Location:
Greenville, SC
Key Details:
Area: 21,000 SF
Completion: 2026
As part of the Peace Center’s vision for a 10-venue arts and entertainment campus, they have recently launched AMP (A Music Project), adding two distinctive music venues to Greenville’s entertainment scene at the intersection of Broad and Main Streets, bordered by the Reedy River: The Mockingbird and Coach Music Factory. “AMP is the Peace Center’s answer to the Upstate’s hunger for more live music,” says Peace Center President & CEO Megan Riegel.
The Coach Music Factory
The Coach Music Factory is a three-level, flat-floor music club that offers a fun, casual environment. The approximately 21,000-square-foot renovation transformed the historic Coach Factory building—one of Greenville’s oldest architectural landmarks—into a dynamic live music venue.
The former alley between the Gunter Theatre and the Coach Music Factory building has been enclosed to create a glass-front entry from Graham Plaza and provide circulation space for the venue. The main performance space occupies the existing brick building, while the two upper floors have been opened to create balconies overlooking the stage. The stage is housed within a new glass addition featuring four large folding doors that open to an exterior balcony and terrace. Level 1 provides standing-room viewing, Level 2 offers a combination of lounge and standing-room space, and Level 3 features lounge seating. Bars on each level support the venue’s total capacity of 1,300 guests.
The interior design highlights the building’s historic character by preserving exposed wood beams, aged brick, and hardwood flooring while introducing contemporary finishes such as polished concrete floors, large-format tile, and an industrial-inspired bar. Carriage wheel-inspired design elements are incorporated throughout the venue as a tribute to the building’s history.
Exterior improvements include replacement of all windows, brick masonry restoration, a new standing-seam metal roof, and new exterior stairs, ensuring the historic structure continues to serve Greenville for generations to come.
