Sweet Beats Jazz Lounge, a newly opened venue in La Crosse, is creating a new space for live jazz and local performers.
The lounge operates inside an old church purchased several years ago by La Crosse native Matt Curtis, who now serves as the events coordinator. The venue is part of Cappella Performing Arts Center’s broader mission to make live music more accessible in La Crosse and to create meaningful opportunities for musicians in the community.
“The entire concept of Sweet Beats is centered on music, and the artists come first,” Curtis said.
With a background in music, Curtis said the building’s natural acoustics were one of the main reasons he purchased the abandoned historic church. He said the space offered a unique opportunity to create an intimate listening environment that highlights live performance.
The property serves a dual purpose. In addition to housing the nonprofit performing arts center, the site also operates as a for-profit wedding and events venue. While private events are part of the business model, Curtis said the space was originally purchased to function as a nonprofit arts center, and that mission remains central to its identity.
Cappella’s nonprofit mission focuses on fostering local musicians by providing a professional stage, performance opportunities and educational programming. Most Sundays, the center hosts recitals in an adjacent room, welcoming students from local piano studios and other music programs to perform and gain experience in front of an audience.
The venue is also working closely with the University of Wisconsin–La Crosse jazz program. Beginning in April and then continuing once a month, Sweet Beats will host a monthly UWL jazz jam. The event is designed as an informal space for student musicians to experiment, collaborate and gain performance experience in a relaxed setting.
“We’ll have several students here on that night playing and doing their thing. Something that’s more informal, not quite as rehearsed, a lot of improvisation,” Curtis said.
Supporting local talent is a priority as the venue establishes itself. Curtis noted that UWL has maintained a strong jazz program for decades, contributing to a steady presence of experienced musicians in the area. Many retired professors, alumni and current students remain active performers in the local music scene, creating a deep pool of talent for the lounge to feature.
“UWL has had a fantastic jazz program for decades,” Curtis said. “Many retired professors are still in the area performing. Current students and graduates from the last 10 to 20 years are performing locally.”
As the venue continues to grow, Curtis said he hopes to create an experience that feels unique for both residents and visitors, adding to La Crosse’s arts and entertainment offerings.
“One concept I wanted to build for this brand is to give customers in La Crosse, and tourists coming to La Crosse, more of a big-city kind of experience,” Curtis said.
The lounge offers cocktails, mocktails, wine and beer, allowing guests to enjoy drinks regardless of preference. The menu also features musically themed desserts and shareable savory items such as charcuterie boards and hummus boards, designed to complement the live music atmosphere.
Curtis said he hopes Sweet Beats becomes more than just a performance venue, but a social space where people can gather and connect.
“A new spot where people can come and make big memories and meet new people,” Curtis said. “Whether one-on-one for a date night or a group for a girls’ night out.”
‘ The preceding article may include information circulated by third parties ’
‘ Some details of this article were extracted from the following source theracquet.org ’
