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A Little Cheddar Goes A Long Way

New live-streaming service CheddarBoard gives viewers new opportunities to help our arts scene

Colin Hickey grew up alongside Missoula’s music scene. And the growth isn’t stunted despite a tough run for live events. Our town isn’t slowing down and neither is he.

In 2000, Colin moved from Laramie, Wyoming to Missoula and landed in the gritty music scene at Jay’s Upstairs. 

“My brothers lived here and played in the band Volumen. I moved here and took over as booking manager for Jay’s. Eventually, I joined a band called the International Playboys. 

In 2003, the closure of Jay’s tightened stage times. Colin saw a need for a better booking solution. 

“Multiple bands were playing shows on the same day. We needed a website so that bands wouldn’t book on top of each other,” he explained. Colin worked with Hank Donovan and his brother Shane Hickey to create Missoula’s first online events calendar called gardencityevents.com

“Hank came up with the original design and website code. I combed the papers and called venues to find events, then put them up myself. I’ve always enjoyed bringing people out to enjoy a show. I guess I’m a promoter at heart,” said Colin.

Just when that first calendar went online, Missoula crested an entertainment tipping point. No longer was a UM sports match the only game in town. Audiences had choices. Live theater took root and renovated venues started attracting bigger names with flashier shows. The website went through its own growth spurt and new ownership. Eventually, Colin was able to buy back the website—this time, as missoulaevents.net. Still, the site wasn’t self-supporting. 

“We had no shortage of submissions but businesses weren’t into buying online ads yet," Colin said. "That’s when I reached out to Molly Bradford. We had played on the same broomball team and worked at NewWest.net together. I told her, ‘I’ll run the calendar, you sell the ads.’”

While Colin and Molly hustled to keep their business going, Missoula activities multiplied. Beyond just music, the calendar listings included workshops, festivals, exercise classes, and even a weekly tarantula feeding. 

“We started hearing from other places around the state who wanted calendars like ours,” said Colin. So, he went back to Hank, this time to create an umbrella platform, called GatherBoard. With the expansion, they could run multiple calendars and sell enough ads to support three staff: Molly, Lori, and Colin.

Then, the pandemic hit. Events disappeared from the stage and the calendars. For Missoula businesses, it was time to skill up or tap out. Colin gives Molly all the credit for keeping the lights on. 

“When she saw relief money out there for small companies, she went to work applying for everything she could find. We took time to rethink the whole business and how we could come out even better. I really couldn’t be more proud of Molly and what she’s done," he said.

Funded by a financial form of government cheese, GatherBoard gave birth to CheddarBoard, a live-streaming service that gives watchers an opportunity to donate to artists. The site launched in April, adding a whole new layer to Missoula’s art scene. Colin doesn’t see that going away.

“Coming out of the pandemic, there’s always going to be virtual events. People like having that option,” he said.

Meanwhile, Colin has leveled up his vision of virtual entertainment as COO of VidCon, an international conference which brings fans, innovators, and featured creators together to celebrate the magic of digital content. 

“We started in Anaheim with 12,000 attendees. Now, we’re in London, Mexico City, all over,” he said.

Still, Colin chooses to work from Missoula. 

“I want my kids to grow up in a cool, vibrant community where they have lots of options.” Some of Colin’s pals from Jay’s Upstairs have also stayed. Thinking they were out to punk the future, they have grown up and are raising their own families now. 

“It’s pretty great,” Colin said. “Those of us from that era are doing so well. I feel like I grew up here a second time.”

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