'Capturing Music Through the Lens' Finds a Home in Santa Rosa
- Cheryl Alterman | The Music Soup Editor
- 5 hours ago
- 10 min read
Santa Rosa got louder, brighter, and a lot more rock and roll with the grand opening of the only permanent music photography gallery in the North Bay (that I know of). It's above Doobie Nights Dispensary and Dobe Coffee Shop (coffee shop not yet open), at 3011 Santa Rosa Ave. The opening day was a smashing success, thanks to nearly a hundred people who showed up and supported this project that's so near and dear to my heart.
The North Bay has no shortage of musicians, artists, and creative people. Even so, a dedicated music photography gallery has not, (to my knowledge) happened in the North Bay...until now. Introducing The Alterman Images Music Photography Gallery.
Concert photos today often live on phones, websites, and in our memories. However, seeing them off screen, framed and printed changes the experience. Print brings out details that a small screen can flatten. It lets stage lights feel richer. It makes shadows more dramatic. It gives a performer’s expression more weight. It also slows the viewer down, which matters in a world where images often disappear in seconds, and attention spans are nearly zero.
The first viewing on August 8th, from 3-5 was a private, invite only preview, then, after 5 it was open to the public. It blew me away when friends showed up to support me and this project for the private viewing. There were many musicians, big music fans and others in the industry. It drew in music lovers of all kinds into this rentable event space above the not yet, but soon to be opened, Dobe Coffee Shop, next to Doobie Nights Dispensary.
The response from guests entering seemed to be that of surprise, most likely due to the sheer size of the exhibit. And they left, saying the experience felt like a backstage pass, their own record collection, or fun concert memories brought to life. Someone told me, "It felt like finding a hidden record store, or a private listening room".
During the opening, that sense of initial discovery was part of the excitement. Many visitors arrived with friends, looked around, and immediately started planning who they wanted to bring back. A couple people did make appointments and came back with friends over the next few days. One of those was in the industry, visiting from L.A..
Whilst looking at the prints, guests told stories about when they saw the artist. I heard, “I saw them once,” or “This reminds me of when they played with…and proceeded to talk about the amazing show, sound, or performance the band put on. In this gallery everyone gets to relive those live music moments and be a fan!
The sound track playing through the speakers overhead, (for those who were listening) was of all the artists depicted on the walls. I thought that would give the displays more life, combining the visual with audio.
This exhibit celebrates the energy of live music, displayed through images captured at performances from the last decade+, by Sir Paul McCartney, Pearl Jam, Tom Petty, B.B. King, Foo Fighters, Metallica, Green Day, P!NK, KISS, Sir Elton John, Lake Street Dive, The Who, Pearl Jam, Metallica, Nelly, Teddy Swims and so many more.
There are intimate performer portraits that feel quiet and personal. And some that are capturing the height of the moment of sheer musical ecstasy. Together they create a broad visual rhythm across the space. A mix of images that are perfectly described by one of my fave sayings, "Music is what feelings sound like". And visitors seemed to respond well to it.
Attendees didn't treat the gallery like a silent room where people were afraid to react. They talked. They laughed. They even sang! There was even a moment in which a couple of my friends that had never met each other before, both in tribute bands sang together. Ronaldo, in a Who tribute, (Pinball Wizards) started it off by singing solo, "Behind Blue Eyes," then Drew, in a Beatles tribute band (Sun Kings), joined in later and sang some Who songs with Ronaldo, a capella. All whilst standing in between McCartney and The Who's wall of photos. This was one of my favorite moments of the opening day!
Others shared memories of concerts, bands, and venues, when a certain show, band or body of music had stayed with them. Several people took selfies in front of certain photos because they were at that concert. The Jaynes and I ran into each other at Springsteen in April at Chase Ctr, so we snapped this pic in front of my image of Bruce from that show.
The music photos seemed to make people connect with each other. They were connecting with their joyful musical memories, evoked by the photography they were surrounded with on the walls.
This photo gallery is not a little room with a few prints on a wall tucked into the corner of a shop, or a small smattering hung on a wall at a venue, like my other, smaller gallery at The California Theatre. Not that either of these scenarios are bad, as anywhere displaying art of any kind is AWESOME in my opinion, but this exhibit is simply different than a typical smaller gallery display. With more than 2,000 square feet, all dedicated to music photography, the Alterman Images Gallery gives Santa Rosa something it doesn't have...A full-scale destination of nothing but music photography with room to move, pause, look closely, and feel the story behind each image. Feeling the moments when you were at the concert, recalling the energy and the vibes of the live music surging through your body at the show! The photos bring up those memories and they are conversation starters.
Galleries intend to create a room that people want to stay in. That happened here. This is a gallery with the feel of your favorite concert(s). It's like a new cultural stop in a rentable events center with a rock n roll twist for the North Bay. Music lovers of all kinds that may be hosting a party should look into having their event in this space, as it'll give the party, the wedding reception, and/or the meeting an inspirational music theme that helps create interest, conversation and connects people.
The space had the easy buzz of guests moving from wall to wall discovering something. Pointing out familiar artists, asking about specific concerts, and recalling their own personal experiences at the shows.
It was all about a hand on a guitar neck, a singer under the stage lights belting out a passionate song, or a drummer caught in mid-beat. And my personal favorite are always the stick twirlers!
As the photographer and music fan myself, I loved hearing people share, “That photo takes me right back to the show.” Or, "I was there too!" What can be better than your memories of the music or specific show being resurrected. Music always evokes so much joy. I think music photography works because it catches something fast and makes it last. A concert is gone as soon as the last note fades. A strong photograph keeps the sound, the light, the energy and the emotion alive. And that is probably why I love doing this so much!
One of the biggest surprises for first-time visitors was the size of the gallery. Because it's more than 2,000 square feet, the space feels open, intentional, and built for serious viewing with lots of comfortable seating. This space gives the photography room to breathe. The exhibit contains over 100 framed prints and larger statement pieces as well. The layout makes it easy to experience the work at different speeds. Guests can take a slow lap and treat the visit like a museum walk. They can also stop at a single wall and focus on a favorite artist, era, or a variety of artists as the photos are in no particular order of genre.
This kind of space matters for music photography because concert images are often packed with movement, stage light, smoke, instruments, and passion. The gallery consists of two rooms, with generous spacing allowing each photo to be viewed without feeling crowded.
Music photography is something people connect to. You notice the shape of a guitar, the tilt of a microphone, the sweat on a performer’s face and their intensity whilst performing the music. And this exhibit encourages people to be music fans.
Downstairs in the dispensary and in the coffee shop, there are also features of the exhibit. When you look up at the high ceilings, you'll see eleven, seven foot high banners hanging from the 20+ft ceilings distributed in both the dispensary and in the coffee shop!
And another fun feature is the rotating digital spiral photo tunnel (pictured below). Photos taken in the rotating photo tunnel seemed to be a good spot for your favorite photo opps! Just seeing music lovers have fun, talk, laugh, and sing in this space, makes for a great meeting place.
The upstairs gallery space, provides a setting that works for music fans, and photography lovers. Larger works displayed between the framed prints create dramatic focal points and make certain images feel almost concert-size. Larger prints such as B.B. King, Iggy Pop and Paul McCartney seemed to be the favorites for snapping selfies by the visitors.
As there were so many musicians present on opening day, suggestions were made to possibly install a local musicians wall displaying photos of our local gems in the music biz. As the exhibit may be a permanent one, I intend to rotate prints from time to time. And including our fabulous local talents, is a strong probability for sure!
It's lovely to know that Santa Rosa now has a place where concert memories do not fade when the house lights come up. They hang on the wall, framed, printed, and ready to start the next conversation.
Together, these details makes the space feel less like a one-night art event and more like the start of a lasting Santa Rosa destination. I wanted this gallery to feel immersive without feeling overwhelming. And for me, anything that evokes music memories, is pure happiness and joy! I hope that people come out to see the photography and are able to recall all the great live performances, artists, connections, shows, music and energy that came from it, and re-live their personal memories as they view the gallery.
Visitors didn't just glance at the walls and leave. They stayed. They circled back. They brought friends over to talk about certain pieces. They asked questions about the gig and how I shot it. And what is my story behind the shots. It's truly an interactive music-art experience.
For anyone who missed the grand opening, the good news is simple: the celebration was only the beginning. The gallery is here, the walls are full, and the music is still echoing through the images. Please come and visit this new Santa Rosa Rock N Roll exhibit!
For gallery viewing (until the coffee shop is open):
• Weekdays, 9am-5pm by request to view at the dispensary downstairs (ask for Damon).
• Saturdays, noon - 3pm, meet the Artist.
*** After renovations in the coffee shop are complete, (estimated opening mid September 2026). At that time, the gallery will be open to view daily 9am-3pm.
One of the people responsible for the gallery, (apart from the owners Charlie and Damon)....Big thanks goes to Terry Sanders.
As always....Remember that life is short and gets shorter every day. Please, be kind to each other. Greet each day with love in your heart. Never regret anything that made you smile. Make amends to those we hurt along the way. As we all know-life can end at any moment. And remember to turn up the music and SEE ART!
With love and so much gratitude for all your love and support,
Cheryl, at The Music Soup ❤️✌🏻🎵
Need a photographer for any event?...Contact me: AltermanImages@gmail.com
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Check out my You Tube channel.
Here is a link to the video about the new gallery.
Prints:
If you'd like to order any prints from any photos in TheMusicSoup.com and/or as seen in the gallery - please email all requests to TheMusicSoupinfo@gmail.com, and we will make it happen! Please include requested size, artist and if you want frame or unframed.
All prints are limited edition, signed and numbered. Sold framed or unframed.
• 8 x 10 prints in 11 x 14 frame with mat, (as seen in the gallery) - $225 each.
• Larger sizes available upon request.
A massive thank you to all those who came out to support! 🙏🏼 📸 John Springer, Thea Daniels, Glenn Herring, Celia Peterson, Carol Casey, Stefanie Garzoli, Kathy Luning and everyone else who contributed photos from the day. Thank you! 🎥 Thank you to Sebastian St. James for the epic video and for inviting me onstage at his gig to announce the gallery.
My paintings are also on display. My painting and Sting 7' banner above Four of the eleven 7' banners displayed 7' banners in the dispensary Julie viewing Macca Drew Harrison in front of Macca KISS Drew, Steve, Celia and Thea Terry, Isaac and Deborah Sanders Thea and I in front of Elton Antonio Ronaldo at the gallery John and Julie in spiral light show Vote Terry Sanders for City Council! Glenn Herring Barrett and Doug Jayne. And Penelope! 
2100 square feet of event space to rent Gretchen and Drew Julie and I with Iggy Pop behind Foo Fighters display Spiral digital photo tunnel Doug Blumer flipping thru prints Drew and Robert Ronaldo Vezzali (Pinball Wizards) David Luning Austin and Charlie Brad Hoffman (drums), Jane Fossgreen (sax) Michael and Kathy Luning David Gross, "Big Dave" (Rockabilly Roadhouse KRSH 95.9) Carrie, John and Julie Scott Barkman Drew playing air guitar with Macca Celia Peterson (vox) Doug Jayne (guitarist and star DJ, KRCB 104.9) Barrett Jayne Meredith Gross and Megan McLaughlin Max Schimm (Jim Morrison/Strange Daze) Tom Kuhn (bass - The Musers) Sanders family Robin & Sandy Megan Mclaughlin (strings-The Musers) and the Lunings Robin & Sandy Cathy Slack
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