Just to be clear, Danger Company is not a biker bar. Danger Company is an all-inclusive event venue, motorcycle lifestyle brand, and retail shop.

“People can come and relax, and hang out,” said owner Joshua Moore, founder of The Lad N Lass Motorcycle Company. “There will be something for everyone.”

Eco Roof Concepts owner Scott Campbell approached Moore with the idea of sharing a building at 605 Sevier Ave. “Essentially we are all working together,” said Moore, who made a deal with Campbell and moved out of his Old North Knox location at the beginning of June.

“There will be a green roof and solar panels. Eco Roof Concepts and Lad N Lass Motor Company have offices upstairs.”

Downstairs, Moore has been working around the clock preparing the building and setting the stage for Danger Company’s first event on July 10.

It has been four years since Moore opened The Lad N Lass Motor Company with stations set up with equipment and tools for members to work on their custom motorcycles. The name was a tribute to his son and daughter, Mac and Vyva.

“I am the furthest thing from a biker. Through The Lad N Lass I built a very nice community of the misfits of motorcycling, a group of motorcycle enthusiasts — creating a place for people,” said Moore.

The Lad N Lass phone still rings off the hook, but the business model is going to be tightened up and Moore intends to run a smaller operation, offering services by appointment only. “It feels good to have a singular focus, to really home in on what we do,” he said.

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“When I opened up in North Knoxville it was a great time and place,” said Moore. “We had 75 memberships before we opened, then five months later we were hit by the pandemic.”

Last June, Moore, who played in a punk rock band for 15 years, booked a local band to come and play for The Lad N Lass’s three-year anniversary.

“This show was energizing. I started booking shows and that caught fire,” he said. “Bands were calling, texting and emailing, and asking to play. We had bands (booked by local people) come in from all over the country. All of these bands said it was the coolest place they have played.”

Moore bought his first house at 18 and started hosting bands in his basement. “Over the years, you wouldn’t have recognized me,” he said. “When I started throwing the shows it was kind of a passion project. I shrugged off the suburban Dad (image) and I went back to who I was. It’s a comeback story.”

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The new space in suite B on the lower level of 605 Sevier Ave. lends itself to Moore’s vision. “A neighborhood bar in South Knoxville that is friendly to everyone,” he said. “It will also be dog and family-friendly. It will have the same aesthetic as the old location but with a better sound system and parking.”

Brian Coakley, former owner and talent buyer for the Concourse, is in charge of bookings. Every Sunday 3-6 p.m. this summer Danger Company will host all-ages matinee shows to showcase three local up-and-coming bands.

“The door charge is $5 and will give kids another place to go,” said Moore.

July 10 will be the first big show, featuring Barnyard Stompers, Lucky Perm, and more.

Then there will be an Electronic Dance Music night (July 15) and a jam band night (July 16).

On Aug. 12, John Prine’s son Tommy Prine will be performing at the Danger Company.

Danger Company plans to host food trucks, a living graffiti painting jam with professional artists, and utilize the outdoor space. Moore hopes to project a solar-powered The Danger Company sign onto the side of the building.

“We have been approached about doing a comedy night,” said Moore. “As well as punk rock, we will have bluegrass, heavy metal, and American stuff.”

Danger Company, once a beer permit has been approved, will be open seven days a week, an hour earlier and an hour later than other neighboring businesses. “I am a little over-ambitious sometimes and too dumb to quit,” said Moore, who plans to roll out the Danger Company model in other cities that are lacking small venues for live music.

“My goal, without compromising my punk rock spirit, is to become a household name.”