July 10--GREENSBORO -- A new music venue affiliated with a national entertainment company is planned to open on Elm Street in November.
The new venue will open at the current location of Allure, which is located at 117 and 119 S. Elm St. Rocky Scarfone, who owns Allure and Ham's Restaurants, and Winston-Salem Attorney Jeffrey Furr are the managing partners in the venture.
The venue is affiliated with House of Blues Entertainment and Live Nation. The name of the venue has not been announced yet, but it will not be called House of Blues.
"It really helps us connect the dots," said Jim Mallonee, Senior Vice President of Booking for the Southeast at House of Blues Entertainment. "Live Nation is very active in Charlotte and Raleigh, so it's the next natural step."
House of Blues Entertainment will exclusively book the venue, but Scarfone said it will also feature local acts and be available for private booking.
Cone Denim Mills will sponsor a lounge, to be called the Indigo Cone Denim Lounge.
Demolition on Allure will start Monday. Scarfone declined to say how much the renovation would cost.
The venue will have two seating configurations: 525 fully reserved seats, or 350 reserved seats plus 500 general admission seats. The venue will have a balcony and a full bar.
Scarfone said the new venue won't book the same sort of acts as other venues, like the Greensboro Coliseum and the forthcoming Steven Tanger Center for the Performing Arts.
"We'll never book a Paul McCartney," Scarfone said. "We'll fill a great niche."
Grant Lyman, who books for the House of Blues Entertainment-affiliated Fillmore Charlotte, will work with Mallonee on booking. He said he frequently works with artists who don't have time for shows in both Raleigh and Charlotte, making one stop in Greensboro ideal.
Contact Kelly Poe at (336) 373-7003, and follow @poe_NR on Twitter.
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