Wednesday, July 18, 2018

The Art of

Let me start by saying that I have been affiliated with the nightlife scene for five years now. Believe or not I have managed to never due drugs and avoid drinking 99.9% percent of the time. I will save that story for another time. So lets explore the club business for a moment. What are the elements involved in making a Hollywood club successful: 1) Shareholders 2) Promoters 3) Drug Dealers 4) Police Officer/NARCO (on and off duty) 5) Models and affiliated pretty people and 6) Celebrities.

Basically, a restaurant entrepreneur will seek out investors from all walks of life. These investors usually begin and end with a celebrity. In the middle you, will find real estate moguls, entertainment heads, businessmen and trust fund children. Each share holder will have a number of points ranging anywhere from 1 to 2 to 2 to 40, etc. etc. In addition to getting a check each month, each shareholder gets VIP treatment and discounts on food and liquor. In many instances shareholders choose to promote the club to create a loyal crowd and showcase their hookups.

Along with owners and shareholders come drug dealers (sometimes all in one). The notion of selling drugs in a club is about as foreign as a Hispanic restaurant selling tacos. Drugs are the bread and butter of non-taxed business both in and out of the club. Many times an arrangement is made between drug dealers, etc. and off duty police offices to control the drug trade (i.e. weed, ecstasy, cocaine, etc.). The notion of competition for the sale of drugs is a much debated one. However, having ample drugs of all types is much like a pharmacy selling a plethora of medications to boost business. Rarely do you see drug dealers get in trouble since the police is paid to protect their anonymity. There are exceptions to this rule but I have yet to see one in plain site.

So now that we have a great ambiance with unlimited drugs and alcohol available, its show time. Bring in the playboy models and call up every casting and model agency, and hot DJ to get the party started. It is all about the image and the connotation. Product placement includes beautiful women and “Hollywood” style parties. A good promoting company (inside or outside) will have themed events ranging from movie premiers to DVD releases to celebrity birthday parties. Non-profit events and after parties are also a good choice.

Once all these elements are in place, its time to call up the celebrities. The PR team for the club must make as close to direct contact as possible with celebrities (i.e. Lindsay Lohan, Paris Hilton, Justin Timberlake, Britney Spears, George Clooney, Jamie Foxx, Bruce Willis, Leonardo Di Caprio etc.). Celebrities also include athletes from both home and away teams (i.e. Clipper, Lakers, Ducks, Kings, etc.). Once celebrities start coming, then even more buzz is created. The idea of seeing a celebrity outside of a club entices paparazzi which build up even more hype for the event and the celebrity.

From what I gather, most celebrities are there just to be seen. It is strictly a PR move aimed at creating that image and mystique which has earned him or her millions. There are of course celebrities who have not profited from the experience but most do (i.e. Tara Reid and soon to be Britney Spears). So what are the hot clubs to be at? Right now Area (formerly Pearl) and Hyde are the top “celebrity” hangouts. In my next article we will look at how owners are remodeling their clubs in order to recreate more longevity and of course profit.

About the Writer

maceo manhattan is a writer for BrooWaha. For more information, visit the writer's website.
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