Alex Hodges Upped to CEO of Nederlander Concerts

He replaces Adam Friedman, who is stepping down after serving in the position since 2006.

Music industry veteran Alex Hodges has been promoted to CEO of Nederlander Concerts, it was announced Tuesday.

Hodges, a former agent, promoter, manager and president of the House of Blues concert division, replaces Adam Friedman, who announced last week that he is stepping down after serving in the post since 2006.

In his second stint with the firm, Hodges has served as the COO for Nederlander since 2007. He managed the talent and marketing departments as well as concert operations for Nederlander’s iconic venues including the Greek Theatre and the Pantages Theatre in Los Angeles; the Santa Barbara Bowl; the Grove of Anaheim; RIMAC Arena and Field at UC San Diego; Raley Field in Sacramento; and the San Jose Civic.

Nederlander was ranked as the 16th highest-grossing concert promotion company in the world in 2010, according to Billboard Boxscore.

Hodges will be responsible for the management and direction of the company while overseeing the marketing, programming and operations of live events for all of Nederlander’s venues.

“Alex has played an essential role in cultivating the company by bringing some of the most memorable concert bookings into our venues,” Nederlander Organization president James L. Nederlander said. “Since rejoining our company, Alex has done an outstanding job guiding the team to success, even in a down economy. I am confident that with his focus, vision, vast experience and strong relationships in the industry, the company will continue to thrive.”

The company noted that under Hodges’ direction, Nederlander lowered the average ticket price per show at several venues and implemented a flexible seating capacity program, creating a sellout experience for artists and tours of any size. That in turn attracted many new headline artists to its venues for the first time.

“Live entertainment is a rare commodity, and our iconic venues offer the best experience for both the artists and fans,” Hodges said. “Although the industry has changed immensely over the years, Nederlander remains a constant in California and we will continue to provide quality entertainment at reasonable prices with innovative marketing strategies.”

This year, the Greek will celebrate its 80th anniversary, the San Jose Civic will reopen in the spring after a city-funded $10 million renovation, and Nederlander will soon present events for the Santa Monica Civic Auditorium, which will undergo a city-funded $25 million renovation.

In an interview with Billboard last week, Friedman called his exit “a very amicable parting,” adding that he felt he had achieved the goals he took on when he became CEO five years ago, including “repositioning and rebranding the company to what I consider to be one of the premier boutique concert promotion firms, with the most iconic small to mid-sized concert venues.”

Hodges has been in the business for more than 40 years.

Before Nederlander, he served as president and CEO of House of Blues Concerts after the company was sold to Live Nation. He had a stint at Nederlander from 1988-94 as vp of Nederlander Concerts.

As an agent, Hodges represented such acts as Otis Redding, Sam and Dave, the Allman Brothers Band, the Atlanta Rhythm Section, Lynyrd Skynyrd, the Police and the Charlie Daniels Band, and he was the manager of Stevie Ray Vaughan at the time of his death.

In 1984 after moving from Georgia, he became senior vp in charge of the West Coast music and live performance departments at ICM.