From Houston to Austin

Concert promoter to the stars: Louis Messina counts Taylor Swift & Kenny Chesneyas clients — and friends

Taylor Swift
Louis and Christine Messina
Courtesy photo
Kenny Chesney

What do Taylor Swift, George Strait, Kenny Chesney and Reba McEntire have in common? If you answered legendary mega-Country music stardom you would be mostly, and obviously right, but that’s not all.

All four Country-Western superstars have the distinction of being the clients of one of the most successful and well-respected concert promoters in the world — Louis Messina. And while his name might not be easily recognized by those attending his current sell-out shows — serious music fans who grew up in the Southwest will be familiar with his legacy as a promoter.

Louis Messina now calls Austin and the Hill country home. It’s where he moved his Houston office a year ago. He also keeps an office in Nashville.

When Louis Messina first arrived in Houston from his hometown of New Orleans, he brought very little with him. “I moved there in a beat-up Toyota with not a penny in my pocket and Houston treated me really well, so I love Houston. I love Texas in general,” says Messina.

For those wracking their brains trying to place the name — does Pace Concerts ring a bell? It should if, like me, you grew up in Houston, where Pace was headquartered and where all the big shows in the 70’s were booked at the City Coliseum, the Astrodome and the Summit. Pace Concerts continued to do so for decades.

At the time – Pace Management was mostly focused on exhibition shows. Who can forget Evel Knievel on his motorcycle breaking all kinds of death-defying world records by jumping over stationary objects? Under Messina’s musical prowess, he and his partner Allen Becker expanded Pace Management to include live concerts. Both Messina and Becker were worried about the success of their concert promotion efforts. But in their first year the duo managed to achieve unheard of success by breaking even!

Messina remembers arranging some of the best shows in Southern rock history including one billed as “The Pride of Dixie” featuring the Charlie Daniels Band, the Allman Brothers Band, the Marshall Tucker Band and Wet Willie.

And he recalls other memorable shows. “For about 10 years every New Year’s Eve we did Willie Nelson at the Summit. I did all of the Outlaw Country. I did Willie, Waylon, Kristofferson and people like that,” recalls Messina.

Messina has survived more than 40 years as a successful concert promoter. But it wasn’t without major detours. In the '90s he was caught up in the consolidation of Pace when it was acquired by the corporation that would evolve into Live Nation. The corporate world didn’t appeal to Messina who prefers to be touring right alongside with his performers, taking care of every detail of their travels, concerts and musical well-being.

It’s obvious he considers performers to be more like friends and family. In a recent tribute to Messina in Billboard magazine, Taylor Swift is quoted saying, “Everybody loves having Louie around. He’s your friend who is always a blast to have out and talk about music with.”

Of his performers, Messina says “It’s all about trust and friendship. I mean you know that’s why I still work with George (Strait). I still work with Kenny (Chesney) and when the (Dixie)Chicks go out – I’ll still be working with them.”

Swift told Billboard magazine that the first time she met Messina she was 17 and the opening act on George Strait's tour, which he promoted.

What struck me as so strange and wonderful about him was that Louie seemed to have not a care in the world. He didn't come off like he had anything to stress about or anywhere to be, talking at his own relaxed pace and only speaking of his optimistic high hopes and genuine love for live shows. Afterward, someone told me, "You know, that's the guy who took Kenny Chesney from opening act to a stadium headliner."

He believed in her and took her on as a client, telling her, too, that one day she would sell out stadiums.

"He never gave me any advice or pointers, just these crazy optimistic premonitions of where he "knew" I would be someday. It's still hard to believe he's been right about all of them," she said. "The confidence I have in Louie and his team is priceless to me. There's really nothing like trusting the people you work with."

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weekend event planner

These are the top 15 things to do in Houston this weekend

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Mötley Crüe returns to The Woodlands this weekend.

As Houstonians commemorate the 25th anniversary of 9/11, many people across the city will get together to celebrate peace and remember those who lost their lives.

Others will be spending their weekend participating in the H-Town Naked Bike Ride. Happening this Saturday at Super Happy Fun Land, attendees will be able to get their bodies painted with other cyclists, hop on their ten-speeds, and just ride the night away.

Of course, this weekend offers plenty of other things to do, from attending an evening of art and food to celebrating National Video Games Day at a new playhub to having “no fun” with these guys.

Thursday, September 10

Space Center Houston presents An Evening with Leland Melvin
Leland Melvin is a former NASA astronaut, engineer, and NFL wide receiver whose journey powers his speaking experience. After an injury ended his professional football career and a near-deafness diagnosis threatened his future at NASA, Melvin defied the odds to fly two Space Shuttle missions aboard Atlantis, helping build the International Space Station and logging more than 565 hours in space. Melvin delivers a message that challenges audiences to embrace setbacks, unlock potential, and pursue bold new frontiers. 5:30 pm.

Barbacana presents A Taste of Art with Affordable Art Fair Houston
Barbacana chef-owner Christian Hernandez is staging a one-night dinner where every course is a direct response to an original work of art. It’s built around work from Joan Steinman and Holly Wong (Ellio Fine Art) and Angel Oloshove (Hooks-Epstein Galleries), three local artists showing at the Affordable Art Fair Houston this October. Throughout the evening, both the artists and the chefs will share insights into their creative processes. 7 pm.

The Hobby Center presents Live at the Founder's Club: Orfeh’s Off the Record with Steven Jamail
Grammy/Tony nominee Orfeh brings powerhouse vocals, sharp storytelling, and unmistakable style to the Founders Club for a two-night show that blends music, personality, and a few surprises along the way. Joined by Houston native/Rice University alumnus Steven Jamail, Orfeh moves across genres with ease, pairing songs audiences love with stories from her life and career, including a few nods to Texas legends. 7:30 pm.

Friday, September 11

Inman Gallery presents Angela Fraleigh: "I have decided not to be hungry" opening reception
Angela Fraleigh’s newest paintings enter the charged terrain of the feral feminine, unleashing a cast of unruly figures animated by desire, instinct, and an irrepressible appetite. Maenads, witches, and animals emerge and recede through lush layers of paint, carrying an energy that shifts between the ecstatic and the intimate, the violent and the tender. Guided by a logic closer to ritual than narrative, Fraleigh approaches painting as a form of alchemy, allowing images to collide, dissolve, and transmute. Through Saturday, October 31. 6 pm.

Mötley Crüe in concert
Mötley Crüe comes to The Woodlands as part of its The Return of the Carnival of Sins tour. The two milestones being remembered are the 20th anniversary of their 2005-06 Carnival of Sins tour, which marked the reunion of the band's original four members, and the 45th anniversary of the band itself. It's also the 12th anniversary of Mötley Crüe's "retirement" from touring, but that retirement was shelved in 2022 when the band started the first of two tours with Def Leppard. 6:30 pm.

The Museum of Fine Arts, Houston presents Take Care of My Cat
A sleeper hit in 2001, Jeong Jae-eun’s debut chronicles the lives of five graduating friends whose bonds fracture as they contend with unrealized dreams and unequal opportunities. Set in the port city of Incheon, the film tackles notions of class, solidarity, and privilege – in what is now a timeless snapshot of a rapidly evolving society. Suffused with the joys of girlhood, yet clear-eyed about the uneasy transition into adulthood, Take Care of My Cat offers a tender portrait of young women at the turn of the new millennium. 7 pm.

Cash Money & No Limit Tour
New Orleans icons Cash Money and No Limit are teaming up for a concert that celebrates some of the most signature voices in Southern hip-hip. The lineup includes Birdman, Master P, Juvenile, Mannie Fresh, B.G., Silkk the Shocker, Mia X, Mac, Fiend, Mercedes, Choppa, and Mr. Serv-On with special guest Ying Yang Twinz. VIP packages are also available. 8 pm.

Boondocks presents Let Me Rock! Houston featuring JonoJono
Houston alternative rock artist JonoJono is celebrating the release of his sophomore album, We Asked For More, with a local release event as part of the Let Me Rock! Houston show at Boondocks. This is designed as both an arts showcase and a community resource hub. After navigating his own mental health battles, Jono created More as his personal therapeutic outlet, and he’ll be bringing that message home by merging live music, visual storytelling, and actionable mental health resources for local attendees. 9 pm.

Saturday, September 12

Blue Bird Circle presents Couture Boutique
Luxury fashion meets philanthropy at The Blue Bird Circle’s Couture Boutique. The store will offer a selection of authentic designer apparel, handbags, shoes, jewelry, and accessories from coveted fashion houses, including Chanel, Dior, and Gucci. Every purchase supports The Blue Bird Circle Clinic for Pediatric Neurology at Texas Children’s Hospital and neurological research at Baylor College of Medicine. The annual event offers fashion lovers the opportunity to find designer treasures while supporting vital pediatric neurological care and research. 10 am.

Tokyouth Playhub presents National Video Games Day
Tokyouth Playhub is turning National Video Games Day into an all-day celebration, inviting gamers, families, and claw machine fans to play, compete, and win with prizes happening every hour. Throughout the day, one attendee every hour will be selected to win either a $100 Tokyouth playing card or a $50 gift card to EMA Japanese Cuisine. Tokyouth will also host an hourly claw competition, putting players' claw machine skills to the test. People can purchase 50 credits for $20 and compete to see who can grab the most prizes during their competition. 10 am.

Vietnamese Culture & Science Association presents Viet Cultural Fest
Founded in 2019, Viet Cultural Fest is a day filled with cultural entertainment, traditional games, competitions, and Vietnamese cuisine. The fest’s mission is to preserve and promote the rich beauty of Vietnamese culture while establishing an annual tradition that welcomes people of all ages and backgrounds throughout Houston and surrounding areas. This year’s theme, “Phù Đổng Thiên Vương – When Courage Calls, Giants Rise,” draws inspiration from the legendary Saint Gióng, one of Vietnam’s Four Immortals. 10 am.

Cactus Music presents Kate Waters In-Store Performance
Kate Waters is a neurologically-trained and board-certified music therapist, using music to bring healing and hope. And it’s hope — specifically the kind that’s hard fought-for — that is the undercurrent of Some Comfort, Waters’ sophomore album of soulful Americana and first studio release. Waters finds light in every hardship, and never spares us the dirty, difficult work of searching for it. This weekend, she will celebrate the release with a live performance at Cactus Music. 1 pm.

Sunday, September 13

Social Movement Contemporary Dance Theater presents DANCE | HUNGER | ACTION
A multi-day celebration of dance, community, and action that's presented by Social Movement Contemporary Dance Theater, the fest brings together youth, pre-professional, collegiate, and professional dance artists from across Houston and beyond. The series includes three concerts: Youth Concert, Pre-Professional Concert, and Professional Concert. Activities continue throughout September with master classes and a community volunteer day benefiting the Houston Food Bank. Through Friday, September 18. 2:30 pm.

River Oaks Theatre presents The Complete Metropolis Live Score with David DiDonato
The restoration of Fritz Lang’s sci-fi 1927 masterpiece Metropolis will feature a live score by Austin composer/multi-instrumentalist David DiDonato. This new score includes elements of classical, electronic, metal, dance, vaporwave, industrial, and shoegaze. The restoration adds new integration of scenes and subplots long considered lost, as it dramatizes the conflict between wealthy über-capitalists and rebellious subterranean laborers — orchestrated by a diabolical scientist capable of destroying them both. 6 pm.

Sex Pistols featuring Frank Carter in concert
The Sex Pistols — original members Steve Jones, Paul Cook, and Glen Matlock — and singer Frank Carter (replacing outspoken ex-lead singer John Lydon, who is currently on tour with his band, Public Image Ltd.) come to Houston as part of their Never Mind the Bollocks tour. They'll play the band’s landmark 1977 album Never Mind the Bollocks, Here’s the Sex Pistols, in its entirety, along with additional material spanning the group’s catalog. 7:30 pm.

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Mötley Crüe returns to The Woodlands this weekend.

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