The Biscuit Brothers had a lot of wisdom to share with kids about the magical world of music back when Emma Heeney became a fan at the tender age of two-and-a-half. The musical duo, stars of the award-winning PBS show, taught their audience to listen for the music that is all around us every day.
Somehow Heeney, though just a tyke at the time, must’ve taken that message to heart, and to this day, she’s attuned to the music all around—so acutely that it’s guided her toward the dream she holds dearest.
Heeney, a rising junior at Texas Lutheran University, is majoring in communications with a minor in public relations. But that dream of hers? It’s to one day own a live music venue, to bring the music she loves to everyone else in a place that feels a little like a special getaway, a little like home.
The San Antonio native came by her love of music—especially live music—very naturally. She was still in the womb, in fact, when her mother took her to her first concert—it was Pat Green—so Heeney might’ve been born with a toe-tapping tune in her heart. “Both of my parents love music and are the reason why I love it so much,” she says. “They raised us around all genres and took us to so many concerts that I still can’t believe I went to when I was younger.”
Her dad loved live music so much that during his college years, he took a job working security at a concert venue, just so he could go to the shows. Her mom grew up in the live music capital of the world, Austin. “So I guess I was born to love it as much as they do. We have always gone to concerts as a family, but now that me and my younger brother are older, we go to concerts together all the time, just the two of us or with our friends. It is a fun way for us to hang out doing something that we love.”
Owning and operating a venue of her own, even for someone who’s basically got music running through her veins, is no simple undertaking. That’s why Heeney is making a plan, starting from the ground up, with her undergrad years. Drawn to TLU for its small class sizes, the opportunity to make genuine connections with the staff, and the many resources the university offers, Heeney is learning about all that goes into effective communication and marketing.
She’s also getting valuable work experience—and having a good time in the process—as a Student Engagement Coordinator and a Student Marketing Assistant.
“Through student employment opportunities, I have learned many skills such as project management, coordination of events, behind-the-scenes communications, social media and other marketing strategies, development of concepts . . . I have also gotten the opportunity to help plan the end-of-semester concert, Spring Fling.”
The 2025 function featured up-and-coming country artists Cole Phillips and Kyle Gates. “I really enjoyed watching all the pieces come together,” says Heeney, who worked with the Campus Activities Board for almost a year to bring the event to life. “The concert helped me understand more of what I was getting into with wanting to open a venue.”
The staff members who oversee Heeney’s work have a lot of faith in her ability to make things happen. “Emma is a hardworking and dedicated member of the Student Engagement Office, always showing up when needed and going above and beyond,” says Tiffany Espinoza, Director of Student Engagement. “Her commitment and the quality of her work never go unnoticed. I'm so grateful to have her on my team!”
Special Events and Digital Media Manager in Marketing and Communications Karina Garner agrees. “Emma showed up on her first day and was ready to take on her tasks. She is driven and determined. Her work ethic is outstanding.”
“The TLU faculty and staff have helped me develop as a leader and have supported me so much in everything I have done,” says Heeney, who has been involved in TLU campus life since arriving on campus her freshman year. She’s a member of the Campus Activities Board, Beta Alpha Sigma, the Just Dance Club, and serves as vice president of the Social Society—a group of students who create content for TLU’s social media platforms.
All of these experiences, of course, are preparing Heeney for her future and equipping her to chase her dream and actually catch it. Another important ingredient in the mix for success: getting out to concerts and spending time in lots of venues, noticing what makes them tick.
Just since the start of the 2024-25 school year, she’s been to more than fifty live shows—everything from Alan Jackson to Lynard Skynyrd, plus repeat performances from her favorites, Braxton Keith and Hudson Westbrook. All of them offering great memories, and important lessons, that Heeney will file away.
Of course, nothing could top the Bon Jovi concert she went to the day before her thirteenth birthday. After spotting a billboard on the side of I-10, she begged her mom to go since the concert was scheduled for the day before her birthday, Heeney recalls. She tried for almost a year to convince her mother to get tickets, and when that day rolled around, the day before Heeney’s birthday—the day of the concert—her mom gave her what is possibly the best surprise of all time. “The morning of the concert she told me we were going as a family, and I was so excited.”
But wait: There’s more. “I would have been happy sitting at the very top of the AT&T center just to hear them live, but when we got there, we kept walking lower and lower. I was so surprised when we walked to the floor seating. We then kept walking closer and closer to the stage. We were eighth row, and I had the best time ever, and I will never forget that special night.”
These days, her favorite area venues are John T. Floore’s Country Store in Helotes and Gruene Hall in Gruene, both historic and rustic and the kinds of places that, if walls could speak, would have quite a few amazing tales to tell. “John T. Floore’s is fifteen minutes from my house and holds so many memories for me,” says Heeley. “Gruene Hall is also so much fun to visit. Both venues hold so much country music history, and many legends have performed on those stages.”
So back to the dream—Heeney’s dream of creating her own place where music is all around, all the time. She’s actually already charted a course. It’ll be in “a scenic rural area within driving distance of a major city,” she says. Maybe just outside Nashville, Austin, or Denver—and that’s not just a romanticized vision. Heeley knows that being outside the city limits means lower land costs, a country vibe, space for expansion, and easier permitting. She also figures that proximity to a city would ensure a steady audience flow.
There will be two stages. The main stage is open-air and can host 15,000 fans, and the second stage, an acoustic barn, will be an intimate setting for singer-songwriters, after-shows, and up-and-comers.
There will be a tailgating area, designed for pre-concert parties, where you can warm up by the fire pit or grab some delicious barbecue. On the weekends, the place will be festival-ready, with space for camping and late-night acoustic sessions around the campfire. There will be a country smokehouse and bar, with touches of western decor and fun extras like horseshoe pits and yard games.
A little bit like a special getaway; a little bit like home. Here’s hoping it’s not too far from TLU!