Spike McGuire’s Entrepreneurial Journey to the Arts
Compiled by the A3 Marketing Advanced Studies Class
Born into an entertainment family, Spike McGuire’s entrepreneurial story is as captivating as a circus act — a fitting metaphor, considering his father was a circus-trained clown, and his mother a rock music journalist turned casino executive. Growing up surrounded by acrobats, jugglers, and high-wire walkers, McGuire’s unconventional upbringing sparked a lifelong passion for creativity, people, and business.
At 14, McGuire began street performing, juggling his way into the world of entertainment. This early exposure to entrepreneurship taught him valuable lessons about reading people, adapting to feedback, and working with what you have skills that would later define his success.
“Take care of yourself and remember your why. Money is important, but it’s only meaningful if you’re happy and fulfilled.”
After high school, McGuire pursued his passion for theater at Columbia College in Chicago. While there, he honed his marketing and leadership skills as the marketing director for a local improv theater company. His initiative to use grassroots methods, such as distributing flyers and posters, proved to be a vital foundation for his future endeavors. “Don’t discount old-school methods,” McGuire said, emphasizing that connecting with people directly still holds immense value in today’s digital age.
McGuire’s post-college journey led him back to Reno, Nevada where his entrepreneurial spark ignited into a flame. In 2011, he launched “Loud As Folk,” a monthly songwriter showcase that provided a platform for local musicians and nonprofit organizations while establishing McGuire as a key figure in Reno’s music scene. The showcase was a masterclass in collaboration, leveraging the networks of participating artists and fostering a sense of community. It evolved into a touring revue and even a record club during the pandemic, demonstrating McGuire’s ability to adapt and innovate.
When the COVID-19 pandemic shuttered live performances, McGuire turned adversity into opportunity. Brainstorming with fellow Reno musician Greg Gilmore, they recognized the potential of a recording studio they’d built. The duo launched the Loud as Folk monthly record club featuring raw, authentic acoustic performances. This project not only sustained him and his fellow artists financially, but also preserved the spirit of live music during challenging times.
In 2023, McGuire stepped into his current role as the Executive Director of the Brewery Arts Center (BAC) in Carson City, Nevada. Here, his entrepreneurial journey reached new heights. McGuire combined his artistic vision with strategic leadership, advancing the BAC as a regional cultural hub. From organizing large-scale free summer concerts that draw thousands of attendees, to curating mural festivals that bring art to public spaces, McGuire has made the arts more accessible to his community.
McGuire’s success stems from his strong commitment to collaboration, community, and continuous learning. “Collaboration before competition,” McGuire said, which reflects his belief that working together lifts everyone higher. “Networking isn’t just about advancing your own goals; it’s about helping others achieve theirs.”
He also stressed the importance of self-care and aligning with a mission. “Take care of yourself and remember your why,” he said. “Money is important, but it’s only meaningful if you’re happy and fulfilled.”
As McGuire reflects on his journey, he’s proudest of the impact he’s made on his community, from supporting local artists to ensuring the Brewery Arts Center continues to thrive for generations to come.
For aspiring entrepreneurs, McGuire’s story is a reminder that success isn’t just about business acumen, it’s also about passion and the determination to make your dreams a reality, one step at a time.