Grammy winner Zac Brown cuts deal to rename F’ville venue

There’s a new name and a bit more activity coming in the future for Fayetteville’s downtown amphitheater.

The venue will now be known as “Southern Ground Amphitheater” in a nod to a partnership between the city and Grammy award-winning country musician Zac Brown, who is building a youth summer camp between Fayetteville and Peachtree City that is slated to open in 2014.

Brown — a Grammy-winning front man for the Zac Brown Band — will be using the amphitheater as a site for high-profile promotional events and concerts to raise awareness and money for Camp Southern Ground, which will provide a camp experience for children including those with special needs.

The amphitheater will also be used for camp-related special events and as a centrally located pick-up and drop-off center for campers.

New signage will be erected at the amphitheater, formerly known as The Villages Amphitheater. One sign will be placed along Tiger Trail and another is expected to be added to the stage roofline, officials said.

The newly-branded Southern Ground Amphitheater will kick off its 2012 concert series June 9 with country artist Travis Tritt.

Fayetteville Main Street Director Brian Wismer said the partnership will potentially drive more visitors to city hotels, restaurants and retail businesses and benefit the camp.

“The increased exposure from the rebranded amphitheater will be a big plus for Fayetteville,” Wismer said.

The amphitheater is owned by the Fayetteville Downtown Development Authority and managed by the Fayetteville Main Street Tourism Association.

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