Live Nation has announced plans to transform San Diego's historic Wonder Bread factory into a 4,000-person capacity music venue, aiming to fill a gap in the city's live music offerings. The entertainment company purchased the property for $16.8 million, with the new venue expected to open in 2028.
The adaptive reuse project seeks to create a mid-sized venue that bridges the gap between small clubs and large arenas, attracting a broader range of touring artists. John Schalk, Vice President, San Diego Market at Live Nation, stated that the venue will help bring more shows to the region and contribute to the energy of downtown.
The century-old building, which dates back to 1894, will undergo a renovation that preserves its original brick facade, which had been covered by concrete. Live Nation's in-house Blueprint Studio is collaborating with architecture firm Gensler on the design, integrating modern acoustics, sightlines, and production equipment with the historic structure. The building grew over the years into four interconnected structures before becoming associated with the Wonder Bread brand.
![Illustration of an entertainment venue with a brick facade and a dark modern addition at dusk, with people outside and "TONIGHT'S SHOW SOLD OUT" on the marquee.]( "Illustration of an entertainment venue with a brick facade and a dark modern addition at dusk, with people outside and "TONIGHT'S SHOW SOLD OUT" on the marquee.")
The former owners supported the vision as a way to preserve the landmark while giving it a new purpose. Beyond concerts, the venue is planned to host private, corporate, and community events. An analysis by Oxford Economics projects that the venue could generate approximately $97 million in annual economic impact, attract around 316,000 fans yearly, and support 660 jobs. The project is also estimated to generate $12.6 million in state and local tax revenue.