Upcoming music venue Trueline Greenville is inching closer to its anticipated opening date of first quarter 2026.
“In terms of building this community project, we feel like we’ve got the right people coming together and the right plan to move forward,” said Michael Grozier, Trueline’s founder. Grozier co-founded the House of Blues with Isaac Tigrett and is former executive vice president for clubs and theaters for Live Nation.
Construction is underway on the 34,000-square-foot project. The plans call for a 1,700-person capacity with tiered seating and a mezzanine. Since its groundbreaking in April 2024, the venue has changed contractors, now working with Alabama-based Brasfield & Gorrie.
New support for Trueline
Since then, the project has gained new investors including local entrepreneur and Table 301 Hospitality founder Carl Sobocinski.
“Over the years many have supported our initiatives, and we just wanted to do the same for this new venture. Greenville needs something like this,” Sobocinski said of the investment.
Along with Sobocinski comes support from downtown neighbor Encore Bank.
“We want to be good neighbors in the West End and the location obviously played a part,” said Michael Sharpton, Encore’s regional vice president for the Carolinas. “But … that’s not the whole story.” Sharpton said he admired Grozier’s vision for the project and what it represents for Greenville as an intersection of community.
Sharpton and Grozier became acquainted just after the bank moved to 18 S. Markley St. in fall 2024.
New investors
Aside from the opportunistic pun a partnership with an institution named “Encore” would present for a music venue, Grozier thought partnering with a community bank was a harmonious fit for the project. Sharpton knew mutual investors who “gave it legs” noting that referrals are more powerful than a cold introduction.
Grozier said the investment has two prongs: First visibility for the partnership and second, that Encore will become Trueline’s banking partner.
“We expect to be a pretty sizable business, and so all of our money will flow through Encore,” Grozier said. “Paying our bills, paying our people, paying our rent — We expect all that to go through Encore.”
Along with new investors comes continued support from early investors like former NFL defensive end Howie Long.
For Grozier, the partnerships add excitement to the project, which he hopes will continue to carve out an identity for Greenville as music town that began with venues like The Handlebar and continue with projects like Trueline and events like Jazz Fest.
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Membership program
“I think one of the reasons why we’re calling our small room The Handlebar is a testament to people’s passion for the history of music in Greenville,” Grozier said.
Trueline’s membership program is now available for buy-in with perks like health and wellness, golf, and special events.
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Not just a music venue
Grozier said the venue will accommodate corporate and personal entertainment as well as weddings. For more sizable events, it will stretch beyond music, too.
“If my wish comes true, I want Dave Chappelle to the open the venue,” Grozier said. “Dave doesn’t know it yet, but we’re going to put it out there. I think I’m going to take a billboard in his town in Ohio, ‘Please Dave open our club,’” Grozier joked, but don’t be surprised if it happens.
