The Grahair sisters launched Whole Lota Denim, a boutique clothing store in El Paso in 2021, and soon found their calling pivoting to live music promotion.
Sisters Mia, Savannah and Sierra Graheda originally planned to sell hand-painted denim, vintage clothing and jewelry. Whole Rota Her Denim held a launch party with entertainment by a band of friends to promote its store opening in a former warehouse on East His Side of El Paso. More than 300 people participated.
The buzz after the store opened has led to an increase in the number of bands requesting to perform at the store. “We were like, that's not our job, we sell denim, we're a completely different market,” Mia Grajeda said.
However, after receiving a lot of inquiries on Instagram, the sisters had to reconsider their plans.
“So we looked at each other and realized we were in the wrong business, and that's how it became a music venue,” Mia Grajeda said.
They kept the name and added a stage to the building at 11504 Rebel Court. Mia Grajeda said her first challenge was getting the word out that there was a new all-ages venue in town. This appealed to a younger audience who were not allowed into over-21 clubs. The next step was to find more bands to play.
“We were still underground, so it was hard to get our name out there. But by reaching out to people on the city's West Side, from boutiques to music venues, we were attracting more local talent.” I think we're trying to maintain that name by doing that,” Miagraheda said.
It has become a true family business, with the sisters receiving help from their parents for tickets, lighting and sound. The sisters share the work. Sierra Grajeda handles most of the marketing and promotion for the show and sets up the scenery. Mia Grajeda takes the lead in booking and handling tickets for bands to perform. Savannah Gradeja helps with lighting and other tasks.
Their business is still not big enough to fully support them. Proceeds from bookings are divided among the sisters and bands performing. The sisters also work at their father's auto repair shop, and Sierra considers their time working together a bonding experience.
“We're similar. We all think the same way. Honestly, I enjoy working with my family. We have no problems working together. There wasn’t,” Sierra Grajeda said. “We spend all weekends together coming up with ideas to make the show good for people, so it’s a good bonding experience.”
Ticket prices vary depending on the show, but range from $5 to $10. Participants purchase tickets with cash or Apple Pay. Popcorn, potato chips and soft drinks will be sold at the venue. Adults 21 and older may bring alcohol, but identification is required and security is on-site.
The venue has a capacity of 400 people indoors and 150 people outdoors, with minimal seating. Performances range from suburban indie bands like Austin's Strawberry Milk Cult to local artists like El Paso rock band His Ringer.
“We do all genres, not just certain genres. We do rap, rock, indie, anything alternative, but every weekend what comes to mind is different,” said Sierra Grajeda . “We wanted to offer a variety of music to suit different people's musical tastes.”
Whole Rota Denim holds shows several times a month. Of the 75 shows since opening, the sisters' favorite performer is Sitting on Stacey, an alternative rock band from California who will tour with the Jonas Brothers in 2021 and return to the venue on November 10th. performed at.
Whole Lota Denim has more than 2,300 followers on Instagram, and bands often reach out to rent their space for performances. Bands will have their own green room, bathroom and up to six hours of performance time.
A year after transitioning from boutique to music venue, the Grajeda sisters say they've learned a lot as they continue to grow their business.
“At first it was small and we didn't have many reservations, which was good, but now we're slowly getting bigger,” Savannah Grajeda said. “I feel like we're growing because we're getting more bands from out of town and we're getting to play where we want to go, which is generally bigger venues.”
The sisters held a show on October 7th to commemorate their 2nd anniversary. The show featured local heavy metal bands Extortion and Gorilla Mintz, and featured an audience dressed primarily in goth grunge costumes. The mosh pit swelled to the beat of heavy metal guitar. Local vendors sold jewelry and clothing on the outdoor patio.
Jonathan Roman, who attended the event, said: “I'm a big fan of heavy rock music, so it's great to see these types of bands playing live and to hear a variety of music. I want to come back just to do that.”
V Indigo Star sells jewelry and sees this venue as a way for vendors to display their work.
“I'm grateful for this venue because it gives us vendors an opportunity to get our art out there for everyone to see,” Starr said. “I started vending here this year and I've heard a lot of great things about it. So far it's been good working with them. They've become my friends. So I'm grateful to them.”
Whole Rota Denim will have more shows in December. If you're interested in attending or playing at an upcoming event, check out the website for more information.
