- 210 N. Sierra St., Reno, NV, 89501
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Since its opening two years ago, 210 North has stuck to the DJ’d club experience. But music promoter Brandon Deriso, who books the Tonic Lounge down the street from 210 North, pitched the show to 210.
“210 is a dance club, and Chris English is one of the best DJs on the west coast,” 210 director of operations Julia Jeffers said. “But there’s a whole group of people that we’re not catching; people that love live music. We’re kind of an in-between space. Maybe somebody else is a little too big or too small. We’re wanting to diversify who we are as a nightlife venue.”
With 210’s action really not hitting until around midnight on weekends, Jeffers said an earlier live show doesn’t cut into the usual atmosphere, since the show will start at 8 p.m. Nov. 21.
“It fits in well with our College Night,” Jeffers said. “We’ll have the same drink specials, and it gives a really fun kickoff to Friday, and if some of those people who come for the show stay after, cool, let’s see what happens. What we’re going to try and do is not force it, but see what comes down the pike for us.”
210 North is already looking into a couple more shows in the coming months, and if things go well, Jeffers said they’ve got an entire unused room ready to remodel and turn into a dedicated space for live music.
Featuring members of Blackalicious and other Quannum Projects labelmates, the rootsy hip-hop group is about as dangerous as Justin Timberlake (and yet more pleasing to listen to). Still, 210 North is enforcing its dress code that prohibits excessively baggy clothing and gang colors.