A musician and veteran of the biz, Dana Sims has been booking at 109 Eastlake Avenue East since its Graceland days. After the aforementioned club went up for sale in 2004, Sims purchased it with a partner, gave it a remodel, and re-opened it as El Corazon a little over three years ago. Boasting a predominantly all-ages (bar with I.D.) calendar, El Corazon has an untouchable reputation as bringing in some of the best rock bills in Seattle.

Q: Describe your personal philosophy and approach to booking.
A: A booking agent in New York once told me that to be successful in this line of work you have to realize it's the Music Business and that those two words are not mutually exclusive - you need to be good at both to succeed over time. I have pretty much taken that comment as the root of my personal philosophy in all aspects of the music business. I approach booking with a focus on communication, respect and research. If a band takes the time to solicit the club for a show, I will make sure they get a response. I am straight up with bands if I feel they need to develop a bit more before playing our room or need some tips on how to achieve their goals. If I discuss a show or event with a band, I am clear about what the venue will do and what I expect from them. I try to assemble shows/events that make sense artistically and are fair deals for all involved.

Q: Was it difficult to establish a separate identity as El Corazon in the same space as Graceland?
A: Not on the booking front. The challenge came on other fronts as we unfairly inherited some reputations from the Graceland days that ended when we reopened as El Corazon. For example, security during the Graceland days had a reputation of being rude, rough and violent. I have gone out of my way to hire professional, courteous and qualified security staff from day one as El Corazon but I am still constantly fighting the stigma and reputation of a crew of people that has not been part of this place since it changed ownership and names.

Q: Dos and don'ts for bands when it comes to booking?
A: Do: have a plan for your band and the shows you play and communicate that plan, submit your materials (CD, press kit, parameters, etc.) all at once, try to make every show you play an event, talk with other established bands and build a bill to propose to us, and be honest - about your sound, your draw and what you are willing to do to make your show a success. Don't: get so caught up in creating virtual friends that you don't spend any time making <I>real<I> friends (just because you have 10,000 friends on MySpace does not mean you have 10 real friends that will come see you every time you play a show), don't book too many shows, and don't send us requests to be booked on larger shows that are being put on by outside promoters in our room - save everybody some time and contact the promoter directly.

Q: What qualities about a band speak highly to you?
A: Bands that make every show they play an event, and who "hit the pavement" to promote their band and build relationships in the music community get and keep my attention. Communication skills and talent are nice too.

Q: Most memorable show at El Corazon to date, in your opinion?
A: There are many. The two that stand out to me at the present time both happened in 2007 - and both were benefit shows. One show was for a prominent member of the music community who was fighting colon cancer (he won!) that featured Zeke, Loaded (featuring Duff McKagan of Velvet Revolver/Guns N' Roses), New American Shame, Redneck Girlfriend, Alien Crime Syndicate, Shawn Smith and others. The other show was a memorial show for the family of Slimjak of the Vaccines that featured Mudhoney, Zeke, Top Heavy Crush and Pride Tiger. These two shows stood out because it seemed to bring the whole music community together and it reminded me of how close-knit, active and alive this scene can be.

Q: Fun fact about Dana Sims?

A: My dog loves me!

www.elcorazonseattle.com