Paradigm Shift & Company w/Annie Sellick

VENU Resto-Lounge, 151 St. Paul St.

Saturday, September 8

7 & 9:15 p.m. | $17-$20 | exodustojazz.com

It's been 11 months since Jose DaCosta inaugurated his Exodus To Jazz series at Club VENU on St. Paul Street downtown. During that time he has not forgotten the words of a friend who told him how to end up with $1 million as a jazz promoter: "You start off with $2 million and you quit after you lose the first million."

DaCosta laughs, but he knew it would not be easy. He considers it an investment.

"I have to build the brand," he says. "Even if people don't know the artist, I want them to know that if it's Exodus To Jazz, it's going to be a good night out."

Exodus' new season, beginning Saturday, September 8, with Paradigm Shift & Company featuring Annie Sellick, will showcase pianists Mulgrew Miller and Johnny O'Neal, singers Dena DeRose and Denise Thimes, and others.

The lower level of Club VENU, where shows take place, seats up to110. Audiences have ranged from 100 for Dr. Lonnie Smith to next to no one for Yoron Israel on a snowy night. But DaCosta is confident he can tap into the large audience pool that turns out for the Rochester International Jazz Festival.

"I think people are happy to continue the excitement of the jazz scene that happens over the summer through the year if they can be assured they're going to see the same quality, world-class musicians," he says.

While DaCosta hopes to at least break even this year, he doesn't depend on the club for his livelihood. In 1997 he took early retirement after 27 years at Xerox Corp. He was one of three Senior Vice Presidents of U.S. Operations and not yet 50. For his second career, he became a licensed massage therapist and is currently in a practice with his daughter in Corn Hill.

After success in two businesses, why invest in a risky jazz club? DaCosta grew up with jazz at his family's home in the Bronx. His father, a radio and television repairman, was an audiophile who built elaborate Heathkit sound systems.

"He loved Monk, Coltrane, Miles, Oscar Peterson. Amateur musician friends would come over with their records just to hear them on his system," he says. DaCosta caught the bug.

While majoring in electrical engineering at Union College in Schenectady in the late 1960s he had a radio show on the college station called "Exodus to Jazz."

"I didn't play much avant-garde," he says, "you wouldn't hear Ornette Coleman."

After earning a masters degree in business administration at the University of Rochester, DaCosta began work at Xerox.

The club series at VENU is only one aspect of DaCosta's vision. He's currently laying the ground work for a concert series consisting of three shows per year at the Auditorium Theatre or the Eastman Theatre. Having served as chairman of Wilson Commencement Park fundraisers featuring David Sanborn, Nancy Wilson and Ramsey Lewis, and Bobby McFerrin, he believes he can promote large-scale shows successfully.

When the concerts get off the ground DaCosta says he will continue to collaborate with local organizations and charities. He says it's important to help the community. That's why many of DaCosta's headliners - including O'Neal and Victor Goines - lead free clinics at School of the Arts.

SIDEBAR:

2007 Exodus to Jazz Series

Here's a look at the fall schedule at VENU, with DaCosta's comments.

September 8: Paradigm Shift & Company featuring Annie Sellick

"I'm a big fan of Melvin Henderson (guitar)," says DaCosta. "Gerry Youngman (organ) and Jared Schonig (drums) are great musicians. I met Sellick on a jazz cruise. She reminds me of Anita O'Day."

September 21-22: Dena DeRose Trio

"She's a wonderful vocalist and pianist in the style of Shirley Horn."

September 29: Eric Person & Meta-Four

"I met Eric at the Blue Note in New York. I listened to his CD and was blown away. He's the nephew of Houston Person so his pedigree is of highest order."

October 20: Jazzberry Jam

"The group consists of four women and one man. They have great personality and a high degree of musicianship."

October 27: Sylvia Cuenca Group

"She opened the series in October of 2006. She can really swing."

November 3: Mulgrew Miller

"He's out of the Oscar Peterson school - so original, so lyrical, so creative.

December 1: Tamir Hendelman

"He's an Eastman graduate and a member of Clayton-Hamilton Jazz orchestra. He also accompanies rising vocalist Roberta Gambarini."

December 8: "Heavyweight Match" - Johnny O'Neal vs. Mulgrew Miller

"I'm hoping to have two grand pianos. I've got musicians calling me from NYC who are going to drive up to be in the audience for this."

December 15: Denise Thimes Quartet

"I met her on a jazz cruise. She came up to sing with Johnny O'Neal and blew the crowd away.

Shows take place at  7 & 9:15 p.m. at VENU Resto-Lounge & Nightclub,151 St. Paul St. Tickets $17 in advanced (purchased through TicketWeb.com), $20 at the door. For more information visit ExodusToJazz.com.