Philly Fillmore fills the bill

We already have the Electric Factory. And the Tower Theater. And the Academy of Music. And Union Transfer. And, even occasionally, the Kimmel Center. So, does Brotherly Loveville need another live-music venue in the 2,000- to 3,000-capacity range?

Well, the folks at concert-industry behemoth Live Nation think so. Which is why they put up the lion's share of a $32 million investment for Fillmore Philadelphia, the seventh such facility in a national chain of music halls named for the iconic auditoriums run in San Francisco and New York in the 1960s and early '70s by the late, legendary impresario Bill Graham.

"Philadelphia is a very robust music market [with] a lot of people who love music - who love live music," offered Ron Bension, president of Live Nation's House of Blues subsidiary, which operates the complex inside the century-old former Ajax Metal Company at Delaware and Frankford avenues opposite SugarHouse Casino. (The main entrance is actually on tiny Canal Street behind the bustling intersection.)

The building, Bension said, "is a perfect fit for us. We shared the same vision as the developer [Core Realty, see sidebar] and we just think it's the right thing for the market. And we put our money where our mouth is."

So, does the Fillmore justify the massive amounts of publicity it received in the run-up to last Thursday's maiden voyage, captained by Philly homeboys Daryl Hall and John Oates? Will it be embraced by the region's music-crazed populace?

The answers: Yes, yes and most likely yes.

The general vibe is nostalgic, from the industrial, brick-and-steel interior to the whimsical decorative touches, including a lobby-parked, flower-adorned VW Microbus (a totem of the tune-in-turn-on-drop-out generation the Fillmore is designed to evoke).

But the needs and desires of modern audiences are the focus. From its multiple bars and ample hangout spaces that encourage conversation at normal volume to superb sight lines and a sound system that allows the music to be heard virtually everywhere (even the men's room), the Fillmore is designed with the somewhat well-heeled, modern-day customer in mind.

The layout is familiar - similar to the nearby Electric Factory, Spring Garden's Union Transfer and the now-closed House of Blues at the former Showboat hotel-casino in Atlantic City.

There's a spacious standing-room-only main floor above which is a squared-off horseshoe, some parts reserved for high-rollers. This area features three-tiered tables equipped with buckets and glasses for those willing to splurge on bottles of wine and spirits.

The majority of attendees stand on a hardwood floor that has a little "give" to it, which makes it more comfortable for the long haul than a standard cement base.

The sound on the floor Thursday was a bit uneven: While most vantage points afforded aural excellence from the system designed by industry-leading Clair Brothers of Lititz, Pa., those standing in the rear under the balcony heard more muffled, bass-soaked tones.

Despite its large overall size, the Fillmore is pleasingly intimate: The farthest seat from the 48-foot-wide stage is just 120 feet away, and sight lines are good-to-excellent (as long as someone taller is not standing in front of you).

Upstairs was a similar situation. The closer to the stage, the crisper the sound, though there were a couple dead spots toward the rear along the sides. But considering the Fillmore is built mainly of brick and steel, which are not conducive to good sound quality, the sound was exceptional and will likely improve as the system is tweaked and the tech crew gets to know the room's sonic quirks.

In addition to the higher-priced seating section, the second level also contains the Foundry, a similarly industrial-environment space that can accommodate 450 people for performances and also be utilized as a private club for VIP events and postconcert bacchanals.

Driving home that the Fillmore isn't your father's (or grandfather's) concert hall is the brewpub menu conjured by uber-chef Wolfgang Puck. Items include Crispy Thai Chili Chicken Wings ($11), Crab Cakes ($18), Grilled Burger on Toasted Brioche Bun ($15) and Garlic Edamame ($7), a far cry from the hot dogs and stale pretzels local fans were offered back in the flower-power era.

The bar menu has a wide array of wine, beer and spirits. Wines come by the glass ($8 to $12), carafe ($20 to $28) and bottle ($40 to $250).

Brew-wise, labels range from the prosaic (Genesee Cream, Rolling Rock) to the trendy (Goose Island IPA, Narragansett Lager). They come in cans or from taps, with prices ranging from $4 to $7.

When construction is completed early next year, the Fillmore complex will also boast a bowling alley, comedy club, distillery and Italian bistro, increasing its value as an entertainment center.

Bottom line: The Fillmore is an impressive addition to Philly's still-growing live-music scene and a fine place to while away an evening.

Fillmore Philadelphia, 1100 Canal St., 215-625-3681, fillmorephilly.com.