Trueline, a two-story concert venue in Greenville’s West End, is expected to open in the fourth quarter of 2024. The hall will feature a 1700-seat main corridor and an intimate 400-seat functional corridor, rooftop space, doleading VIP lounge and several bars animated through local artists.
Trueline will be at 401 Rhett Street and will host “a varied matrix” of events, adding underlying games, multi-days, block parties, dance parties and festivals. The task has been in the works for 3 years and is designed to provide a Greenville-sized concert corridor that has traditionally lacked.
“It’s been a real hard labor of love,” said founder Michael Grozier. “We believe that with what we are doing, combined with the expansion of the Foundry and Peace Center, Greenville can simply be known as a live music city. “
Vicinity Capital, an investment group, is now running to fund Trueline up to a $10 million goal, according to a fundraising campaign listing.
The venue will host 130 national artists traveling annually in the 1,700-seat music corridor and at least 180 local and regional artists at the small venue in its first year, according to the company’s plans. The Trueline team plans to sell more than 180,000 tickets in the first year.
Trueline will also provide a VIP program that will provide on-site benefits, products and catering programs; Collaborate with city and regional businesses on holidays and special occasions throughout the city. and hosting at least 42 personal events in the first year with a nonprofit, according to the list.
Broadway in Greenville: How to get tickets to Peace Center performances.
“I think for us to be successful, we have to be important to the community,” Grozier said. “To be vital to the community, you have to participate, earn people’s trust. Live music is our calling card, but it’s more than that. “
The half-acre site where the site will be is the house of the former Glass D building.
The venue is designed by local Greenville architects and will be renovated to reflect “local culture and sustainability in the downtown area,” according to the listing. It will feature local art rotating the building, and each venue will feature exclusive centerpieces through famous artists and performers.
Trueline will incorporate sound technology, soft and interactive, and will be developed with sustainability in mind, according to the list. The site will prioritize renewable energy and eliminate single-use parts to reduce operating expenses, and the equipment will reuse up to 60%. of the existing building.
For food and drink, the venue will offer a homemade menu and expand relationships with local food chefs, as well as spaces for food trucks. The venue will feature surrounding parking for those driving for a show, according to plans. ; the city plans to build more public parking masses at 106 and 154 Augusta Street across Gather GVL and Fluor Field.
The venue team includes Grozier, co-creator of House of Blues and executive vice president of Live Nation’s club and theater department; John Pedro, who has developed projects for major brands such as Kohl’s, Walmart, J Alexander’s and Live Nation; and Marty Elliott, a local reservations and customer service coordinator in Greenville.
Grozier said his team fell in love with Greenville.
“It’s a close-knit community,” he said. We need to build an unmissable position on the East Coast because I think Greenville deserves it. “
The site faced two hurdles in gaining town approval in 2020. The design review committee, in a close decision, approved the site’s design, while the town’s zoning appeals board debated whether the site could operate in the area, which sits between the 400 Rhett luxury apartment complex and Cigar Warehouse near Fluor Field. which is being remodeled into a brewery.
The plans were approved.
The team plans to book at least 42 personal events a year, according to the listing, adding lunches, personal events, daytime parties and direct to rooftop parties and lounges. For evening programming, the music spaces will have flexible configurations without constant seating in the Lower Level, allowing for props and sets.
The goal is to tap into existing enthusiasm for music in the local market and get other people in Greenville to see signs of sending them to Charlotte or Atlanta, Grozier said.
One sentiment encouraged the $36 million expansion of the Peace Center, with the repurposing of 3 buildings for a tiered music club, an “intimate listening room,” a recording and podcast studio, and an upcoming artist dormitory through 2024.
“We think it’s time for the pie to get bigger,” Grozier said. “We are very excited about what the expansion of the Peace Center will bring to the market; We see them as complementary. There will be a lot of skill for everyone. ” We have to convince the industry that this is a wonderful position to prevent and play. “
Trueline is accepting expressions of interest to invest in the allocation through June 11.
The concert corridor is the time of two major investments planned for the same block in the West End. Spartanburg-based Pinnacle Partnership and Atlanta-based Gateway Ventures are coming up with a nearby mixed-use allocation at 319 Rhett Street that will come with 248 residential units, shops, a 154-room boutique hotel, a coffee shop and a rooftop restaurant.
Macon Atkinson is the city’s surveillance reporter for The Greenville News. It feeds on long runs and strong coffee. Follow her on Twitter @maconatkinson.