For the second summer season in a row, the Hollywood Bowl in Los Angeles has broken attendance and sales records. In a span of 12 weeks, from June 23 to Sept. 24, the 17,300-seat outdoor venue self-pr

For the second summer season in a row, the Hollywood Bowl in Los Angeles has broken attendance and sales records.

In a span of 12 weeks, from June 23 to Sept. 24, the 17,300-seat outdoor venue self-produced more than 70 concerts in genres including classical, jazz, pop, world and rock.

Hollywood Bowl GM Arvind Manocha tells Billboard.biz that in recent years, the amphitheater has taken a proactive approach to redefining its portfolio of concerts.

“This past season was probably the broadest spectrum of concerts the Bowl has ever presented,” Manocha says. “In the last year we launched a new campaign with our agency that was a reflection of the program strategy we’ve embraced for the last couple of years, which is to be bold, slightly sexier and to signify that the Bowl is a contemporary and vital venue.”

Since 1991, promoters Andy Hewitt and Bill Silva have jointly owned a company that brings between 10 and 15 concerts to the Hollywood Bowl each year. This summer, according to Billboard Boxscore, the pair brought sold-out shows from Andrea Bocelli (June 11); Crosby, Stills, Nash & Young (July 31); and Dave Matthews Band (Aug. 28).

Hewitt’s explanation for this summer’s success is simple. “We’re breaking sales records because people want to see what we’re producing,” Hewitt tells Billboard.biz. “We strongly believe in diverse programming because we live in a diverse marketplace.”

Total attendance for all summer concerts at the Hollywood Bowl saw a 5% increase from 2005, according to the venue. Tuesday/Thursday nights with the Los Angeles Philharmonic increased by 8%, brining a total of 111,876 concert-goers; the KCRW World Music Festival sold-out five of six Sunday performances with a 22% rise, attracting 95,315 fans; and Wednesday jazz nights increased by 4%, brining in 73,000 people.

Along with contemporary and diverse programming, Manocha attributes the success to recent improvements made to the venue, which include a new shell and a renovated park entryway.

“We’ve continued to make major renovations every summer so the facility stays fresh,” he explains.