AGOURA HILLS, Calif. — Lance Sterling’s club in Agoura Hills is known as a venue where soon-to-be-famous acts are born in their spring.

“Incubus, Panic at the Disco, Imagine Dragons, literally started out here as opening bands,” said Sterling.

But it’s also where legendary acts come to play during the autumn of their careers, such as Styx, REO Speedwagon, and Pet Benatar.

Sterling, one of original founders of the House of Blues franchise, left the corporate music scene to open his modest Canyon Club.

“I don’t need to make millions,” said Sterling. “I’m not a stock option guy.”

While he was booking the world’s biggest rock, blues, and country acts, Sterling started collecting guitars, beginning with a 1962 Gibson Flying V.

Sterling opened a case and stared at the rare instrument cradled in red velvet.

“That’s the first guitar he ever gave me,” said Sterling.

It was a gift from his beloved Uncle Mark, who introduced Sterling to music at a young age. That passion would push him to make music his life’s work. Today Sterling has hundreds of “used” guitars, used by renowned musicians. Sterling points to one among many that are displayed on the Canyon Club’s Stage.

“(That’s) Buddy Guy’s,” said Sterling, pointing to the instrument which is displayed among many others on the Canyon Club’s stage. It, like many of the other guitars, was autographed by its former owner.

Sterling points to another guitar. “This from the Wailers,” he said. They were the late Bob Marley’s backup band.

“This one was Dave Mathews,” said Sterling, holding up a white guitar.

His prized collection was, just that, a prize. Because, by 2020 Sterling had, by any measure, “won.” He had a bountiful business, which, by then, included other music clubs in the Los Angeles area. Everything seemed to be going well in Sterling’s personal life too. He had a beautiful family.

Then the music stopped.

In that same year his uncle died. Then COVID shut down all of Sterlings’ music venues.

“Over the last 10 months, I lost over 10 years' worth of profit," said Sterling, "and it made me realize everything can be taken away from you.”

Aside from his business, something very dear to Sterling was also taken from him. Last August his 20-year-old son, Zeke, died in car accident.

“My wife and I and his mother’s life changed in an instant,” said Sterling, beginning to sob.

So did Sterling’s entire outlook on life.

“Let it go. Just let all this crap go,” said Sterling, referring to his guitars. “You know, being attached to things doesn’t mean anything anymore.”

Sterling is auctioning off his entire guitar collection, one piece at a time, even his uncle’s Flying V, so that he can help his employees. He’s struggling to keep them on the payroll.

“Without them, we aren’t a company,” said Sterling. “And maybe it will help save my business.”

Sterling is still paying rent on all of his clubs, which amounts to around $400,000 every month. He also has substantial overhead costs.

His guitars are displayed on the stage and all around the venue—on table tops and along the club’s bar.  Would-be buyers can come look at the instruments before they bid on them.

Sterling says the Canyon Club has to survive. Corporate venues don’t cater to indie or startup artists.

“This is where new acts come to play,” he said.

These guitars, says Sterling, are just memories.

“I’ve enjoyed them,” he said. “They mean a lot to me. But (now) they’re in my head.”

He says he doesn’t need any “thing” to make him happy.  

People wishing to bid on Sterling's guitars can visit his website.