Following your install instructions as they stand on the rtd site, I was not able to start the server getting this error:
Running service: 'http'
Error: Unknown command: 'run_gunicorn'
I resolved it by adding these lines to the top of my config file:
from sentry.conf.server import *
INSTALLED_APPS = INSTALLED_APPS + (
'gunicorn',
)
It would be great to update the docs to reflect this so that others in the same situation as myself dont need to struggle.