City makes pact with Mohegan

LYNN – The city has formed a partnership with Mohegan Sun, inking an entertainment agreement that offers cross-marketing possibilities that could turn casino goers into Lynn Auditorium concert goers.”It’s an Impacted Live Entertainment Venue agreement,” said Community Development Director James Marsh. “Under the law we had to negotiate both a surrounding community and entertainment agreement.”Mohegan and Suffolk Downs are seeking state approval to build a casino in Revere. Lynn, due to its proximity, is considered a surrounding community that will be affected by the project.Mohegan Sun signed a partnership agreement with seven area performing arts venues that are members of the Massachusetts Performing Arts Coalition (MPAC). The venues include The Hanover Theatre in Worcester, Lowell Memorial Auditorium, Cape Cod Melody Tent in Hyannis, South Shore Music Circus in Cohasset, Zeiterion Theatre in New Bedford and Symphony Hall in Springfield, as well as Lynn Auditorium.Marsh said he doesn’t believe the casino, if approved, will have a big effect on auditorium business.”They are saying they are not going to build a large entertainment venue,” he said.Marsh said the idea is to be able to promote auditorium shows at the casino and tie the casino’s reward points program to the auditorium.Under the agreement, MPAC venues will participate in Mohegan Sun’s Momentum Players Club Points Partnership program, which will enable patrons to redeem their points outside the resort casino at events and venues like Lynn Auditorium. The agreement also provides several other cross-marketing partnerships, including the option to enter into discussions with any musical performer featured at venues booked or operated by Mohegan Sun with between 1,000 and 3,500 seats. If an agreement is reached, Mohegan Sun will not book a return engagement with that performer until after his or her appearance at the MPAC venue.”We understand the mission, cultural importance and economic value of our regional arts organizations and the Massachusetts Performing Arts Coalition, and that’s why this agreement is so critical,” said Mohegan Tribal Gaming Authority CEO Mitchell Etess in a prepared statement.Etess said he’s committed to working with the auditorium and other venues “to create an exciting program of performances and entertainment that is engaging, diverse and that benefits the entire region.”Mayor Judith Flanagan Kennedy also told the state gambling commission Tuesday that the rewards program could be an important link in the city’s Arts and Cultural District. Kennedy traveled into Boston to testify at the Boston Convention and Visitors Bureau at the Massachusetts Gaming Commission hearing on Mohegan’s application.”I talked about how the casino would be economically beneficial to the city of Lynn,” she said.Two of the city’s largest undeveloped parcels are just over the General Edwards Bridge, three miles from Suffolk Downs, Kennedy said.”I said I would love to see a hotel in the area,” she said.She said she also talked up potential industry training programs that could be introduced at North Shore Community College.”They only gave us five minutes and I didn’t want to anger them by going on for 15,” she said. “So I tried to cram in everything I could.”The gambling commission is expected to decide in June whether Mohegan/Suffolk Downs or the competing Everett casino plan will get the license destined for Eastern Massachusetts.