Okay, Greenville. It’s time for us to talk. About Coach Music Factory.  

While a lot of you have jumped on board with the bands and artists packing our standing-room-only, jam-band-drink-in-hand-dancing-til-they-kick-us-out venue, we’ve also heard things like “oh, we didn’t know that was there!” or “where is it?” and “I have to drive to Asheville or Charlotte to see the kinds of bands I like.” 

So here we are setting the record straight about all things Coach Music Factory in the hopes that you’ll know exactly where to go for the bands and artists you love—and it’s not Asheville or Charlotte. 
 

The Right Kinda Place for Our Roots-and-Rock Town 

First things first: Greenville is a music town. Specifically, we love our roots, rock, and Americana music—any kind of music that comes from the soul is our kind of music. You told us you wanted to have a club-style music venue here, a place that would host cool artists and bands but also had meaning to our town itself. The logical choice was for us to convert the historic Coach Factory building into the venue you envisioned. 

(Note: for those of you reading this blog who aren’t from Greenville, the Coach Factory started out as a factory that made the horse-drawn carriages used to transport people around the city, hence the name.) 
 

The open design of the space, as well as the preservation of much of the building’s original brick bones and industrial aesthetic, exists because the idea was to construct a music venue unique to Greenville’s history. This uniquely Greenvillian venue would then satisfy the city’s need for a downtown live music venue that brings names known on festival circuits and Tiny Desk Concerts to our downtown. 

The Coach is a hot spot, situated on Main Street between Peace Concert Hall and Gunter Theatre. Three floors, three bars, and a short-rise stage in front of an enormous garage-door-style window—Greenville, this is your place to stand close to the band, mix with old friends and make new ones, avail yourselves of the bars, and dance without knocking into tables or a seated audience.  

Coach Music Factory is the kind of place for everyone who loves the immersive music experience—you're not just there to sit quietly and watch musicians play instruments. You’re there for artists like G. Love and Special Sauce, The Lone Bellow, The Infamous Stringdusters, The Wooten Brothers, and Daniel Donato’s Cosmic Country.  

You want to be in the experience. You’re the kind of music fan who plans to participate in the whole energy of the thing. Coach Music Factory isn’t about just going to see a good concert. It’s about going out to have a great night. 

THE Live Music Venue in Downtown Greenville 

Coach Music Factory is more than any one genre. It’s an intersection for many styles, many sounds, and a stage for respected musicians who are either venerated lifers or just about to launch spectacularly.  

The equation looks something like Country + Americana + Rock + Blues + Jam + Alternative + Soul + R&B = The Coach. The concert calendar captures the eclectic but exceptional taste of Greenville’s music lovers, and, yes, we mean you. 

The Coach’s lineup over the next few months includes indie superstar Keller Williams, Big Something, and Greensky Bluegrass. Tickets are on sale now for these shows, and we will be adding more artists as quickly as we can. If you want to be in the know as soon as we know, sign up for Peace Center emails or follow our socials for the show announcements. 

Coach Music Factory is for you, by you. It happened because the people of Greenville wanted a stand-up club to hear the artists and music they love at close range, drink in hand, surrounded by like-minded music fans. It is here and very much a part of downtown’s growing nightlife scene. Forget Asheville and Charlotte. We’ll see you on Main Street.