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Starring Georgia is a company aimed at establishing Georgia as a global cultural and entertainment destination. The scale of this initiative speaks for itself: just look at the list of artists who've visited the country in recent years.
When you think of Black Sea region, beautiful coastlines, warm hospitality, and beach resorts come to mind. But a few years ago, it would've been hard to imagine these places transforming from passive vacation spots into hubs of cultural revolution. In Georgia, that transformation is already happening - and there's no turning back. All of it comes together under one name: Starring Georgia.
Starring Georgia is a company aimed at establishing Georgia as a global cultural and entertainment destination. The scale of this initiative speaks for itself: just look at the list of artists who've visited the country in recent years. But the story doesn't end there. This organization encompasses several key spaces: Black Sea Arena, The Social Space, Tbilisi Philharmonic, Tsitsinatela Amusement Park, Georgia in Miniatures, and Musicians' Park. While everything began with the Starring Georgia project, the rapid steps toward development over the past three years have created an entirely new reality.
"Every emotion packed into an hour and a half - 10,000 people singing in unison, thousands of strangers sharing the same energy, songs that unite all generations, and the Georgian flag waving above it all." This post from Black Sea Arena's Facebook page, after a Scorpions concert, perfectly captures not just one event, but the entire spirit of Starring Georgia. Make no mistake: we're not talking about isolated musical experiences. This is something much bigger. The real value of this idea is creating world-class infrastructure in Georgia - infrastructure that makes the country a full player in the global entertainment industry. The steps toward this goal come together in a multifunctional ecosystem that addresses two main priorities: revitalizing urban spaces and breathing new life into regional cultural venues.
Vision and Mission - Why Starring Georgia Exists
For Georgia to become a regular host of international events and a regional hub for the music and entertainment industry, significant technological advancements were needed. Starring Georgia's main challenge was clear: bring every concert venue up to the standards of the field today.
Thanks to this effort, Georgia now has sound systems and equipment that work equally well for emerging indie bands and musical legends with 50 years of history. L-Acoustics, Eurotruss, and Claypaky - these brands have long set the highest standards in the global music industry. Their integration into Georgian reality means that local venues fully meet the international requirements that every large-scale concert experience demands.
Beyond sound systems, the entire stage infrastructure has been transformed, turning complex designs on paper into living constructions right before the audience's eyes. Special mention goes to the lighting systems - the main source of visual magic at every performance. And the list goes on.
Alongside solving these technical challenges, Starring Georgia has demonstrated clear social responsibility. This shows up in eco-initiatives and events that support cultural development. For example, many people don't know that The Social Space in Shekvetili - the country's first eco-friendly space - distinguished by its unique wooden design, is built entirely from recycled materials. This same space regularly hosts workshops focused on raising ecological awareness - a reminder that progress shouldn't come at nature's expense. These ideas reach people through the diverse collection of spaces that together embody Starring Georgia's spirit.
The Heart of the Ecosystem - The Venues
At the heart of Starring Georgia's ecosystem is Black Sea Arena, a multifunctional space on the Black Sea coast in the Guria region. Construction began in 2008 at the initiative of the Kartu Foundation, and the venue officially opened in 2016. This amphitheater-style open concert hall is equipped with cutting-edge technology, which can be fully covered during rain. Transparent lamellas protect the audience from the sun and wind, and when opened, they reveal a captivating view of the Caucasus Mountains. All these details make Black Sea Arena building truly unique, which is why, in 2020, it won the German Design Award in the category of Best Contemporary Architecture.
Here's what's important to understand: these seemingly dry technical details have been creating indelible emotional impact on audiences in Shekvetili for nearly a decade now. This space has witnessed excited teenagers coming to see their favorite bands, concerts that brought grandparents and grandchildren together, and Georgian folk traditions brought to life in a contemporary setting. OneRepublic, Scorpions, The Killers, Black Eyed Peas, Jessie J - this is just a partial list of artists whose visits turned Shekvetili into a real celebration.
"Taking my grandfather to his favorite band's concert for the first time" or "Surprising my dad" - videos starting with these phrases have become social media staples, and it's no wonder. Black Sea Arena has given people of all ages and interests the chance to connect through the universal language of music.
With unique architectural design and vibrant energy, the space holds 10,000 people and hosts not just musical performances but also theatrical productions and conceptual events.
"Before, this region's tourism potential was relatively limited and underdeveloped. Black Sea Arena and the ecosystem built around it changed that reality," recalls Tsitsi Iashvili, The Creative Chairwoman of the Board for Strategic Development of Starring Georgia. Noting that cultural events organized by the arena gave many young people their first reason to visit the region and discover new experiences.
Over the past decade, Black Sea Arena has actively opened its stage to local artists and played a significant role in developing Georgia's cultural scene. Sure, visits from individual artists and popular musicians create momentum. But for real development to become irreversible, isolated cases are never enough. Starring Georgia project and its various initiatives are the answer to this challenge.
One of the key pillars of these initiatives is another Starring Georgia flagship: Tbilisi Philharmonic, which has been the unifying center for classical and contemporary music for over 50 years.
"You have to coexist with this building - it already has its own atmosphere and tells you how to behave, what events to host, and how to introduce visitors to its heritage." Starring Georgia team understands that the Philharmonic is the country's calling card and must always play a decisive role in the capital's cultural life. That's why a fundamental renovation project is planned for 2025 - one focused on preserving the Philharmonic's identity.
It's impossible to ignore that this space's acoustic reality has been shaped over the past 50 years by musical giants such as Sun Ra, Roy Ayers, Erykah Badu, Jamiroquai, George Benson, and others. At the same time, it's impossible not to give this energy-filled building the opportunity to fulfill an even greater mission.
Alongside the renovation project, the "Philharmonia - Frames of Time" initiative was created to transform cultural heritage into a tangible, living organism. Through blog posts, photos, videos, and digitized film reels, "Philharmonia - Frames of Time" will tell a story written over decades - one that could have been lost to time. This isn't the only educational initiative developing under Starring Georgia. A perfect example is The Social Space in Shekvetili, which aims to create an environment where visitors can both enjoy music and find inner relief.
Architectural design grounded in ecological awareness, sessions focused on sharing knowledge and experience, and a shared workspace make The Social Space an absolutely unique destination. At this space, guests can engage in events focused on inner balance - whether it's tea ceremonies, tai chi, qigong, or yoga. During the summer season various types of events are hosted: Cognition, Society and Relax. The musical aspect is also constantly aligned with nature's harmony. The best example of this is All Day I Dream festival, curated by Lee Burridge, which has been held at the space for the third year in a row.
Thousands of people have already experienced this destination's mission firsthand, coming to Shekvetili to gain and share new emotions, impressions, and knowledge. It's also worth noting that the Social Space was created near Musicians' Park - a park distinguished by open-air musical sculptures and walking paths. Beyond being an interesting place to spend time, its purpose is to preserve educational and cultural heritage, which naturally extends Starring Georgia's spirit.
A special member of this ecosystem is Tsitsinatela Amusement Park, one of the region's most diverse spaces for family entertainment and recreation. In reality, this is an amusement park with the country's most impressive and diverse selection. Over 40 rides cater to people of different ages and tastes, including options for extreme ride enthusiasts. On the same territory is the park "Georgia in Miniatures," where cultural heritage monuments from all over Georgia are gathered in one space. This diversity is confirmed by the big plans Starring Georgia has for this location: "We want to turn the area near Tsitsinatela Park into a new venue that will let us host not just 10,000 music lovers, but 40,000 people."
Naturally, growing these numbers requires certain conditions - musicians and bands capable of uniting all generations in one space. Black Sea Arena team promises to make truly bold decisions in this direction and take Starring Georgia's capabilities to the next level.
Starring Georgia is a company aimed at establishing Georgia as a global cultural and entertainment destination. The scale of this initiative speaks for itself: just look at the list of artists who've visited the country in recent years. But the story doesn't end there. This organization encompasses several key spaces: Black Sea Arena, The Social Space, Tbilisi Philharmonic, Tsitsinatela Amusement Park, Georgia in Miniatures, and Musicians' Park. While everything began with the Starring Georgia project, the rapid steps toward development over the past three years have created an entirely new reality.
"Every emotion packed into an hour and a half - 10,000 people singing in unison, thousands of strangers sharing the same energy, songs that unite all generations, and the Georgian flag waving above it all." This post from Black Sea Arena's Facebook page, after a Scorpions concert, perfectly captures not just one event, but the entire spirit of Starring Georgia. Make no mistake: we're not talking about isolated musical experiences. This is something much bigger. The real value of this idea is creating world-class infrastructure in Georgia - infrastructure that makes the country a full player in the global entertainment industry. The steps toward this goal come together in a multifunctional ecosystem that addresses two main priorities: revitalizing urban spaces and breathing new life into regional cultural venues.
Vision and Mission - Why Starring Georgia Exists
For Georgia to become a regular host of international events and a regional hub for the music and entertainment industry, significant technological advancements were needed. Starring Georgia's main challenge was clear: bring every concert venue up to the standards of the field today.
Thanks to this effort, Georgia now has sound systems and equipment that work equally well for emerging indie bands and musical legends with 50 years of history. L-Acoustics, Eurotruss, and Claypaky - these brands have long set the highest standards in the global music industry. Their integration into Georgian reality means that local venues fully meet the international requirements that every large-scale concert experience demands.
Beyond sound systems, the entire stage infrastructure has been transformed, turning complex designs on paper into living constructions right before the audience's eyes. Special mention goes to the lighting systems - the main source of visual magic at every performance. And the list goes on.
Alongside solving these technical challenges, Starring Georgia has demonstrated clear social responsibility. This shows up in eco-initiatives and events that support cultural development. For example, many people don't know that The Social Space in Shekvetili - the country's first eco-friendly space - distinguished by its unique wooden design, is built entirely from recycled materials. This same space regularly hosts workshops focused on raising ecological awareness - a reminder that progress shouldn't come at nature's expense. These ideas reach people through the diverse collection of spaces that together embody Starring Georgia's spirit.
The Heart of the Ecosystem - The Venues
At the heart of Starring Georgia's ecosystem is Black Sea Arena, a multifunctional space on the Black Sea coast in the Guria region. Construction began in 2008 at the initiative of the Kartu Foundation, and the venue officially opened in 2016. This amphitheater-style open concert hall is equipped with cutting-edge technology, which can be fully covered during rain. Transparent lamellas protect the audience from the sun and wind, and when opened, they reveal a captivating view of the Caucasus Mountains. All these details make Black Sea Arena building truly unique, which is why, in 2020, it won the German Design Award in the category of Best Contemporary Architecture.
Here's what's important to understand: these seemingly dry technical details have been creating indelible emotional impact on audiences in Shekvetili for nearly a decade now. This space has witnessed excited teenagers coming to see their favorite bands, concerts that brought grandparents and grandchildren together, and Georgian folk traditions brought to life in a contemporary setting. OneRepublic, Scorpions, The Killers, Black Eyed Peas, Jessie J - this is just a partial list of artists whose visits turned Shekvetili into a real celebration.
"Taking my grandfather to his favorite band's concert for the first time" or "Surprising my dad" - videos starting with these phrases have become social media staples, and it's no wonder. Black Sea Arena has given people of all ages and interests the chance to connect through the universal language of music.
With unique architectural design and vibrant energy, the space holds 10,000 people and hosts not just musical performances but also theatrical productions and conceptual events.
"Before, this region's tourism potential was relatively limited and underdeveloped. Black Sea Arena and the ecosystem built around it changed that reality," recalls Tsitsi Iashvili, The Creative Chairwoman of the Board for Strategic Development of Starring Georgia. Noting that cultural events organized by the arena gave many young people their first reason to visit the region and discover new experiences.
Over the past decade, Black Sea Arena has actively opened its stage to local artists and played a significant role in developing Georgia's cultural scene. Sure, visits from individual artists and popular musicians create momentum. But for real development to become irreversible, isolated cases are never enough. Starring Georgia project and its various initiatives are the answer to this challenge.
One of the key pillars of these initiatives is another Starring Georgia flagship: Tbilisi Philharmonic, which has been the unifying center for classical and contemporary music for over 50 years.
"You have to coexist with this building - it already has its own atmosphere and tells you how to behave, what events to host, and how to introduce visitors to its heritage." Starring Georgia team understands that the Philharmonic is the country's calling card and must always play a decisive role in the capital's cultural life. That's why a fundamental renovation project is planned for 2025 - one focused on preserving the Philharmonic's identity.
It's impossible to ignore that this space's acoustic reality has been shaped over the past 50 years by musical giants such as Sun Ra, Roy Ayers, Erykah Badu, Jamiroquai, George Benson, and others. At the same time, it's impossible not to give this energy-filled building the opportunity to fulfill an even greater mission.
Alongside the renovation project, the "Philharmonia - Frames of Time" initiative was created to transform cultural heritage into a tangible, living organism. Through blog posts, photos, videos, and digitized film reels, "Philharmonia - Frames of Time" will tell a story written over decades - one that could have been lost to time. This isn't the only educational initiative developing under Starring Georgia. A perfect example is The Social Space in Shekvetili, which aims to create an environment where visitors can both enjoy music and find inner relief.
Architectural design grounded in ecological awareness, sessions focused on sharing knowledge and experience, and a shared workspace make The Social Space an absolutely unique destination. At this space, guests can engage in events focused on inner balance - whether it's tea ceremonies, tai chi, qigong, or yoga. During the summer season various types of events are hosted: Cognition, Society and Relax. The musical aspect is also constantly aligned with nature's harmony. The best example of this is All Day I Dream festival, curated by Lee Burridge, which has been held at the space for the third year in a row.
Thousands of people have already experienced this destination's mission firsthand, coming to Shekvetili to gain and share new emotions, impressions, and knowledge. It's also worth noting that the Social Space was created near Musicians' Park - a park distinguished by open-air musical sculptures and walking paths. Beyond being an interesting place to spend time, its purpose is to preserve educational and cultural heritage, which naturally extends Starring Georgia's spirit.
A special member of this ecosystem is Tsitsinatela Amusement Park, one of the region's most diverse spaces for family entertainment and recreation. In reality, this is an amusement park with the country's most impressive and diverse selection. Over 40 rides cater to people of different ages and tastes, including options for extreme ride enthusiasts. On the same territory is the park "Georgia in Miniatures," where cultural heritage monuments from all over Georgia are gathered in one space. This diversity is confirmed by the big plans Starring Georgia has for this location: "We want to turn the area near Tsitsinatela Park into a new venue that will let us host not just 10,000 music lovers, but 40,000 people."
Naturally, growing these numbers requires certain conditions - musicians and bands capable of uniting all generations in one space. Black Sea Arena team promises to make truly bold decisions in this direction and take Starring Georgia's capabilities to the next level.
Economic and Cultural Impact
The past few years of active work have clearly shown Starring Georgia's impact on Black Sea region. These large-scale shows and musical festivals have radically changed the landscape of musical tourism in the area.
Aerosmith, Christina Aguilera, Ennio Morricone, Scorpions, Black Eyed Peas, Jessie J, Guns N’ Roses, The Killers - this is just a partial list of artists who've brought new energy to Shekvetili over the years and set a precedent: the idea of decentralizing the country's cultural life. At the same time, this wasn't just a cultural process. It was crucial that regions receive real economic opportunities and prospects.
One of the project's most important stages was the "Guria in the Spotlight" initiative. Guria is essentially the regional center of Starring Georgia projects, and understandably, this emphasis became very important. The idea was simple: attract tourists to Guria and then bring them deeper into the region. During this journey, visitors could experience Guria in a completely new way.
Local startups and service-sector workers played a special role in developing these opportunities. The project's goal was to bring the winds of change to Shekvetili, Natanebi, Ozurgeti, and other key points in Guria.
"We know the impact when 10,000 people come to a concert in Shekvetili. But our experience has shown we can do more. We can make the Guria region even more attractive for tourism." This ambition leads us to Tsitsinatela Amusement Park, which will become a major attraction starting next season - not just for the region, but for the entire country.
The results are impressive in numbers, too.
After two years of active work, more than 200,000 people attended Starring Georgia events. Among them were 50,000 tourists. This is direct investment in hotels, restaurants, local guides, and people employed in related sectors.
At first glance, you might think Bruno Mars, Justin Timberlake, Imagine Dragons, and other artists' names are behind this success. But every year, we become more convinced that names alone can't change reality unless the entire system works together. Starring Georgia's function is precisely this: to create an atmosphere where cultural events directly translate into economic and social benefits.
Of course, beyond the economic impact, the cultural effect was also significant - especially vital for local music scene artists. Whether it's sharing the stage with musical giants or the broader revival of the country's cultural life, these processes already underway will inevitably have a positive effect on the local scene's development.
Aerosmith, Christina Aguilera, Ennio Morricone, Scorpions, Black Eyed Peas, Jessie J, Guns N’ Roses, The Killers - this is just a partial list of artists who've brought new energy to Shekvetili over the years and set a precedent: the idea of decentralizing the country's cultural life. At the same time, this wasn't just a cultural process. It was crucial that regions receive real economic opportunities and prospects.
One of the project's most important stages was the "Guria in the Spotlight" initiative. Guria is essentially the regional center of Starring Georgia projects, and understandably, this emphasis became very important. The idea was simple: attract tourists to Guria and then bring them deeper into the region. During this journey, visitors could experience Guria in a completely new way.
Local startups and service-sector workers played a special role in developing these opportunities. The project's goal was to bring the winds of change to Shekvetili, Natanebi, Ozurgeti, and other key points in Guria.
"We know the impact when 10,000 people come to a concert in Shekvetili. But our experience has shown we can do more. We can make the Guria region even more attractive for tourism." This ambition leads us to Tsitsinatela Amusement Park, which will become a major attraction starting next season - not just for the region, but for the entire country.
The results are impressive in numbers, too.
After two years of active work, more than 200,000 people attended Starring Georgia events. Among them were 50,000 tourists. This is direct investment in hotels, restaurants, local guides, and people employed in related sectors.
At first glance, you might think Bruno Mars, Justin Timberlake, Imagine Dragons, and other artists' names are behind this success. But every year, we become more convinced that names alone can't change reality unless the entire system works together. Starring Georgia's function is precisely this: to create an atmosphere where cultural events directly translate into economic and social benefits.
Of course, beyond the economic impact, the cultural effect was also significant - especially vital for local music scene artists. Whether it's sharing the stage with musical giants or the broader revival of the country's cultural life, these processes already underway will inevitably have a positive effect on the local scene's development.
Starring Georgia's Future
The knowledge and experience accumulated over the years in implementing the Starring Georgia project shouldn't be seen merely as efforts to develop concert culture. This is a long-term cultural investment that has put Georgia back on the global music map and clearly marked its place.
The next stage is finding new cultural spaces and boundaries that could benefit from this initiative. Unique projects and ideas are still in development, making each upcoming season more interesting. Keeping up with these innovations is crucial so we don't miss the country's hottest cultural news and entertainment initiatives.
More than 200,000 people have already become part of this emotion, and we believe this energy will unite even more people. If you're already among them, we're sure you'll try to bring those impressions back to life. And if all this is still just an article on a website, you should definitely wait for the next announcement - so you can see with your own eyes how every word comes to life, first as emotion, then as an unforgettable memory.
The next stage is finding new cultural spaces and boundaries that could benefit from this initiative. Unique projects and ideas are still in development, making each upcoming season more interesting. Keeping up with these innovations is crucial so we don't miss the country's hottest cultural news and entertainment initiatives.
More than 200,000 people have already become part of this emotion, and we believe this energy will unite even more people. If you're already among them, we're sure you'll try to bring those impressions back to life. And if all this is still just an article on a website, you should definitely wait for the next announcement - so you can see with your own eyes how every word comes to life, first as emotion, then as an unforgettable memory.
ᲞᲠᲝᲔᲥᲢᲘ, ᲠᲝᲛᲔᲚᲛᲐᲪ ᲡᲐᲥᲐᲠᲗᲕᲔᲚᲝᲡ ᲙᲣᲚᲢᲣᲠᲣᲚᲘ ᲠᲣᲙᲐ ᲨᲔᲪᲕᲐᲚᲐ
