December 28, 2018
Greenwood photographer Jon O. Holloway says he’s “always known personally when it’s time to kind of do something different.”
Holloway’s two-story 9,420-square-foot event/gallery space – Sundance Galley – at 146 Maxwell Ave. in Greenwood is officially on the real estate market.
“I kind of felt it was time last year,” Holloway said. “That’s when I moved my photography footprint next door (to Sundance Gallery) and created space that was all event space on both floors (of Sundance Gallery.)”
Holloway said the time is right for another creative visionary to transition Sundance Gallery and “take it to the next level.”
The event space is still available for rentals and has bookings scheduled through December 2019, Holloway said.
“We keep doing improvements to the building,” he said. “For me, it’s one of the most interesting buildings in the Upstate. We will continue to go above and beyond for clients who book this space.”
Holloway said, in his view, Greenwood is well-positioned for the next decade and growth, and that includes transitioning Sundance Gallery.
“There’s no big reason,” Holloway said, of the decision to list Sundance Gallery for sale. “I’m just simplifying my life, or trying to. … I’ve been doing this for 12 years. Do I want to do it for another 12 years? You know? This space is busy on the weekends and we have a lot of people renting it and utilizing it, including people from outside of Greenwood.”
Holloway said he wants to be able to devote his time and energy to “a really big photography project coming up, to hopefully take place in 2021.”
Holloway said this future photography project might also involve a book.
This announcement comes on the heels of his Dec. 21 book release and signing for “Chasing Dawn: An Adventure of Three Fathers and Four Teenagers Bicycling Across America.”
Holloway photographed images for “Chasing Dawn” and was one of the fathers on the epic cross-country trip, along with his daughter, Annie.
“I’m always thinking ahead about what I want to do personally,” Holloway said. “I feel this is the right opportunity for me to put the Sundance building on the market and start turning my time and energy toward another personal photography project.”
Holloway also teaches photography full time as part of the art department faculty at Lander University.
Currently being used as gallery and event space, Sundance Gallery could be adapted to house a restaurant, catering business, retail or office space, according to Bubba Harvin with Re/Max Action Realty, who has the commercial listing for Sundance Gallery.
“It’s a wonderful space and is a great opportunity for someone wanting to take it up a notch,” Harvin said. “There are 50 to 60 events there this year alone. If somebody doing that full time, I think it would really do well. It’s continuing to take bookings and those on the books are going forward. Plus, Jon’s not going anywhere. He’s going to be right next door.”
Holloway opened Sundance Gallery in July 2007, during Greenwood’s South Carolina Festival of Discovery that year, utilizing it then as a fine art gallery for his work, studio and office space, with an outdoor area out back, facing Oregon Avenue.
It didn’t take long for the former auto parts shop building, which dates to 1901, to become a go-to spot for weddings, receptions, graduation and retirement parties, charity fundraisers, concerts and more.
Holloway’s vision for Sundance Gallery dovetailed with establishment of Uptown Greenwood’s Cultural Arts District, including the Arts Center of Greenwood, Greenwood Community Theatre and The Museum, as well as establishment of an overlay design review district Uptown.
Lara Hudson, Uptown Greenwood manager, said Holloway was “the first to invest in a building on Maxwell Avenue and was truly the catalyst for the entire revitalization of that area of Uptown.”
Additionally, Hudson said Holloway has served on the Uptown Greenwood Development Corp. board as a member and president.
Kelly McWhorter, executive director of Greenwood Regional Tourism and Visitors Bureau, described Holloway as “a champion in recruiting and creating events that bring visitors to the area.”
She cites his multi-year photography collective – Click646 – that brought renowned photographers to Greenwood and his efforts that made Sundance Gallery a destination wedding location.
In partnership with friend Nick Hyduke, Holloway also made Sundance a destination for their decade-long listening room concert series, Music on Maxwell.
That, Holloway said, was largely a “break even proposition” and “a labor of love” to “bring incredible artists to Greenwood.”
With its mix of historical building details such as high ceilings, original skylights, hardwood floors and exposed brick walls, along with contemporary art, fixtures and furnishings, Sundance Gallery is ready for the holiday party season and more.
When he acquired 146 Maxwell Ave., Holloway also purchased space next door, at 140 Maxwell, which was used for a time for studios in an artists’ collective known as Meridian and now serves as his photography studio.
“When I first moved back to Greenwood in 1995, after studying at Savannah College of Art and Design, I rented space Uptown, next to what was then Debs and Brides and Cannon Jewelers — at 227 Main Street,” Holloway said. “I was there for eight years and then I renovated an old house on Grace Street. I was there for eight years.”
Then, Holloway transformed 146 Maxwell Ave. into Sundance Gallery.
He said it’s been fun to watch people “bond and create memories” there.
“I knew I wanted to create a photography business and I slowly built it here,” Holloway said. “I think it’s a plus that we don’t have an interstate running through our community. The fact that we are off the beaten path makes Greenwood unique. Uptown is a vital part of it.”
Serious inquiries about Sundance Gallery should be directed to the listing broker, Bubba Harvin, 864-992-9090.
Contact St. Claire Donaghy at 864-943-2518