Other improvements included considerable attention to the lighting, where Nilforushan went about creating a quick and easy way to affect mood and ambiance.
Other improvements included considerable attention to the lighting, where Nilforushan went about creating a quick and easy way to affect mood and ambiance.
“I always bring in new lighting for big events, because I think it gets boring if you just have the same lighting all the time,” he said. “I redo lighting all the time, but I also do lots of special things. Like when we have the club nights, we always make it look different. We try to change it up. I don’t want it to be monotonous and always have the same look.”
Nilforushan even made improvements for the performers, increasing the stage by 15 feet and completely overhauling the backstage area, which now includes cushy furniture and a luxury bathroom comparable to what one might find at a 5-star resort in Vegas.
Most amazingly, Nilforushan made the improvements while operating the business at the same time.
“We would do renovations at night, all the way until 5 in the afternoon before a show, and then take all of the machinery out, sweep up, have the concert and start again,” he said. “It was a lot of work.”
In addition to the cosmetic improvements, Nilforushan also went about improving the talent appearing at 4th & B. He forged a relationship with Live Nation, which is now booking 4th & B’s name concerts under an agreement between the two sides.
“They’re incredible,” he said. “They’re the most powerful entity in music and they have access to every top band in the world.”
Some of the acts to perform at 4th & B since Nilforushan became owner include UB40, Ice Cube, T.I., Snoop Dogg and Jurassic 5, as well as world-renowned DJ’s such as Armin van Buuren, Tiësto, Paul van Dyk and The Crystal Method.
“For me, I’d like to see a Keith Urban unplugged,” Nilforushan said of his future expectations. “I would love to maybe get the Goo Goo Dolls in there. The next step, I would love for it to be a major, major artist unplugged and for people to say, ‘Wow, we saw an amphitheatre act in a small room.’ That’s my next goal.”
“The vision that I had for it, we’re almost there,” he continued. “We’re not quite there with the amount of shows and the quality of shows that I ultimately want to see, but we’re starting to get the big names and the big acts like I thought.”
Nilforushan said that he is already considering further renovations in the not too distant future. He has visions of opening the roof and going upward in order to increase capacity from 1,500 to 3,000. The costs, he said, would be an additional $2-3 million in improvements. The San Diego Sports Arena and San Diego State University’s Cox Arena both have concert capacities in the range of 6-7,000, so increasing 4th & B’s capacity would provide new booking options in the local market.
“The 3,000 act is really solid right now, because there’s a lot of bands that you could get that could fill that 3,000, but maybe they’re a little risky at the 6-7,000,” explained Nilforushan. “Like you can get a Pink and get 3,000, where for 6,500 you need Justin Timberlake and Pink.”
“This is a real tough business,” he continued. It’s hard; it’s a lot of work. I don’t recommend it for people who are faint of heart, because you’ve got to be ready to lose $50,000 one night and just laugh it off. And it’s real, it happens all the time.”
For more information on 4th & B and their upcoming shows, visit their official Web site – 4thandB.com.
