By Kate Knight
Within the past four months, Bruiser’s Night Club has been retired, redesigned and reinvented into Live On Main – Stevens Point’s new downtown live entertainment venue.
Longtime property holder Tim Schertz has owned the establishment, located at 956 Main Street, since 1994.
“I just decided it was time for a change, and I felt that I wanted to move into a different segment of the market,” Schertz explained. “One of the segments of the market that was underrepresented in our area is live entertainment. So we redesigned the floor plan of the building and converted it into a live entertainment venue.”
Schertz calls Live On Main a “pure” live entertainment scene. The site will exclusively feature live bands from rock to country music and acoustic shows. “It’s a music venue that will have something for everyone,” Schertz said.
Bruiser’s Night Club celebrated its final night as ‘Bruiser’s’ on Halloween last year. The building’s remodel has been an ongoing process since then. Major developments of the redesign include the band stage, sound equipment, a greenroom for performers, and some infrastructure enhancements to produce live shows.
Live On Main will feature acts from across the country – from Michigan to California and Minnesota to Tennessee, as well as local bands from Stevens Point.
“Initially, after a couple of well placed phone calls from my experience being in this business for this many years, it really only took a matter of a couple of weeks, and now acts are calling us wanting to play here,” Schertz said.
Schertz’s ultimate goal for Live On Main is to achieve a quality venue reputation in the music industry, familiar to national acts. “We are located in Stevens Point perfectly between Green Bay, Minneapolis and the Madison-Milwaukee area to catch traffic coming through,” he explained. “We’re positioned perfectly to make that a tour stop.”
Live On Main has already held several shows featuring local bands, and Schertz said the feedback from concert-goers has been positive.
“It’s a fun atmosphere, and they are happy that they have something like this to support now because there really isn’t anything like it in town,” he said. “This will be a steady roster of shows coming forward – primarily national acts – but this also brings out local bands that associate themselves with a style of music. They’ll call in and say, ‘Hey, do you have an opener?’ So they get an opportunity that they might’ve never had – to open for a national band. This starts to give back to the music scene.”
Schertz said he aims to be diverse in the venue’s music choice and often bounces ideas off of Live On Main’s staff members. “I use people as a soundboard for what to play, and we throw around band names to bring in,” he said.
Ticket prices for upcoming acts range from $5 to $25 and can be purchased at rockonmain.com. Future shows include Unity on Saturday, Feb. 27 and Wayland on Wednesday, March 2. More acts with dates, times and ticket prices can be found on the venue’s website.
“Online ticket sales have been tremendous, and we’re very, very pleased with the start we’ve had,” Schertz said. “Your goal when you have a customer come is, first and foremost, that the act gave them a quality show for their ticket price. And that when they left after the show they think, ‘That was a really fun time – I can’t wait to come back and see what’s coming next.’”
For more information about Live On Main, visit rockonmain.com or find ‘Live On Main’ on Facebook.