Sourdough and hoagies

So the bakery i just started working wants sourdough bread. I tired a recipe and wasn't happy with the result at all. The bread came out dense and almost raw looking. I think i didn't let the dough proof long enough and wasn't at a high enough temp. Is all sourdough bread more of a denser bread compared to French bread? I'm also use to San Francisco style of sourdough that has more of a tang to it. Is there a way to make the starter more "sour" tasting? They are also wanting to make their own hoagie rolls for sandwiches. They are currently buying their rolls from costco which is factory made. When I try a recipe for hoagie rolls they are getting the height that they are wanting. Is there a tip/secret to make them taller or would hoagie pans do the trick?