Operation of Local Civic Center ‘Cranked Up’

By Misty Cryer

Many locals have fond memories of performances and events at the Walter Gerrells Performing Arts Center, commonly called the Civic Center in Carlsbad. Carlsbad Live, LLC, one of Curtis McKinney’s companies, recently resumed management of the city-owned facility.

The company’s vision is to make it the entertainment hub it once was, while serving the current population and honoring the facility’s cultural importance to the town.

Prior to the COVID pandemic, Curtis said he managed the civic center for years. “When COVID came around, the facility shut down. The City had no choice but to terminate the contract,” he said.

“The city is really excited to get Curtis back to manage the facility for the community,” said Dina Navarrette, the City of Carlsbad’s Director of Community Development.

“We’re really excited to be back,” said Curtis. “I’m really appreciative of the city for giving us the opportunity to come back.”

Dina shared the desire to diversify entertainment to accommodate the population of the community for people of all demographics.

“It may take us a minute, but we’ve got to hone in on what the community wants now, because it’s different than it was five years ago,” said Curtis. He encourages the community to email carlsbadlive@gmail.com to share what they would like to see. “I would love to hear from them,” he said.

Both Dina and Curtis said the city has been managing the facility. Dina said the city isn’t really in the business of promotion, although they could rent the facility. She said Curtis has industry contacts to bring entertainment to town while managing the facility and the rental of the Annex. While the fees have increased, Dina said it is competitively priced.

Around the first of the year, Curtis said, the City of Carlsbad put out an RFP. “We bid on it, and we were fortunate enough to get the contract.” He said they have just started managing the facility, and they have a lot of plans.

Part of the plan is to fulfill what is left on the calendar for 2025 and 2026. “We’ve got a list of people who want to rent. We’re going to try and help as many of them as we can,” said Curtis. “We also have to take time for shows and events,” he said.

Curtis acknowledged that 2026 will be a little difficult. “We’re already late in the season to be booking into ‘26,” he said, adding that a lot of tours and entertainers are booking now, or they already have for next year.

He said, while unsure of the start date, he has been working on some things. “It’s a little later than we had hoped. We think we can still come in at a sweet spot where we can still do some events,” he said.

“We plan on bringing Hawgfest back next year,” said Curtis, adding that some outside promoters and the big tattoo show are coming in. He said he just signed a show for February in which Bill Brooks will pay homage to Don Williams by playing his tunes. “That ought to be a really cool show because a lot of people like Don Williams, and he’s really good,” he said, adding that he is also talking with some promoters who want to do a Norteño series of concerts.

While there will be some shows with some “big stuff” going on, Curtis said, “I can see ‘27 being more geared towards concerts and events.”

With a new administration since the prior contract, Curtis said, “They have done some really nice improvements to the civic center. I was really impressed with it when I came in.”

With upgrades to the facility, Dina said, “It’s in good shape.”

Curtis said he feels like it is a great facility. “This building means a lot to me, and I know it does to the community, too. I performed on that stage when I was a kid,” he said.

From past experiences, Curtis said he learned, “It’s hard to grab all of those calls, and you don’t want to miss anyone’s call.” The solution is an 800 number (833-721-8266) that is available 24/7 for everyone to call.

“We have developed an AI Assistant, and she is fantastic,” said Curtis. He explained that callers can talk to her, ask her questions, and she will pretty much answer. “As soon as somebody talks to her, we all get the message. It’s a lot better than trying to call me on the cellphone or someone calling after hours; it’s going to be answered,” he said.

CarlsbadLive.com will soon have an event calendar that shows when the center is booked and what’s coming up. Curtis also advised watching his business and personal social media accounts for updates, including Facebook.com/CarlsbadLive, adding that all of the Cranked Up brands’ social media accounts will be talking about it as well.