There have been two recent articles professing the end of bottle service that I am being asked to weigh in on. The first: an article by Hardeep Phull on NYPost, and a story by Megan Willett from Business Insider. Both profess a "Chicken Little" approach to bottle service when all that’s really happening is an expansion of existing formats, not a quantum change. I contributed to my pal Hardeep’s article with a quote taken out of context from a much larger dialogue. He has it wrong, but compared to Megan’s take he is spot-on. Megan is clueless.
Marquee’s approach to dance was a calculated take on the market and their place in it. Their approach signals an internal decision to re-brand the NYC Marquee to be relevant to the Vegas Marquee, the highest-grossing nightclub in the country. They also have a Marquee in Australia. The NYC Marquee, after six years of wonderful and a few more of OK, needed a redux to bring it up to speed. I helped with the plan and the layout, but not the design. It was made clear from the start that it was all about the music, with some areas to accommodate big spenders who also cared about the music. It was also designed to be fairly non-competitive with their other NYC properties Avenue and Lavo, where bottle service thrives. Marquee made a smart move using their international DJ booking connections to create cachet. It doesn’t signal a trend of the end of bottle service in any way. Avenue and Lavo are bottle-selling machines. In that regard, the stories are just straight inaccurate.
Output in Brooklyn is as irrelevant to a larger social club concept as Cielo, the joint that spawned it. I love Cielo – did from day one. Its design, sound system, and bookings have made it one of the premier dance clubs in NYC. It has never been part of the larger club culture and has seen no need to be a part of it. Its new Brooklyn outpost should be a winner but it does not signify a trend. It’s merely serving dance aficionados in an ever-expanding Brooklyn scene. The trendy hipsters sipping $15 cocktails and eating $30 entrees at nearby hot spots in the new Williamsburg may never go to Output, and Output’s patrons may never go there but both will coexist in BBurg’s new world. Both are enjoying the transforming neighborhood which recently got a movie theatre and a Duane Reade and The Meatball Shop, and all sorts of other entertainment/distraction choices previously only found elsewhere. Output doesn’t signal the end of bottle service, but merely the expansion, or perhaps the gentrification of BBurg. On a side note ,I find it fascinating that a "no dress code approach to door policy" was mentioned or sited as portending a trend. I live in Williamsburg and basically everyone dresses the same here anyway.
Nightclub Space Ibiza is on its way to New York. It will be big, it will be grand, and it will compete with the other Ibiza-based mega club that thrives in NYC: Pacha. Webster Hall, a little as well. I go to Pacha on occasion, although not as often as I would like. I love Pacha. Eddie Dean and Rob Fernandez are magnificent at what they do. They find new talent, book established stars, and have created a mega club where you can dance and chat and buy bottles of booze or just plain water. They know their patrons and have a social scene that’s unique. They thrive and survive and have vast experience in the market. Space will be coming in and have to learn a lot quick. Big clubs attract big enforcement and scrutiny. They are off-the-beaten-path, but so was Crobar/Mansion before it was pummeled to death.
Will there be competition? Of course. Will Space mean the end of Pacha? OMG, no. Space is a natural development. As EDM spreads to the masses, clubs will embrace the trend. More dance floor is needed to accommodate more dancers. These dancers are not being drawn away from bottle service. These clubs are not in competition with those clubs. EDM DJs command salaries in the high five and even six-digit ranges, and mega clubs are the only places that can afford them consistently Space, Pacha, and Marquee have relationships with these superstar, rock star DJs as they are all international brands. The big club experience is enjoyed by many and shunned by many as well. I loathe EDM but I am confident that EDM heads would loathe my Ministry and Stones and Zeppelin DJ set.
One of the things I particularly disapproved of in these articles and the comments that followed in social media was the comparison of these clubs to the mega clubs of yore. Palladium and Limelight and Tunnel all had door policies that culled crowds of 5,000 down to 3,000. Without getting into a discussion of the merits of door policy, those clubs had highly-developed social scenes at their core. We strived to book the best DJs available and had multiple, sometime six or more dance floors working in the same joint. We mixed crowds from all social strata, races, and creeds. Does EDM appeal to a mixed racial profile? Hmmm, I have not observed that. To me it seems to be white boy shee-it and that’s that, for now.
The articles also failed to recognize that EDM is a genre of music. There are many other genres of music. All have a place in our city which does include people of many ethnic backgrounds and classes and ages. EDM is expanding, but from my point of view it appeals mostly to a certain demographic and has not completely taken over the mindset of NYC clubs. Hip hop, mixed format, rock, pop, salsa and all sorts of other genres still pack them in. Sitting or standing or dancing with friends around a bottle is part of our club way of life. Marquee played a huge role in that development. Bottle service isn’t dying, going away, or being replaced. The writers just didn’t understand what the…. what they were talking about. No offense.
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