Will big names overshadow Lower Broadway?

Tootsie, Robert and Layla.

Music lovers around the world know these names. They’re seen by anyone who’s paid a visit to Nashville’s Lower Broadway — and its famed stretch of “honky-tonk” live music bars like Tootsie’s Orchid Lounge, Robert’s Western World and Layla’s Bluegrass Inn.

But all of a sudden, they might not be the biggest names on the block.

Across the street on Lower Broadway sits the new A.J.’s Good Time Bar and Grill, owned by Alan Jackson. And he’s about to have some neighbors.

Later this year, Dierks Bentley’s Whiskey Row bar/restaurant will open at 400 Broadway in Nashville, and will span four stories and three stages. John Rich has revealed plans to open his Redneck Riviera bar between Second and Third avenues. Blake Shelton will join them in 2018 with Ole Red, a massive joint venture with Ryman Hospitality.

These are big business moves — the $20 million Ole Red is the most expensive entertainment project in the area since Bridgestone Arena — capitalizing on Nashville’s robust tourism market. But it’s also a sentimental move for a star like Bentley, who frequented Lower Broadway 15 years ago.

“If someone comes to Nashville and they want to see the city, that’s the first place I’m going to take them,” he told The Tennessean. “That’s where it all starts. That’s where dreamers are coming to get on a stage and sing.”

'We want staying power'

Still, while it’s a homecoming for these stars, people like Layla’s owner Layla Vartanian never left. She founded the bar in 1997 and performs on its stage every Saturday afternoon with her band, Yesterday’s Makeup.

“The other day, I was telling (the audience), 'I'm not Dierks Bentley, I'm not Blake Shelton, but I'm Layla, and I'm here,’ " she recalled.

“People from the crowd said, 'Yeah, that's because you're better.' ”

But Vartanian wants to keep the peace with her new neighbors. She’s confident that Layla’s will continue to thrive, as it attracts an audience of “leaders, not followers.”

“You can go to Margaritaville in any town. You can't go to Layla's, Robert's or Second Fiddle in any other city. These are one-of-a-kind places.”

Ole Red, on the other hand, is already planning a second location in Shelton’s hometown of Tishomingo, Okla., with the hope of additional locations in the future. Nashville’s Whiskey Row will be the fourth location — the other three are in Bentley’s home state of Arizona. To some observers, these celebrity-endorsed spots threaten to make Lower Broad look more like a musical theme park.

Believe it or not, the city’s head of tourism understands that worry.

“I think the people that are concerned about that are exactly right,” said Butch Spyridon, president of the Nashville Convention & Visitors Corp.

“I think it's wise for the artists not to put their names on the bars. To have an affiliation, to create the aura that, who knows: Blake may be there or Dierks may be there. It adds to the allure. But if we get into 'Blake Shelton's Bar' and 'Dierks,' ' then it starts to (sound) trendy, kitschy, not as authentic.”

Spyridon says that "fortunately" he hasn't heard of any other country stars planning to jump on the bandwagon of Lower Broadway bars.

“Trends are not good. We want staying power. We want to be able to last. We've had great conversations with Dierks' development team about how to last, and some things that maybe would work in Phoenix that aren't going to work here. And they were very receptive to that. I think Dierks is the kind of guy, the way he came up through the ranks, I think he wants to deliver that experience. I'll be more surprised if Blake plays his club than I will if Dierks plays his.”

For their part, Ryman Hospitality aims for Ole Red to have “staying power” as an entertainment brand. As it revealed its plans in Nashville earlier this month, Ryman Hospitality Chairman and CEO Colin Reed contrasted it with Planet Hollywood — a theme restaurant chain that boomed in the ‘90s before closing most of its locations (including one on Lower Broadway).

“They exploded in popularity with the belief that Arnold Schwarzenegger was going to walk in the door,” he said. “They served lousy food, and Arnold never turned up, and the brand went in the toilet. This is not going to be that way. We’re going to have great food, great beverage, great retail, and we’re going to make sure that (Shelton’s) persona is central to this business.”

“There are similar venues to this, I think, around the country, but this one’s special,” Shelton said. “It’s gonna be an experience. You’re just gonna want to say you’ve been there.”

Johnny, George, Patsy

Beyond the bars, big country music names also have helped spur on a new cottage industry of museums in downtown Nashville. The Johnny Cash Museum has thrived since opening on Third Avenue South in 2013.

As the museum prepares to celebrate its fourth anniversary in May, owner Bill Miller says it’s become a “destination” for fans around the world.

“There's no name in country music that is more recognized internationally than Johnny Cash,” he said. “But now they're coming to us directly. We're the destination now, and we're benefiting other attractions. That's very gratifying.”

By 2015, Miller had a bit of competition from the George Jones Entertainment Complex and Museum, which recently came under new ownership. Miller is now preparing to open a second museum in March, dedicated to country legend Patsy Cline.

“I choose my legends carefully,” he said. “I'm not trying to be cynical or anything like that, but we want people that are respected and recognized on a global basis.”

Miller also has moved into the bar business with a Lower Broadway establishment that’s themed around another country legend: suit designer Nudie Cohn. Nudie’s Honky Tonk opened in November and features several of Cohn’s famed “Nudie Suits” as well as his $400,000 Cadillac El Dorado.

“Most Friday and Saturday nights are jam packed, on both floors,” Miller said. “We're really happy and encouraged by the response.”

After 20 years on Lower Broadway, Vartanian said Layla’s Bluegrass Inn has never been busier either. Even as she compares the larger bars entering the scene to “Wal-Marts,” she believes they’re good for the street — and she knows she’s not going anywhere.

“I'm very proud of what I have,” she said. “It's my place. It's my name on it. I built it. I started it from the ground up, and it's just not some famous musician's name on a place to try to attract people to get in. It's real.”

Reach Dave Paulson at 615-644-2278 and on Twitter at @ItsDavePaulson.