Episode at a glance: Anna Bovitz, director of Project 37 and the creative force behind B-Side Indie Music Cafe, joins Behind the Brand to talk about building inclusive creative spaces in downtown St. Cloud. The conversation covers how Project 37 began, opening B-Side as an all-ages sober coffee shop and music venue, branding the space, and what comes next. The most useful takeaway: be the person who does things.
Listen to Episode 026 of Behind the Brand
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Episode chapters
- 00:00 Introduction to Anna Bovitz and Project 37
- 00:44 Welcome to Behind the Brand
- 01:56 Meet Anna Bovitz: Musician and Graphic Designer
- 03:03 The Origins and Mission of Project 37
- 04:30 Building the Community and Hosting Events
- 08:25 The Birth of B Side Indie Music Cafe
- 11:25 Creating a Sober, Inclusive Space
- 13:30 Creating a Unique Show Experience
- 14:01 The Branding Journey
- 14:46 Client and Designer Perspectives
- 16:25 Community Feedback and Success
- 21:09 Future Plans and Events
- 24:08 Advice for Aspiring Entrepreneurs
- 25:50 Conclusion and Final Thoughts
In this episode of Behind the Brand, we sat down with Anna Bovitz—the director of Project 37, the creative force behind B-Side Indie Music Cafe, and, for fun, a member of a My Chemical Romance cover band.
At the core of Anna’s work is a mission to build inclusive, creative spaces that bring people together in downtown St. Cloud. Through Project 37, a community-driven nonprofit, and B-Side, an all-ages sober coffee shop and music venue, Anna and her team are reshaping what connection, art, and music look like in Central Minnesota.
How did Anna Bovitz go from musician to community builder?
Music has always been at the center of Anna’s life. From playing in bands and directing the School of Rock Camp at the Wirth Center to designing graphics and performing in cover shows, her creative pursuits all circle back to one mission: making music accessible and inclusive.
When Anna joined the board of Project 37 in 2020, she quickly recognized the need to move beyond planning and start taking action. With a focus on paying artists fairly, hosting sober and all-ages shows, and creating space for local talent, Project 37 began building momentum—and a strong community along the way.
How did Project 37 get started in St. Cloud?
Project 37 grew out of the Independent Music Collaborative of Central Minnesota, which was formed when downtown St. Cloud lost its all-ages venues. With a mission to keep music alive for every age group, the nonprofit began hosting shows, securing grants, and connecting with local bands.
Over time, the organization became known for its punk nights, where high school bands like Sartell’s Identity Crisis helped bring in younger audiences. These events laid the foundation for a thriving community that extends well beyond St. Cloud, with musicians traveling from across Minnesota and beyond to perform.
Today, Project 37 has its own building, fulfilling the dream of creating a permanent home for music, art, and community connection.
What is B-Side Indie Music Cafe?
One of Project 37’s most exciting initiatives is B-Side, a coffee shop and all-ages sober music venue located downtown.
The space, formerly home to Oblivion Coffee Bar, was secured thanks to community support—two fundraisers raised $80,000 for the down payment. From there, Anna and the team reimagined the café as a third space where everyone, especially those often left out by traditional nightlife, could belong.
The name B-Side reflects both its connection to music and its mission to celebrate the “B-side” of society—the people and ideas often overlooked.
Inside, the café is vibrant, colorful, and intentionally welcoming. From students working on homework to professionals holding meetings to families enjoying a sober-friendly concert, B-Side offers something for everyone.
And yes, the shows are popular—so popular that the very first one reached capacity and had to turn people away at the door.
Branding B-Side with Moxie
When it came time to brand B-Side, Project 37 partnered with Moxie Creative.
Together, the teams developed a bold, colorful identity that reflected the eclectic, all-inclusive spirit of the café. From decals and signage to painted walls and even a perfectly on-theme rug, the B-Side brand has been carried through every detail of the space.
The result? A venue that feels as professional and polished as it is creative and community-driven.
What’s next for Project 37 and B-Side Indie Music Cafe?
Anna shared that Project 37 is expanding into education initiatives, including songwriting classes, workshops with music professionals, and community events designed to help young musicians start their own bands.
At B-Side, weekly programming is rolling out to bring people together in new ways:
- Game nights on Mondays
- Educational events on Tuesdays
- Open mic nights on Wednesdays
- Concerts every Friday and Saturday
Musicians looking to get involved can reach out via Project 37’s social channels or email, making it easy for new talent to connect with the growing scene.
What business advice does Anna Bovitz share?
Like all of our Behind the Brand guests, Anna left us with two pieces of advice worth remembering:
- Be the person who does things. Don’t just talk about ideas—take action and make them real.
- Know your part, and know the band’s part. As Anna put it, your individual practice is for you, but your group practice is for everyone else. Success comes when everyone is in sync, whether in music or business.
Key Takeaways from Our Conversation
Project 37 grew out of a need for all-ages music spaces in St. Cloud.
Community fundraisers raised $80K to launch B-Side.
B-Side is a sober, all-ages coffee shop and venue downtown.
The name highlights both music’s “B-sides” and society’s overlooked voices.
Fair pay for artists is central to Project 37’s mission.
Punk shows helped build momentum and attract younger audiences.
Branding with Moxie brought the colorful, eclectic vision to life.
B-Side shows quickly hit capacity—demand is strong.
Education programs like songwriting classes are expanding the mission.
Anna’s advice: take action, and learn how your role fits with the whole team.
Tune In and Get Inspired
Anna Bovitz and her team at Project 37 are proof that with passion, community support, and a willingness to take action, you can create spaces that truly bring people together.
Stop by B-Side Indie Music Cafe for coffee, a show, or an open mic night, and experience firsthand what inclusive creative spaces can look like.
Listen to the full episode of Behind the Brand to hear Anna’s story in her own words and get inspired to start building something bold in your own community.
Frequently Asked Questions
How was B-Side Indie Music Cafe funded?
B-Side Indie Music Cafe was made possible by community support. Anna Bovitz shares that two fundraisers raised $80,000 for the down payment on the downtown space, which was formerly home to Oblivion Coffee Bar.
What does the name B-Side mean?
According to Anna Bovitz, the name B-Side reflects both its connection to music and its mission to celebrate the “B-side” of society, meaning the people and ideas often overlooked. The cafe was reimagined as a third space where everyone can belong.
What weekly events does B-Side Indie Music Cafe host?
Anna Bovitz shares that B-Side is rolling out weekly programming with game nights on Mondays, educational events on Tuesdays, and open mic nights on Wednesdays. Concerts happen every Friday and Saturday.
How can musicians get involved with Project 37?
Anna Bovitz says musicians looking to get involved can reach out through Project 37’s social channels or email. Project 37 is also expanding into education, including songwriting classes, workshops with music professionals, and events that help young musicians start bands.
