Brews, blues bring energy to Big Room

Sierra Nevada offers live music to Chico for all-ages

by Valerie Hazen

People looking for a venue to watch live music that is away from the downtown scene may want to try The Big Room at Sierra Nevada Brewing Co.

Every time The Big Room puts on a show, it is an event, said Bob Littell, general manager at Sierra Nevada Brewing Co. And he would know.

Littell has been employed at Sierra Nevada Brewing Co. since 1997, he said. He has been a professional musician for over 40 years. He is completely in charge of booking and coordinating every live show the Big Room holds. He feels it is his responsibility to maintain certain standards. And standards are high at Sierra Nevada Brewing Co.

"We are perfect," said Littell.

Since Littell is in charge of booking events, it is up to him to choose who should perform at The Big Room. The way he chooses is easy.

"I only bring in people I like," Littell said.

Live performances at The Big Room usually fall in to one of five genres, said Littell; blues, folk, jazz, roots Americana and bluegrass. He doesn't generally bring in pop acts.

"Pop to me is 16-year-old females singing about their angst," Littell said. "Give me a break."

Shows at The Big Room are generally held on Sunday, Monday or Tuesday nights, Littell said. The reason is to avoid taking business away from downtown.

"We are a gorilla in this town," he said. "We have power, and we use it correctly."

Friday and Saturday are big nights for downtown clubs, Littell said. He does not want to compete for business.

"They serve our product, why would we want to compete with them?" he said.

Besides, The Big Room doesn't usually attract the college crowd, he said. The clientele Littell hopes to appeal to is people between the ages of 25 to 85. He also encourages people to bring their children to enjoy the event.

"Bring the kids, let them experience the joy of live music," he said.

Littell also understands that people have jobs and lives, he said. That is why shows typically start at 7:30 p.m. and end about 90 to 100 minutes later. That way, people can be home and in bed early.

"What other place can a 50-year-old white guy dance like he did in college, and look over at the next guy dancing just as bad?" -- Bob Littell

"We want 9 o'clock on a Tuesday to feel like midnight on a Saturday," Littell said. "What other place can a 50-year-old white guy dance like he did in college, and look over at the next guy dancing just as bad?"

In 2000, Sierra Nevada Brewing Co. put on its first live performance in The Big Room. Since then, the reputation of the venue has grown immensely, Littell said. About 90 percent of the shows sell out.

Littell and Ken Grossman, sole owner of Sierra Nevada Brewing Co., traveled to different venues to decide how they wanted to design The Big Room, Littell said. They took the positives from these places and eliminated the negatives.

The Big Room holds 330 people at maximum, Littell said. It could hold as many as 700, but that would eliminate it as a dinner theater.

Shows always start on time, Littell said. Doors open at 6 p.m. to allow for dinner. The Big Room provides a full dinner for $10 prepared by their own catering company. This $10 includes tax and tip. By the time the show starts, dinner is over and plates are picked up, so people can enjoy the music without interruption.

Events from The Big Room are also featured on PBS, with Littell hosting. The Tommy Emmanuel show is playing as a PBS pledge drive.

Live music isn't the only thing The Big Room is used for. Weddings, meetings and other special events are often held there. Betsy Jorgensen is the coordinator for these events. Since she has worked for Sierra Nevada Brewing Co. for 15 years, she has seen The Big Room grow in to what it is today.

Her job at the beginning was a receptionist, she said. Grossman told her she could be the events coordinator for The Big Room and still maintain her old position. He didn't expect a lot of business.

"He said one event a month, just to help pay the electricity bill," Jorgensen said.

Now The Big Room holds four to five events a week, and it has become her full-time job.

"The Big Room is a special place, it's very majestic," Jorgensen said.

Touring musicians are starting to make The Big Room their main stopping point in Northern California because it is such a nice place, said Littell. The Big Room has hosted such artists as The Billy Bob Thornton Band , The Fabulous Thunderbirds , and Asleep at the Wheel.

Alecia Sinclair, employee at the Sierra Nevada Brewing Co.'s restaurant, frequently attends shows and raved about the acoustics.

"There isn't a bad seat in the house," she said. "Whether you sit in the corner or right in front, the sound is impeccable."

Live shows usually run about once a month. Tickets are sold starting a month before the show for about $20 to $28. There is not a great deal of publicity for these events, so those interested should join the mailing list on the Sierra Nevada Brewing Co. Web site.