2. South Barstow in downtown Eau Claire

By this time it’s extremely well established that a community’s investment in their music and arts scene pays significant dividends toward economic development in the long run. Dozens of researchers, socio-economists, and cultural think tanks have proven that communities who work towards building a strong and creative nightlife and arts scene are better at inspiring entrepreneurship, retaining talented workers, and attracting new business. A thriving music scene is not just about rock and roll – it’s about quality of life, and quality of place.

On January 20, Eau Claire took what could become a significant step forward in this realm when the city’s Redevelopment Authority (RDA) approved the plan of Nate and Justin Vernon to turn the three-level “2 S. Barstow” building into a live music venue and cultural center. The city-owned building has seen its share of proposals for purchase come and go, and this time the RDA heard proposals from four groups of potential developers, giving the green light to the Vernons. Nate Vernon, tour manager for his brother Justin’s considerably successful band Bon Iver, is heading the effort – and now he and Justin have roughly four months to firm up financing, finish construction plans, and actually close the transaction, at which point the city will hand over the keys and work can begin.

Likely to be called Union College (a play on the building’s history as a women’s school decades ago), the space will house a performance venue on the first floor with a roughly 220-person capacity. While they hope to explore the many possibilities of catering to an all ages set, they will still look to a bar as a major source of revenue – so many public discussions on that front are yet to be had. Along with office space and a green room for performers, upper floors will house audio and video gear which the public may have access to through classes and workshops on production and editing.

Additional programming may include a rotating series of art shows, book readings, private meetings, and more. Inspiration for the aesthetic of the space could come from all over the world, as the Vernons have seen many of the best venues and performance spaces in existence through Bon Iver’s international tours over the past couple years. Current estimates place the whole project at a cost of roughly $2.1 million and put the grand opening in May of 2011.

It’s the “cultural center” vibe of the project that puts it in a class above your typical bar with live music. The vision is larger. “It will be a place where people can learn how to do things and have access to equipment that otherwise not many people do,” said Nate Vernon. “To get people doing those kind of things would just increase the talent pool we have and what could come out of it.”

While community-based endeavors will be present, the focus of the space is really still going to be on live music, both local and national. There have been several local music venues and promoters – this writer among them – who have attempted to put Eau Claire “on the map” for touring musicians (with varying degrees of success). But the considerable success of Bon Iver puts the Vernons in a strong position to actually do it. Eau Claire might finally be able to make a real play at grabbing more popular touring bands off Interstate 94, and the Vernons can network in a way that will likely make an impact on the venue (and music scene in general), both right away and over time. But it’s the strength and energy of the local scene they hope to truly harness, making the venue into a magnifying glass of sorts.


    “We need a focal point for the energy to come through,” said Nate Vernon. “I think we, knowing who we know after being on the road, and knowing lots of booking agents and having personal relationships with bands, we just happen to be the people that are capable of doing that for Eau Claire.”

Exciting words, but as many know, the 2 S. Barstow building has been through this process before, and with varied visions for its future. The previously approved plan for 2 S. Barstow was from a local couple who wanted to create a bed and breakfast, their ambitious and detailed plan stalling when finances became a struggle. So it is important to recognize that this is still just a proposal, and any number of unexpected roadblocks could surface and thwart the project’s feasibility before it even begins, but those involved are optimistic that the right groundwork has been laid for success.

RDA board member and city Economic Development Administrator Mike Schatz is excited about the potential. “The Vernon’s proposal was an opportunity for the downtown to go for the home run instead of playing it safe with a single,” he said. “The singles will always be there, but home runs are very rare. There is a big upside for the community if this project is successful.”

Editor’s Note: For insight on my fairly unobjective perspective, I should mention I’ve done some light consultation with the Vernons on their plan over the past few months and will likely continue doing so. So take that for what it’s worth.