Co-Owner Noel Ashman On The Elsinore’s Fashion Week Pre-Opening

I wear multiple nightlife hats. I, of course, write here daily; I design joints; I DJ; and I help in the marketing of that delicious Beau Joie Champagne. There are often conflicts, especially in the writing. I follow the rule of disclosing what I can about the new projects I am designing, but I do comply with the rules publicists and management lay out. I often do not get the first photos of places I’m designing or often even the first substantive story. In the case of the The Elsinore at 17 Stanton Street, my latest creation, publications like Crains and Thrillist got the scoops. I also will not write about a place differently because I am involved. This has upset a few clients, but others like the added dimension of this column.

The Elsinore will preview tonight with a Fashion Week soirèe for Buckler. This is a private preview event and there will be some other such events in the space in the two or three weeks before it actually opens. The Elsinore is nearing completion with more wallpapers and moldings and finishing touches going up daily. It is not quite ready for primetime players but the folks attending tonights bash and the ones to come will see something new and I think very different. Having a party at a virginal space seems to thrill party planners. The Steve Lewis designer hat wishes people would see it for the first time when it is done. I caught up with The Elsinore honcho Noel Ashman late last night/early this morning for some thoughts.
 
You must be excited. Although The Elsinore is incomplete, with a scheduled opening in two or three weeks, it is previewing for Fashion Week. What are the upsides and downsides of pre-openings?
Well the upside is that we keep our word to the designers and other fashion peeps we promised the space for their Fashion Week events. The downside is the space is still very raw and unfinished which is why we are calling it construction preview parties.
 
Who is involved with you on this latest project (and for the youngins reading my column) who are you and what have you done?
I am nobody they should not know who I am lol. I have been very blessed to have a great team working with me on this project. We have a bunch of partners in The Elsinore… actors Norman Reedus and Damon Dash have come out in the press so far but we have some other interesting creative entertainment peeps involved as well, which I am sure will come out in the near future. Richie Rich is designing the waitress uniforms and is hosting a weekly night as well. A guy named Amit Zamen is a co-owner with me and is great at handling lots of the back-of-the-house details that usually go underappreciated (except by me). I also brought in some other operational partners who have been incredible in helping me get the space together and who we would not be here without. Seamus Regan is our very capable GM and a partner as well. Scott Hockens is helping with internal marketing and is also a partner. Clarence Fuller is also doing in-house marketing and is one of our creative directors.
 
Where does the name The Elsinore come from? Who came up with it?
I wish I could take credit for it but actually a very close friend of mine suggested the name and I loved it right away. The Elsinore is actually the castle from Shakespeare’s Hamlet.
 
What is The Elsinore doing to fill a void in nightlife or push the envelope of nightlife?
I think many clubs/lounges in NYC have gotten very commercial and seem to be almost copying a Las Vegas formula, which can be profitable but I find very stale. They have lost a lot of the NYC authenticity and artistic flavor that, in the past, had made NYC the envy of nightlife all over the world. I think we are trying to bring an updated version of some old-school, more selective NY clubs/lounges like my old club Veruka, Spy Bar, Bungelow 8, etc. but with some new twists. We are designing the space for many of the creative high-profile people that do not feel protected in current venues, to give them a more private place to hang.
 
The location seems to be getting hotter by the minute. Why did you choose to be in this area?
I spent a lot of time looking at venues and areas of town and I felt the Meatpacking area was way too over-saturated and commercial. The Bowery, to me, is the next great nightlife destination and The Elsinore was just perfect for what I wanted to do. It is small (holding approx imately 175 peeps at a time), but has a feeling of being very spacious because of the high ceilings and has a great backyard, outdoor area so I just fell in love with it.

Who’s Suing Jay-Z For $7 Million?

Jay-Z’s got 99 problems and a lawsuit is one: designer Dwayne Walker has filed a $7 million lawsuit in NYC over alleged unpaid royalties on the Roc-A-Fella logo. 

In his suit filed Thursday, Walker says he created the logo back in 1995 and sues Jay and Jay’s former Roc-A-Fella label partners Damon Dash and Kareem Burke for not compensating him.

Roc-A-Fella’s logo is a cursive "R" over a record and a popping bottle of champagne. It was first used on Jay’s debut album, Reasonable Doubt, which dropped in 1996.  Roc-A-Fella is now a subsidiary of Universal Music Group.

Whether this lawsuit is legit or not, Jay-Z shouldn’t have too much trouble finding that seven mil in the cushions of his couch.

Plumm Space Up for Grabs

imageAs the economy recovers and money becomes available, places that were long ago shuttered or recently deceased prepare for rebirth. Restaurants lay around like old chairs and sofas covered with white sheets like in an old horror flick. The biggest prize in my eyes is Plumm, that ripe spot on 14th Street with a ton of tradition. Nell Campbell had her infamous joint Nell’s there back in the day. It became famous for charging everybody — and I mean everybody — door admission. Cher refused, got turned away, and the little gimmick turned the place into a hit overnight. In later years, I would go and listen to jazz bands and eat good food before the mayhem of the dance halls. Noel Ashman took the joint over and called it NA. Some said it meant “Nell’s Again,” but most thought it was a tribute to his own dapper self. Noel eventually closed NA and transformed it into Plumm, with a gaggle of celebrity investors including Chris Noth, Damon Dash, Samantha Ronson, etc. Plumm proved to be a bitter fruit, never really catching on with a crowd that spent enough money to pay the rent.

Now the space is suddenly available, and investment entities are playing a game of musical chairs trying to snare it. The rub — or is it rubb? — is the rent. Noel was in at around $28,000, and the landlord was looking for $43,000. I hear now it’s at $38,000. That’s a high number in these times, and most of the smart guys have left it on the table. Still, there are a few groups looking. These operators, who I will name in the next few weeks, feel that they still have the bottle chops to make loot. The location on 14th Street just east of 8th Avenue has gotten a lot better, as the shift from West Chelsea and its 27th Street strip to the Meatpacking and the surrounding area has really stepped up. Still, Plumm or whatever it becomes is a real long block away from that action, making it too far to walk (especially in heels), but also uncomfortably close for a taxi ride. With a full kitchen, high ceilings, and cabaret downstairs, this place will be something soon. With its proximity to subways, a downtown location, and two floors, it’s ideal for servicing corporate parties if indeed the upturn brings them back. Noel told me that he still has the liquor license, and that should mean someone will need to deal with him, as a transfer from one group to another is easier than a new one.

The Tasting Room on Elizabeth Street folded rather quickly on the bones of quite a few other joints at the start of the recession. It’s easy to blame the economy, but eateries all around it have thrived throughout (although Rialto also failed and is now redecorated and renamed Elizabeth across the street). Still, it’s a half-hour wait at Habana and Gitane, and Le Colonial is always crowded. The blame for failure at Rialto and Tasting Room can be firmly placed on both places’ inability to embrace and cater to the hood. Now Jo’s opens, and the first thing out of management’s mouths is how they are going to be a neighborhood place.

I spoke with Jo’s owner Jim Chu. “I think the best way to describe what we’re doing here is to make something that is casual but professional, stylish, and laid back. Along with the rise of culinary culture in the U.S., there has been a really ugly sense that there is a limited number of people that get to hold the keys to what makes it and what doesn’t, or that you need to have three forks to make it a real meal, or that drinks need to be $14 to be good. Bullshit. It doesn’t matter how exclusive your plate of foodie-branded supper is, if it’s $49 and you can’t afford to eat it. We don’t subscribe to that, and we made a place we really love.”

Jim is joined by actor Johnny Santiago from Torch and Kevin Felker, who has had various roles from bartender to manager at such places as Pastis, Schiller’s, W Union Square, Tribeca and Soho Grand hotels, and Barmarche. He even spent time at Aureole making pastry because he “didn’t want to spend the money on cooking school.” With an eye on their bottom line and a recognition of the still-shallow pockets of their patrons, I think Jo’s is a model for success. The scene is rising from the carnage of the nuclear winter. My design firm is getting tons of inquiries from operators in similar situations, the banks are eking out money and groups ready and able but who have been sitting on the sidelines waiting for credit to become un-crunched, and everybody’s looking to fix up defunct spaces and bring new life and jobs back to the hoods.

Plumm Out of Options?

imageYesterday, DBTH reported that the Plumm, Noel Ashman’s celebrity-powered nightspot, had been closed. Sometimes being a nightlife writer puts me in conflict with my other career of club/restaurant designer. Noel had me and my partner Mark Dizon lined up to give the downstairs a quick new look. I knew there were problems, as Noel just couldn’t pull the trigger on the redux. I could not report what I knew because Noel was a client. DBTH broke the story, and after reading Scott’s post, I felt I had one less reason to be cheerful. Plumm was shuttered, and I was out a design fee. I called Noel last night to hear his side of things: “Plumm had a four-and-a-half year run, which in the end ran into a real tough economy.” He went on to say that the club had been “plagued by lingering debt from NA,” the previous club in the space, which Noel also owned. I could never put a finger what NA stood for, and Noel still won’t tell. Most thought it was simply “Noel Ashman” or “Nell’s Again” (from another way-more-accepted joint that lived there). Some quipped it meant “Not Again,” and I’m sure my more snarky readers can go even farther.

Noel asserted that he and his celebrity partners — which include Chris Noth, Samantha Ronson, and Damon Dash — are “not out of options. We are weighing different scenarios and may indeed be back in.” I asked him if, for now, he is out, and he told me, “Yes, but the situation is complicated … The landlord is basically a scumbag, and that because of litigation” he couldn’t elaborate. Other options he and his celebrity friends are mulling over include “the opening of a completely new spot.” All the cards have indeed not been played. Noel is still on the liquor license, and anyone who wants to take over the space must consider going through him as a path of least resistance. Although the community board will surely have their say in this process, it is much easier to transfer than to obtain a new license.

My designer hat has already been approached by people in direct contact with the landlord, and it seems he wants a restaurant as a tenant. Again, here I am in conflict to speak to a very fluid situation, but the restaurant seems a good idea. Unfortunately, the asked-for rent is way too high for an eatery. A quick look around the hood sees the space next door, which has had so many bad clubs in it. The last name in the that space that caught my big ears was Dirty Disco, and that like all other entries failed or flew under my radar. Manor, a half-block away, also was way less than a smash. I remembered that there were other tenants involved in the Plumm; Noel rents the upper floors of the building to a kindergarten. I asked him if their lease was in jeopardy, and he said “Yes, I would think so … the landlord is a terrible person to deal with.” This story is far from over.

Links: Phil Spector Convicted, Kendra Wilkinson Gets Smart

● Remember 18,000 years ago (OK, it was 6), when Phil Spector allegedly killed somebody? Well, allege no more: Spector was convicted yesterday of second-degree murder . Here’s his booking shot, where his bouffant is looking a tad depressed. [TMZ] ● Hot off the heels of the unreleased Terminator: Salvation, director McG will be taking a sharp left turn by bringing the Broadway smash rock musical Spring Awakening to the screen. [/Film] ● Damon Dash, co-founder of Roc-a-Fella records, just designed a Range Rover with diamond accents. Too bad he can’t buy the car himself, since he owes $2 million to the IRS. [AnimalNewYork]

● Former girl next door Kendra Wilkinson says she’s the smartest she’s ever been, you know, with taxes and stuff. [People] ● Jonas Brother Joe is most definitely with his music video co-star Camilla Belle, as they were seen spending some quality time at a Dodgers game. [JustJared] ● Rapper Bow Wow says he’ll be retiring from music; after 17 years, he’s done everything he’s wanted to do. Note that he’s only 22. [RealTalkNY]

Plumm Outta Room

imageOpenings and closings. Re-inventings and re-hashings. Clubdom is reeling like a Detroit car company. Now Plumm, Noel Ashman’s three-year-old celeb boite, is expanding to accommodate its celebrity crowd — they need a bigger place but don’t want to go anywhere. I caught up with Noel in the unused Plumm basement lounge while Saturday night raged up above. I was rather surprised as I was being whisked to Noel’s table — not only was the place packed, but the crowd was hot. Not “three years ago hot,” but better than the other places I was hitting that night. A steady stream of hip hop treats led me to Noel’s table, only to realize that he wasn’t there. I glanced up to see who was playing, and there he was: DJ Ashman. Noel offered two more tunes, and we headed downstairs to see what could be done.

When the joint was Nell’s, I was a regular at the downstairs bar. It hasn’t changed significantly, but I was there to talk about change. We were joined by the dapper Tim Spuches and entrepreneur Damon Dash (who has an interest in the joint). An hour of “we could put this here and that there” resulted in a plan. The entire time we were meeting, young ladies heading to the restroom politely asked if they could pose for a snapshot with Damon. He accommodated every request with a pose and a smile. Noel looked at him at one point and said, “I don’t know how you do it,” referring to the constant “heys” and poses. Damon is just great about it.

I’ve got the plan in order and am mulling over design ideas. Decorating will start as soon as the investment loot is put in place. That shouldn’t be as hard to do as last month. I’ve been approached by a couple of Wall Street types interested in putting money in places with reliable operators. A great joint can return investment at a much better rate than stocks and real estate, even during the Dow 1400 days. Now with stocks and condos becoming real risky business, loot is looking for creative places to land. A bonus is that girls who never glanced once at you might start glancing twice.

Ghetto Film School Benefit @ Bottino

Last night at Bottino, the barely-there air-conditioning wasn’t doing its part in helping the sweat off my forehead. The shoulder-to-shoulder guests didn’t help either, and the cool white wine was futile. It was hot. I envied the rows upon rows of Heinekens, Coronas, and Amstel Lights, cooling off in a field of ice. So I drank as many as possible, because, well, screw them. But to be fair, revenge upon beer wasn’t my sole reason for sweating my away around the Chelsea restaurant. There was an event going on, funds were being raised, awards were being presented, and young talent was being recognized. The Ghetto Film School is a nonprofit film training program started in the South Bronx, and last night was their fourth annual Spring Benefit, celebrating excellence and raising money to send ten of its students to Uganda, for their fourth-ever thesis film project.

The school was born after Joe Hall, a Bronx social worker, followed his passion all the way to the prestigious film graduate program at the University of Southern California. There he was greeted with the harsh realization that Hollywood’s’ impenetrable wall goes up early. “There were about fifty kids in the program, and almost all were children of people in the movie business. There was one black girl, one Hispanic girl, and no black or Hispanic males,” says Hall. He returned to the Bronx determined to get neighborhood kids involved in the process of filmmaking. The Ghetto Film School went up in a South Bronx storefront in the summer of 2000. (Pictured above: Mike D, Ad-Rock, Rachel Horovitz, and Joe Hall.)

GFS has since gone on to amass an unrivaled group of guest lecturers and workshoppers, including Spike Jonze, Spike Lee, David O. Russell, and Jim Jarmusch; the Beastie Boys and Roc-a-fella co-founder Damon Dash are part of their benefit committee. Last night. Mike D and Ad-Rock of the Beasties showed up to lend their support to GFS — and to Ad-Rock’s sister Rachael Horovitz, who’s on the board of directors. Dash was also there, and he was so pumped to be repping the Bronx that when he ended a short speech with a powerful call-to-arms for Bronx filmmakers, he walked off stage, forgetting he was there to present an award.

image Damon Dash eats pasta.

We later sat down with Dash, and between bites of ravioli verdi, asked why he crossed over into films (he’s produced several, including The Woodsman). “I’ve always been the best at everything I do,” he said. “In high school I was the best at baseball, basketball, football, hockey, lacrosse, drawing, everything.” But what attracted Dash to the Ghetto Film School? “I’m always looking for undiscovered talent. You think that when I discovered Kanye West and Jay-Z that people were digging them? Hell no. You have to foster young talent.”

Then Dash called over two lookers from Vanity Fair— who were more than eager to chat—; I tried to give him a parting handshake, but Dash opted for the fist pump instead, and I gladly obliged. It was time to scour the emptying dinner tables for some of the complementary DVDs (provided by Criterion and other sponsors IFC, CNN, CAA, Endeavour, and JP Morgan). Final tally: 1 copy of Monterey Pop, 1 copy of Death of a Cyclist, one copy of Blast of Silence, and one sweat-drenched shirt.