Imagine an outdoor stage where small bands and acoustic artists, even theater groups and drum circles, are encouraged to perform during seasonable weather.

Suppose this venue had a permanently installed sound and lighting system, so that all you had to do was show up, plug in, and entertain a friendly crowd of coffee connoisseurs and fellow musicians?

Too cool to be true? Not in Bismarck.

The new Eckroth Music Plaza, a 32,000-square-foot, multi-tenant facility scheduled for construction this spring and completion by October, will feature all of the above and more. Located off Interstate 94, between Cracker Barrel and Wendy's at 1655 N. Grandview Lane, the structure will complement the neighborhood, says Jeff Eckroth, Eckroth Music president.

Besides the outdoor stage and an on-site coffee shop, the new music plaza will feature a "loud lounge" that will allow musicians like electric guitarists to experience greater volume when trying out new equipment, as well as a band-orchestra instrument demo room. There also will be an exclusive room for those on the quiet side of the spectrum, allowing players to experience the subtle differences in instruments like acoustic guitars.

Add to that 10 new music education suites and a multi-purpose recital room, and you'll be about halfway through the program at the new plaza.

With the planned expansion of its facilities comes a renewed commitment to a core principle, which is to create more music makers for the future, Eckroth says. "There is a certain missionary aspect to our business."

"It's more than a brick building designed to create taxable sales," Eckroth said. "It will address the past growth and future expansion" of the company, while expressing the "passion we have for the arts in our community."

A large percentage of Eckroth's music business in the past has been in the school music market, and Eckroth plans to grow that segment with the company's expansion. But with Eckroth's recent purchase of Guitarland providing new product lines, including large guitar and pro sound inventories, Eckroth will become a one-stop shop for most musicians in the area.

"We are pleased to take the legacy of Guitarland into the future, rather than having it fade away with Sam Wangler's retirement," Eckroth says. "This definitely puts our business at another level."

"I'm happy and satisfied with the sale of Guitarland to Eckroth Music," says Sam Wangler, who founded Guitarland 35 years ago. "I have a lot of faith in their vision for the future, and I'm pleased that the business is not going away.

Eckroth Music, which currently occupies 9,700 square feet for retail, warehouse and administrative offices at its current location, 1221 W. Divide Ave., will expand its space to 18,500 square feet. J.W. Pepper, who will continue to be Eckroth's on-site retail print music partner, will increase its space by 33 percent.

Centralized warehouse, distribution and order fulfillment, expanded from 3,000 square feet to 7,000 square feet, will allow other Eckroth Music locations to use Bismarck as an inventory supply tool, creating additional jobs, Eckroth says. Eckroth Music operations include seven other stores, from St. Paul, Minn., to Bozeman, Mont.

The new plaza also will accommodate three to five complementary tenants. Besides the coffee shop, with drive-through service, another 4,000 square feet of office space on the second level is available, as well as 4,000 square feet of retail space on the main level.

"Along with our focus on music, this project is also about job creation, and enhancing the environment we live in," Eckroth said. He said city officials and other community leaders have been helpful and supportive, providing a great deal of knowledge and experience.

Eckroth said the company is working with the park board, public schools and other organizations to create a conduit for their programs in conjunction with the expansion.

Scott Prebys, chairman of the music department at the University of Mary, says he "can't say enough positive things about Eckroth Music."

"They're really for the musicians, in every way, shape and form. I've never worked with a business so interested in their customer base. They are truly committed to serving their customers and serving the needs of the community. Nobody services their people better. I am astounded with their level of service. They are truly remarkable."

Pat Phillips, guitarist for local band Fat Dad and marketing assistant for Eckroth Music, said the new plaza will be a "big morale boost for Eckroth employees, and a good resource for musicians of all kinds."

"It will increase the cohesiveness of a somewhat fragmented musical community," Phillips said. "A non-genre-specific performance venue like this will create some cross-pollination, giving musicians greater exposure to a variety of styles. The pool of talent to draw from in Bismarck is deeper than a person might think."

Eckroth Music was founded in 1972 by Bill and Mary Ann Eckroth with the purchase of a small music store in Mandan that had been in business since the turn of the century. Since then, the business has added six locations across 250,00 square miles.

(Reach business reporter Nathan Denton at 250-8261 or at nathan.denton@;bismarcktribune.com.)