Wonder Bread Building Performing Arts Conversion

Rendering courtesy of Live Nation

The Wonder Bread Building, located at 14th Street and L Street in Downtown San Diego, is the site of a new adaptive reuse project by entertainment giant Live Nation, which will transform it into a mid-size concert venue for touring acts.

The building, which is 102 years old, is currently occupied by a location of Mission Brewery, a local craft brewing company, which took over the property in 2011. Live Nation purchased the property in late June, according to the San Diego Union-Tribune, and is currently seeking permits from the City. The closure of Mission Brewery, which was first reported by San Diego Beer News, will occur on August 31st, with the Live Nation-led redevelopment of the site expected to be complete in 2028.

Mission Brewery's East Village location, currently housed inside the Wonder Bread Building. (HGW Architecture)

Back in 2016, the Wonder Bread Building became embroiled in a fight over a new stadium for the then-San Diego Chargers football team, which would have required owner Gay Sinclair to sell the building - or see it taken via eminent domain - to make way for the stadium. Those plans never came to pass, and the Wonder Bread Building now stands ready for a smaller project.

"This project represents an investment in San Diego's future as a destination for live music and entertainment," said John Schalk, Vice President, San Diego Market at Live Nation, according to a press release issued by the company in August. "We've been missing a venue of this size, and this project will help attract a broader range of touring artists, bring more shows to the region, and contribute to the continued growth and energy of downtown."

The area surrounding the Wonder Bread Building is comprised of MTS' Imperial Avenue Division bus base, the Central Library, Petco Park, and several apartment buildings. (Samuel Sharp / BuildSD)

The building's existing structure and historical elements will be maintained, Live Nation says. The company also claims that an analysis by Oxford Economics estimates the venue will generate approximately $97 million in annual economic impact and support 660 jobs.

Live Nation is already the owner of smaller San Diego venues such as The Observatory in North Park and the House of Blues in downtown, as well as the North Island Credit Union Amphitheater in Chula Vista, and serves as the primary booker for San Diego State University's concert venues.