MCA Concerts has named Jay Marciano president, giving the industry veteran responsibility for overseeing the operation of the company’s nationwide network of venues, including the Universal Amphitheater.

Marciano has extensive experience in opening new venues, which will likely play an important part in the long-term strategy of the concert facility firm. MCA is expected to begin increasing its alliances with local promoters and establishing co-venture venues with sponsors under Marciano.

MCA pacted in 1992 with Denver-based Fey Concerts, tapping into the local promoter’s established venues in the region while giving it the resources of a bigger entity and ensuring both companies a presence in the important market.

Other agreements, such as one with the Cleveland Symphony Orchestra, give MCA a long-term hold on the Blossom Music Center in the Ohio city.

Marciano is expected to develop more deals like the Fey association. “I consider that a model partnership,” Marciano said. “It proved a big company can successfully mix with an independent promoter.”

As senior VP of MCA Concerts Canada, Marciano oversaw the development of the company in that country, cultivating a number of important associations, such as a joint venture with Molson Breweries. MCA and Molson have broken ground on a downtown Toronto arena, striking a deal that gives the brewery an active voice in the operation of the facility.

“It is part of our strategy that will give (Molson) a voice in the long-term running of the venue, while giving us the day-to-day responsibilities,” Marciano said. “And we can piggyback on their (larger) advertising budget getting artists and their shows placement in Molson’s ads. That solidifies for concertgoers the link between the artist, the venue and the product and advancing the typical sponsorship arrangement to another level.”

MCA owns or operates eight venues, including the Starplex in Dallas, the Gorge in Washington, the U Amphitheatre and the Santa Barbara County Bowl.

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