The City of Sacramento is preparing to celebrate Memorial Auditorium’s 100th anniversary in 2027 with Memorial 100, a yearlong series of concerts, historical exhibitions and community events.
The Sacramento City Council voted Tuesday to move forward with the initiative, approving a framework that includes a centennial weekend in February, summer exhibitions featuring Sacramento’s Tower Records history and a free outdoor projection show near the end of the year.
The initiative will be funded with $1.05 million from the City’s Community Center Fund. No General Fund money will be used. Ticket sales, sponsorships, merchandise and food and beverage sales are expected to offset some costs, with revenue depending on final programming and attendance.
“Memorial Auditorium has been part of Sacramento’s community life for generations, from graduations and concerts, civic gatherings to sporting events, it is a very special place for so many people in our community” said Dustin Hollingsworth, interim director of the Convention and Cultural Services Department. “This anniversary is an opportunity for everyone to come together, share their memories and celebrate the auditorium’s place in Sacramento’s history.”
In 1927, the Memorial Auditorium opened its doors in memory of Sacramento’s veterans and served as a major entertainment and convention destination for the region. Today, its legacy continues as part of the SAFE Credit Union Convention and Performing Arts District.
Staff from the district, the Center for Sacramento History and the Office of Arts and Culture are working together to develop Memorial 100.
A centennial weekend
A two-day celebration is planned for February. A ticketed Saturday music event would feature Sacramento artists, bands, DJs and other performers throughout the building.
A free Sunday community open house would give visitors a chance to explore the auditorium and learn about its history and commemorative purpose. The restored Roll of Honor would serve as a focal point, alongside archival materials, oral histories, artifacts and music.
Summer music exhibitions
Exhibitions planned for July and August would pair Rock U: The Institute of Rock and Roll with a new exhibition drawn from the Center for Sacramento History’s Tower Records Collection. Performances, conversations, educational programs and workshops could accompany the exhibitions.
The approved budget includes $400,000 to design and build the Tower Records exhibition so it can travel to other venues after its auditorium debut. The exhibition could be displayed elsewhere in Sacramento and offered to museums and cultural institutions in other cities. It could generate future revenue for the Center for Sacramento History through rentals, licensing and sponsorships, extending the City’s investment beyond 2027.
The summer exhibitions are intended to bring more visitors to the auditorium during a historically slower period.
A free outdoor finale
A free outdoor projection show planned for November or December would use the auditorium’s exterior to display archival imagery and Sacramento stories accompanied by music. The show would be presented multiple times to give more people an opportunity to attend.
Memorial 100 also aims to create paid opportunities for local artists, introduce new audiences to the auditorium and encourage visits to surrounding downtown businesses.
Specific dates, programming and admission details are still being developed.
