I love publicists. They make everything sound so very nice. They specialize in wow’s and oh wow’s and are so crafty with words that sometimes they don’t have to even say anything. The truth lies between the lines, and the lies become truths if you say them often enough to the right people. "They make lemons taste like cherries," a wise lady told me. I have favorite publicists and I’ll name two. Tomorrow, all the rest will have you believing I named them. Brad Zeifman of Shadow P.R. is wonderful, and so is R. Couri Hay of the P.R. company with his name on the door.
R.Couri and his crew are handling the P.R. for the opening of The Rosebud. This is honorable work, as the product is honest and may actually be wonderful. Rosebud opens tonight after a minute or two of delays. I designed the place alongside David Davis, who is always around projects I do but gets little attention. He is my Johnny Depp, not my Tonto, a reference that some P.R. companies will make clear to you any week now. On the invite I appear in bold letters described as "Designed By Nightlife Industry Leader Steve Lewis". OMG! Thanks, but I haven’t led the nightlife industry since the last century. I go so far back that a vodka on the rocks had real stones in there. Fred Flinstone was my… well, you get the idea. You can read between the lines.
The biggest hurdle the P.R. company faced at the straight-friendly The Out NYC complex which also includes KTCHN restaurant and The Out NYC Hotel and The Out Spa and Gym, and all that is how to explain the sculpture I put up in the middle of the room. It was best left undefined, says all. I call it "Woody," and you’ll have to come by and find a name for yourself for it. The press release says:
"Nightlife veteran and acclaimed interior designer Steve Lewis was inspired by the ‘Good Ol’ Boys’ network, adding a warm, relaxed, and yet exclusive feel to THE ROSEBUD NYC. Incorporating elements like walnut, rosewood, leather, and bronze, Lewis transformed the 2,000 square-foot space to a traditional setting with a modern touch. Strategically placed lighting flatters and enhances the space, and comfortable banquets made of rosewood and velvet around the 350 foot center bar offer the perfect spot to see and be seen."
I guess that’s all true, but Woody isn’t even mentioned and Woody does own that room. I wanted to make it all warm and comfy and really set it apart from XL, from which Rosebud was carved. I didn’t want the ceiling sculpture to distract or offend or define the room as a men’s club because the complex caters to all types. Then the-powers-that-be named the place Rosebud, which is not a Citizen Kane reference, and I got confused and figured they all said WTF and went with it. Woody speaks for itself. It also lights up and flashes and doesn’t just sit there limp by any means.
The rest of the press release describes "signature cocktails" by "celebrity" mixologists (I do hear they’re swell at making swill taste great) . I’m gonna ask one to make some lemon thing taste like cherry. I bet they can.These cocktails and bottles will be served up by staff wearing "Prohibition-era" cocktail dresses and matching "1920s hairstyles." The guys will be wearing "classic white oxfords, black vests, and trousers." That’s catching the whole Gatsby wave I guess because some publicist somewhere got some people to say that that movie was actually good… but thats’s another column.
Their will be memberships for sale at Rosebud. The P.R. release says:
"Privileges include a variety of exclusive perks including guaranteed entry and priority-table reservations at THE ROSEBUD NYC and XL Nightclub. Members will also receive special offers from THE OUT NYC including special rates at the straight-friendly urban gay resort, discounts at KTCHN Restaurant, complimentary access to THE OUT NYC’s spa and gym and invitations to private events throughout the year."
The Rosebud is located at 512 West 42nd St. I am very proud of it and will attend tonight’s gala.
Follow me on Twitter here.