Likewise, if the Augusta Coliseum Authority isn't willing to risk a little money to put on events, how can we expect anyone else to?
Thankfully, the board that oversees James Brown Arena voted unanimously last week to invest in promoting some of the events there.
Up to now, the arena has made itself available, turned on the lights and taken a portion of ticket sales. Anymore, that's not good enough. Competition for acts is fierce - and in Augusta, it's only gotten fiercer since the opening of the University of South Carolina Aiken Convocation Center, which recently saw Kenny Rogers perform.
Now, Augusta, through the Coliseum Authority, will be a partner with some of the promoters who come to town.
The authority has earmarked $125,000 for promoting events, which is a good start.
It's also a slight risk - a gamble that the investment will be returned in ticket sales - but it's a risk well worth taking.
It's also a vote of confidence for arena General Manager Robert "Flash" Gordon - who, himself, is a music store owner and events promoter from way back. And he's Augustan through and through.
This was, in short, a no-brainer.
But it remains to be seen if it will be enough, and whether the arena can compete against the convocation center and other regional arenas that are represented by high-powered management companies with networks and connections that make it easier to draw in acts.
As Mr. Gordon has noted, this puts the arena in a more proactive stance rather than reactive.
You snooze, you lose in this business.
An arena desperately in need of more events needs to be taking No-Doz.