Live Nation Entertainment, a concert promoter and venue operator, is getting ready to convert the historic Wonder Bread Building into a 4,000-person indoor music and entertainment venue in San Diego’s East Village at 171 14th Street.
Live Nation purchased the property on June 23, 2026, for $16.8 million, according to the San Diego Union-Tribune. The company expects the venue to open in fall 2028 and host approximately 85 to 90 shows each year, including concerts, comedy performances, and podcasts. The project is still awaiting required city approvals.
“This project represents an investment in San Diego’s future as a destination for live music and entertainment,” John Schalk, Vice President, San Diego Market at Live Nation, said in a news release. “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.”
The historic bakery portion of the property will be preserved and used for the box office, entrance, lobby, and bar. Live Nation also plans to add a second-story premium space called the Vinyl Room above the historic section, which will serve as a VIP-like club with elevated food options, according to the Union-Tribune. About two-thirds of the property will be demolished to make room for the new venue, while the existing building’s four walls, grain silo, and barrel vaulted trusses with skylights will be preserved.
The building was constructed in 1924 and designed by architect Eugene Hoffman. It served as a bakery and warehouse for Southern California Baking Company until 1952, followed by Continental Baking Company, the maker of Wonder Bread, from 1953 to 1988. The City of San Diego designated the property a local historic landmark in 2001, and two additional historic facades along 14th Street will be reconstructed as part of the project.
Live Nation became interested in the property about 18 months ago, with architect Gensler submitting the project’s permit application in May 2026. The project requires several approvals, including a conditional use permit for indoor live entertainment and permits related to development regulations. Current tenants include Mission Brewing and Outside The Lens, with Mission Brewing leaving because of the sale.
The new venue will fill a gap between Live Nation’s smaller San Diego venues and larger concert spaces. The company currently operates or books venues including The Observatory North Park, House of Blues San Diego, North Island Credit Union Amphitheater, and several San Diego State University venues. The new East Village location will provide another option for touring artists who have outgrown smaller rooms but are not yet ready for arena-sized venues.
