Opening a CD World store in 1992 at Mockingbird and Greenville was the beginning of MIKE SCHODER’s music experience in Dallas. It eventually led to his gamble on the Granada Theater as a live music venue, which paid off. The film reel goddess on the ceiling of the 1947 movie house must be smiling down on him.
So what’s the appeal of the Granada?
A lot of clubs are arms-folded, don’t-cross-the-line, not-so-friendly environments. You’ve got these angry people running music venues. That’s one of the main places where we differ. My goal [at the Granada] is to create a music resort. My stepfather was in the resort business, and that’s how I got my start in the customer service, resort arena. I totally look at what I’m doing now as an extension of that. Why not go see music in a place where there are comfortable chairs and tables for the shows? If the band is big, then it will be all standing, but if we feel there’s an older demographic that would be interested — if it’s Guy Clark or somebody, and everybody’s going to be 50 years old — then it’s all seated, and someone will bring you drinks and food. It doesn’t get better than that.
What led you to this place?
In 2004, the retail CD business had started to slide, so I had to diversify. I wanted to open a music venue. I did a lot of construction with my dad when I was young, so I was looking for a big open Office Max or grocery store kind of shell, where I could build tiers and grand luxury boxes — because you know Dallas is into that. Then I found that this place was available. People have fond memories of this place from back in 1946, when it was built — having their first kiss in the balcony or whatever it may be. It’s hard to beat having a landmark for your place. I just kind of jumped into it blindly. I was able to buy the building this last February, so we’re here to stay.
Was it hard for you to book this place at first?
Yes, that’s the thing you have to understand about this business is these places come and go, so at the agency you’re not talking to the bands when you book the show. The agents just pretty much ignore you for a long time. We had Olospo [now The Slack] for our big opening night. They were my favorite local band at the time, so that worked out great.
What’s the biggest misperception about this place?
That’s it’s a movie theater, but it’s about to become a movie theater again because we’re about to show classic movies on our off days. I just think that people are so willing with watching a new TV show or watching a new movie, so why aren’t they willing to experiment with a new band? They don’t have all their albums, don’t know all their songs, and that’s why we’re so heavy into education, teaching what the bands sound like in our advertising, and putting the music and video up on the website.
What do you listen to?
I like fusion. I like music that it’s not just one style of music; it’s mixing many styles. It’s exploratory; it’s fun; it’s adventuresome — whether it’s country and rock or it’s bluegrass and funk, or if it’s just variety. I really like it all. Just from being at the CD stores for the last 15 years, you get turned on by music, and a lot of it is seeing people be turned on by a certain band. It really rubs off on you.
Do you have a favorite show from the last four years?
I really like the Polyphonic Spree. They’re just a fountain of joy. It just doesn’t end. That whole show is just something that needs to be experienced.
Do your tastes help determine who performs here?
A lot of it is how their records have sold at CD World. I try to book music that’s not angry. I just try to book music that has a smile associated with it, and stay away from the angst and the anger and the hate. It’s too nice a building to expose it to that.
For information, visit granadatheater.com.
