- Trueline is set to open a new entertainment venue in the West End by April 2025.
- Michael Grozier, owner of Trueline Greeniville, plans to host national touring artists in a venue with a capacity of 2,100 seats, with the possibility of expanding to 2,100 seats.
- The project is expected to require $10 million in investment; Greenville residents have contributed nearly $2.5 million so far.
An entertainment venue in Greenville's West End is hoping to bring top 40 artists and comedians like Dave Chappelle and Ali Wong to a growing downtown social scene.
Trueline, a music and events amphitheater with a capacity of 2,100 people, aims to attract pop, hip-hop and country artists to the city, while also being an incubator for local artists in a refined 30,000 square foot space at the 401 Rhett St., the former location of D&B glass.
The new entertainment center will feature three music rooms, including a concert hall with soundproof acoustics, a small hall with a capacity of 400 seats and a 150-seat VIP area inspired by the Rosebud Motel from the popular television show ” Schitt’s Creek.”
“We want to be a go-to place, in a go-to market,” said Michael Grazino, co-founder of House of Blues and current CEO of Trueline Brands. “We view Trueline as more complementary than competitive to the local Greenville music scene.”
How Greenville Could Compete With Austin, Raleigh, NC in Entertainment Market Size
Since 1996, Grazino has helped open 13 Live Nation-based entertainment venues, including five in the Southeast: The Tabernacle, The Coca-Cola Roxy and Buckhead Theater in Atlanta, as well as The Fillmore and The Underground in Charlotte, North Carolina.
He saw the potential for a picturesque space, a pop-style music venue in Greenville, in the once-abandoned building on Rhett Street, located in a growing part of downtown.
“There’s almost a billion dollars of investment in the West End, it’s going to become the new entertainment district,” Grazino said. “There has been a vision and a plan and so far, (city leaders) have created an incredible city.”
Trueline's projection is to view the Greenville music scene as having the potential and the same level of interest as the Austin, Texas and Nashville, Tennessee markets. By 2029, Greenville could reach nearly 900,000 total ticket sales, making it comparable to Raleigh, North Carolina.
With concert halls such as Judson Mill Foundry, Bon Secours Wellness Arenaand the next oneA musical project' through The Peace CenterTrueline will look to make its mark with pop-centric music and entertainment events.
“The Peace Center is an extraordinary performing arts center, one of the most successful on the planet,” Grazino said. “With the two amphitheaters here, the Peace Center is aimed at a more mature audience that loves theater. We are more of a live, pop-oriented music brand, but we are built for a wide variety of genres, so we We will therefore rarely compete for shows.
He estimates that Trueline will sell 180,000 tickets in the first year and that by 2030, that total will increase to 230,000 tickets sold.
“If we do what we’re supposed to do, this market will become very attractive to the live music scene,” Grazino added.
Big announcement from the Peace Center:Peace Center makes 'biggest announcement in decades' for new music club, studio and more
An intimate musical experience with multiple spaces for private events and more
Trueline plans a space where local audiences can see high-profile artists: “Lil Wayne, The Struts, Brett Young and more could make appearances in Greenville.
The main features of the potential Trueline entertainment venue include:
- Large hall with a capacity of 1,700 seats (129 seats on balcony), small hall with a capacity of 400 seats, VIP room with 150 seats and an outdoor musical space with 250 seats, all awaiting approval by the town of Greenville.
- Four standing room platforms in the large hall allow easy visibility of the stage.
- More than 40 food and beverage outlets throughout the venue, including an indoor/outdoor patio space, an upscale cocktail lounge (The Clubhouse) with daytime coffee and muffins, and pizza and other handhelds The evening.
- Technological bracelets that allow easy payment, personalized welcome messages and exclusive invitations.
“This size venue has been missing in the market for a long time,” said Marty Elliot, a talent buyer who will book acts in conjunction with Trueline Brands. Her experiences include serving as Clemson's general manager at Littlejohn Coliseum and helping 46 Entertainment bring artists such as Pitbull to Anderson.
The lack of fixed seating and the versatile use of Trueline will provide a different entertainment option in Greenville, she said.
“I'm not taking anything away from other theater and arena acts, but when you share a space with one of your favorite artists, it's a unique experience in which fans will have the chance to truly appreciate this form art in a new way. Greenville.”
Providing a venue in Greenville for local artists to shine
In addition to attracting national talent, promoting local artists will be a top priority. Local artists with potential Peabo Bryson and Marcus King are what Trueline would like to foster in the new location.
Through the Music Forward Foundation, Grazino's time with Live Nation and House of Blues has contributed more than $42 million to music education and local artist communities. In Greenville, Trueline will launch an artist incubator program that provides local artists with networking and marketing planning with industry professionals.
“There are so many opportunities here for local artists,” said Sam Blumin, chief of staff at Trueline Brands. “Greenville is such a connected city. You can stay in your own city and enjoy great art.”
He believes the new venue will be a place where local artists can go from an outdoor patio to a sold-out 200-ticket show in a small venue, then connect to bigger cities on the East Coast.
How much do they need to bring Trueline to downtown Greenville?
As of mid-December 2023, Trueline had raised half of the $10 million in equity financing needed, as 60% of that funding came directly from Greenville-area investors and the other portion from investors in 13 other States, according to Blumin, Trueline's chief of staff.
Grazino estimates that funding will reach the $8 million mark by the end of January 2024 and that what cannot be raised will be funded.
“We are in an entertainment experience economy,” Grazino said. “I think when you look to the future, we are very attractive to players and investors in the future. My story has always been about creating good deals.”
– AJ Jackson covers the food scene, as well as downtown arts, entertainment and culture for The Greenville News. Contact him by email at ajackson@gannett.com and follow him on X (officially Twitter) @ajhappened.