Brenda Gazzar | Pasadena Star-News
Keith Birmingham
ARCADIA – When it comes to KISS frontman Gene Simmons’ new role at Santa Anita Park, mystery and ambiguity may well be his trump cards.
Although the savvy businessman has clearly been tapped by The Stronach Group to help promote Santa Anita and its other racetracks nationwide, Simmons coyly remarks that he doesn’t have a formal title – and speaks in grandiose but vague terms about his plans.
“I don’t like titles but I move mountains,” Simmons, donning a black-pin-striped blazer, red handkerchief and his signature black leather pants, said recently from Santa Anita Park.
“Do you want to find out in July what you’re getting for Christmas?” he said behind his big, dark sunglasses at the racetrack’s executive offices. “Let’s just say that 80 percent of the year, this track is empty. There’s nothing going on. That’s changing from today. … We’re going to make magic here. Santa Anita may as well be called Magic Land.”
When asked if the racetrack could host KISS concerts in the future, he replied “yes.”
“Keep going. You have 80 percent of the year to fill – so make it up,” he said.
Stippers?
No. But nightclubs, shopping and lifestyle attractions are real possibilities, he said.