A couple things going against Hilton is the price acts have to pay and the relative lack of crowds for some past shows. Central Iowa is often seen as a black-hole for a lot of concerts, not because of population, but because of costs to have mid-range acts and lack of mid-size venues.
The largest range of acts look for a 2-4K seat venue and there just aren’t many around here compared to places like even Omaha. That’s exactly why Live Nations is building the $100 million, 3K seat, dedicated venue and entertainment district in Waukee. The number of concerts they’re projecting there is huge and they’re the size of bands that rarely play in Wells because they only fill the bowl or Hilton because of price. That will be huge for concert-goers, but again takes away a possible revenue stream for Hilton.
From everything I’ve heard over the past 15 years, Hilton and the larger Iowa State Center hasn’t been marketed, priced, or maintained in a way that has attracted much. Even when the AD took over, it’s been largely the same. There are longer-term plans to change that, but it’s going to be costly and take a lot of time to get them to be relevant again.