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Sunrise Market Place is place to be for music

By: Penne Usher, Folsom Lake Entertainer
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Big names in the music industry will hit the stage at Sunrise Market Place for the first Sunrise at Night Concert Series. The new music venue kicked off Aug. 10 with Charlie Daniels and Lone Star. “It was amazing to see the turnout and see the younger people,” said Jaime McDaniels, with Sunrise Market Place. “We actually saw a much younger crowd than we expected. People were really enjoying themselves.” The series of concerts came to be as the Sunrise Market Place Business Improvement District sought to expand its entertainment options. The outdoor pavilion is located on the north side of Sunrise Mall near the north Macy’s. Parking is free and ticket prices range from $19.50 up to $82.50 depending on the show and type of seating requested. The stadium has been at the site on and off for the past several years. Three Dog Night, America and the Commodores are a sampling of the upcoming concerts. The Sacramento Capitals World Team Tennis played at the stadium from 2002-2006. “During the 2011 season, on-site research reflected additional spending in the district by attendees before each match, generating more than $400,000 in additional sales revenue,” said Kathilynn Carpenter, executive director of the Sunrise Market Place BID. “With the addition of concerts this year, the potential to generate an additional $1 million in sales revenue within the district is very promising.”  The 2,500-seat stadium offers an alternative to larger venues located in the area.  Food and beverage vendors are on-site as well. McDaniels said an added bonus for purchasing reserved seating or box seats is at-seat serving. “With the exception of floor seating, we have wait staff that will deliver drinks and such,” she said. “This really adds to the experience.” Christi Woodards, general manager of Sunrise Mall, said she hopes the addition of the concert series at the Citrus Heights mall leads to more entertainment in the future. “We are very excited about this opportunity to provide more entertainment options to the Sacramento region,” she said. “In the future, we hope these events pave the way for a year-round performing arts and sports center located within the district, which would be an amenity for residents and surrounding communities.” To learn more and purchase tickets to the concert series, visit shopSMP.com.