Palace Sports and Entertainment to Co-manage Sterling Heights’ Freedom Hill


Palace Sports and Entertainment today announced it has joined with Luna Entertainment to manage bookings and marketing for the Freedom Hill Amphitheatre in Sterling Heights. Financial terms of the agreement were not announced.

“By implementing our operational execution strategy and utilizing our strong industry relationships, we hope to elevate the Freedom Hill concert experience and provide additional variety to the summer concert schedule,” says Dennis Mannion, president and CEO of Palace Sports and Entertainment.

Mannion says Palace Sports and Entertainment and Luna Entertainment will partner to manage all aspects of the facility, including event bookings, marketing, sales, sponsorships, public relations, staffing, concessions, and parking. He says Palace Sports and Entertainment will work to attract a wide range of touring acts to Freedom Hill.

Novi-based Luna Entertainment has spent more than $2 million in facility improvements since acquiring Freedom Hill in 2012, including technology and cosmetic improvements. In May, Luna upgraded Freedom Hill’s audio system and created a mobile app for the 2015 season that allows fans to order food prepared by Warren-based Andiamo Restaurant Group from their seats. 

Freedom Hill has a covered pavilion with more than 4,000 seats and lawn seating for about 3,000 people. Tom Celani is the co-owner of Freedom Hill with Joe Vicari, CEO of Andiamo Restaurant Group. Celani also owns Luna Entertainment, which he founded in 2001 to oversee his gaming projects.

Palace Sports and Entertainment owns The Palace of Auburn Hills and DTE Energy Music Theatre, and manages Meadow Brook Music Festival in Rochester Hills.