He also expanded the number of concerts, entertainment acts, and conventions booked in the building. Ballard booked The Beatles on each of their three North American tours from 1964–1966. On the second tour, in 1965, Ballard sold tickets for two shows, even though the agreement had been for only one. On the hot summer day of one of the concerts, Ballard ordered the building's heat turned up, shut off the water fountains, and also delayed both of the concerts for over an hour. The only available refreshments were large soft drinks from the concession stands.