A contract being negotiated by the city and a concert production company could bring in $250,000 to the Santa Monica Civic Auditorium this fiscal year, according to the city staff.
A proposal by Avalon Attractions of Encino may provide the resources necessary "to rebuild the reputation of the auditorium as a viable concert venue," a staff report said.
Avalon, which produces mainly pop and rock music concerts, proposes to put on 20 to 25 concerts this year. Last year, only four public concerts were presented at the 3,000-seat auditorium.
The auditorium's small seating capacity has made it difficult to meet increased production costs.