San Diego’s famous Wonder Bread factory is getting a surprising new second act

A historic former Wonder Bread factory in downtown San Diego is set to get a rocking second act, with Live Nation unveiling plans to transform the space into a sprawling 4,000 person capacity music venue.

The entertainment behemoth just revealed ambitious plans to reimagine the old building into a sleek music venue, breathing new life into a century-old industrial landmark near Petco Park.

Expected to open its doors in 2028, the adaptive reuse project aims to plug a glaring hole in the San Diego concert ecosystem by establishing a mid-sized venue to bridge that gap between small clubs and huge arenas for “mid-size touring artists.”

“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,” John Schalk, Vice President, San Diego Market at Live Nation said.

Instead of bulldozing the property and starting from scratch, Live Nation plans to restore the Wonder Bread building’s old brick facade, which has been buried beneath concrete. Live Nation’s in-house Blueprint Studio is working with architecture firm Gensler on the makeover, which will pair the historic bones of the property with modern acoustics, sightlines, production equipment and backstage add-ons.

The building dates back to the late 1800’s and grew over the years into four interconnected structures before becomes associated with the Wonder Bread brand.

Live Nation reportedly shelled out $16.8 million for the property. The building’s longtime owners said they backed the vision because it offered a way to keep the old landmark standing while giving it an entirely new life.

Once the doors swing open, the old bread factory won’t just host concerts, but will also be a place for private, corporate and community events. An analysis by Oxford Economics for the project estimates the venue could generate roughly $97 million in annual economic impact, have some 316,000 fans a year and back 660 jobs. The project is also expected to bring in $12.6 million in state a local tax revenue.