Lack of Originality in RVA

This post was sparked by a comment on a general Facebook status update of mine last night.


"You have a website, 3 facebook pages, a twitter account all with contradictory or old information and I bet you're still scratching you're head wondering why your club is empty."

Note that I didn't mention any club by name.  And yet the owner of a local "nightclub" decided to post the following:

"Now I understand why ur such a douchbag. Always easier to criticize others when u have nothing to look forward to in your own life. Go make something of urself instead of spending ur time worrying about my success"


For the record:

I'm a self-proclaimed nightclub snob.  I've partied and/or DJed in the big cities/nightclubs across the world. When I walk into a nightlife venue, I can't help but be super critical of everything. I have three main mantras I follow when evaluating the legitimacy of a nightclub:

If it looks like you bought it at Wal-mart, it shouldn't be in a club.  Whether it's plastic cups at the bar or cheap futons in the VIP, it's not right.  People pay money to get into your club so they shouldn't feel like their sitting in the confines of a cheap Fraternity party.  I know of two clubs that even have brought in inflatable pools to try and wow their patrons.  One of those clubs is now closed.  We'll see how the other fairs. However, the most egregious violation of this concept is christmas lights.  Really? I don't even feel the need to elaborate as to how cheap and tacky this makes your club look.

Just because it worked somewhere else, doesn't mean it will work here.  Trust me, I've been to Vegas, Chicago, DC, London and a laundry list of other cities that have really cool nightlife, but Richmond is a completely different city. You have to factor in all of this city's subtle nuances into your concept.  One of the things that I love about this city is that the people want a simple experience. They don't want super glitzy over the top decor or flashy concepts.  If you look at the longest lasting nightclub in this town, Tobacco Company, the decor is simple and subdued. The farthest they stray from being a "four walls with a bar and a sound system" night club is a blackjack table and cigarette girls. Leave the ice bars, aerial performers, dueling pianos and other cheeseball add-ons to the spots in touristy markets, because no one here really cares. I understand why you do it, but get the basics right before you try to get flashy.

Atmosphere is more than just music.  As a DJ, I can't stress this enough.  While music is a very important part of it, there are so many more aspects to a club's atmosphere.  It should start as soon as you get in line.  The outside of the club should be as clean and well kept as possible.  Your door people should keep the line moving as quickly as possible.  If you're at capacity, they should preemptively check IDs/dress code and wristband/X those waiting to ensure as quick an entry as possible. They should be better dressed and far exceed your dress code expectations. Also they should be personable and not standoffish.  There is nothing more off putting and likely to start a confrontation than a security person who looks like they're looking for a fight. In fact your entire staff should exceed your dress code, but don't go over the top.  I hate seeing bartenders who are supposed to be dressing "sexy" who come off as slutty. They type of music that is playing is inconsequential in comparison to how it is presented:

1.  Your DJ should be visible, but not overly accessible.  If your internal marketing people or outside promoters have done their job correctly, the DJ will be playing the right music and requests will not be necessary.  The idea is to not just open your door for whoever wants to come, but to target a specific crowd that you want in there.

2.  If you have an MC, they need to be audible and creative with their delivery.  Repeating your typical Lil' Jon or Fatman Scoop like vocal catch phrases gets really annoying, really quick.  Unless you feel like it's absolutely necessary, avoid a "hype man" all together.

3.  Most importantly. INVEST IN A GOOD SOUND SYSTEM.  Take the time to do your research about what kind of sound you will need to accurately fill your establishment.  You want good quality sound so that the sound isn't distorted or too loud.  Also be mindful of placement.  If the bartender can't hear my drink order, that's a bad thing for both the bar and I

The last part of the atmosphere can be summed up in three words, Lights, Camera, Action.  Clubs need lights to properly accentuate the music.  I'm not talking about a disco ball and some moving heads that are sound triggered.  I'm talking about a true to life club lighting system that is either controlled by a programmed computer or by a lighting director. Also someone with a camera whether it's an internal employee or a contracted photog snapping pictures, it's another way for the patron to connect to the club.  The action I'm talking about is movement. Go-go dancers or something of the like to provide the appearance of constant energy in the club when there is none.

I can't help but think that some of the club owners in Richmond are taking advantage of the fact that most of the people here haven't had the opportunity to experience a well executed nightclub concept. In talking to others, I know that I'm not the only person to feel this way.  It feels like many things are half-assed. A couple of places have done it right, but most fall short and I think it has more to do with unwillingness than lack of knowledge.