MAKING THE BANDS
Veteran concert promoter Lucy Lawler-Freas (B.A. ’02), the director of programming at the iconic Fox Theatre and founder of Rival Entertainment, brought the Foo Fighters to Georgia State Stadium.
Veteran concert promoter Lucy Lawler-Freas (B.A. ’02), the director of programming at the iconic Fox Theatre and founder of Rival Entertainment, brought the Foo Fighters to Georgia State Stadium.
Interview by William Inman
Illustration by Steve Wacksman
Photo by Steven Thackston
HOURS BEFORE THE CURTAIN PULLED ON THE FIRST CONCERT she booked at the Fox Theatre, Lucy Lawler-Freas walked alone into the empty auditorium and wept.
“Every time you go in there, you’re just in awe,” she said. “And I stood there and cried. It was so overwhelming to know that I did it, for myself.”
That performance by the Pixies in fall 2004, the first of two sold-out shows at the Fox during the seminal alt-rockers’ legendary reunion tour, was when Lawler-Freas triumphantly planted a flag in Atlanta’s music promotion scene.
She worked her way up from a show runner — the person who drives performers and crew around — to start her own concert promotion outfit, Rival Entertainment.
Since then, Rival Entertainment has booked some of Atlanta’s biggest and most memorable concerts and festivals — Lady Gaga at the Fox in 2009, OutKast at Centennial Olympic Park in 2014 and Prince at the Fox in 2017, his last performance.
In October 2015, she booked 10-time Grammy Award–winners and hard rock troubadours the Foo Fighters to Centennial Olympic Park. A sellout crowd of more than 21,000 packed the park that evening. So, when the band began to plan its tour in support of its latest record, “Concrete and Gold,” they called Lawler-Freas. This time, she booked them in a new venue — Georgia State Stadium.
Below, Lawler-Freas discusses becoming one of Atlanta’s top music promoters, landing her dream job as director of programming at the Fox and booking the Foo Fighters to perform at her alma mater.
I used to tell my husband that, when I grew up and got a big girl job, I wanted to book the Fox Theatre. This position came about when the Fox opted to become more of a player in the marketplace and do their own programming. When I got a call asking if I was interested in applying for the position, I laughed and said, “Are you kidding me!”
When I interviewed, I told Alan Vella, our president and CEO, that I really wanted the job but wasn’t going to close my business down. So, if we could make that work, then I’d be all in. And we’ve made it work.
My first big shows when we started Rival were two performances by the Pixies in 2004. It was incredible. Prince was the last show I did here before I took a position with the theatre. It was one of the most monumental shows I’ve ever been a part of. I stood in the auditorium and watched the entire show, and I couldn’t believe it.
Yes, it does! We had that great Centennial Olympic Park show with them, and the band had a great time. I always wanted to do a show at Turner Field, but I was roadblocked a few times. When the band called this time, I thought, “OK, what do we do that’s bigger than Centennial Park?” Georgia State opened the doors, so I was like, “Oh, we are so doing this!”
To be honest, the Foo Fighters were a little nervous about it at first. They worried the venue was too big. So, I said, we’ll go conservative and not open the upper deck. But then the show sold out, so we opened the upper deck and sold more than 31,000 tickets.
I started as a runner and production assistant during the Olympics. After that, I was hired to be a runner at Chastain Park Amphitheater, and when the summer was over, they asked me to work in the office. I was the receptionist there for about six months. Then, I started booking the old Cotton Club when it was in Midtown. After that, I started booking the Tabernacle and the Music Midtown festival. It all happened very fast — in like a year or a year and a half.
There is (laughing). I had been working in the business for about nine years, and when I started to go and do my own thing there was a lot of ugly talk going on — stuff like, “She’ll never make it,” or whatever. So, I said, OK, if it’s going to be ugly and hurtful, let’s call a spade a spade, and I named the company Rival.
I grew up in Gainesville, Ga., and I couldn’t wait to move to the city. I was working at a bar and going to school, and then I got this opportunity during the Olympics. I couldn’t go to school during the day, so I had to take night classes and 8 a.m. classes, then go to work at 10 a.m. It was a lot of juggling. Back then, bars were open in Midtown until 4 a.m., so there were days where I would go to class at 8, work from 10 to 6, go let my dog out, then work at the Cotton Club until 4 a.m.
It was a tough time, and my grades suffered a little bit, so I took some time off. I went back after my father died because I only had a year left to graduate. I did that for him because he wanted me to graduate college. Even though I was neck-deep in my career, that was something he wanted, and I wanted to honor that.
To be honest, a lot of people I’ve met have been really disappointing, and it’s made me not care to meet “rock stars,” so to speak.
That said, Johnny Cash was – by far – the coolest person on the planet. André 3000 from OutKast is also a wonderful person and nice guy. Dave Grohl from the Foo Fighters is as cool as you’d think. When he rolls into town and knows your name and wants to hang out and drink beers at the end of the show, that’s pretty cool.
Well, I don’t like to hang out with rock stars (laughing). I like to spend time with my husband, my two children and my two dogs. We like to garden, go camping and hang out. Pretty normal stuff. I do have a motorcycle, but I don’t get to ride very often.
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To be honest, a lot of people I’ve met have been really disappointing, and it’s made me not care to meet “rock stars,” so to speak.
That said, Johnny Cash – by far – was the coolest person on the planet. André 3000 from OutKast is also a wonderful person and nice guy. Dave Grohl from the Foo Fighters is as cool as you’d think. When he rolls into town and knows your name and wants to hang out and drink beers at the end of the show, that’s pretty cool.
Well, I don’t like to hang out with rock stars (laughing). I like to spend time with my husband, my two children and my two dogs. We like to garden, go camping and hang out. Pretty normal stuff. I do have a motorcycle, but I don’t get to ride very often.