White Flint’s New Performance Venue Named AMP
Federal Realty Investment Trust and Strathmore Hall Foundation, Inc. have revealed AMP as the new name for the performance and event space currently under construction within Pike & Rose. AMP will be available for event rentals beginning this fall and will present live concert programming in early 2015. News of the name is accompanied by a new logo and the announcement that 550 Events & Provisions, a catering concept by the Neighborhood Restaurant Group, was named the exclusive catering partner for the venue.
Last year, the partners jointly announced plans for the entertainment and social amenity featuring a 250-seat music venue; 2,800 square foot indoor space; green room and 1,100 square foot pre-function space that will be integrated within the mixed-use Transit-Oriented Development currently under construction in the North Bethesda District of Montgomery County.
AMP was chosen to reflect the “amplification” of cultural, educational and musical programming that will be infused into the North Bethesda and Montgomery County community to complement the overall mission of Strathmore and further position Pike & Rose as the center of nighttime activity in the region. The logo is based on creativity, movement and sound and is reminiscent of sound waves, pulsating energy and the authenticity of the live music experience. Neighborhood Restaurant Group’s 550 Events & Provisions was selected as the exclusive food and catering partner to serve concert and event attendees as well as groups utilizing the AMP space for special events and activities. Last month, the Neighborhood Restaurant Group announced its intentions to open its first Maryland-area location at Pike & Rose, which will consist of a restaurant and beer garden within the Upper Muse Alley portion of the development.
A new website has been launched at www.AMPbyStrathmore.com to provide the latest news and event information on the venue.
Pike & Rose is a project of Federal Realty Investment Trust (NYSE:FRT). When fully built out, it will include 3.4 million square feet of mixed-use development including 1.1 million square feet of commercial office space; 430,000 square feet of complementary retail space; 1500 residential units; a boutique hotel and approximately 4000 parking spaces. The project is positioned within walking distance to the White Flint Metro Station and minutes away from I-270 and 495 (Capital Beltway).
AMP designed to serve multiple uses
Overlooking Muse Alley, a linear park designed to function as the focal point of the Phase One portion of Pike & Rose, AMP’s contemporary glass-enclosed design and flexible layout makes it optimal for live performances, as well as weddings and other social gatherings. AMP is the central element of the multiple arts amenities planned for Pike & Rose and it, together with the iPic movie theatre, the Pinstripes bowling concept and a roster of restaurants will differentiate Pike & Rose from other mixed-use developments and foster a vibrant nighttime economy in Montgomery County.
Strathmore will curate concert programming for AMP, as well as oversee and manage event rentals for the space. A key component of the cultural identity of the arts-focused development, programming will be diverse, with intimate jazz, rock, folk and contemporary performances, as well as a variety of well-established, trend-setting touring acts.
“AMP will allow Strathmore to move into the next chapter of its growth by reaching out to a whole new audience with intimate artistic offerings in a more casual and accessible setting,” said Eliot Pfanstiehl, Founder and CEO of Strathmore. “Our partnership with a dynamic culinary tastemaker like Neighborhood Restaurant Group complements our vision of bringing a completely unique entertainment experience to an area that has said, loudly, that it is craving this type of venue. We want patrons to be excited by every facet of AMP. Strathmore’s programming acumen and our exceptional catering partner helps complete that picture.”
Two taglines will accompany the logo: “Powered by Strathmore” and “Audible. Edible.” Together they represent an alliterative shorthand for the AMP experience which will consist of great acoustics, great music and great food.
Neighborhood Restaurant Group chosen to leverage synergies with new restaurant
550 Events & Provisions, a catering concept by Neighborhood Restaurant Group (which will also open a restaurant and beer garden at Pike & Rose in 2015), will serve as the official catering and food service partner for AMP. During performances and events, attendees will have access to a full bar, as well as small plate-style food offerings. Individuals, groups and organizations that utilize the AMP space for meetings, events and other social activities will work directly with 550 Events & Provisions to satisfy the function’s specific catering requirements.
Neighborhood Restaurant Group presently operates a collection of chef-driven restaurants throughout the Northern Virginia and Washington, D.C. region, including the beer-driven Birch & Barley and ChurchKey located on 14th Street; Bluejacket and the Arsenal, a new brewery, restaurant and bar in Navy Yard; Iron Gate in Dupont Circle and Red Apron Butcher, with three locations in the D.C. metropolitan region.
“Amenities such as AMP, which will appeal to a wide selection of audiences and attract regular visitors to Pike & Rose, represent another differentiation point for the development and will create on-going shopping and dining opportunities for our entire tenant base,” explained Robin McBride, Vice President – Mid-Atlantic Region Chief Operating Officer, Federal Realty Investment Trust. “By connecting 550 Events & Provisions with AMP, Neighborhood Restaurant Group has powerful possibilities to become further integrated into the stream of events and activities at Pike & Rose, and to leverage the group’s on-site restaurant and beer garden. AMP further elevates Pike & Rose as the gathering spot and center for nighttime activity for the North Bethesda and Montgomery County communities.”