Heather Maloney at Burrito Rojo - Peter Hamelin Photo

Few communities have shown such persistent motivation to rehabilitate themselves in the last few years as the potential-infused Turners Falls. Street fairs, the re-invigoration of the Hallmark photography school and a proliferation of programs at the Great Falls Discovery Center are only the tip of the iceberg; Seth and Eva's, Ristorante di Paolo and The Rendezvous have all injected some much-needed economic and cultural adrenaline into Turners' downtown, and, it seems, the renaissance continues.

Burrito Rojo is the latest beauty mark to adorn downtown Turners, offering up a solid, inexpensive selection of Latin and Mexican food, free delivery in town and a pledge to use local produce whenever possible. Now its owner, longtime Valley musician and general mover and shaker J.D. Keating, is taking the leap to help boost upper Valley culture by hosting regular music shows. Valleyites may know Keating for his vocal and trombone skills in the groups Stash, Spooky Daley Pride and the lower case g's (among others). Since fathering two children, Keating's become more focused on earthly concerns such as stirring huge pots of beans, massaging sirloin and maintaining a workplace atmosphere he refers to as a "piratical meritocracy."

"I used the same selection process to hire employees as I did in choosing my wife," Keating says, chuckling. "Basically, if you can put up with me, you're hired."

Rojo serves beer and wine, but music events are open to all ages, with weekends typically featuring louder electric acts and weekdays focusing more on acoustic music. It boasts an in-house sound system, a great-sounding space, and hopes to eventually "provide a similar aesthetic experience as the Iron Horse." Peter Hamelin, former booker for the Stone Church in Newmarket, N.H., will also be booking shows at Rojo and (with luck) the larger, adjacent space it hopes to expand into as well. Upcoming events include Ray Mason solo Nov. 19, 7:30 p.m. and the Stone Coyotes Nov. 20, 8 p.m."

Visit Burrito Rojo at 50 3rd St., Turners Falls, (413) 863-3111, www.burritorojo.com.