Hello, Amsterdam: Trio of music businesses hits downtown St. Paul

After nearly a decade of trying to woo more music fans, downtown St. Paul finally might have found a permanent excuse for them to go there.

Three excuses, actually.

Amsterdam Bar & Hall lights up this week with a lot of buzz. Adding to the hoopla, the nightclub/restaurant at 6th and Wabasha has two other music-centric businesses opening next door: the twice-relocated Eclipse Records and the new poster-art shop/workplace Big Table Studio.

Housed in the former Pop! and Fhima's restaurant space, Amsterdam is a more understated but no less ambitious corner joint helmed by father-son team Jon and Jarrett Oulman, who run the popular Nordeast music hangout the 331 Club.

The Oulmans tried to bring their brand of eclectic rock 'n' art space to downtown Minneapolis in 2009 in the form of the 501 Club, but they closed it a year later in frustration. Now, they can't help but point out how much "friendlier" the circumstances are in St. Paul, from the street parking (free after 4:30 p.m.!) and the hastier safety and licensing inspectors to the treatment from their landlord -- which happens to be the city itself. "St. Paul said it wanted a cool music saloon, and it's showing how much it really did want it," Jon Oulman said.

To signal his support, Mayor Chris Coleman held his annual budget address in the Amsterdam space, and planned to return this Thursday to mark his 50th birthday, when Red Pens and BNLX are the opening-night bands. Music continues through this so-called "preview weekend."

One especially valid reason for optimism is the synergy that could be created by the trifecta of businesses. The new Eclipse site is the third location for the beloved but beleaguered record store. All three businesses have what could be a perfect rent situation for any young, arty start-up business (outside of no rent): They pay a minimal base sum each month, and then the city will take a percentage of their profits if and when they start packing in music lovers.

More than anyone, credit for the three-storefront package goes to the so-called cultural liaison in the mayor's office, Joe Spencer. "The city could potentially make out well if these businesses hit their mark, but in the meantime we fill empty storefronts with businesses that add greatly to downtown life," Spencer said. He sounded more like a music fan, though, when he gushed, "I can't wait to finally see bands onstage there."

There are actually two stages: a smaller one near the main bar that can be used on nights when the venue is partitioned into a cozier space; and a much bigger and fancier stage that can accommodate up to 500 fans.

St. Paul-reared singer/songwriter Martin Devaney will co-manage Eclipse and is booking most of the bands at Amsterdam. He gave what sounded like the perfectly humble St. Paulite assessment of the new ventures' chances of success.

"You think of all the venues and record shops around Minneapolis," he said. "Surely the time must come for downtown St. Paul to sustain at least one of each."