Downtown’s La Zona Rosa reopens—as events space LZR

The downtown building that was formerly home to concert hall La Zona Rosa—where many a legendary musical performance took place over the years—has reopened. Now, however, it’s rentable events space monikered “LZR” rather than a public concert venue.

Vast, a data analytics retail automotive AI company, and real-estate holding company World Class, both Austin-based companies announced Tuesday the opening of LZR, an event and venue space located in the former club space in a mixed-use building now anchored by Vast.

While the reinvention of the space might not be as ideal as its reopening as a publicly accessible concert space, it does provide an opportunity for space to be the site of notable music performances, as it was for so many in the past. Though too numerous to list, some of La Zona Rosa’s most memorable shows include performances by everyone from Patti Smith to Prince, in what turned out to be his final performance in Austin.

LZR is a 10,000-square-foot events space that includes a warehouse, lounge, bar area, and landscaped outdoor patio with a seating area and a stage, rentable for concerts, conferences, and private parties.

Most recently, the area served as Apple Music’s 2017 SXSW headquarters.