Live Nation to Convert Historic San Diego Wonder Bread Plant into 4,000-Seat Music Hall

Live Nation announced that it will transform the historic Wonder Bread factory in downtown San Diego into a sleek, 4,000-seat music venue expected to debut in 2028. Rather than demolish the site, the company intends to uncover and restore the original brick exterior, integrating contemporary sound engineering, sightlines and production amenities. Blueprint Studio, in partnership with architecture firm Gensler, is handling the adaptive-reuse design.

The $16.8 million acquisition addresses a shortage of mid-size venues between intimate clubs and large arenas, aiming to draw a broader range of touring artists. An Oxford Economics study projects the venue could generate about $97 million in yearly economic activity, host 316,000 patrons, support 660 jobs and contribute $12.6 million in state and local taxes. In addition to concerts, the space will be available for private, corporate and community events.