Jim Martin knows the risk of booking big-name acts to appear at the American Music Theatre. The bigger the names, the bigger their asking prices. And the bigger their asking prices, the higher the ticket costs.
And therein lies the risk.
But, coming off AMT's best year yet, it's a risk that Martin, one of the theater's owners, is willing to take in hopes of giving audiences what they want.
"I give people the best product I can and let them decide if it's worth the ticket price," Martin said.
In 2008, the AMT dabbled in higher-priced acts, bringing in Steve Winwood, Joe Cocker and the Doobie Brothers. All were successful.
This year will feature AMT's most expensive act to date, the Moody Blues, set to perform March 27. Tickets will sell for $75, $90 and $105.
Martin admits that Moody Blues tickets may be cheaper at other venues, but those are far larger than the 1,607-seat AMT. But in exchange for the higher price, he said the smaller AMT offers a more intimate setting, free parking and no service charges on the tickets.
So far, the gamble has worked. Ticket sales are strong.
"We're booking some of these acts with much debate, knowing that the ticket price is going to be high, and if they don't sell, we lose," Martin said. "But so far, like with the Moodys, it's been a resounding success."
Martin recently unveiled the first acts in AMT's 2010 star-studded line-up, spanning January through June. By the end of the year, he expects 80 to 85 celebrity acts will appear on his stage.
"It will be the most we have ever booked," he said.
January kicks off with a show for the younger set with 26-year-old Michelle Branch.
"We're trying to branch out and reach new audiences," Martin said. "Obviously, Michelle Branch will reach a demographic that we haven't really focused on before."
Also in January will be Lou Christie, Jay Siegel and the Tokens and the Shangri-Las, all sharing the stage, followed by a Broadway-like production of "Hairspray" plus the Elvis Birthday Bash and Gospel shows.
Former Hootie and the Blowfish front man Darius Rucker, who was just named New Artist of the Year at the Country Music Awards, will appear on Jan. 21.
"We had Hootie here a few years ago, and now Darius has become truly a country superstar," Martin said.
February will feature "Who's Bad," the Michael Jackson tribute show, followed by country singer Phil Vassar and pop singer Michael Amante, who will croon a romantic Valentine-theme concert on Feb. 12.
Also in February are two performances by Cirque Dreams Illumination, first-ever appearances by Foreigner, Air Supply and Christopher Cross, and the return of inspirational singer Sandi Patty, who will be performing with Larnell Harris.
February also will see a musical tribute to Conway Twitty, the only such show endorsed by the late country legend's family.
March will feature the high-flying Peking Acrobats, the Spring Doo Wop Cavalcade, the return of rock band Three Dog Night, pop singer Michael Bolton, ABBA: The Music, comedian Yakov Smirnoff, the Smothers Brothers with the Kingston Trio, the Oak Ridge Boys, Randy Travis and, of course, the Moody Blues.
The Bluegrass Festival kicks off April, and the Beach Boys will also bring their sunny harmonies to AMT that month.
May 1 will be a great day for country lovers with a show featuring Mel Tillis, Mickey Gilley and John Anderson.
"That's a real powerhouse," Martin said. "Rarely do you get three guys like that together."
They will be followed by "One Night of Queen," which Martin calls the "best Queen tribute act in the world."
Polka legend Jimmy Sturr rounds out May.
Country legend George Jones gets June started. Comedian Tim Conway will perform two shows, followed by the Letterman and a concert by the Platters, the Drifters and the Coasters.
Martin is not ready to reveal who will be on stage the second half the year, but promises some fresh acts that will appeal to various age groups and attract fresh audiences.
"Many of the acts we're still going to be booking will be new acts that have never played here before," he said.
Stay tuned.