MONTREAL – It’s confirmed: U2 will play Montreal on July 16.
The band will perform on the polo field at the Montreal Hippodrome, kicking in $3 million for the construction of a temporary open-air stadium to fit 60,000 to 80,000 people.
It is the only date for which U2 is not performing in a pre-existing stadium, not to mention fronting the cost of building one.
“It’s unprecedented,” said Jacques Aubé, vice-president and general manager of promoter Gillett Entertainment Group.
“It’s historic. It will be the biggest paid show in an open-air stadium in Montreal.
“After the concert, the stadium will be demolished and (the site) will become a real estate project.”
The fact that the band is building a new venue to play here is a testament to its love of Montreal, Aubé said.
But it’s also a testament to the grand scale on which a monolithic rock band such as U2 can afford to operate. Tossing in $3 million to build a stadium for a night (or maybe two – don’t discount the possibility that a second show could be added once the first one sells out, as happened in Toronto in September) is the privilege of the mighty, and wealthy. But you can bet the band is also getting bang for its buck.
Do the math and it’s easy to see that this is a money-making enterprise. Tickets for the show cost $30 to $250. Average that out to, say, $90 per ticket, with 70,000 tickets sold, and you’ve got a cool $6.3 million.
Comparable-sized shows on U2’s tour have earned between $5 and $7.5 million each in ticket sales, according to Wikipedia, citing Billboard Boxscore for its numbers; the band’s Oct. 28 show before 64,000 people in Vancouver pulled in $5.7 million, according to the site.
That’s not counting beer, food, merchandise and spinoff CD sales. Aubé said the event would inject $10 million into the Montreal economy, not counting revenues from the concert itself.
But while nobody’s working for free here, U2 is apparently doing its best to make this affordable to everyone: 55 per cent of the tickets cost less than $55, Gillett said Monday, and 85 per cent of tickets will cost $95 or less.
This despite the fact that 55 per cent of the total show budget is going toward labour costs for the building and dismantling of the site, according to Gillett. That’s a big overhead. (But, it must be noted, if the band adds a second show, that percentage goes down – with the stage already built, there’s a lot more profit coming in.)
The building of the giant stage alone – not counting the $3 million for the Montreal stadium – costs $750,000 in labour per show, according to canoe.ca, which reported that despite all the sellout crowds, U2 didn’t actually begin to pull a profit on the tour until the first North American leg ended last month.
U2 sold out every date on the tour’s first leg, which started June 30 in Barcelona and wrapped in Vancouver, seeing the band play to over 3 million fans in 44 cities and pulling in over $311 million in ticket sales alone.
While it is ostensibly called the 360° tour because of the panoramic view of the stage, the title could also be a reference to the band’s 12-year deal with promoter Live Nation. Live Nation’s 360 deals with Jay-Z and Madonna include ticket sales, merchandise, online revenues, publishing, endorsements, DVD rights and more. But U2’s contract with Live Nation is not technically a 360 deal, as it does not include publishing and the band has retained its label, Universal.
Gillett and Live Nation have been working on the possibility of a Montreal date for months. The biggest problem was finding a venue big enough to host the show (including the 150-foot-wide stage, featuring a massive steel spider-like structure) and complying with U2’s request for an open-air stadium.
The Olympic Stadium’s roof is not retractable; Jean Drapeau Park is too small; even the Hippodrome wasn’t big enough originally, which led to talks of constructing a venue specifically for the event. The temporary stadium will take two months to build and one month to strike.
“C’est assez flyé comme idée,” Aubé said. (Rough translation: “It’s a pretty wild idea.”)
The last time U2 was in town was in November 2005. The band performed two sold-out nights at the Bell Centre, with opening act Arcade Fire.
This is U2’s first North American stadium tour since 1997’s Popmart tour. Apparently Bono and his boys still have something to prove.
U2 performs July 16 at the Hippodrome. Tickets cost $30 to $250 and go on sale Saturday at noon. Call 514-790-2525 or go to
www.geg.ca.