VENUE CHECK-IN: HOW NASHVILLE’S 3RD AND LINDSLEY IS REIMAGINING LIVE MUSIC FOR A NEW ERA

Image courtesy of 3rd and Lindsley on Facebook.

“THE FIRST FEW MONTHS WERE THE WORST, AS LONG TIME FRIENDS AND EMPLOYEES, SOME OVER 25 YEARS WITH THE VENUE, WERE FURLOUGHED, MAKING US UNABLE TO COORDINATE OR NAVIGATE ANY REAL PLAN TO SURVIVE.”

Tucked into the corner of Nashville, Tennessee’s bustling “SoBro” district is 3rd and Lindsley Nashville, a local music venue known to host celebrated country artists like Vince Gill, Martina McBridge and many more. Just before its 30th anniversary in 2021, the venue took a major blow in March of 2020, when Nashville’s live music community was forced to shutter its doors under state mandate.

“3rd's doors closed on March 12, 2020, cancelling and re-scheduling shows into the unknown—all operations stopped overnight,” said Ron Brice, club owner of 3rd and Lindsley. Soon, artists were forced to postpone their Nashville tour stops, leaving music venues to fend for themselves in this newly-digital concert landscape. But 3rd and Lindsley was quick to adapt.

“Talent buyer Santo Pullella secured a relationship with webcaster/streaming pros Nugs.net and Cinematicfocus, and the venue began its partnership engaging fans with high quality streaming, recording and pay-per-view,” said Ron. “The music discovery, exposure, promotion, and streaming revenue have helped the venue stay connected to artists, bands and fans.”

In recent months, the venue has reopened their doors for live music events, following all social distance and safety protocols in the process. “A plan was created that exceeded guidelines, at 1/3 capacity of about 150, fully seated and distanced where staff, guests, artists and bands have all come together to do it right,” said Ron.

Check out our full interview with Ron below, including ways you can help venues like 3rd and Lindsley stay afloat during these unprecedented times.

HEADS on TV: Tell us a little bit about the history of the venue, for those who haven’t yet been introduced.

Ron Brice: 3rd and Lindsley Nashville was established in 1991 on the corner of 3rd and Lindsley in the now called “SoBro” district of Downtown Nashville. The space was previously a Mexican restaurant that had closed, and then repurposed as an always and forever independent live music venue with full bar and grill. Nashville at the time was ripe with local talent, artists on the rise, sidemen and studio musicians with side projects , and the stage quickly attracted artists, bands and fans, and became a 200 capacity seated venue that produced a very diverse brand of local and regional events. As Nashville and many of these artist and bands grew , the venue continued to expand to it's current capacity of 700+, capable of presenting all kinds of shows from intimate 400+ seated listening shows, to 700 + capacity rock shows, with a number of set ups in between. Diverse musical styles: international, national regional, and local artists/bands curated via strong relationships with radio, labels, managers, and agencies to keep the venue's stage busy. A pro management family of production staff, engineers, talent buyer, and hospitality professionals keep 3rd and Lindsley a favorite for the live music experience in Nashville.

How was 3rd & Lindsley initially impacted by the shutdowns last March?

3rd's doors closed on March 12, 2020, cancelling and re-scheduling shows into the unknown—all operations stopped overnight. The first few months were the worst, as long time friends and employees, some over 25 years with the venue, were furloughed, making us unable to coordinate or navigate any real plan to survive.

What has 3&L been doing to stay active in this new digital era as a venue, as well as stay connected with artists?

Some government and city support temporarily stabilized the situation. Talent buyer Santo Pullella secured a relationship with webcaster/streaming pros Nugs.net and Cinematicfocus, and the venue began its partnership engaging fans with high quality streaming, recording and pay-per-view. The music discovery, exposure, promotion, and streaming revenue have helped the venue stay connected to artists, bands and fans.

Photo courtesy of Rick Diamond.

How has the reception been in reopening under new guidelines? Is the Nashville community eager to support artists and venues?

3rd and Lindsley partially opened the first week of October of 2020. A plan was created that exceeded guidelines, at 1/3 capacity of about 150, fully seated and distanced where staff, guests, artists and bands have all come together to do it right. A combination of intimate shows, combined with streaming, sometimes two a night, are supporting artists and musicians who want to play, engineers and staff who need to work. Certainly not a sustainable model for a long period of time, but a lifeline to some people who really need one. It's basically a bridge to be there when we can rebuild our business.

What can music fans do to support venues during this time, especially those in parts of the country still under mandates?

We feel very fortunate to operate in a city that has supported independent music venues, and independent music venues that have supported each other. Two local venue owners Chris Cobb and and Todd Ohlhauser created Music Venue Alliance Nashville MVAN, 15 locally owned independents, that are the backbone of the industry in Nashville, that generated support from the Nashville Convention and Visitors Bureau, Nashville's Metro City Council and Mayors office, numerous benefits and promotions via local business, labels, print media, and radio stations to help shuttered venues pay hard expenses to keep from closing permanently.

What can artists do to support venues during this time?

Artists are extremely hard hit, with their major source of income vanished. Consider streaming initiatives that fit their goals, and stay connected with their fans, venues they perform in, social media, and other artists. Our advice would be to be ready to go when we all can, and be ready to engage your fans, create show and bill concepts and plan to re-engage quickly.

What recommendations might you make to other struggling venues across the country, in searching for new ways to stay active?

The National Independent Venue Association (NIVA) is a great source of information. In addition, your state and local government assistance programs and the other venues in your area can provide a mutually beneficial support system to survive, and be there to open back up when you can.

Keep up with 3rd and Lindsley Nashville here.

For additional ways to support legislation and funding for live music venues during this time, check out the National Independent Venue Association: https://www.nivassoc.org/