NEWH - August 2003 - (Page 38)

history of nightclubs… by: Ashley King Nightclubs, bars, saloons, taverns, and dance halls have always been a great escape for people. In Dallas, there are over 200 nightclubs and bars, some of which will be obsolete within the year (Greater Dallas Super pages, 1208-09). Why will some of these fail and the others succeed? Unfortunately, there is not a recipe for a successful business, but some factors can make or break a nightclub or bar. The four timeless issues that contribute to the success or failure of a nightclub or bar throughout history are location of the venue, the economy, image, and needs of the target market. Public drinking houses during the Roman and Greek era, as well as in ancient China, were the heart of the social world. Professionals often met for business purposes there. Most bartenders and owners were members of the “economic elite” and the profession was considered one of the wealthiest trades of the time. Later, as early as 616 A.D., in the Western European region, drinking houses began to take the same form (History of Bartending. 1). These drinking houses were located in the town centers, but most of the liquor was made at the owners’ homes as during the Prohibition and World War I era. According to Stephen R. Powell, there were approximately 1,400 breweries in the United States before the Prohibition and thirteen years later, only 700 reopened nationally. During the early 1900’s in the United States when alcohol was ruled illegal by the Eighteenth Amendment and the economy was roaring, Speakeasies were also thriving. Evan Fieldman confirms, “Speakeasies were a place usually opened late at night where people could get alcohol and dance the night away….” The name Speakeasy originated in the 1800’s, when, to gain entrance to an establishment such as a bar, you had to “speak easy” and credit whomever sent you. Many of the hidden Speakeasies were store fronted by barbershops or ice cream parlors. Since the space was shared, glasses and other paraphernalia were stored throughout the building. Then, patrons usually brought their own alcohol to the Speakeasy, gave the bartender the liquor, and the bartender provided the glassware. started to make mixed drinks to hide the taste. At first they just added sugar to the alcohol, because of this, the image of a professional bartender began to decline. “The profession of bartending dropped from art form to menial labor for anyone with a shaker and sugar. The only requirements of the job were to remain calm during police raids and to keep a straight face while serving crap drinks…”(Speakeasy, 1). Also, most beer before Prohibition was only available on draft and if the breweries did not continue to make beer illegally, they shifted to soda manufacturing. At this time, the art of bottling was perfected and sodas were available “to go” in a bottle. Once bans on liquor and beer were lifted, the soda industry introduced bottling to breweries. Bottled beer changed the design of bars because behind the counter, room had to be made for ice chests and the back storage, which was originally made for wine, had to accommodate cases of bottled beer, as well. Until recently, most bars in any restaurant, club, or lounge were located in the rear of the space. Since Prohibition, the economy has experienced extreme highs and lows that have affected the hospitality industry, but not as much as one might think. One study sites some businesses that survive even though the DOW is dipping. They are the following: movie theaters, movie rental stores, music sales, arcade/amusements, lottery sales, liquor sales, fast food restaurants, mainstream restaurants, bars, pubs, and nightclubs (Hollingworth, Dave. 2). In other words, when experiencing an economic crisis, people need to escape from reality. A colorful, indulgent environment with music that may or may not promote conversation, coupled with alcohol is such an escape. From an owner’s point of view, in addition to providing a departure from reality, today is a good time to buy or rent. Unfortunately, the ease of buying invites unprofessional entrepreneurs to this industry because people who are drawn to bars and nightclubs generally like to party. Hollingworth once stated, “How many other industries do you know where an entrepreneur will blindly walk into a business he/she knows nothing about? Ever heard this one: ‘Well, I’ve spent a lot of time partying in nightclubs, so I have a pretty good idea of what’s going on.’” During Prohibition, organized crime and the black market took over the elite image and ownership of bars and dance halls. Someone once described the scene, ”The mob and gangster owned social clubs gave bartenders an aura of mystery, elegance and power”(History of Bartending, 1). In addition to a compelling image, bartenders, owners, and even crooked police were able to make thousands in the underground business. Alcohol prices went up as the quality went down because it was made in secret microbreweries and bathtubs, but the demand was so great, business thrived. Prohibition changed the way Americans drink alcohol. Since the quality of the liquor was so bad, bartenders 38 Nightclub entrepreneurs must also have a pretty good idea of what is going on outside of the venue. Simon Molina, a bar and nightclub owner and designer admits, “Location is everything. The venue must have a lot of traffic around it and most important, parking. No matter how cool your bar is, you need parking … the more, the better”. It is unlikely that a parking lot will be too large for one’s venue, but, if it is, valet parking is a great way to utilize the extra space. It also makes the customers using the service feel important. In addition to traffic and parking, owners incorporate the surrounding community culture into the theme. For exam-

Table of Contents for the Digital Edition of NEWH - August 2003

NEWH - August 2003
Contents
Letter From the Editor
Hospitality News
On the Road Again
Calling All Entries
Tips on Specs
The Creation of the Ritz-Carlton Golf Resort
Signature Golf Resorts
Designing a Golf Clubhouse
International Purchasing
Creating a Vision for Clubhouse Renovations
Signage for Today’s Golf Resort
The History of Nightclubs
To See and Be Seen
Appealing to the Senses
Marysol–Real and Magical in the Windy City
The Juggling Act—The “Ooh and Aah” vs. Value Engineering
Cork—Not Just for Wine Bottles Anymore
Lessons Not Learned: Life Safety Issues From the Cocoanut
Small Business Advice...
Things to Consider When Building, Renovating or Expanding
Industry Partner Education
Sources and Credits
Bios

NEWH - August 2003