LEWISTON – As arenas go, the Colisee’s 4,500-seat capacity seems kind of puny. Not to Jeff Schumacher, though.
In his office one story below the ice where the Lewiston Maineiacs prepare for the hockey season, the Colisee’s general manager tries selling the remodeled building to promoters and producers.
His aim: to match the 35 hockey games played here each year with at least 35 other events.
“There are so many acts that would work,” said Schumacher. “We have a pretty good mix already.”
An eclectic mix is developing.
On Nov. 3, the Colisee will host the band Slipknot, a heavy-metal band known for the gruesome masks its members wear on stage.
Only two days later, on Nov. 5, the arena is scheduled to host the Moscow Circus on Ice, known for its clowns, jugglers, dancers and dogs.
Other upcoming events include a World Wrestling Entertainment show in December and Care Bears Live early next year.
“This is the perfect venue for concerts and family shows,” Schumacher said. But he wants more.
Though few widely known names have played the Colisee, Schumacher believes that could change. Once promoters become familiar with the venue, they might bring any assortment of people.
Behind his desk, Schumacher scanned Billboard Magazine’s Top 10 lists, stopping at the names of performers who could come here. He highlighted several, from country music newcomer Gretchen Wilson to “American Idol” winner Kelly Clarkson.
“It’s all about math,” he said. “It’s the number of seats times the ticket price.”
The venue is perfect for even the most popular comedians to perform, he said. And many sporting events could be a draw.
“We’re not Portland, but we’re in that market,” he said.
Schumacher is in talks with cable sports channel ESPN to bring nationally televised boxing here. He’s also working to bring a big-name comic.
Those plans are still in the works, along with other events for which he wouldn’t offer a hint.
He figured he spends about half of his time working the phones, becoming a salesman for the arena. He’s helped by his employer.
Schumacher works for Global Spectrum, a company that operates stadiums and arenas around the country. The company was hired by the city of Lewiston, which owns the Colisee.
Another portion of Schumacher’s time is spent on the administrative duties, from making sure the lines outside the beer stands move along to training his staff to examine the cost of every item they sell.
The arena’s remodeling was somewhat unfinished when he took over in June.
“The city did the heavy lifting,” he said. About $2 million was spent on the remodeling. Schumacher wants to landscape the exterior.
Some of the changes are less noticeable, though.
Since coming on in June, he has increased the number of signs throughout the building, streamlined the concessions, boosted catering to the VIP lounge and taken ticket sales to the Internet.
He has also asked his staff to thank people as they leave every event.
“We want people to leave happy,” he said.
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