July 3, 2020
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Photo courtesy of Lance Sterling.

Lance Sterling is fighting a David-versus-Goliath-style battle. On the Goliath side are the massive live entertainment conglomerates AEG and Live Nation. These mega-corporations account for nearly $20 billion in revenue a year and, through ownership of some of the largest venues and contracts with talent, have a strong grip on the industry.

How do you beat a Goliath that large? If you’re Sterling, you go local. Sterling is owner of Sterling Venue Ventures, which operates five moderate-sized entertainment venues across Southern California. He made Santa Clarita home to The Canyon, a 25,000 foot club located at the Westfield Valencia Town Center. In November, this 1,100 seat state-of-the-art concert venue celebrates its first year anniversary.

Sterling has found inroads in the live entertainment market by offering bands a regional circuit of venues to perform at while offering the fans a roster of world famous talent performing right in their own backyard. In the coming months, The Canyon will host Vince Neil of Mötley Crüe, Nancy Wilson of Heart, Wilson Phillips, Gin Blossoms, Tower of Power, Puddle of Mudd, Buckcherry, Blue Oyster Cult and even the Temptations.

“Santa Clarita has been wonderful,” Sterling said. He stresses that The Canyon will survive as long as the community wants it and so far, business has been booming. “We’re full every weekend. Hopefully soon we’ll be full Thursday to Sunday.”

Despite the major players he’s up against in the industry, Sterling is confident. “We’re a local family business attacking the monopolistic entertainment industry,” Sterling said. “We have broken the back of the conglomerates.”

In addition to national touring acts, The Canyon is host to comedy acts (read our coverage of Sinbad’s recent visit), karaoke nights and Sunday brunch every weekend.

Additionally, Sterling mentioned that he is excited to offer his stage to local bands and artists looking to make a name for themselves. “We want to meet these bands,” he said, adding that he books as many as 900 local opening acts a year across all his venues.

If you’d like more info about The Canyon’s upcoming event schedule, tickets to events or if you’re in a band and want the chance to take center stage, visit https://wheremusicmeetsthesoul.com/canyon-santa-clarita/.

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The Canyon owner Lance Sterling takes on industry giants with local venues
Article Name
The Canyon owner Lance Sterling takes on industry giants with local venues
How do you beat an industry Goliath? If you're The Canyon owner Lance Sterling, you go local.
Publisher Name
The Santa Clarita Valley Proclaimer
Lee Uber

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