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A FINE RIDE

NOTHING LITTLE ABOUT IT: Tom Wilson (right) and Chris Ilitch cut the ribbon at Arena in . IN COURTESY

DETROIT28 MARCH 2021 Tom Wilson, builder of arenas and brands, has helped reshape sports in the Motor City

BY DON MURET

ean Henry walked Services General Manager Joe It started in the mid-1970s with one year later. Over the course of into the Palace of Auburn Ambrose, who heard about the Wilson working in ticket sales for his career, Wilson was instrumen- Hills in October 1990 exchange. “He was ready to kill the Los Angeles Lakers. He had tal in building two arenas in his wearing his favorite whoever’s walking through that moved to LA after college to be- hometown, starting with the Pal- Celtics hat when door in a Celtic hat,” Henry said. come an actor and had a bit part ace, which opened in 1988 in the he ran into Tom Wilson, “I thought I was going to die,” in “Barnaby Jones,” the TV detec- affluent Detroit suburb of Auburn Spresident of the arena and the he said. “From that moment on, I tive drama starring Buddy Ebsen, Hills, followed by Little Caesars . Henry, now pres- realized how important a team’s as a player fixing basketball Arena in 2017. He also spearhead- ident and CEO of the Nashville brand was. I tell that story now games for the mob. They filmed ed the purchase of Predators, was trying to find his to our young employees and they the scene at the Forum, where the Music Theatre, now DTE Energy way to Volume Services’ office, can’t believe it, because I’m the Lakers played from 1967 to 1999. Music Theatre, which turned into where he started as a trainee for most brand-centric guy in the During shooting breaks, Wilson North America’s busiest outdoor the food vendor. world and learned that more from played hoops with Lakers staff, music venue (see story, Page 34). Wilson asked Henry why he Tom than anyone else.” including head of marketing Dan Along the way, Wilson oversaw was wearing the colors of the Wilson had that influence over Trutanich. After attending a few three championships apiece with Pistons’ heated rival. many folks during his five de- games with Trutanich, Wilson got the Pistons and WNBA’s Detroit “I had no idea who he really cades in the business, whether it a job offer and accepted it. Shock; one Stanley Cup title with was and I didn’t really care at 22 was the Pistons or the NHL’s De- “Most sports administration the NHL’s Tampa Bay Lightning years old,” Henry said. “I looked troit Red Wings, where he spent programs don’t suggest getting in 2004 when Pistons owner Bill at him like, ‘What’s wrong with the past 10 years with Olympia into sports this way, but it worked Davidson owned them; and a pair this guy?’ Here I am, fresh out of Entertainment after 32 years with for me,” he joked. of minor league crowns in hockey college, smarter than anybody. Palace Sports & Entertainment. and arena football. I told him I was a Celtic fan and For Wilson, 71, a Detroit native DOWNTOWN DREAMS The final chapter came in 2010. walked away.” who stepped down from Olympia In 1978, Wilson returned to The Ilitch family was starting Henry discovered his gaffe in December, it’s been a spectac- Detroit to work for the Pistons to plan after locating the office of Volume ular ride. and took over as team president and District Detroit, a multibil- lion-dollar redevelopment cover- ing 50 blocks in and adjacent to downtown. Wilson got immersed in the project after Chris Ilitch, president and CEO of Ilitch Hold- ings, owner of the Red Wings and MLB’s , hired him to lead the effort. For those who know the history behind the sports and enter- tainment landscape in Detroit, Wilson’s move came as a shock, considering that he was en- trenched at Palace Sports, a fierce competitor with Olympia and the old . It made more sense after Da- vidson died in 2009 and the team was sold to two years later. As is typically the case with new owners, they bring their own people in to run the organization. Wilson knew it could happen and one year before the Pistons were sold, he jumped at the chance to help reinvent . Little Caesars Arena ultimately became home to both the Pistons LIGHTING THE FIRE: At the Palace of Auburn Hills, Wilson created an arena that became a prototype and Red Wings.

COURTESY DETROIT PISTONS DETROIT COURTESY for other NBA franchises. “Tom’s experience in multiple

MARCH 2021 29 number and proximity to the floor — the first level was 16 rows from the court. The lease terms reflect- ed their position. Suites ran from $30,000 to $120,000 annually. At that time, nobody else in the NBA charged more than $50,000 a year for suites, Wilson said. It helped pay for the $90 mil- lion in construction, a key move considering the Palace borrowed money at 17% interest in the late 1980s, he said. Making it all work was a heavy lift but it all came together. The Palace set off one of the biggest building booms HOLDING COURT: Wilson in sports with many other NBA speaks at a halftime ceremo- teams developing new arenas ny honoring Pistons owner over the next decade. Bill Davidson at the Palace on Wilson remembers NBA Com- Dec. 16, 2005. missioner David Stern telling everyone at an owners meeting: “Gentlemen, you have one job sports, his deep understanding Detroit Downtown Development ories remain of a building that this year; you’ve got to get to of the business and his Authority, doubled in cost from set a benchmark for design and Auburn Hills and see that arena. ability to enhance the customer the original price tag, and some a business model tied to running We’re no longer just in the basket- experience brought tremendous critics point to what they feel is most aspects of arena operations ball business. We’re in the arena insight and perspective to our the District’s slow development. in-house for a privately funded and entertainment business.”’ team,” Ilitch said. “Being from Others, such as veteran Detroit venue. “There was a steady stream of Detroit, Tom understood how the concert promoter Rick Franks, Under owner Davidson, the people coming in and the early heart and soul of the area could point to the Ilitch family’s com- Pistons desired an arena to call adopters were in Chicago and be reflected in the arena experi- mitment to bringing life back to their own after playing 10 years Phoenix,” Wilson said. “The ence.” the city’s inner core. at the old , an building proved it could make Similar to the Palace, Little “It’s so unfounded,” Franks 80,000-seat NFL stadium. For money as opposed to others Caesars Arena, built for $863 mil- said of the criticism. “You need basketball, the sightlines were funded by municipalities that lion, set the bar high for design. to look at it 10 years later, not poor. Overall, it wasn’t a positive were such a money pit. It really The main concourse, themed as 10 months. The only thing I can experience for Pistons fans. They changed an industry.” The Via with an ethylene tetra- point to is all of the housing, con- drew well for the Celtics and Los fluoroethylene ceiling to bring dos and apartment development Angeles Lakers. Otherwise, Sil- FILLING DATES natural light into the space, gives in and around downtown, and verdome crowds were in the range It wasn’t easy. Competing patrons the feel of walking down the final piece was putting Little of 4,000 during those lean years against Joe Louis Arena, which a European street in an open-air Caesars Arena together. The Il- in the late 1970s through the early opened in 1979 and was con- market environment, tied to con- itches put a billion dollars of their ’80s, resulting in promotions trolled by Olympia Entertain- cessions designed as storefront own money into it. That doesn’t such as four free Pistons tickets ment, Palace Sports & Entertain- restaurants. happen often.” with a fill-up at Marathon Oil gas ment had to get creative to fill the Wilson, among many others, sat Most recently, the pandemic stations, said former Palace sales venue with special events apart at the table as those plans were de- has slowed District development, executive Dan Hauser. from Pistons games. veloped, and his experience at the Wilson said. It’s going to take a At the time, the Pistons were Olympia had locked in booking Palace was invaluable in steering few years to get back on track, but going through a stretch of six exclusives at Joe Louis Arena with the development, said architect it was the right thing to do for the subpar seasons on the court, but Feld Entertainment and the old Ryan Gedney, HNTB’s national city, he said. things turned around starting Brass Ring Productions, a concert director, who at the time was Rebuilding a key piece of the with the 1983-84 season, two promoter. Those deals meant that working for HOK on the project. city brought everything full circle years before Palace construction Ringling Bros. and Barnum & “Little Caesars Arena did a for Wilson, Henry said. “To rede- started in 1986. Bailey Circus and Disney on Ice, lot of things really different in velop such a big part of downtown “We were fortunate that Bill for example, couldn’t play Auburn design and to take those ideas with the team that he fought Davidson decided he was going Hills, plus major concert tours in a to fruition requires people like against for many years has to be to pay for the arena itself, which strong rock market that produced Tom to make sure that innovation rewarding for him,” he said. “Just gets you out of the red tape (with the likes of Alice Cooper, Ted COURTESY DETROIT PISTONS speaks to the business of Olympia watching that (unfold) myself, it’s public bodies),” Wilson said. Nugent and . Entertainment and their bottom been fun.” “The big thing was it needed to be Palace Sports countered by line,” Gedney said. “There were designed in a way that we weren’t booking the Royal Hanneford a lot of people on that project A REVOLUTIONARY coming to him every six months, Circus, a show dating to the saying ‘What if?’ Tom kept things PALACE saying we didn’t make our num- 1600s. Palace Sports gave away a grounded, and you don’t get that The Pistons’ decision to move bers again and we needed more lot of complimentary tickets, but on every project in one person.” to Little Caesars Arena came in money.” the circus drew 150,000 people, It became a pricey venture, late 2016, one year before the The Palace’s 180 suites, performing two to three shows a with about $325 million in arena opened. It spelled the end positioned midlevel as part of day over a 10-day stretch. Most public money involved. Little of the Palace, which was torn architect Rossetti’s design, were important, Palace Sports paid Caesars Arena, owned by the down last summer. But the mem- distinct in terms of the sheer the circus a flat fee and kept 100

30 MARCH 2021 8289_BD_Tom_wilson_venues_now_v3pq.indd 1 2/10/21 2:25 PM GOING YARDLEY: Wilson (center) and George Yardley’s family recognize the former Detroit Pistons great in 2008.

percent of ticket, concessions and neurial spirit coursed through before big league teams took the every time a guest came into merchandise revenue. Feld brings their veins. He let the sales and extra step to hire Disney Institute the facility, they were the most in its own branded line of food marketing staff “run with ideas” to train staff in customer service. important customer,” Wickett and retail concessions, keeping to generate revenue and exposure The Palace introduced a said. “It didn’t matter whether all revenue. for Detroit’s new kid on the block, parents room, where adults could they sat in a lower level suite or “We made a lot more money said ex-Palace Sports executive hang out, drink coffee and snack the upper deck. They all needed than we would have with Ring- Marilyn Hauser. on Danish while their children to be treated equally and first ling,” Wilson said. “It kept the She spent 25 years in Auburn attended a show. Similar to the class.” lights on and people got comfort- Hills in booking and marketing Disney touch, it’s a feature at As 2021 unfolds, there’s still a able coming out there. It was con- at the Palace and is now senior entertainment venues that’s com- lot of uncertainty over sports and sidered the boonies at the time. vice president of programming mon now, but 30 years ago it was entertainment as the pandemic We had come from the Silver- for in Brooklyn, relatively new in the industry. retains its grip on the indus- dome, which was considered the New York. (Dan Hauser, her The arena was immaculate as try. Wilson agrees with others end of civilization and we moved husband, worked 30 years with well, another point of distinction, predicting that live entertain- three miles past it.” Wilson dating to the Silver- said those who worked there, ment will explode with tours Franks knows the situation well dome). including Henry and media re- after everyone is vaccinated and regarding the booking exclusives “Tom never micromanaged,” lations professional Bill Wickett. feels comfortable returning to at Joe Louis Arena. He worked at Hauser said. “It’s the old saying, Together, they moved to Tampa in . Brass Ring for seven years before there’s no bad idea except for no 1999 with Henry after Davidson Whether Wilson is part of it re- leaving the firm to form a part- idea. Whatever we came up with, bought the NHL team. Wickett mains up in the air. He enjoys re- nership with Jack Boyle at Cellar he supported. I never felt like I recently accepted a job with the tirement on Florida’s Gulf Coast, Door Productions. The Brass ‘worked’ there. I loved it and that Predators, where he rejoins Henry but somewhere, there might be Ring-Olympia deal effectively was because of him. He created as the team’s executive vice presi- another venue to be built. COURTESY DETROIT PISTONS “boxed” them out of The Joe. a great culture. We were like a dent and chief marketing officer. “We have a home in Naples They worked around it, booking family.” Guest services was “priority and I’m sitting outside and regional shows in Grand Rapids one,” Wickett said. If a customer the sun is shining and it’s 80 and Lansing, plus Toledo and A NEW LEVEL OF SERVICE dropped a soda or popcorn, for degrees,” he said in late Decem- Columbus in Ohio. The highest level of customer example, staff were empowered ber. “But there’s a part of me that When the Palace opened, it service became part of the culture to escort them to the nearest thinks maybe I’ll do it again if gave Cellar Door a prime oppor- under Wilson’s stewardship. The concession stand and imme- the phone rings. I’ve got this little tunity to bid for tours and put the Walt Disney Co. set the standard, diately replace the item at no thing on my shoulder that says, arena on the map, Franks said. and Wilson paid close attention to charge. ‘You’ve got nine championship For those working under Wil- their operation and applied those “It’s something simple, but rings. Wouldn’t it be nice to have son at the Palace, the entrepre- principles at the Palace, years Tom wanted to make sure 10?’ Yes, it would.”

32 MARCH 2021 PALACIAL DIGS: The Palace of Auburn Hills set a stan- dard for design and programming.

HOTTICKETS PALACE OF AUBURN HILLS Ranked by gross. Based on data from concerts and events 1988-2017, as reported to Pollstar.

RANK GROSS EVENT ATTENDEES PROMOTER DATE SHOWS 1 $7,780,700 Barbra Streisand 45,160 Cellar Door Concerts, Belkin Productions May 15-19, 1994 3 2 $4,733,526 Paul McCartney 33,511 Live Nation Oct. 14-15, 2005 2 3 $4,669,250 Billy Joel & Elton John 41,836 Clear Channel Entertainment May 2-3, 2003 2 4 $4,454,302 Bob Seger & The Silver Bullet Band 71,123 Live Nation, Blackbird Productions Dec. 20-30, 2006 4 5 $4,127,533 Madonna 35,407 Clear Channel Entertainment Aug. 25-26, 2001 2 6 $3,951,103 U2 41,379 Live Nation Global Touring Oct. 24-25, 2005 2 7 $3,446,730 Bob Seger & The Silver Bullet Band 119,177 Cellar Door Concerts, Belkin Productions March 10-14, 1996 6 8 $3,349,343 Bob Seger & The Silver Bullet Band 47,632 Live Nation May 17-21, 2011 3 9 $3,193,346 Simon & Garfunkel 31,011 Clear Channel Entertainment Oct. 18-19, 2003 2 10 $3,171,218 Tim McGraw & Faith Hill 39,968 Live Nation May 5-6, 2006 2

HOTTICKETS DTE ENERGY MUSIC THEATRE Ranked by gross. Based on data from concerts and events 1982-2019, as reported to Pollstar.

RANK GROSS EVENT ATTENDEES PROMOTER DATE SHOWS 1 $2,487,428 Kid Rock 63,082 Live Nation July 19-25, 2008 4 2 $2,348,280 Kid Rock 117,414 Live Nation Aug. 9-20, 2013 8 3 $2,021,997 Kid Rock 47,427 Live Nation Aug. 13-15, 2010 3 4 $1,952,915 61,388 Cellar Door Concerts, Belkin Productions, Ritual July 23-29, 1994 4 5 $1,807,377 30,638 Clear Channel Entertainment July 30-31, 2001 2 6 $1,602,356 Ozzfest 28,799 Clear Channel Entertainment July 24-25, 2003 2 7 $1,565,845 Ozzfest 28,092 Clear Channel Entertainment Aug. 7-8, 2002 2 8 $1,512,175 Ozzfest 31,462 Cellar Door Concerts, Belkin Productions, SFX Music Group June 25-27, 1999 2 9 $1,497,799 Kid Rock 46,409 Cellar Door Concerts, SFX Music Group Aug. 25-Sept. 1, 2000 3 10 $1,488,651 44,364 Belkin Productions, Ritual, Cellar Door Concerts July 6-8, 1998 3 COURTESY DETROIT PISTONS DETROIT COURTESY

MARCH 2021 33 Some acts such as classic rocker in 1993. Wickett remembers his TOM WILSON Eddie Money became an annual father taking him to see his first draw at the 15,000-capacity concert at Pine Knob, Captain & venue. The “Money Man” tradi- Tennille, in the 1970s. tionally kicked off the outdoor “Pine Knob was basically on concert season on Memorial Day the verge of bankruptcy before BROUGHT BACK AN weekend. (Eddie Money’s final Palace Sports & Entertainment concert was May 25, 2019, at DTE bought it and turned it into the before he died of cancer that most successful amphitheater in September). the country, year over year,” he AMPHITHEATER “We just felt that outdoor said. entertainment was a gold mine In the late 1980s, part of the in because our summer reason for Pine Knob’s lack of is so short and people go see any- programming was the Palace — AND THE body just to be outdoors,” Wilson “stealing” a lot of concerts to said. “We went from 18 shows to keep the arena busy during the

83, almost every day, which is a summer months, said Detroit CHRIS SCHWEGLER; COURTESY OLYMPIA ENTERTAINMENT little crazy. To do that, we booked promoter Rick Franks. AMPHITHEATER everybody from (Canadian chil- “It was our job to get every dren’s act) Fred Penner to Tony show possible at the Palace and Bennett.” we did, and then we carried that “It was all about the exposure relationship over to Pine Knob,” BUSINESS and became part of the summer,” Franks said. he said. At first, the Nederlander family The amphitheater is part of a refused to sell Pine Knob, which BY DON MURET DTE Energy Music Theatre, ski resort in Clarkston, Mich., a prompted Wilson to propose for roughly $10 million. The Detroit suburb. Former Palace ex- building an amphitheater in om Wilson is most Nederlander Organization owned ecutive vice president Dan Hauser the Palace parking lot. Hauser closely identified with and operated the facility, which worked with Wilson for more than remembers the blueprints for a developing two arenas opened on June 25, 1972, with 30 years and in 2001 sold naming space west of the arena, next to in Greater Detroit. The a matinee performance by TV rights for the amphitheater to a the Pistons’ practice facility. sports and entertain- heartthrob David Cassidy. local utility, an agreement that Most of the 5,000 parking ment executive’s vision Over time, though, it became remains intact today. spaces were on wetlands, which Tfor revitalizing the market’s run-down and was booking fewer “Tom could see how things most likely would have prohibit- underperforming amphitheater than 20 shows over the summer could be and not how they are ed construction, Wilson said. In sometimes gets forgotten among months in the 1980s, Wilson said. today, much like the Palace,” he addition, Franks said the city of his accomplishments. Starting in 1991, after Palace said. Auburn Hills probably would have In November 1990, Palace Sports took over the shed, Pine Sports media relations profes- opposed the project over traffic Sports & Entertainment acquired Knob was packed with 80 con- sional Bill Wickett grew up in De- issues and noise violations in the Pine Knob Music Theatre, now certs annually. troit and got his start at the Palace neighborhood.

SHOW AFTER SHOW: DTE Energy Music Theatre, with a capacity of about 15,000, is among the country’s busiest amphitheaters.

Tom Wilson brought back an

34 MARCH 2021 PHOTO CREDIT HERE TK ‘88 Shows.’” ‘88 says that gave Christmas meone Tom bag Wilson have agym still I abit. quite it forward pushed day. Knob the “Pine back in venue at the concessions ran who Predators, Nashville ident ofthe pres Henry, Sean said industry,” underperforming an it was venue; underperforming an was . of direction the under falls also Today,Michigan. Meadow Brook Hills, Rochester in amphitheater asmaller Festival, Music Brook Meadow to run University land Oak- with adeal signed Sports Palace Knob, ofPine success organization. family Ilitch of the arm entertainment live the ents, of313 Pres- operation the under today amphitheater top-grossing a remains Theatre Music Energy DTE years. for 32 there concerts booked has Franks Nation, Live Now with said. Franks happen, deal Knob Pine made the who venue. ofthe out and in coming jams traffic and stands, cession con- and bathrooms crowded about concertgoers surveying after years several next over the upgrades in ofdollars millions invested which Sports, Palace to Knob Pine sold and message got the Nederlander intentions, “It wasn’t just that Pine Knob Knob Pine “It wasn’t that just the on building 1994, In “chessmaster” the was Wilson oftheir regardless end, the In - money (at Pal money the much so made Arena.”Caesars Little to be out turned what for er togeth adeal put They beginning. very the from ace Pal the develop Tom helping in did what saw Ilitch guys.’ Chris ‘bad (considered) the was downtown America.” North in venues best the of would.” like it seemed it but idea, no had We country. the in the acoustics best had it that body kept telling every We back. coming kept they that ace) “Promoters “Promoters “At time, one two “Tom built — Tom Wilson — Rick Franks — Rick —Franks - - - -

that come true.” come that in making part asmall played us dream, all and of Ilitch’s and vision Chris was Arena Caesars Little two. less much their hometown, in arena one build to achance get don’tpeople in.”came they when did it as left they when good as just look would building the and there in band metal heavy a put We could will our guests. so arena, the of care we take if preach this … ators) game and and ators) game Pred (Nashville family for every my with bowl na AS THEY SAID IT “I sit in the are the in sit “I “A times, of lot to used “We Detroit. in downtown Arena Caesars Little of ment develop- the of part was Wilson CAESARS: HAIL, — Wilson — Wilson - -

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decisions.” own make our opportunity to the gave us He always positive. forward thinker, Tom a such was Gathered by Don Muret Don by Gathered nity.” nity.” future opportu eye an toward had always and ness busi the about every single facet about informed forgotten.” be shouldn’t and equation the of part abig That’s with Tom.starting the business, to do us allowed that Davidson Bill in owner great “Tom was was “Tom a had “We — Marilyn Hauser — Marilyn — Dan Hauser — Henry 35 - -