The 2,700-capacity Jackie Gleason Theatre in Miami is the latest venue to join Live Nation's rejuvenated Fillmore brand. Live Nation has finalized a 10-year pact (with a five-year extension) with the Miami Beach City Commission, to operate, manage and exclusively book the venue, to be rechristened Fillmore Miami Beach at the Jackie Gleason Theater.

Live Nation expects to invest $3.5 million in improvements to the venue, which will include the addition of food and beverage facilities and a VIP seating and lounge area. In addition, wood flooring will be installed in the main music hall, giving the venue a variable configuration of general admission and reserved seating. An overhaul will also be made to the sound and lighting equipment. The renovations will begin immediately and it is expected that the music venue will re-open for business in the fall of 2007.

The deal gives Live Nation an important mid-sized live music venue in the key south Florida music market and is yet another step in the companies aggressive activity in the small to mid-sized venue market. This will be the sixth venue under the Fillmore brand (joining San Francisco, Denver, New York, Philadelphia and Detroit), and the company now runs 11 House Of Blues clubs.

Live Nation CEO of North American music Bruce Eskowitz told in a previous interview that Live Nation would continue to be "very aggressive" in the small and mid-sized venues space with the House Of Blues and Fillmore brands. "A lot of times people don't realize that we produce thousands and thousands of club shows a year," he says. "We do this all day, so I think you can look at us converting other buildings we have in North America to House of Blues or Fillmores, as well as continue to expand."