The Grand GSO stands as an iconic landmark in the heart of Greensboro, North Carolina. Originally built as a movie theater in the 1920s, this historic venue has been a cultural centerpiece for the city for nearly a century. Located strategically between North Carolina's major metropolitan hubs of Charlotte and Raleigh, The Grand has long been recognized as a premier entertainment destination in the region.
For decades, The Grand primarily showcased country artists and catered to certain segments of the community. Today, we're proud to write a new chapter in its storied history. When Rafael and Jose, two young Latino entrepreneurs with over ten years of partnership in the entertainment industry, took over this legendary space, it marked an unprecedented milestone for Greensboro.
"The fact that two Latino young entrepreneurs were given the opportunity to take over this venue is very meaningful to us," Rafael explains. "It's something that we take a lot of pride in."
In a state with a complex history of segregation, this transition represents more than just a business venture—it symbolizes a cultural shift toward inclusivity and representation for all communities.
The path to The Grand GSO began with Rafael contemplating a return to the East Coast after living in Reno, Nevada, where he felt disconnected from his friends, family, and cultural roots. Having originally lived in North Carolina before spending eight years in Nevada, Rafael felt drawn back to familiar territory.
"I was contemplating coming back to the East Coast because I was living in Reno and I was pretty isolated there from everybody—from all my friends, all my family, even my home country," Rafael shares. This desire for reconnection sparked the search for a venue where he and Jose could bring their vision to life.
When the opportunity to acquire the former Cone Denim venue arose, Rafael knew this was their chance. He reached out to Jose, his business partner of a decade, with an ambitious proposal: "Let's find a venue where we can do our events."
The competition was fierce—over fifty prospective buyers expressed interest in the iconic theater. Yet, against these odds, Rafael and Jose emerged as the chosen stewards for this historic space.
"Ironically, they gave us the opportunity based on our events, based on our experience," Rafael reflects. "I guess they saw that we were hungry and we wanted to work."
Today, The Grand GSO operates with a clear and inclusive vision. Rafael and Jose aim to transform the venue into a vibrant entertainment hub that welcomes and represents all communities—not just Latinos, not just white audiences, but everyone.
"We want to bring entertainment to the entire community," Rafael emphasizes. "We want everybody to feel included, to feel represented."
With plans to host 200 shows annually, The Grand GSO operates Thursday through Sunday, with additional special events throughout the week. The diverse programming reflects the partners' commitment to creating a true cultural hub where art, music, and community converge.
As stewards of this historic venue, Rafael and Jose honor its legacy while boldly reimagining its future. The Grand GSO stands as a testament to their entrepreneurial spirit and their dedication to creating meaningful cultural spaces.
For these two passionate entrepreneurs, The Grand GSO represents more than a business—it's a platform for bringing people together, celebrating diversity, and creating unforgettable experiences in a space that has been entertaining Greensboro for generations.
We invite you to be part of our story as we write this exciting new chapter in The Grand GSO's history.