Wine
By Kelly Magyarics
Daily Effervescence
Bubbly sparks the palate of
those commemorating special
occasions…as well as those
celebrating that it’s Tuesday.
The increased selection of
bubbly from around the world
in addition to Champagne
— Prosecco, Cava, American
sparkling wine, Cap Classique,
Sekt and Crémant — coupled
with education from operators
rendering the beverage more
accessible, translates to
upturned sales of effervescent
sips. In addition, eclectic and
sparkling wine cocktails beyond those with peach nectar
or bitters-soaked sugar cubes
bridge grape and grain.
know.” Portuguese Vinho Verde and red blends are both buzz-worthy and quite the value; Gewürtztra- miner and Lagrein from Alto Adige offer a totally different Italian wine ex- perience; and interesting blends from Southern France’s Languedoc region still fly under the radar of their more famous Bordelaise and Burgundian big sisters.
Think Outside the Glass,
and Bottle
Wine in not-so-standard
serving sizes encourages
experimentation and prevents
sticker shock. Flights and half
pours, as well as unconven-
tional sizes like 125 ml and 500
ml, allow patrons to enjoy dif-
ferent wines during an evening
out — either to pair with small
plates or various courses or
just to sip and sample. In addi-
tion, providing options beyond
the glass or bottle increases
consumer confidence in this
economy, leading to sales from
customers who may not have
ordered wine otherwise.
Wine & Dine Whether inviting a winemaker to pour his or her wines, select- ing a wine region to showcase its signature varietals, or sim- ply partnering sublime bottles with appropriate dishes, guests flock to well-planned wine dinners. The vast selections available in a single sitting, as well as the thoughtful col- laboration between chef and sommelier, continue to draw patrons willing to shell out upward of $100 for an evening of creative pairings. Alternative Vino Rocks More guests will venture off the beaten path to seek distinction in the glass and appear “in the Education without Overkill Guests increasingly want to learn while they swirl, sniff and sip. They appreciate clear, thor- ough descriptions on menus, including pairing suggestions, and helpful sommeliers who can find a bottle or glass that matches guests’ wine styles. They also like blank tasting note sheets and educational wine books laying on tables (especially at wine bars.) But savvy operators know patrons also want to enjoy their vino experience without overbear- ing staff, too many choices or esoteric language. Wine, after all, is meant to be enjoyed, not overly critiqued.
16 Nightclub & Bar Magazine | DECEMBER 2009
Nightclubs
By Bryan Bass
House Music
House music is seeing renewed energy and
devotion at the country’s top nightlife venues,
a trend that will continue into 2010. “After
the dramatic success we’ve had with peak
weekend performances from DJ Erick Morillo,
we’re going to start doing regularly scheduled
house music events at TAO,” confirms Jason
Strauss, co-owner of TAO and LAVO in Las
Vegas and Marquee and Avenue in New
York City. There are also rumors that Strauss
and gang will be opening a LAVO in New
York formatted with a house music focus,
establishing house music as a bona fide trend.
With Southern California becoming a hotbed
for house music and even palatial venues
like Miami’s LIV, which switches from open
format to all house at 1: 30 a.m. on Saturdays,
raising the beats per minute, house music
looks to have a big effect in 2010.
The Great Outdoors
Forward-thinking operators will drive the success of untraditional venue locations like pool
decks, rooftops and indoor/outdoor spaces.
Las Vegas already is the capital of “daylife,”
but operators in San Diego and San Francisco
are following the Vegas day-club formula with
similar profitability. Skyward, new rooftop
venues in New York at the Gansevoort and
Standard hotels are having stunning success,
proving the age-old adage that a great view
never goes out of style. “People really enjoy
being open to the elements, especially when
you have the weather to back it up,” adds
Cy Waits, managing partner of Tryst and XS
nightclubs in Las Vegas, both of which offer
indoor/outdoor experiences and whose newest venue, Drai’s Hollywood, will also feature
a large rooftop nightclub. “There is something
very different about partying outdoors and 10-
plus stories above the street; it makes people
feel special and women especially enjoy it.”
Art in the Club
In this economy, fickle club-goers are demanding their dollars go further, and entertainment
is one way to offer greater value. We see
more nightclubs incorporating live acts and
finding unique ways to integrate entertainment into the venue. It seems natural that
Hollywood, Calif., nightclubs are out in front
of this trend, as both Playhouse and Voyeur
have opened in recent months with performance-driven focal points. In Las Vegas, Paul
Oakenfold’s performance-driven Perfecto Vegas continues to pack them in every Saturday
night. We also are seeing more artistic-geared
promotions as marketing directors come under
increasing pressure be creative in a hyper-competitive marketplace.
Social Technology
Look for more venues to experiment with
social media marketing in 2010. While it’s a
busy and somewhat convoluted playing field,
one promoter noted that his Facebook guest
lists have the highest rate of return, as far as
people who actually accepted invitations to
attend. Furthermore, venues are getting more
creative about how to use these tools within
their space. For example, TAO Nightclub in
Las Vegas held a “Tweasure Hunt” where
clues were tweeted for a real-time treasure
hunt, allowing club-goers to become interactive with the venue while the winner took
home a $5,000 prize.
In this economy, fickle club-goers are demanding
their dollars go further, and entertainment
is one way to offer great value. We see more
nightclubs incorporating live acts and
finding unique ways to integrate entertainment into
the venue.
