One Spot Offers Young Musicians Their Biggest Opportunity.

RENO, NEV. — Crowds of the new-wave counterculture flood the small faded brick building that rests between Wells and Virginia. “Holland” denoted in blocky font, bright lighting radiates through the front over tall glass windows prominently displaying an eclectic gallery. The time is 8pm. A band trickles onto the six square foot stage with instruments of varying physical condition and a bustling crowd enters. The incandescent glow of dirty Christmas lights dim over the stage and a band takes the stage.

The Holland Project has become one of the staples of the Reno arts scene. The venue raised $60,000 in a crowdfunding campaign through donations recently. “Holland” as it is known by most, has built a rampant fan base over the years and has become one of the preferred spots of young musicians.

Zack Ryan of Reno band Donkey Jaw — has been playing at Holland for six years and prefers them over many others. Ryan has performed at Reno venues The Knitting Factory, Cargo, and The Alley, and believes Holland to be the best entertainment spot for youth.

“Being a non-profit and led by volunteers, it’s not based upon ticket sales. It’s about musicians and fans and artists who display their work there.” Ryan said.

Ryan describes Holland as the best venue in Reno and believes them to be the most beneficial to musicians.

Holland is an organization led by passionate volunteers who set up events for artists and lead promotion. According to the 2014 annual report, Holland had over 11,000 participants in their wide variety of events for the year.

Holland’s volunteers allow flexibility in show coordination. Holland is a non-profit with creative freedom to organize any show and are able to pay musicians. Jub Jub’s Thirst Parlor and The Knitting Factory do not regularly pay as experienced by Ryan.

The process of organizing a concert at the Holland Project is simple.

Venue Manager Kristin Rodriguez has been a key figure for Holland with 3 years of volunteering experience including event booking and promotion.

“In the beginning, being a smaller venue, we [Holland] had to do a lot of cold-calling. As we’ve grown a bit over the years, a lot of the bands get a hold of us and we’re able to set up a show quickly. Sometimes we still cold-call our favorites.” Rodriguez said.

Rodriguez attributes success to the accessibility of concerts.

Concerts 21+ dominate Nevada’s entertainment industry. Cargo and Jub Jub’s [Thirst Parlor] limit many of their shows to the over 18 or 21 crowd which excludes a significant portion of potential concert attendees. Holland’s official capacity is 200. Holland is a smoke-free, alcohol-free venue that promotes a safe-space for youth.

“There is an accessibility to Holland that other venues don’t have, and that’s due in part to being all-ages. In Nevada, so many venues are alcohol-centered and teens and young bands tend to be under-served.” Rodriguez said.

Holland emphasizes youth culture in their model. Reno never had an all ages venue until Holland’s inception in 2007. Holland bounced from different locations before finding a permanent home at 140 Vesta. St. in Downtown Reno.

Newly appointed Music Director Brigdon Markward believes Holland builds upon its own community.

“Holland is a lot more accepting. It’s casual. It seems like the people there actually care about what you’re doing and it’s affordable which is a huge issue for younger audiences. It also gives everyone a chance to be themselves.” said Markward.

In December of 2015, Holland organized the bold “Grounded” campaign. Holland’s rent spiked due to massive nearby gentrification. They were offered an option to purchase their building outright. The remaining balance of $60,000 was raised in just under two months. More than 100 individual donations were recorded. Major donors included the Neil J. Redfield Foundation and Pearl Jam’s Vitalogy Foundation.

Holland is based on The Vera Project in Seattle Washington, a renowned DIY [Do-It-Yourself] space that offers many of the same amenities as Holland. Director Britt Curtis founded The Holland Project with a “four-pronged aim,” being “art access, music access, diverse workshop activities, and community involvement and collaboration.”

Holland averages 19 events a month. These events include concerts to workshops providing diverse skills including: screen-printing, kombucha brewing, and photo-transfer.