U2 concert successfully tests Penn's concert venue

Future concerts will be sought for Franklin Field during the summer to help bolster Athletic Department revenues. Although the concert Irish rock band U2 held in Franklin Field over the summer was considered a "great success" by University officials, plans are slow and cautious for any future concerts. The Athletic Department did make significant financial gains, however, it wishes to carefully evaluate the U2 concert in order to guarantee future success. "We are not in the concert business," Associate Director of Operations Tony Vecchione said. "Concerts can only continue if we find a manageable group ? one that will fill the stadium and also be managed in this West Philadelphia venue." Vecchione explained that when U2 approached the University last year for the June 8 concert, "it seemed like a good idea at the time and it seemed like something we should try." A key component of the contract was that the promoter of the concert -- The New Adventure (TNA) -- would be responsible to pay for any renovations to Franklin Field needed for the concert. Franklin Field did receive some renovations, most notably the "well-needed" fence below the scoreboard, according to Vecchione. "We had to prepare the venue for TNA, so cleaning costs and such were involved," Vecchione said. Senior Associate Athletic Director Carolyn Schlie Femovich echoed support for the concert, and said "it was a special opportunity to let us utilize Franklin Field -- at a time that would not impact student life." Money raised from ticket sales is going into facility renovations --namely Franklin Field. Director of Athletic Communications Shaun May said, "We made a significant amount of money, enough to pursue another concert. The money is good because it can help cover renovations and other things the budget does not cover." Before the concert, the Athletic Department projected revenues between $100,000-$200,000. Vecchione stressed that few students realize the expense of upkeep of recreation facilities. He noted that compliance with historical societies on older buildings -- such as the Palestra and Franklin Field -- make costs particularly high. Femovich said "creative use" for the U2 concert income is being considered, such as student activities involving athletics. The Athletic Department is taking the U2 concert as a "learning experience", according to Vecchione, and they plan to avoid problems that arose this time. "Our biggest problem was 50,000 patrons who were simply not accustomed to coming and going from Franklin Field," he said."We did not have enough signage, and people were confused." The department will try to organize future concerts in the summer, citing traffic and parking concerns during the school year. Until the mid-1970s, the Philadelphia Eagles played their home games at Franklin Field. Since then, the Penn Relays and Quakers football games have been the only large-scale function held in the facility. Therefore, few Philadelphians have ever been to an event at Franklin Field, and this led to poor crowd flow through the facility. Safety was also a primary concern of the University for the U2 concert, as well as for future concerts. Vecchione emphasized the importance of finding future bands that draw a manageable crowd.

Please note All comments are eligible for publication in The Daily Pennsylvanian.