Originally published in the December 2018 issue of (614) Magazine
There’s no perfect formula for connecting artists and audiences, much to the dismay of musicians, promoters, and the fans they fail to rope into their orbit. But if there were one, the secret ingredient that distinguishes nuisance from noise would probably be the venue itself.
Maybe that’s why mindful musicians and their faithful followers are driving in droves to a former furniture store out in Newark for craft beer and cocktails before settling in for shows that defy expectations at any decibel.
Unlike an aging arena or basement bar, Thirty One West was built for music, back in the days when Newark was known as “Little Chicago” for its robust theater scene. But after decades of decline, like most medium-sized Midwest towns, the satellite city has been torn between playing second fiddle to a tempting metropolis just over the horizon or forging its own destination identity. The dance hall days are over. Fire claimed some, neglect got the rest — all but this one that happened to find a second life as a low-frills furniture store waiting to be rediscovered.
“During construction, we did a series called the Ballroom Revival Sessions. We wanted to share with folks where we were in the process and were eager to have music in the space and hear how it sounded,” explained Tom Atha, champion of Newark’s own larger revival and a familiar face for anyone who’s ever been to Thirty One West.
The Church Street “project” as it became locally known includes a barbecue joint, a yoga studio, a play café, and an art space featuring Atha’s alma mater Denison University. But the second story live concert venue and street level bar are the jewels in this downtown crown of urban renewal. Atha also operates Earthwork Recording Studio down the block, so creating a small space feel despite the enormity of the undertaking was always a priority.
“We started inviting friends in to perform, but also offer an update on construction. It allowed us to do some interviews and gather insights from artists on what they look for in a venue,” he recalled. “With someone like Sean Rowe, we were really curious about his interest in house shows, and how could a larger venue still capture the intimacy of a house show. It helped us share what we were doing and get some music out there before we even had the doors open.”
It didn’t take long for word to get out that there was something special about the acoustical street cred of their quirky old ballroom with a bar in both the basement and the balcony. That’s why acts that could play anywhere are reconnecting with their roots at a venue that brings artists and audiences together. From the growling blues of Taj Mahal to the jazz-funk fusion of Spyro Gyra, performers seeking something kindred in a place that is both old and new have taken notice.
“For me, the biggest part of choosing a venue is whether the audience can hear the show as we intend it. You don’t want it loud, and reverberant, and noisy. I really prefer to have a listening environment,” revealed Steven Page, who played his first gig at Thirty One West in October. The former front man for Barenaked Ladies knows what makes a room and an audience both hum. “I’m pretty aware of the fact that my audience isn’t 22 anymore. They’re not going to want to come see me and stand on a concrete floor for five hours.”
Many musicians often have only rudimentary information about a venue before playing there for the first time — city, capacity, and little else. Bookers and promoters schedule the shows. One delivers the talent, the other the audience. But when artists are impressed by the right place, or turned off, everyone tends to hear about it.
“Lots of artists compare notes, especially the horror stories. You’ll always remember the really terrible ones. But if there’s a new venue opening up in town, or one that’s developing a new reputation, you automatically share those experiences with other musicians,” Page noted. “I’ll go to my agent and say I really want to play there again. And that helps get more acts booked there as well.”
Every venue has a different vibe, and Thirty One West seems to occupy the fabled Goldilocks zone right in the middle, large enough to achieve critical mass, yet small enough for the shared experience not to get lost.
“If a room is acoustically dead, some songs won’t have the same kind of expansive feeling they would in a more lively room. And if a venue is really noisy, it’s harder for us to hear ourselves onstage. If notes go out and wash around the room, we may have to choose songs that require less precision. The strokes are broader,” Page explained. “There’s a song that we do some nights, an old Barenaked Ladies song called Break Your Heart. If the room feels right and sounds right, and the audience is engaged, it becomes this perfect storm. I’ll do it incredibly intimately, if I feel like my voice is going to carry in that room. I’d like to do it every night, but I’d blow my voice out. So it’s the kind of performance you only get if the room can support it.”
The ballroom doesn’t necessarily look like what you might expect from that moniker. There aren’t velvet curtains or a punch bowl at the end of the room for thirsty wallflowers. Instead, there’s an expansive wooden dance floor that resonates with each note with a mix of modest tables and chairs. Yet the room is so tuned in, there’s actually a sign in balcony warning patrons to mind their voices, as the acoustics carry conversations all the way down to the stage.
“Sometimes we’ll play in a place that’s really ornate, like an old church, or a venue that seems really dressy, and you can tell an audience is intimidated by that. They aren’t as expressive right off the bat, so you have to work a little harder for them to feel less self-conscious, let go, and enjoy the show. I like those challenges. Honestly, I like having to work for every bit of applause. It’s easy to take it for granted,” explained Page. “If the room is right, the audience is at ease. That’s when unpredictable things happen. We have the freedom to mix up of the set list, or an encore. Someone may shout out a request we haven’t prepared or played as a trio, and we’ll try it out anyway.”
This is where Thirty One West really ups the ante on venues, and is a credible threat for the predictable digs folks are used to in Columbus. They know the room so artists are also at ease, tuning their tech like the whole building was one giant instrument instead of turning everything up to 11 and hoping for the best.
“The folks at Thirty One West told us it was the first time for a lot of people there at the show, so hopefully connecting with a new clientele will help build that core audience. For us, the staff and crew were great, easy to work with from the monitors to the PAs. They were helpful and hands on and really knew how to work their equipment,” Page revealed. “That’s a big difference. Sometimes you go into a place and that’s not the case. But when you work with people who know the room, it makes our job so much easier, knowing we can go on stage relaxed and that the audience will hear the show as it should be.”
Even so, old habits are tough to break with some tours that tend to look past smaller shows or locales, despite the increased attention from performers and their patrons.
“It could be daunting initially to attract acts that are used to playing right in Columbus. We thought it was a really beautiful building, aesthetically and acoustically. That’s what’s going to win them over. It’s such a great listening room — without being precious about it,” Page opined. “I remember playing a couple of gigs over the years, places where they actually shush people if they talk. I feel I have to earn people’s quiet. But if it’s a talky room, maybe it’s because audiences can’t hear us as well. Everyone here was relaxed, enthusiastic, and into the show. That’s what the right venue can do. It’s not just the building, it’s the audience it attracts.”
However, the ballroom is only part of what distinguishes Thirty One West from your typical concert hall. It’s about building that elusive connection between artists and audiences into something that doesn’t fade away after the encore.
“We started the 31 Club when we launched, which is our $100 membership. The idea was to embrace our core audience, get feedback, offer some cool perks, and create a relationship and a dialogue to know how we were doing. We do member appreciation shows, there are discounts at our bar, discounts on our merch, we open access to ticket sales early, and give away tickets via lottery,” Atha explained. “This past year, we extended our memberships to include a Season Pass at the $500 level. That includes two general admission tickets to every show for the calendar year. You still get all of the perks of the 31 Club, plus a couple of tickets to each show.”
Imagine buying concert tickets like Netflix instead of going to Blockbuster back in the day. Instead of only going to see the bands you know, you’re more likely to discover new ones — and that’s kind of the point.
“Folks were coming out to shows they never would have otherwise. If we have enough members who do that, we can take bigger risks as a music venue, and do a better job curating, if we know there is a core audience to support it,” Atha revealed.
Thirty One West also created the Stereogram Sessions, bringing two musicians into the studio separately, laying down four or five tracks, pressing each session to a side, and hosting a vinyl release party featuring both of the artists.
“It marries both of my endeavors in downtown Newark together. But there was another challenge we were also trying to solve. We’ve had success bringing in national talent, but we’ve had a harder time booking acts from Columbus because audiences can see them there anytime,” Atha explained. “So that’s where the idea was born, let’s give Columbus audiences an excuse to come here to see a Columbus act by offering a different experience. We’re a listening room, so we appreciate when music is valued in a focused way. Vinyl accomplishes that in a way digital streaming can’t and ties our performances at Thirty One West to a permanent product.”
Luckily, you don’t have to wait for the next show or a vinyl release to stop by the street-level bar below the ballroom
“The Bootlegger was created and branded as its own space, because it’s open whether or not there is a concert,” Atha explained. “We never charge admission for events at the Bootlegger. It gives us a connection to the community and a great place to vet talent as potential openers for future shows.”
Locals are still discovering Thirty One West, but so are folks from surrounding cities and states, slowly building that loyal base of patrons and supporters competing venues will surely envy.
“We still have first timers coming through our doors all the time, but we’re starting to build that core audience we’ve always wanted. But people are still coming here to see the bands, so we do everything we can to treat them well,” Atha noted. “That feedback that makes it back to the booking agencies or management is what sets us apart. It’s why we get calls for shows routing through Ohio wanting to try someplace new. It’s still a hard pitch, but it’s why artist feedback on what we do differently is essential — and we try to knock it out of the park with every show.” ▩
For details on upcoming shows at Thirty One West, or to see their Ballroom Revival Sessions, visit thirtyone-west.com
