SYDNEY, Australia — Playbill Group, the venue management business that operates the Hordern Pavilion, a Sydney landmark, has struck a partnership with AEG Presents and Frontier Touring, part of the Mushroom Group.

Going forward, Michael Nebenzahl continues as managing director of Playbill, in a “business as usual” arrangement, reads a joint statement.

Playbill and Frontier, both Australian, family-founded companies proving competitive on the global stage, have much in common, Frontier Touring CEO Dion Brant tells Billboard. “When we met Michael and his team it became obvious that the similarities didn’t stop there. We think very similarly, we have similar values and a similar culture. Both companies care deeply and go the extra mile for their clients, be it a theatrical production, a sporting team, or a music artist. Both go out of their way to treat fans well. And both focus on hiring and developing talented people, care about their people and trust them to deliver day in day out.”

He adds, “with all the things the companies have in common the partnership feels natural for both.”  

Formed in 1958 by Brian and Jocelyn Nebenzahl, Playbill’s interests include management of the Hordern Pavilion, which this year celebrates its 100th anniversary, and will host the ARIA Awards this November for the third-successive year.

From its grand opening in 1924 until 1983 (when the now demolished Sydney Entertainment Centre first opened its doors), the Hordern, with its 5,500-capacity, was the largest indoor venue in the country’s biggest city. Over time, the room has hosted concerts by a who’s who of global superstars, from Frank Sinatra to Coldplay, Foo Fighters, Nirvana, David Bowie, Queen and the Jackson Five.

Playbill also merchandises for theatrical productions including musicals, national theatre and music companies in 12 countries worldwide, and partners with major sporting teams and operates venue concessions across the country and in Asia.

Playbill’s merchandise division has “been a mainstay” of the theater scene in Australia for over 60 years, notes Brant, “and is now a major force” on the world stage. ​ ​ 

“I am delighted to be partnering with AEG Presents and Frontier Touring in this next phase of the Playbill journey,” comments Nebenzahl in a statement. “We have always prided ourselves on serving our customers, whether in musical theatre, sport or as a venue through the Hordern Pavilion. In AEG, we have found a like-minded partner to continue to honor the legacy my parents created when they founded the business.”

Frontier Touring and AEG Presents, the live-entertainment division of Los Angeles-based AEG, struck a strategic joint venture in 2019, formalizing a successful 12-year arrangement on tours into these parts. With that agreement, the award-winning Australian concerts specialist stepped into a global family whose portfolio includes venues around the globe, many at the arena-and-stadium level.

AEG has a long-established presence here through its then-named AEG Ogden joint venture, the largest venue management company in Asia Pacific. In 2019, AEG Facilities, the venue management subsidiary of AEG, announced a merger with SMG to create a new management empire called ASM Global, which would collect more than 300 facilities worldwide under a single banner.

“The Hordern and Frontier have a long-standing relationship bringing the best live music to Sydney,” comments Anthony Dunsford, GM Playbill Venues. “We look forward to continuing our role to bring iconic acts to the fans.”