Hotels Are Reviving Nightclubs to Boost Visibility
Photo Credit: Just another crazy night at Jimmy'z in Monaco in the Hôtel de Paris. SBM
Skift Take
The nightlife industry has long been riddled with fly-by-night club closures and seedy venues. Now a handful of powerful hoteliers are changing that by launching new nightlife concepts — and parlaying them into higher room rates. Who says disco is dead?
Don't be boring. Be visible. Be profitable.
This is the basic drumbeat of nightclubs — a business that famously flaunts logic and frequently fails. Yet we need not mourn the last days of disco much longer. That's because a handful of powerful hoteliers are staging a modern revival and ushering in a new era of nightlife.
"I think the rest of the hotel industry that always used to not care about nightlife or entertainment has finally woken up to the idea that not only is design and a distinctive product good business, but having various forms of entertainment is good business. We're bringing another dimension to nightlife. And I think you'll be seeing more and more of it," said hotelier Ian Schrager.
Yes, that Ian Schrager — the wunderkind from Brooklyn who turned Studio 54 into nightclub legend with his late business partner Steve Rubell, created the concept of boutique hotels, and has since been dubbed the "Steve Jobs of the hospitality industry" by The New York Times.
