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Live Nation drops beer prices at outdoor concert venues

May 26, 2012

One of the most novel elements to the summer concert season so far is on the bar menu.

Live Nation Entertainment, which operates Klipsch Music Center in Noblesville and The Lawn at White River State Park downtown, said this month that it will sell $4 beer at outdoor venues.

That’s a 40-percent discount over last year’s cheapest available beer, which was $6.75.

What do you get for four bucks? Twelve ounces of Miller Genuine Draft, though the brand is subject to change based on customer feedback, local Marketing Director Susan Kreiner said.

Cheaper beer probably won’t be enough to draw people out, but it is a customer-friendly gesture, Pollstar Publisher Gary Bongiovanni said. “Drink prices are one factor that goes into whether the overall customer experience is positive and people want to come back,” he said.

Beverly Hills-based Live Nation says it’s continuing last year’s rebound from the low ticket sales of 2010, and apparently it doesn’t want to take concert-goers for granted. It’s also upgrading venues and food offerings across the country.

The VIP area at Klipsch will get a second bar, and there will be improvements in the parking area, local Senior Vice President Tom Mendenhall said.

This will be the first summer that locally based speaker and headphone maker Klipsch has sponsored the amphitheater (originally called Deer Creek).

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