“Raise The Stage”: A New Initiative Putting Independent Music Venues Front And Center
Launching May 26 as Part of Jai Alai IPA’s Broader 'Jai Fidelity' Music Platform
NEW YORK (May 26, 2026) — Jai Alai IPA, the flagship beer from Cigar City Brewing, today announced the launch of Raise The Stage, a new storytelling initiative created in partnership with the National Independent Venue Association (NIVA). The program debuts as a key pillar of Jai Fidelity, the brand’s ongoing music platform connecting with audiences through culture, community, and sound.
Built on the belief that music and shared experiences are inseparable, Jai Fidelity is rooted in the moments that make life feel louder, closer, and more alive—from discovering new artists to losing yourself in a live set. As an evolving platform, Jai Fidelity will continue to grow beyond its initial activations, creating opportunities for Jai Alai IPA to engage with music culture at both the national and local level.
Raise the Stage, a program dedicated to independent venues, is a highlight initiative produced in partnership with NIVA, aligned with the spirit of NIVA’s Live Independent platform. The series spotlights the rooms that give artists their first stages and communities a place to gather, exploring the cultural impact of independent venues and the role these spaces play in building local music scenes.
The sound of Jai Fidelity doesn’t start on the main stage. It starts in the rooms where the lights hum, the floors shake, and the crowd is close enough to feel every note. Independent venues are where artists take risks, audiences discover something new, and local scenes take shape.
Raise The Stage was created to celebrate those spaces and the communities that sustain them. The initiative will unfold as a short-form video series highlighting five independent NIVA member venues across the country: 3rd and Lindsley in Nashville; Bearsville in Woodstock, New York; The Social in Orlando; Songbyrd in Washington, D.C.; and Ardmore Music Hall in Ardmore, Pennsylvania.
Each episode will feature a conversation between a venue representative and an artist with a meaningful connection to that space, paired with observational footage capturing the energy, history, and humanity behind each room.
“Independent venues are the grassroots and the foundation of every artist’s journey in addition to being the vital cultural and economic driver in every city," said Stephen Parker, Executive Director, National Independent Venue Association. “Jai Fidelity’s Raise The Stage platform is a chance to celebrate and support these spaces and the local communities and artists who keep them thriving.”
In addition to the storytelling series, Jai Alai IPA will serve as the title sponsor of a NIVA marketing grant, providing resources to help independent venues strengthen local engagement, visibility, and long-term sustainability.
“Music has always been about connection—between artists, audiences, and the places that bring them together,” said Jack Farris, Brand Director, Cigar City Brewing. “With Jai Fidelity and Raise The Stage, we’re supporting the communities and venues that make those connections possible.”
*Content from the series will be distributed across Jai Alai IPA and NIVA social channels, as well as the Cigar City Brewing website and YouTube.
By centering real stories, real spaces, and real communities, Raise The Stage reinforces the essential role independent venues play in shaping the future of music—and supports the communities that keep them alive.
ABOUT NIVA
The National Independent Venue Association (NIVA) is the national trade association representing thousands of independent live entertainment venues, festivals, promoters, and more. NIVA works to preserve and nurture the ecosystem of live entertainment. NIVA empowers members and their teams with member benefits, advocacy on the state, local, and federal levels, an annual industry-leading conference, and more.
NIVA led the Save Our Stages campaign, culminating in landmark legislation in 2020 that established the $16.25 billion Shuttered Venue Operators Grant program, the largest arts investment in U.S. history.
NIVA is committed to equity in its support of independent stages. It seeks to create and encourage opportunities for venues, promoters, and festivals owned, operated, and staffed by people of color, women, non-binary, LGBTQ+, veterans, and people with disabilities.
ABOUT JAI FIDELITY
Jai Fidelity is Jai Alai IPA’s ongoing music platform, connecting audiences to the spaces and communities that shape music culture. Rooted in the belief that music is best enjoyed together, Jai Fidelity comes to life through local and national activations that bring fans closer to the artists and experiences that bring music to life.
ABOUT JAI ALAI IPA
Jai Alai IPA, first brewed in 2009, is the flagship beer from Cigar City Brewing. Available across the continental United States, it is known for its bold, citrus-forward flavor.
Brewed with carefully selected hops and malt, Jai Alai IPA delivers notes of orange peel, clementine, and light caramel, resulting in a bright, balanced profile.
CONTACT
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Kris Ferraro, Kris@luckybreakpr.com
Mike Stommel, Mike@luckybreakpr.com
The Press House
Dawn Kamerling, dawn@thepresshouse.com
