Live Nation to transform San Diego's Wonder Bread Building into music venue

Live Nation Entertainment has purchased the historic 102-year-old Wonder Bread Building in San Diego’s East Village for $16.8 million. The company plans to transform the property into a new music and entertainment venue with a capacity of approximately 4,000 people, expected to open in fall 2028.

The project aims to address a gap in the local market for mid-sized venues between small clubs and large arenas. The development will involve a mix of demolition and preservation; while two-thirds of the property will be demolished to accommodate a purpose-built concert hall, the northern bakery portion, historic facades, and silo will be restored. The new facility is expected to include a box office, lobby, bar, a second-story premium seating area, and an upscale club concept known as a ‘Vinyl Room.’

Architectural design is being handled by Live Nation’s Blueprint Studio in collaboration with the firm Gensler. The project has received support from the Save Our Heritage Organisation and the building's long-time owners, who emphasized the importance of honoring the site's history through its adaptive reuse.