The ZuhG Life Store was a Sacramento retail shop and informal performance space, located upstairs in the Westfield Downtown Plaza Mall, that sold local music, art, clothing and more and doubled as a music-lesson and small-show hub for the local scene.[1][2] It was owned by Bryan Nichols, lead singer and guitarist of the Sacramento band ZuhG, and operated as an extension of that band's "ZuhG Life" identity.[3][4] The store's suite address was 545 Downtown Plaza, Suite 2090, Sacramento, CA 95814, and it was specifically situated on the second floor of Downtown Plaza near the food court.[5][6]
At a glance
- Located upstairs at the Westfield Downtown Plaza Mall (also referred to as the K Street mall / Downtown Plaza), Sacramento, at Suite 2090 on the second floor near the food court.[2][7][5][6]
- Owned by Bryan Nichols of the local band ZuhG.[7][4]
- Opened in 2010; celebrated its first anniversary in 2011 and second anniversary in November 2012.[2][8]
- Sold local music, art and clothing; also offered music lessons and hosted shows in front of the store.[8][4]
- Also stocked used musical instruments and accessories on consignment.[5]
- Contact email: zuhglifestore@gmail.com; web presence via facebook.com/zuhglife.[5]
- Listed phone number: (916) 882-5185.[5]
- Closed in summer 2014.[4][9]
Identity and offerings
The store grew out of, and shared a name with, ZuhG's "ZuhG Life" brand, and Nichols characterized it first and foremost as a local music store, with a whole wall devoted to bands from Sacramento, functioning as a merchant booth for local acts.[4] Beyond recorded local music, it expanded to include music lessons, local art, local clothing companies and shows staged in front of the store — what Nichols summarized as "local anything."[4] Articles repeatedly note that the shop surrounded visitors with music and art by local artists, and it included a green music-lesson room and a practice space behind the store used by scene musicians.[1][10] According to Sacramento365, the store's inventory encompassed local music, local artwork, clothing, jewelry, crafts, and used instruments and accessories available for purchase or consignment.[5]
Role in the Sacramento scene
The store served as a gathering point and informal interview/practice venue for local musicians. SouLifted's J*Ras was interviewed in the store's music-lesson room, describing it as a fitting place to meet because of the surrounding local music and art.[1] Jesi Naomi — a member of ZuhG who also fronted Jesi Naomi and the Trippers — was interviewed in the practice space behind the store.[10] Nichols credited the store with raising ZuhG's profile, saying many people in Sacramento came to know the band because of the store, and noted that band members worked and helped out there.[4]
Sacramento News & Review described ZuhG as "Sacramento's premier reggae jam band" in coverage of the store's second anniversary.[6]
The store was demanding to run: it had to stay open during mall hours nearly every day, and touring required the band to arrange store coverage for the duration.[4] Bandmate JR Halliday recalled the store as very time-consuming and a constraint on the band's ability to leave on tour.[4]
Events and shows
- First anniversary (2011): ZuhG Life celebrated its one-year mark with a show at Harlow's on Nov. 12, 2011, featuring Monkey Flower and ZuhG.[2]
- Non-Drummer Drum-Off (Dec. 4, 2011): The store co-organized and sponsored the first "Non-Drummer Drum-Off," a comedic contest staged on a mini stage on the second floor of the K Street mall (Downtown Plaza), between the Express and ZuhG Life storefronts. Contestants — judged on "charisma and performance" — included ZuhG's Charleeé Wheeler and store owner Bryan Nichols; judges included Matt Mingus (Dance Gavin Dance) and Kevin Martinez (Tha Dirt Feeling); Blake Abbey of Musical Charis hosted.[7]
- Second anniversary (2012): On Nov. 10, 2012, the store marked two years of selling local music, art and clothing with a free, all-ages concert outside the store starting at noon, featuring Dylan Crawford, Awkward Lemon, JR Halliday, Michael Tobias, The Nickel Slots and Adrian Bellue, with an after-party at the Pour House that night (Jesi Naomi, Brian Rogers, The Old Screen Door, Mac Russ and more).[8] At this time, Downtown Plaza had recently changed ownership, leaving the store's future uncertain — as News & Review noted, "Downtown Plaza was recently sold to new ownership, so the fate of the mall is, of course, in limbo."[6]
- The local rock band The Three Way played shows in the store; they recalled the gig being beset by mall-cops with noise complaints, and also blew out a circuit board at the annual ZuhGFest.[3]
- Songkick documents at least 15 past concerts at the venue (listed as "Zuhg Life / Westfield Downtown Plaza"), including a June 9, 2013 show by There Is No Mountain, an August 22, 2013 show by J. Martin and Allan Boothe of Humble Cub, and an October 17, 2013 show by The Sunrise Review.[11]
Closing
The ZuhG Life Store closed in the summer of 2014.[4][9] Owner Bryan Nichols subsequently moved to Lincoln City, Oregon; he tied the closing to a life transition that freed him to relocate while keeping ZuhG active, and the band's touring reach then broadened up the Oregon coast.[9] Nichols said he did not regret opening the store and did not miss owning it, but left open the possibility that another ZuhG store could open someday.[4] In his own words, the Sacramento store was open "for about two years" and was "a local music store that featured local bands, artists and crafts" — an experience he called "a great learning experience."[12]