SRO Productions, Inc. was founded by Larry Berle in 1973 and began as a booking agency promoting musicians and performers at colleges and universities across the country – thus, ‘SRO’ or ‘Standing Room Only’ was adopted as our company name. 

In the Twin Cities, SRO was known for its role booking non-orchestral acts with the Minnesota Orchestra, performers such as Bill Cosby, B.B. King, Harry Belafonte, Yanni and countless others.  SRO also conceptualized and produced the first concerts at the Minnesota Zoo’s amphitheatre – today, one of the most celebrated concert venues in the state.  The late 80’s launched the company into the CD compilation business when SRO pioneered the first Cities Sampler with radio station KTCZ-Cities 97.

Steve Madson joined SRO in 1993 and worked alongside Mr. Berle to grow SRO’s custom CD business and placed a larger focus on the creation and production of events.  With an incomparable work ethic and focus on professionalism, SRO quickly became a premier event producer and earned the respect of companies nationwide like the National Basketball Association (NBA All-Star Weekends), Northwest Airlines (Jam Against Hunger) and the Minneapolis Parks & Recreation Board (Red, White & Boom!) among others.  When Mr. Berle retired to become a consultant and author in 2004, he sold his interest in SRO to Mr. Madson who guides SRO’s experienced staff today.   

After 40 years in music & entertainment, SRO Productions is still recognized nationally as a leader in an ever-changing industry.