The Harvester Performance Center in downtown Rocky Mount – about half an hour away from Roanoke – made its debut last month as the newest concert venue in the region. The cavernous building – larger on the inside than one might suspect when looking at it from the outside – has two floors: on the upper floor a 450 seat (approx.) main concert hall, with a green room for performers downstairs and a smaller 200-seat space for other events.
The Harvester was renovated for three million dollars by the Town of Rocky Mount, which owns the facility. It also features meeting rooms that can be rented for other events.
Gary Jackson, who also programs concerts at Kirk Avenue Music Hall in Roanoke, was hired by Rocky Mount as the venue’s general manager. Concerts by the Indigo Girls and Rodney Crowell helped kick things off in late April. Outside the main hall there is a snack bar where wine and beer can also be served.
The town spent about two years putting the Harvester together; Hill Studios in Roanoke first hired Jackson as a consultant when they were contracted for the redesign. At one point it was a showroom for International Harvester equipment – and the veteran concert promoter/sound technician loved the name. “It’s a noun, it’s a verb, it denotes so many things about gathering together and celebrating.”
Jackson said the Harvester fills a niche and he doesn’t want to pull business away from venues like Kirk Avenue or Jefferson Center. “I just want to enhance the whole music scene that’s going on in southwest Virginia.”
Jackson also said that early ticket sales for shows like Indigo Girls and Rodney Crowell were coming from all over the state, from the Carolinas and even from as far away as Ohio. “People have lots of choices [now] on where and why they may want to go see a particular show.”
First time visitors might be pleasantly surprised by the aesthetics when they enter the main concert hall. A planked wood ceiling uncovered during renovations and acoustic tiles strategically hung below result in a warm sound acoustically; soft lighting given to hues of blue and other mellow colors also give the intimate space a comfortable feeling. Curtain partitions hung in several places can be used when the seats aren’t all sold to make it even more intimate.
Kirk Avenue Music Hall takes care of “two and a half genres of music” in Jackson’s estimation, with its much smaller size making an impact. “I tend to do a lot of singer-songwriters [there], up and coming bands – and occasionally I’m lucky enough to get someone like Lisa Marie Presley,” Jackson chuckles.
At the Harvester he can branch out. Calling it “the big brother to Kirk Avenue,” Jackson said the still-intimate space allows him to put on “great pop-rock shows, great Christian rock, gospel, blue grass, great singer-songwriters.”
The stage is also set up so that the occasional theatrical production could be mounted as well. Comedians could make their way to Rocky Mount; the Harvester’s mid-range size has helped land performers like Dave Mason and Toad the Wet Sprocket.
At a recent Rodney Crowell concert both Crowell and opening act Shannon McNally were having a few minor issues with the low lighting and with the sound levels as Jackson and company worked out the bugs. “Congratulations on your new venue,” said Crowell as he left the stage after an encore. He appeared with a band that included guitarist Stuart Smith who has toured with The Eagles recently.
Out in the lobby before his set, Crowell friend and Roanoke County political activist Dave “Mudcat” Saunders stood by, waiting to see Crowell. Musicians will have to contend with noisy closing doors that lead to the lobby area; McNally looked over several times when people were coming in or out – but the ambiance lends a sort of roadhouse feel to the proceedings.
Several businesses are coming on line near the Harvester to take advantage of the new venue. “They want to get in on the ground floor,” said Matt Hankins, Rocky Mount’s project manager for the Harvester rebuild. Rocky Mount mayor Steve Angle said some were not sure that the town should be spending that type of money to redevelop the building but he believes the result will win people over: “We started talking about this over a decade ago and looked at different places.”
The town bought the building at an auction. “I think in the long run it’s going to pay off. We’re selling tickets all over the region,” noted Angle. Appealing to an audience far outside of Rocky Mount was the intent, said the mayor. “It’s working out,” said Jackson; “people are responding and buying tickets. I’m developing a destination.”
See www.harvester-music.com/ for more information.
By Gene Marrano
