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Cargo's opening means both ends of the 200 block of North Virginia Street spanned by the Adidas Primeknit Campus

´╗┐Cargo looks to raise the bar for hip concerts

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Dan Bishop is production manager at the Whitney Peak Hotel in downtown Reno. Among Adidas Originals Shoes Purple other things, he designed the audio visual system at the hotel's Cargo nightclub.(Photo: Yvonne Beasley/RGJ)Dan Bishop, production manager at Whitney Peak Hotel, stood behind the 640 square foot stage fronting the newly designed, 5,000 square foot Cargo live music venue, not quite concealing a grin of anticipation. Above stage right and left hung twin 8 foot tall stacks of state of the art, EAW KF740 speakers poised to fill the room with loud, punchy, clear sound while an array of monitors stood downstage, bathed in magenta from spotlights above, and a fog machine at center stage billowed in a trial run.

iconic Reno Arch will feature medium size live music halls catering to nationally and regionally touring acts and local performers. The Knitting Factory Reno, which opened Dec. 31, 2009, can hold 1,200 patrons.

Whitney Peak intends to partner with the nearby University of Nevada, Reno to provide safe transportation to the venue, where parking is available in an 800 spot garage on the northeast corner of Virginia and Plaza streets, Gross said.

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This town doesn't function at its potential for a college town."

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"Essentially, this is a touring rig you'd see in a gigantic rock show, in an arena or stadium, but in a small room here," said Bishop a veteran sound engineer and musician who's played most of the larger Reno area rooms. "It's good for the entire area. It raises the bar."

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Adidas Originals Shoes Purple

Unlike its 700 person capacity namesake predecessor, set on the third floor of the ill fated CommRow (which closed Jan. 1, 2013, after a rocky 15 months, in part because hotel rooms never opened), the new Cargo is on the 16 story building's ground floor, and the hotel is opening its 158 rooms in phases. Cargo boasts unobstructed sight lines, production fit for top level rock or EDM shows, and a bar offering cocktails and craft beers. Double insulated walls and isolated air ducts prevent the 120 plus decibels from pounding the hotel lobby and restaurant. The room can be switched from standing only to a 450 seat theater setting for comedy, jazz or classical programs, or a 700 capacity mix of standing or sitting at high top tables.

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cater to one of Cargo's prime demographics: college students.

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Whitney Peak general manager Rob Hendricks expects a mix of hotel guests and locals to fill Cargo. The hotel also features the urban chic, farm to table Heritage restaurant, and the second floor BaseCamp with its indoor boulder park and 164 foot outside climbing wall. Whitney Peak is smoke free (Cargo patrons will have to head outside to light up) and has no slots or tables beckoning a different clientele from hotel casinos, Hendricks said.

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Bringing in name or emerging touring acts with hip vibes mostly in shows restricted to ages 18 and older will Adidas Neo White Womens

"At times, we will be going after the same shows, as that is unavoidable in a small market like Reno," said Cargo's contracted talent buyer, Brent Harding, owner of Devil Dog Productions (which also books the Crystal Bay Club, at Lake Tahoe). "But our overall feel will be different. We will offer a venue and space that draw people in, no matter what is going on."

"Our hotel guests, climbing wall users and people who enjoy the quality of food we're serving will naturally gravitate to Cargo, and the genres of music we're presenting. This is a younger, adventure seeking crowd."

The reincarnation of Cargo, inside the newly opened Whitney Peak Hotel (formerly CommRow; originally Fitzgerald's Casino Hotel), promises to be a hip, high tech, 1,000 person capacity venue for live music bringing in nationally touring acts weighted toward indie rock and alternative music and appealing to the college crowd, plus booking local bands monthly.

"Our sound system is second to none in a 300 mile radius, in terms of clubs our size," added Niki Gross, project manager for Whitney Peak Hotel. "We're at a half million dollar mark in terms of production, sound and lighting. We're buying deejay equipment, too."

Cargo is geared toward indie rock and indie pop, Gross said: "You won't see a lot of hip hop at Cargo, and you won't see a lot of really heavy metal. We are not staking our identity on having those genres." Cargo's bills might compete occasionally with the Grand Sierra Resort's 1,800 seat Grand Theatre, which brought in Scottish synth pop band Chvrches in April, she said. "They sprinkle some really nice gems on their calendar. Chvrches is the exact type of band we want in our room."

Before Cargo's official grand opening headlined by English DJ/producer Rusko, a dubstep pioneer, on Saturday, two shows already will have graced the room. A soft opening on May 17 featured three Reno bands: the blues rock Moondog Matinee, garage jam Naked for Safety, and electro pop trio CRVSH. (doors at 7). Tickets cost $5. by Chris Shiflett, lead guitarist with the Foo Fighters, and his country side project, the Dead Peasants. Tickets cost $35 plus service charge, available at www. In the future, Cargo will have tickets at the front desk, open 24 hours, and at the Cargo box office two hours before show time.

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"They are a completely under served market," Gross said. "Being from Florida, I'm really familiar with college towns. Adidas Neo Vs Advantage White Sneakers

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