Gene Felling is returning to Colorado to take on a new challenge: Fill the Broomfield Event Center's calendar with popular acts. The arena has struggled to keep the lights on since opening the doors in November.

The Los Angeles native, who once directed Coors Amphitheatre and later helped get the Pepsi Center started, is set to oversee Broomfield's booking and operations. Felling, 55, is credited with bringing big names such as Madonna, the Rolling Stones and Pearl Jam to the Forum in Los Angeles.

A midsized venue such as the one in Broomfield is in a sweet spot, he said, for drawing almost-famous bands on their way up, as well as groups that no longer play before a crowd of 18,000 people.

Felling spoke with Rocky reporter James Paton recently about why he returned to Colorado and how he's going to turn around the Broomfield center.

1 Why did you come back to Colorado to accept this gig?

We love L.A., but our heart was always in Colorado. I have an older son and dear friends and business associates there. This was great for us in terms of pursuing a better quality of life and what we think to be a better environment to raise our family in. Plus, it's the challenge of the new state-of-the-art arena. I lived there for 13 years and loved every minute of it. We came back for Thanksgiving and asked: "Why did we ever leave?"

2 What do you look for when deciding to take on a job?

I thrive on challenges. This building was obviously already open, but they're in need of professional management and someone who can bring in the events. It's about relationships and reputation. When a show comes into a building, it's about maximizing revenue and making sure the fans and patrons and the bands themselves are treated properly.

They've had some events in the building, but my goal is to dramatically increase those family events, sporting events, entertainment, pretty much everything we can get. It's a beautiful building, exactly the right size. You get the younger acts that are not quite trendy and the acts that used to fill the 18,000-seat arenas but don't anymore.

These venues provide an interim step between the clubs and the major arenas. Take bands like My Chemical Romance and Interpol. When they come through Denver, they're hot at the clubs, but it's a big jump to go right into the major arenas. Red Rocks is beautiful, but a lot of these bands work during the winter months.

3 How would you assess Broomfield's performance so far?

I think it's obvious there's a need for additional events. It's a very crowded venue market. Eventually, the building can establish a niche and be very successful. It needs marketing. It needs sales. It needs people to come in and see the building. Shows beget shows. That's the bottom line.

4 What kind of acts are you going to focus on?

I have extensive relationships in the family entertainment business, but most important in the concert business. Live Nation, AEG and Nederlander are active in the market, and I have close relationships with all three, both nationally and in Colorado. I've already been in contact with them, and we're anxious to get to work.

I try to make my building as if it were home for the artists and their patrons. It's a tough life being on the road, for a guitarist as well as a roadie. There's nothing like home, so when the bands are in the building I try to make it comfortable for them. Bands can have requirements a lot of people think are excessive. I don't. They have the right to request it, and it's my responsibility to provide it.

I equate it to a party at my house. I've invited all these people, and now I have to make sure people have a place to park, the beer is cold, the hot dogs hot and the music loud and good.

5 What are some of the most interesting bands you've worked with?

I've done a lot of Stones dates. Eagles. Here at the Forum, Bob Seger. Three Madonna concerts. She is an artistic genius. I've had the honor really to be associated with every major artist in the world.

It's most gratifying to know you've created an environment for people to have a great time, for a 4-year-old who's seeing the Doodlebops for the first time or a 70-year-old who has seen the Rolling Stones 20 times.

6 Do you remember your first concert?

I do. It was a totally cool show at the Anaheim Convention Center. I was maybe 14 years old. It was the Doors, Guess Who and Big Brother and the Holding Company with Janis Joplin. To see them all together was a thrill, and to this minute I remember it. The ticket was probably $3.50. That's when I got bit by the bug.

7 How has the business changed?

Everyone says it's much more corporate. Indeed, the dollars are much more substantial. But one thing that hasn't changed is the passion for music.

When you go out and buy a CD or download something, it's not the same experience. A live experience can never be duplicated. Videos and podcasts help promote the bands and their music, but it's not a substitute for being in the building.