There wasn't much reason for Joe Litvag to show a music critic around the spacious kitchen at the Brick nightclub, except for one important detail: the new walk-in beer cooler.

"That's one thing we did have to add," noted the senior vice president at AEG Live.

The giant promotions company that owns or co-owns everything from London's O2 Arena to Los Angeles' Staples Center -- oh, and the L.A. Lakers, too -- AEG is staking a much bigger claim on Minneapolis in the form of the Brick.

The 2,100-capacity Warehouse District venue opens Monday with a sold-out concert by Jane's Addiction. It's housed in the former Club 3 Degrees, a nonalcoholic Christian music haven that probably wouldn't have let Marilyn Manson in the door (he plays the Brick May 18).

After a couple of years of shopping around for a smaller sister space to Target Center -- which AEG manages but the city owns -- Litvag said he was surprised to come across the "near-perfect" space "almost right under our noses.

"Not only was it a good-looking building, but all it really needed was a dusting and a little reconfiguring," he said.

The historic, brick-adorned, three-story building already had a top-notch audio system and lighting rig. It just required a few things, including a liquor license and extra bar space. AEG added a better-flowing entrance and larger stage and soundboard.

Now all AEG needs is to gain the trust of finicky Twin Cities concertgoers.

Not only is the Brick funded by one of the world's two largest concert corporations -- the oft-derided Live Nation is the other -- but it's going up against First Avenue, the most beloved venue in town and one of the country's oldest independent rock clubs.

First Ave staffers say they have little to fear. "Obviously, we'd rather not have such a deep-pocketed competitor coming into town, but we're not too worried," said general manager Nate Kranz. "We'll just practice business as usual, and I think we'll be fine."

The Brick's operators, too, say they have no intention of going head-to-head. "I have the utmost respect for First Avenue, and I've gone to many concerts there myself over the years," Litvag said.

Many of the acts booked at the Brick so far -- including Incubus, the Shins, Puddle of Mudd and Daughtry -- generally can fill venues larger than the 1,500-capacity First Ave. Litvag described the Brick as "a place where bands can go after they graduate from First Avenue, but they can still play in downtown Minneapolis."

The Brick's business plan goes beyond rock concerts. Its calendar already includes comedy and country-music shows. Much of its revenue may come from private or corporate events -- which puts the Brick more directly in competition with its neighbor across 5th Street, Epic Events Center.

"If anything, we might even be able to complement First Ave and help each other out," Litvag said.

The Royal treatment

AEG's presence has not exactly complemented the club business in the Detroit area, says Dave Zainea, owner of that city's most active independent rock venue, the Majestic Theatre, and its adjoining club the Magic Stick. Zainea has been competing with AEG since 2005, when it refurbished the Royal Oak Music Theatre, a venue on which the Brick is modeled.

"It has definitely hurt us, and it has hurt the customers, too, because it has driven the ticket prices up," Zainea said.

Veteran Detroit music critic Gary Graff agreed that AEG has been highly competitive, including a strong stance against the Detroit-entrenched Live Nation. "AEG is able to use its leverage and touring relationships to get certain shows," Graff said. Concertgoers have mostly appreciated the company's efforts, he said. "They've been pretty smart with the programming."

Midsize concert venues in the 1,500- to 3,000-capacity range have been in greater demand amid the slumping economy and the fractured music business. AEG has dozens of such spaces, including the Best Buy Theater in New York City, the Midland in Kansas City and the Bluebird Theater in Denver, where AEG's billionaire owner Philip Anschutz lives.

A former Live Nation employee himself, Litvag said the fact that AEG is privately held "makes us a different kind of company," one that works harder to please fans and performers alike.

The company hopes to distinguish itself with a new in-house ticketing system, AXS.com, which claims to be more fan-friendly than the Live Nation-affiliated Ticketmaster. That's open for debate: Two tickets to Chickenfoot at the Brick on May 11 come with $28 in fees.

The Brick will be run from another city -- St. Louis, where Litvag is based -- which could be to its disadvantage. Litvag himself is coming to town so often that Delta Airlines has upgraded him to silver status, he pointed out the day he showed reporters around the place last week.

"It's the only venue my team is opening in the immediate future, so it's very important to us," he said.

AEG took steps to localize itself beyond the staff it already has at Target Center. It hired a Minneapolis public-relations company, One Simple Plan, which also works for Surly Brewing. And the Brick's general manager is a local club veteran: Jeff Kehr, who ran Myth nightclub in Maplewood up until 2009.

Multi-tiered layout

The Brick may remind concertgoers of Myth. Its multi-tiered layout features elevated viewing platforms near the back of the ground floor and the balcony. It also has large, modern bathrooms on the second floor and in the basement.

The basement often will be open as a bar even when there is no show upstairs, including game nights at nearby Target Field. It also will serve as a "catch-your-breath" area during concerts, where fans can sit at tables or order a sandwich.

AEG would not reveal how much rent it is paying or its overall investment. Litvag did say that the company only had to spend "a couple hundred thousand dollars" for structural improvements, which is relatively modest. Thus, turning a profit will be less challenging.

"I really have to give the 3 Degrees people credit," Litvag said. "They put a lot of thought into making this a great concert facility."

Perhaps the Brick's opening slogan could be: Just add beer.