Rock Lilitz's reputation for having everything an artist’s tour could possibly need at their fingertips has made it a go-to destination for today’s road warriors.
That reputation for having everything an artist’s tour could possibly need at their fingertips has made Rock Lititz a go-to destination for today’s road warriors. Justin Bieber, Ariana Grande, and Beyoncé have all rehearsed at the campus — Bieber even wandered into town to mingle with locals at a diner — while other clients, like Sammy Hagar, utilized the sound stages to knock out a series of green-screen music videos in two days.
“We’re meeting a need that the industry didn’t even know it had yet,” says Andrea Shirk, president and CEO of Rock Lititz, who oversaw the opening of the campus in 2014. “We created an environment that has been thoughtful for crew and artist and management. We’ve brought efficiency and comfort to each of them and it allows them to do their jobs really effectively.”
Rock Lititz’s series of pods and rehearsal spaces allow touring artists to work out the kinks before hitting the road.Along with the imposing big black boxes on campus where the hard work of rehearsal gets done, Rock Lititz puts a healthy emphasis on relaxation. “We want this to be the live entertainment resort,” Shirk says. The campus includes a gym, bike shop and trails, and craft brewery. There’s also an on-site hotel with 139 rooms, including 16 suites and two artist penthouses.
Shirk acknowledges that Rock Lititz’s location — centrally located between New York, Philadelphia, and Washington, D.C. — is important in keeping artists coming back, but she says there’s a certain understanding between staff and client that can’t be replicated anywhere else. “Everyone on my team has worked on the road. We recognize that rehearsals are a hard time,” she says. “We think of ourselves as a hospitality business, and I really think that we make the client’s life easier.”
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