Bringing live music to Lynchburg

Live music fans soon will have the opportunity to tap their toes under the stars in Lynchburg.

Recently, Ryan French announced the Whiskey Trailhead’s new initiative: the Lawn Sessions – a series of open-air concerts set to take place on the Jack Daniel’s property. The first event is scheduled for May 9, with potential follow-ups in  September and October, depending on the success of the debut show.

French operates the Welcome Center/Whiskey Trailhead in Lynchburg and is the Executive Director and CEO of the South Central Tennessee Tourism Association. He also serves as vice-president of the Chamber of Commerce.

“We do have dates potentially set out for September and October, assuming that we’re able to pull this off and it goes well,” French said. “And I feel pretty confident that we will.”

He noted the inaugural Lawn Sessions concert features both local talent and touring artists:

• HunterGirl – “Runner-up on American Idol, a local girl from Winchester. She’s amazing. She’ll headline the event.”
• The Huffer Brothers – “Local guys doing a lot of big things. ... They’re very talented musicians.”
• Hippies & Cowboys – “They play a lot in Nashville, Franklin, Leiper’s Fork area. They’re a full-time touring band, really cool.”
• TenKiller – “Out of Eagleville, a newer group together, but a collection of musicians that have toured, had signed record deals, and all kinds of stuff.”

French expressed enthusiasm about the mix of artists, calling it “a really neat collection of musicians for the first one. We’re excited about it.”

The event will take place on the Welcome Center lawn, creating an intimate, scenic backdrop for live music. “It is literally on the lawn. The Lawn Sessions could not be more literal,” French joked.

The stage will be positioned near Majors Boulevard, with the audience spread across the grassy expanse. The event welcomes families, offering free admission for kids 12 and under. French plans to introduce a kids’ zone at future shows, making the event even more accessible for families.

“For future shows, that’s the plan – to make [an adjoining property] a kids’ zone. But for this first one, bring your lawn chair, sit out here, and just enjoy. It’s going to be great.”

The Lawn Sessions are structured to offer an affordable yet elevated experience for attendees:

“What’s cool about that is we’ve got all this parking on-site. So VIP parking will be here – buy a VIP ticket, pull in, park here, and walk over.”

For general admission guests, parking will be available at Wiseman Park, with a continuous Jack Daniel’s shuttle transporting attendees to the event. They are also working with the school system on additional parking options.

“We’re going to run a shuttle continuously from the County Building to here, so you won’t have to walk the whole way,” French said.

“Gates will open about 5:30 p.m., after the last distillery tours. A lot of our marketing in the second half of the campaign is going to be focused on ‘Plan a Day in Lynchburg.’”

French and his team aim to bring in an extra 2,000 visitors, making it a significant economic driver for local businesses.

“We want to enhance the experience, make it a bigger day, and make a bigger impact for the whole town.”

Additionally, they’ve put together a light show package to make the event visually stunning. “We’re going to really play it up. It’s going to look great.”

• Read more from Ryan French in this week's Moore County Observer. He discusses the Whiskey Trail, visitor engagement, and food trucks at the Welcome Center. Single-copy sales at Real Deal Designs, Prince's Parlor, Velma's Candy, and Woodards Market & Deli.