The Pyramid Scheme is a popular neighborhood bar, alternative music venue, and pinball arcade, located in Grand Rapids’ downtown Heartside district. It was born out of the realization that there was a need for a mid-size concert venue in the downtown area. The idea was to create a unique atmosphere, mixing art and music, capitalizing on the ideal ­location of the venue. The Pyramid Scheme is situated on Commerce Street, near Division Avenue (The Avenue for the Arts) which is known for its art venues, and is also near Ionia and the Van Andel Arena, so it is able to draw both crowds. It has become a place for the artists, musicians, and locals. The key to the Pyramids Scheme’s success, in addition to bringing in top alternative music acts 2-3 nights a week, has been developing a loyal crowd that will visit the bar even when there’s no live band playing.