The Big Room

In 2017, Gannet took on the project to create a new concert series for the Big Room music venue at Sierra Nevada Brewery.

Previously booked as a bluegrass and Americana dinner theater, the goal of the project was to reach a new audience of craft beer drinkers through diversified booking.

The first step was to expand the venue’s capacity, rethinking the permits from a 300-person seated dinner theater to a 500-person standing room concert venue.

The next step was to broaden the venue’s booking, eventually finalizing a new concert schedule under the banner of ‘Sierra Nevada Presents!’, a new concert series featuring national touring acts such as Neko Case, of Montreal, Anitbalas, Pinback, Shannon & the Clams, and many more.

Redesigning the space with new art installations, photography, and more gave the venue a much needed face lift to match its fresh booking calendar.

Seven years later, the venue continues to fill its space with new music and new guests, creating long lasting, emotional experiences direclty tied to the delicious taste of a Sierra Nevada craft beer.