Jai Alai IPA, the flagship beer of Cigar City Brewing, and the National Independent Venue Association (NIVA) have unveiled a joint initiative called Raise The Stage, pairing a short-form video series with a new marketing grant for independent venues.
The video component will feature five NIVA member venues: 3rd & Lindsley in Nashville, The Social in Orlando, Songbyrd in Washington, D.C., Ardmore Music Hall outside Philadelphia, and The Bearsville Theater in Woodstock, New York. Each episode connects venue operators with artists who have a meaningful history with the space, exploring how local stages launch careers, foster community, and sustain regional music ecosystems.
Raise The Stage is part of Jai Fidelity, a broader music-focused platform from Jai Alai IPA that aims to link the brand with live music culture and fan communities. NIVA Executive Director Stephen Parker leads the organization.
Beyond the video series, Jai Alai IPA will serve as title sponsor of a new NIVA marketing grant. The grant is designed to help independent venues strengthen local awareness, audience engagement, and long-term sustainability.
For independent venues facing ongoing economic pressures, the partnership represents another instance of brands investing directly in the grassroots infrastructure that supports emerging artists and local music economies.
