Live Nation has unveiled plans to convert the historic Wonder Bread building near Petco Park into a 4,000-capacity live music venue. The project is designed to give mid-size touring artists a purpose-built downtown stage, filling a capacity gap between local clubs and large arenas.
The building, long owned by Bob Sinclair and his family, will be adaptively reused rather than demolished. Designed by Live Nation’s in-house group Blueprint Studio alongside architecture firm Gensler, the facility will integrate modern production capabilities, acoustics, sightlines, and backstage amenities into the historic structure.
Historic preservation plans include restoring the building’s facade, renovating the historic silo, and uncovering original brick behind existing concrete exterior layers. The venue is expected to open in 2028 and will host private, corporate, and community events in addition to concerts.
An economic analysis conducted by Oxford Economics estimates the venue will generate $97 million in annual economic impact and support 660 jobs. The facility is projected to attract 316,000 visitors each year, with 126,000 traveling from outside the San Diego metropolitan area.
The project is estimated to drive $53 million in direct spending at surrounding restaurants, hotels, and retail establishments. The development is also projected to generate $12.6 million in state and local tax revenue.
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