Darin Rubell is transforming the Lower East Side, one arts and culture venue at a time. The owner of Gallery Bar and Ella (opened last fall with partners Josh and Jordan Boyd) is no stranger to the ins and outs of nightlife. Let’s just say it runs in the family — his cousin is legendary Studio 54 owner Steve Rubell.
How’s business? Business is great. Obviously, it’s tougher during a recession. Over the past six months, bars I initially thought were recession-proof have turned out not to be. Everyone has to work a little harder to maintain.
How have you adjusted to become recession-proof? We started a half-price happy hour at Ella. Our cocktails were normally $12, and we started a $6 Happy Hour, which has been tremendously successful. It’s every night from 6-10pm. The response has been great. We have live jazz as well.
How has the clientele at Ella changed since you opened last year? When you first open a place, you have everyone who’s keeping up with the Joneses coming in, and then as the months go on, it starts to become more neighborhood people and more people who actually like the bar. Having regulars is always nicer.
What’s the story with the piano lounge downstairs? It’s a very intimate room, holds around 60 people. We’ve had incredible musicians. Just last week, Ben Taylor — who is James Taylor and Carly Simon’s son — had a video release party, and did a live performance. We love big name bands, but we also like to find acts that are on the cusp. For instance, Diane Birch, who’s been all over the place, was doing a weekly showcase downstairs over the past four months. We have another band from Miami called Big Bounce. It’s a two-man group, with Brandon O’Hara, a guy who plays the piano, and a beat boxer. They come up to play here once a month.
What’s going on at Gallery Bar? Gallery Bar is two and a half years old now, and it’s equally as successful the date it opened until today. It’s a really diverse space, and it lends itself to a lot of different things, whether they’re corporate events, fundraisers, or charities. Every month we change the artist, so all of the art switches.
Did Gallery Bar influence the opening of Collective Hardware? The Lower East Side has always been a place where artists would go because it was very inexpensive, and then everyone started to get priced out of the neighborhood. The art side started to fade for a minute. When we came into the neighborhood, there weren’t a lot of galleries down here. After we opened the space there was a huge influx of artists. It became an artists’ hangout. Galleries in the Lower East Side started opening, slower, slower, slower. Now, I do a map also of all galleries on the LES, and I had 99 galleries for the last one. I had to limit them down to 55 for the purpose of the map. The New Museum is also a tremendous push for art down here. I think that Collective Hardware probably saw this and recognized that this is also, once again, a booming area for art.
What’s the story with your maps? I originally tried to make money off this map and I thought it’d be a great marketing tool. And I realized that it’s very difficult to get money from all the galleries, because these people are moving from other areas because they can’t afford things as is. Then I decided that I was still going to do it because I think it’s necessary, and I was sick of having people come into Gallery Bar and asking about other galleries in the neighborhood. After a month or two, I started to see people walking around the neighborhood with them. I swear to God, every day, I see somebody with that map. It’s important to try to create some unity down here. In Chelsea, all the galleries are in a three-block radius. In the Lower East Side, they’re not. I’m from New York, and I still get confused in the Lower East Side.
True that you’re thinking about expanding Gallery Bar into other cities? I think that a lot of people have tried to combine art and nightlife and have done it unsuccessfully. What they’ll do is they’ll have a dark bar, and then ask artists to put work on the walls, and it gets lost in the environment because there’s a lot going on in a bar already. The concept with Gallery Bar was to make it a gallery first. We make it look like a gallery; make it feel like a gallery; change the artists every day; have art openings; have art closings. I think that this concept has still never been done, and I’d love to bring it to other cities. We’re talking about New Orleans, L.A., Miami.
How did you meet your partners in Ella, Josh and Jordan? I was managing a restaurant called Chango, and I’d hired Josh as a bartender. When Chango started to slow down, we’d always start bouncing ideas off each other. We started writing business plans, and I, at that time, had really wanted to open up a restaurant. Josh really wanted to open up a bar. I actually opened up Mercadito, and he had opened Plan B, and about two years later, we started to think of new projects. I found this place on Orchard Street, and we thought, “Okay, now’s the time.” Josh and Jordan are brothers, and I’m like the third brother.
What’s one piece of advice that you’d give to aspiring restaurateurs or bar owners? I think that a lot of the people who want to get into the business of restaurants and bars have this fantasy about what it’s going to be like. You can’t just walk into it and think that because you want a place and have the money to open up a place that it’s going to succeed. I think like anything, it takes a lot of hard work and a lot of knowledge of the business in order to have success.
Besides hard work and knowledge of the business, what has made you and your partners successful? I think we genuinely love what we do, and any time you love what you do, you’re going to do well. I really believe that.
Who else does it right in nightlife? I really admire Sean MacPherson and Eric Goode. Their design is always so incredibly spot-on, and their properties always seem larger than life.
What are your favorite spots? I’m simple in the fact that I love Lil’ Frankie’s. I like Supper. If you can accomplish something, and make it very simple and inexpensive and for-the-people, then you’ll always be successful. I don’t really like going to the fanciest restaurants and feeling uncomfortable. I feel I’m my happiest in a place that keeps it simple.