The other night at the Latex Ball, I had a eureka moment. It occurred to me that I was witnessing what nightlife was like back in the day; when large, mixed crowds of creative people were all getting along and enjoying each other’s company in a huge room. Out of necessity and circumstance, bottle service drove the creative types from the game. The rising costs – which include rent, insurance, DJ fees, litigation, and too many etceteras – drove the clubs that didn’t embrace the table service crowd to Brooklyn or oblivion…which isn’t another name for Jersey, Queens, or Staten Island, but could be.
Yesterday I wrote:
"Creativity on a grand scale will return to nightlife as a business decision. Creativity is hard to extinguish. It has thrived on the street and in the subways, cave walls, in prison, and in societies that have repressed it. It has reared itself at advanced ages. It has given those seemingly impaired a way to the light. It has channeled the beasts and the fears within us and brought them to survivable places. Creativity will be embraced by the bean counters because it will be useful to separate their bean machine from the others."
Many clubs seed their rooms with dressy or flamboyant people to add to the adventure. "Image" promoters are asked to bring in and babysit young model types, because that is the image that has traditionally sold bottles. Many joints have "hipster nights," where the music isn’t the same ol’, same ol’ stuff heard around the scene. These nights are usually reserved for off-nights and generate enough money to be worth opening. The theory is that it breaks up the week and, every so often, a traveling wale (big spender) wanders in and it’s a score. These nights are the more creative (as I define it) and, in a sense, acknowledge that when the crowds are smaller on early weeknights, the clubs become more creative in order to set them apart from their competition. They change their own game to emphasize that their bean machine is cooler than the next one. New music and even fashion aren’t breaking out of clubs.Susanne Bartsch and Kenny Kenny are throwing a couple of weeklys that don’t attract the fashion-forward set, and the music is also a step ahead. Places like Home Sweet Home are pushing the envelope with great DJs and fun programming. The Box format of shock and awe still brings in a great crowd, long after the novelty has worn off. The very fact that it offers “different” delivers crowds who are bored with the top 40 sounds and condo-clone set. That club does attract the debutantes and the frat boys and black card babies who, like moths, are attracted to its flame – but its smart door monitoring understands how much of that can be let in without scaring away the core crowd. On a small scale it proves that those not starving in Bushwick can embrace a creative format, and the different mindsets can exist in the same club at the same time. The era of a large club where all types gather has passed, but is the time right again for a real monster of music and fun and new ideas?
Nearly every club for a decade or more has hitched to the "great service" wagon. The art of bottle service has been refined into a science, but the concept is wearing thin. The clueless are still all in it but the sharp set are less interested in it as an idea of fun. It just comes with the table. I can’t help but believe those spending the bucks want anything more than the same, and there is little doubt that they will demand more. They are just following their traditional leaders: the good ol’ boy owners who service them as they flit around from Vegas to AC to The Hamptons and back.
One of these smart owners will turn to creative types to set them apart. Will it be drag queens dancing on the bar?…I think not. At least not in the beginning. But nights need to be curated to keep people in their seats and spending. After all, a bottle of Goose is the same bottle of Goose at the A-list club as it is in the dive bar. Getting dollars out of the customer will, as the industry continues to expand, become harder. Every nook, every restaurant or cranny, every roof, every bar salivates over the revenue stream bottle business brings. Entertainment to attract the crowds may not be as out there as what The Box has served, but it may separate the men from the boys. Vegas slams you with the big DJ, the beautiful go-go girls, and the staged entertainment. New York rarely offers anything more than a forced smile from a waitron and a sparkler. It will happen. Managing partners will mix things up or be left behind. Eventually, a large club will be necessary. It will start with a revamping of mid-sized venues and talent bookings. Electronic dance music venues will route acts from Vegas into their NYC locations and maintain a strict door policy. Think Lavo, but on a grander scale. As soon as spectacle is embraced, the need for a larger venue will become apparent. It may not be easy or even possible for a new large venue to open in Manhattan. The existing joints that live on the "size matters" concept are set in their ways and successful at what they do. Webster Hall may not be all things to all people, but they continue to offer brilliant music programming and serve thousands of people who enjoy their version of a big club experience. Their detractors must realize that they are music-based, they do make tons of money (one of the primary reasons to be in the business), and they have been around since before your parent’s were born.
Pacha serves those who want their brand of music and crowd. District 36 isn’t often on my radar, but it does offer a simple, classic, house-head purity. All of these joints are not part of the club social set scene. They don’t care much about that. Off-parties are wonderful fantastic experiences, but the jet-setters, the bon vivants, don’t consider them since they are putting on their shoes to go out. The cops and their puppeteers probably wouldn’t allow a new mega club in Manhattan, but Manhattan is not everything anymore. The high-rises of the Brooklyn waterfront, the $28 entrees at new nearby restaurants, the baby strollers on Bedford Ave., tell me that a ginormous joint could thrive in an old warehouse in Greenpoint or near there.
I have been hearing rumors and have sat in on a few meetings – I believe that this will happen. The next big thing most likely will be born outside of Manhattan and could redefine the scene to what it once was.