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The Feldman Agency Teams with Tennis Canada For a New Outdoor Music Venue in Toronto

At Sobeys Stadium in North York, The Bowl will host up to 9,000 people starting in 2024 and promises at least 15 concerts next year.

Sobeys Stadium, where The Bowl will open

Sobeys Stadium, where The Bowl will open

Courtesy Photo

The Feldman Agency and Tennis Canada are teaming up to open a new open-air music venue in Toronto in late-Spring 2024. The Bowl at Sobeys Stadium will have 9,000 seats and host concerts, comedy and more.

The introduction of The Bowl brings outdoor live music to the North York region, located near the York University campus. Sobeys Stadium regularly hosts the international tennis tournament the National Bank Open, and The Bowl opens it up to other kinds of live entertainment -- from country ballads and rock shows to side-splitting comedy acts," says the press release.


“We will be working closely together to provide the best of tennis and live entertainment to Toronto and its surrounding areas,” says Jeff Craib, CEO of The Feldman Agency, in an email to Billboard Canada. “Sobeys Stadium’s location in North America’s third-largest concert market [after New York and Los Angeles] and surrounding population of more than 6.8 million makes it a well-positioned live entertainment venue for both performers and fans.”

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While many of the city's other open-air venues, like Budweiser Stage and Echo Beach, are owned by Live Nation, The Bowl is The Feldman Agency's first foot into venue ownership. The agency, which, after more then four decades of operation, pivoted and diversified during the pandemic, told Billboard Canada FYI last year that, though they've expanded their operations, their business is based on live music. The agency has an enviable roster of talent, from established stars like Avril Lavigne and Shania Twain, to up-and-comers like Snotty Nose Rez Kids.

The Feldman Agency will be managing the bookings for The Bowl, while Tennis Canada will continue to run programs of indoor and outdoor tennis courts at Sobeys Stadium. The venue will also have executive lounges, an onsite restaurant and over 5,000 square feet of retail space for concessions

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In regards to booking talent, Craib tells Billboard Canada that they're still looking to finalize the lineup, but "we can share that we're expecting to host over 15 concerts and events next year.”

Before it opens, The Bowl's website has a 3D tour of the venue.

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