler-Freas will share booking responsibilities with Fox president/CEO Allan Vella and booking/contract manager Shelly Kleppsattel and will work out of the Fox offices.

Lucy Lawler-Freas

Lawler-Freas has been booking talent and executing events for more than 20 years for groups ranging from 200 to 22,000, the Fox statement said. She previously worked as a talent buyer for House of Blues Concerts Club Network and Concert/Southern Promotions (now Live Nation).

In 2004, she started Rival Entertainment with partner Josh Antenucci and has reportedly become the go-to booker for memorable concerts in the Atlanta market. Among her projects: three sold-out Outkast concerts at Centennial Olympic Park, the Fox’s final Prince shows, the Pixies, Lady Gaga, the Weeknd and Smashing Pumpkins. 

 Lawler-Freas earned her undergraduate degree at Georgia State University. She grew up in Gainesville.