Sweetwater: A Music Lover's Playground

Apr. 03, 2025

Sweetwater is one of the most respected businesses in the music industry and one of the largest companies in town. It began as the brainchild of Fort Wayne local, Chuck Surack, who started the business out of the back of his van in 1979 with a 4-track recording studio. Today, Sweetwater has grown into a sprawling campus with hundreds of employees, boasting the title of the largest online music retailer in the world! Plus, its 40,000-square-foot on-site store is officially the largest music store in the U.S. The company sells everything from guitars to recording software to live sound and lighting gear, while maintaining world-class recording studios and performance facilities.

Sweetwater is a Destination for Musicians in Fort Wayne, Indiana

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Sweetwater Store Front 2021

The best part about Sweetwater is that many of the first-class amenities enjoyed by their customers and employees are also open to the public. Visitors are welcome to come into the Sweetwater building and explore what makes this one of the best places to work and play in Fort Wayne. Whether you’re a huge music fan, tech aficionado, or just want to see what all of the buzz is about, a trip to Sweetwater is like exploring a music lover’s playground!

While much of Sweetwater’s business is done online, their retail store is a must-see destination! The Sweetwater Music Store features a guitar gallery, drum room, orchestra gallery, and on-site demo rooms. The store is open daily and features a wide array of instruments and equipment.

Guitar Gallery at Sweetwater Store Feeling hungry? You’re invited to grab a bite to eat at the Downbeat Diner, home to made-from-scratch specialties. In need of a sweet treat? Sweetwater's culinary offerings include coffee concoctions and sweet treats with the Crescendo Cafe. Take a seat in the Crescendo Club to watch lunchtime performances from members of the Sweetwater community. You can even take a game break and try your hand at classic arcade games during your visit.

If you want to get a behind-the-scenes look at what Sweetwater has going on, you can take a tour at no cost through their concierge services. The knowledgeable Sweetwater concierge will guide you through the Sweetwater campus, giving you a peek at the distribution center, recording studios, sales department, performance theater – and more! Taking a tour of Sweetwater is much like taking a look around Willy Wonka’s Chocolate Factory. Don’t forget to take a ride down Sweetwater’s two-story slide during your tour; it will end your visit on a high note!

Sweetwater Pavilion press photo Believe it or not, Sweetwater has even more for the public to enjoy with open workshops, performances, and more happening in their state-of-the-art performance theater! In addition, Sweetwater welcomes national touring artists for concerts at its open-air Sweetwater Performance Pavilion.