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Tennis South Australia has opted to partner with Ticketmaster Australia to ticket content for The Drive, which is fresh from a A$44m (£23m/€27m/$29m) redevelopment.
The multi-year partnership will see Ticketmaster provide ticketing services on an exclusive basis for all ticketed events at The Drive, which now has an expanded capacity of 7,000.
Situated near the Adelaide Oval, The Drive is located on War Memorial Drive and is Adelaide’s only open-air undercover music, sporting events and functions venue. It has hosted performances from the likes of Sir Elton John, The Rolling Stones, Fleetwood Mac, Cher and Aerosmith.
Tennis SA will also work with live entertainment company and Ticketmaster owner Live Nation, and other content providers, to curate offerings for the venue.
“Tennis SA is thrilled to announce our partnership with Ticketmaster Australia for content held at The Drive,” said Tennis SA chief executive Debbie Sterrey. “The Drive has a proud history in the South Australian events landscape and when we started the redevelopments, our vision was to see not only sporting and community events return to the venue, but also entertainment and concerts.
“Many South Australians will remember attending concerts at The Drive back in the day. Today’s announcement puts us in a great position to ensure that a diverse range of events, including concerts, can be showcased at The Drive for many years to come.”
Sterrey added: “Ticketmaster Australia has been our ticket partner for the Adelaide International in recent years and we are in the right hands as we take the next step in returning The Drive to its former glory.”
Gavin Taylor, Ticketmaster Australia managing director, said: “Partnering with Tennis SA to relaunch this iconic venue is a great opportunity for Ticketmaster, and we look forward to showcasing this partnership with some incredible music acts and concerts in the future.
“We believe in and deeply value our partnership approach with clients as shown through our long-standing association with Tennis SA. Nurtured over the years through our collaboration ticketing the Adelaide International, we have consistently contributed to the event’s success by delivering increased attendance, great service, faultless onsales and quick and easy entry for fans.
“The team at Tennis SA have a clear vision to return The Drive to being a major event destination in Adelaide and we look forward to making that vision a reality for South Australians.”
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