Back Velour, if you please: Corey Fox feels
right at home with latest music venture on University Avenue
Local music guru Corey Fox can't bring himself to leave Provo. After being involved in local bands and music venues since 1991, Fox is opening his own live music venue, Velour, on Friday. The grand opening features three bands each on Friday and Saturday nights. Located at 135 N. University Ave., Velour is sandwiched between two of his previous ventures on University Avenue. He managed Muse Music (151 N. University Ave.) from 2002 to March 2005, and also managed Wrapsody (formerly at 117 N. University Ave.) from 1996 to 2000. "If there's any block in Provo that's known for live music, it's that block," Fox said. Since he left Muse Music last year, Fox said he has been wanting to open his own place. He had some opportunities in Salt Lake City and outside of Utah, but he wanted to stay in Provo. "I've worked with bands in this valley for so long that I think I would kick myself if I didn't at least attempt to do my own club with the bands here," Fox said. He said after looking all over the valley, it just happened that the best location for Velour was just south of Muse Music. The name comes from a type of fabric similar to velvet that Fox uses in his interior design. "I think 'velvet' is a little overused," he said, "but 'velour' kind of keeps that vibe of retro-cool velvet style." Fox spent the past five months remodeling the building to be a concert venue that will hold more than 200 people. The venue is non-alcoholic and doesn't offer any services other than the music. "The atmosphere of a venue makes such a difference," said Brinton Jones, singer for the band Palomino, which is performing Friday night. "Most of the venues around in the summer were, like, part restaurant, so I can't tell you how excited I am for this." Jones said his band has been background music in bars several times before, so it's nice to do a show that feels like a concert. He said the music comes out differently when it's the only thing happening. "I think it's re-energizing to have a place that's all music," Jones said. "We played about 70 shows this summer, but none of them have that feel of playing at Corey's place." In the future, Fox said he wants to feature local bands as well as some smaller touring acts. "We're going to work on getting some bands on their way up," Fox said. "We'll catch them before they're too big for the place." Velour Grand Opening
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New Venue Set to Help Provo Music Scene
When Corey Fox decided to start his own live music venue, he had many decisions to make. Chief among them was the question of where to open it. He had options in Salt Lake City and other states, but Fox said his attachment to the Provo area made him stay. In 1991, Fox began working with local bands in Utah Valley and has worked in the area ever since. For 10 years Fox managed local music venues until he left Muse Music in March of 2005. After leaving, he began planning the grand opening of his club, Velour. Fox insists Velour, which is located near the original Muse Music location, is not being built to put Muse Music out of business. "Many people think I'm trying to put them out of business," Fox said. "But that's not true; as far as I'm concerned, the more the merrier. I bet Muse will do better with my place next to it than it does now." Something Fox hopes will set Velour apart will be its complete focus on the music. Unlike most clubs, his will not sell alcohol, opening Velour to those of all ages. Also, Fox said he believes an alcohol-free music venue will better appeal to BYU students. He said an older crowd typically occupies bars and he decided not to sell alcohol to bring the music to the college demographic. "In bars, often the band is the background and the talking and drinking is the focus," he said. "I like to have a musical experience when I go to a show and here the crowd will be there only for the music." Since the club was designed exclusively for music, it lends itself to better acoustics, something that is important to the bands that perform. "There are venues which focus primarily on food or drinks and these work for some bands, but the sound isn't as good," said Brinton Jones, singer of Palomino, the band that will be headlining Velour's grand opening. "I don't think people realize what a difference that [makes]." While opening a club focused primarily on music is good for sound, it may not be good financially. Fox said most clubs get the majority of their money from alcohol sales, but he hopes his club will recoup its losses through cover charges paid by those who could not or would not go to a bar. Jones said he is confident Velour will be a success because of Fox's past record managing local music venues, crediting Fox as the catalyst behind the success of Muse Music during the past few years. Jones said that while he can't pinpoint exactly what makes Fox successful, he has great attention to detail and he is one of the few people who pay attention. Chad Reynolds, singer of Return to Sender, the band headlining Velour's second show, said the atmosphere of Velour would make it successful. "It is probably the best small venue in Utah," Reynolds said. "There's great sound and it's really clean and it looks awesome in there. As far as a venue goes it has all you need -- sound, size and atmosphere." Fox's involvement with local bands over the past 15 years has made him sympathetic to the struggle local bands face in trying to get exposure. Because Fox built Velour in Provo, several bands will have a chance to be heard. Colin Botts, bass player for Ryan Shupe and The Rubber Band, said in a press release that he owes much of his musical growth to venues like Velour and Corey Fox's dedication to keeping these venues in Provo. Velour's doors will open for the first time 8 p.m. Fri. 13, 2006 at 135 N. University Ave.
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