Sierra Center Stage starts new season

Two years ago, Chico’s Sierra Nevada Brewing Co. launched a little experiment in the Big Room. Sierra Center Stage went out to 40 percent of PBS’ stations for a four-episode run, bringing musical performances from Chico to a nationwide audience. To make the pilot programs happen, brewery owner Ken Grossman spent more than $100,000.

“It was almost like we were an Our Gang comedy—'Let’s put on a show,’ “ said host Bob Littell, the Big Room’s general manager and talent coordinator. “We did the first four without seeing the final product. Once we saw the shows, it became apparent that, with a few small changes, we could put together a really good show.”

So Sierra Center Stage is back, this time for a full season of 13 episodes picked up by 90 percent of public television stations. The premiere, featuring Béla Fleck and the Flecktones, has aired over the past week in Baltimore, D.C. and Pittsburgh; its North State debut comes today (Oct. 5) at 9 p.m. on KIXE Channel 9.

Once again, Grossman is opening his wallet to fund the series. The stations pay nothing for the right to broadcast the shows.

“There’s a political motivation for doing this beyond publicity for Sierra Nevada Brewery,” producer Peter Berkow said—namely giving exposure to musicians who don’t make it onto commercial radio.

But there is a branding element as well. “We don’t per se have an ad budget,” Littell said. “What we did is consciously made a decision to make a subtle advertising campaign putting our name behind this product.”

The concerts were taped over the past several years. Artists include blueswoman Marcia Ball; singer/ songwriters Rodney Crowell, Guy Clark and Richard Thompson (in separate shows); Australian guitarist Tommy Emmanuel; and, playing family-reunion gigs, guitarist Robben Ford and jazz icon Dave Brubeck. The most recent performance, by bluegrass musician Sam Bush, will air in the finale—a fitting bookend to the season, since Bush and Fleck have collaborated.

“This is the top of the [Americana] genre,” Littell said. “We’re not looking for small-towners to make famous. These are people who have made their statement.”

Littell already has his appetite whetted for another season, which Berkow said may include taping in high definition.

“The determining factor: As long as we’re still having fun,” Berkow said, “we’ll do it.”