Home Coach outlet profit Peace Center unveils $36 million renovation project

Peace Center unveils $36 million renovation project


In what promises to be the most significant development for the Greenville music scene since the peace center Opened in 1990, the performing arts center has announced a $36 million renovation project that will, among other things, add two new concert halls.

The plans were officially unveiled on September 13 and involve the renovation of three existing buildings to house a three-story music club, intimate listening room, recording studio and artist dorms.

“His [AMP] truly creating a campus for the arts in the heart of downtown Greenville. – Knox White

Artist dorms

AMP: a musical project

Double A music projectthe renovations are part of the Peace Center’s strategic plan to create an integrated 10-site arts and entertainment campus by 2030 or earlier. Work is expected to start in February 2023 and be completed by the end of 2024.

The plans are expected to be submitted to the city’s design review board in October. Of the $36 million budgeted cost of the project, approximately $20 million will be drawn from the center’s cash reserves and pledged revenue for the next few years of operation. Another $10 million is expected to come from philanthropic donations, with the rest coming from tax credits.

The interior of the mockingbird

AMP will include the following:

  • The Mockingbird – This will be a listening room located in the historic Gullick and Markley Buildings on South Main Street, next to the Gunter Theatre. Inspired by the iconic Bluebird Cafe in Nasheville, the venue will offer a relaxed lounge-like setting.
  • Coach Music Factory – The Coach Factory, currently home to Larkin’s on the River and which announced plans in March to move to E. Broad Street near Camperdown Plaza, will be converted into a live music club on three levels. The plans envision a wide variety of local and national music genres like indie rock, hip hop, country, jam bands, Americana and others.
  • Artist Dorms – Located directly above The Mockingbird, a three-bedroom suite will provide artists with some respite and privacy where they can take a break from the road before or after a concert.
  • The Studio – Adjacent to the artists’ sleeping quarters, a modern, professional recording studio will be operated by the Peace Center and will provide artists with access to high-quality recording, mixing, editing and related audio services.
  • Wyche Landscape Design – Significant landscape improvements are planned for the outdoor areas surrounding the Wyche outdoor event space. The vision is to further integrate the space with the overall look of the adjacent Falls Park.
The studio

AMP building designs were developed by a Greenville-based architectural firm Craig Gaulden Davis, who also designed the original Peace Center. The landscape design was managed by the local office of MKSK.

Diverse music

AMP is in part a response to growing demand from area musicians and music lovers for venues that offer a more intimate experience, says Peace Center president and CEO Megan Riegel.

“It’s a whole new world for the Peace Center, a whole new world for Greenville,” Riegel says.

While the Center Concert Hall will remain the beating heart of the six-acre campus, the new venues will create opportunities to host a wider range of musical acts. Riegel says the one unifying factor that will drive the choices of musical acts coming to new venues will be quality.

“What [music lovers] can expect quality,” says Riegel. “It’s a matter of community. It’s pretty much what the community has said they want for years.

View from the Main Street Bridge

Peace Center Board Chair Lynn Harton said the project aims to continue and expand the transformative role the Peace Center has played since it opened in 1990 in making downtown Greenville the place dynamic and exciting it has become.

Harton, who is also CEO of United Community Bankwhich moved its headquarters to downtown Greenville in 2021, says the performing arts center has been a crucial cultural anchor for the city and powerfully persuasive in attracting people to the area.

“It’s part of the fabric that makes people believe they can live here and enjoy their life here,” Harton says.

He adds that the AMP vision began in 2019 when Peace Center management began developing a 10-year plan with one of the main goals being to expand the types of music the center could offer.

Staff have heard from young music lovers that the Peace Center usually offers “music for older people,” Harton laughs. Changing that perception is at the heart of AMP, and Harton says the new venues will bring both new musicians and new customers to the Peace Center.

A regional musical hub

Riegel and Harton say upstate and western North Carolina already attract a wide variety of musical acts and have a reputation as a music-loving region. They don’t see AMP as a competition to other regional venues, but as an addition that strengthens the fabric of the local music scene.

To achieve this, Riegel says the center will hire someone with deep ties to the music industry to help organize the types of music and acts booked in the new venues.

Once the AMP is complete and the halls of the Peace Center attract a new array of music and artists, Riegel envisions the center acting as the anchor for a new regional music festival.

“It’s exciting. It’s a big thing,” she says. “There are dots everywhere. This project is going to connect the dots.

The exterior of the mockingbird

AMP: places

The mocking bird — This new 250-seat hall will offer music lovers a relaxed, lounge-like setting and a more intimate listening experience.

Spread between the historic Gullick and Markley buildings on South Main Street, The Mockingbird is inspired by Nashville’s famed Bluebird Cafe and is a natural consequence of the Peace Center’s success with Genevieve’s, the guest lounge adjacent to the venue’s lobby. center concert.

The main entrance will face Main Street with the listening room located at street level. The interior design will combine modern elements with traditional features, such as exposed brick walls, perforated tin ceiling panels and hardwood floors. With the exception of new windows and doors, minimal exterior renovations are planned.

One of the most distinctive features of the new venue will be a picture window located immediately behind the performance space and facing the Reedy River. The brick exterior of the building facing the river will feature the words ‘sing’, ‘dance’ and ‘play’ to describe the guiding principles that underlie the entire performing arts campus.

Coach music factory interior
Coach music factory interior

Coach Music Factory — The existing Coach factory building next to the east side of the amphitheater of peace will be reconfigured into a three-level venue designed to have a club feel and capacity for 1,300 people.

The performance space will back onto the side of the building facing the amphitheater and the levels on that side of the building will have rolling doors that will allow access to adjacent grounds.

The performance space on the ground floor will be at the end of an open central atrium. The second and third levels will include balconies where standing patrons will have a view of the performers on the ground floor and will have access to refreshments on each level.

The concept of place is described as being similar to Orange peel in Asheville or the Fillmore in Charlotte.