Dear friends of Switchback,
I was asked by the staff of the Venu, a residential resort community in Scottsdale, Arizona, to write an article about how Switchback has adopted them as not only a place to play, but as a base camp for our Southwestern U.S. touring. I realized that this article could explain the synergy that is created by our friends who support our music and aid in our ability to bring our music to new audiences. This article might also inspire you to join in the effort.
This cooperative effort is what I call “making a WayGood World.” I tease that “The WayGood World is a vast and ever-expanding Empire that is larger than Switchback itself.” People new to our music, and the close relationship we maintain with our friends, are confused. Some wonder if we are a cult! We aren’t, nor do we offer Kool-Aid at any of our concerts, nor espouse dressing alike or having our haircuts all look like Dr. Spock’s.
Our friends realize that I am referring to that collective joy that has been created between them and ourselves. Picture a bunch of Deadheads that actually help the Grateful Dead tour, donate money to make records, sell merchandise and spread the word about their music, and you get the picture. The Venu is a location where there now resides a whole passel of Switchheads. And it didn’t happen overnight.
The Venu is a collection of condominiums and rental properties, very much like a lot of resort communities in the Southwest. So there is a community room and a swimming pool. A lot of people who stay there are “snowbirds” coming from the colder climes of North America, with a few European stragglers thrown in. The result is a very vibrant community that coalesces around wintertime. Add in one very determined, energetic friend of Switchback, Norm Weitzman, and faster than a flu-virus the joy of the WayGood World can spread.
Norm used to live in Chicago and moved permanently to Arizona a few years ago. Keen on having the band come to the Southwest, he reached out to Brian and myself. Norm did two important things to make it happen. He offered us a place to stay and he created some initial concerts at the Venu that in turn brought in more friends to the music. This happened not by coincidence, but by some very thoughtful planning on his part. The first concert we did was in the great room of the Venu. We had driven down to Arizona, so were able to bring our equipment. The result was an enthusiastic embrace from folks who really enjoy live music. Soon we had Diane Gilbert making dinner for the band and that then morphed into a potluck dinner for the residents who attended the concert. The general public soon started coming due to word of mouth, so the traffic (and subtle marketing) at the Venu increased.
Norm decided that we should have an outdoor concert. The beautiful desert behind the Venu was the logical choice to have it. Surrounded by stately saguaro cacti and desert plants, the event took place much like a Mickey Rooney “Andy Hardy” movie. We decided to see how much extension cord we could run out from the Venu. John Steinsky volunteered to film the event and Brenda Steinsky helped mobilize folks to come out and attend. Flyers were created announcing the date and pretty soon an amazing “Concert in the Desert” was created. It was nicknamed “Desert Norm” in honor of Norm and the name stuck. Pretty soon the public heard about this concert and came from as far as Sedona and Mesa to attend, along with a dish to pass. Some friends of Switchback, vacationing in Arizona, made the trip to the Venu and in turn met the Switchback friends living there. The community-creating aspect of the shows brought new attention to the Venu and new friends to Switchback and the WayGood World. And the unique setting of “Desert Norm,” with the mountains bathed in the red-orange sunset, hummingbirds, quail and the odd javelina walking by, made the music that much more magical.
Obviously Brian and I carve out a living making music and it takes money to travel. So over the course of three years, Norm doggedly worked on having Switchback come at regular intervals to the greater Phoenix area. And much like an invading army, Switchback and our supporters at the Venu have collectively struggled to get a toehold on the beachhead of regular shows in Arizona, as well as back in their summer homes. Robin Gilbert has been working with our agent to have us play in Canada and John and Brenda Steinsky have plans for a future Switchback concert on Prince Edward Island. Joel Greenburg and his wife, Judi, have mentioned our invading Boston.
In addition, Switchback now maintains a complete sound system at the Venu. We fly to Phoenix, rent a van and head to our Southwest home. We not only continue to present concerts at the Venu, but plan to offer a poolside party as well as some other special events in the future. The desert concerts will continue with the next one being offered on March 24.
We have been blessed over the years to have people who believe and support our music. Many of you reading this did what Norm and the folks at the Venu are doing. I would encourage you to mention where and how you helped in the comments section of our blog page to encourage others to do the same. We have been able to travel and present our music without the support of a major label or company because we have the support and company of our friends. As I have also said, “We are only as successful and popular as our friends wish us to be.” Thanks to our friends, like the ones at the Venu, it truly is becoming a WayGood World.
American Roots & Celtic Soul