Maxwell’s in Waterloo getting back to regular programming

Like many, Maxwell's in Waterloo suffered through the pandemic.

But a couple years, and dealing with everything COVID-19 restrictions threw at it, the popular concert venue is getting back into the swing of things.

“Our full programming schedule's set to kick off this week, and we're back to running five, six nights a week,” said Paul Maxwell, president of Maxwell's.

He admits it was horrible for the first six months, including talk of funding that was said to be taking shape, but never came to fruition.

Maxwell made a few pivots along the way, from selling off merchandise, and the venue's vinyl decal fundraiser that got so popular, they brought it back a few short weeks ago.

Personally, Maxwell also used the opportunity to start an online business, the Maxwell Marketing Company.

“I started taking on digital clients, because I've had tremendous experience at running events and campaigns online before Maxwell's,” he said. So why not transfer those skills to help others run their online campaigns, and that's what I did.”

A year and a half later, it's still going and Maxwell said it's become a great side revenue stream.

He said there are still some struggles booking acts, because of tour schedule complications, and different COVID rules depending on where you go.

But Maxwell said “those are starting to come together.”

“Come this fall, everything's going to be in full swing,” he said.