Forward Thinking

Longevity is a point of pride in this industry. A nightclub or bar hitting its one-year anniversary is cause for celebration; marking three, four or five years in this business is certainly a reason for an all-out bash.

Our cover boys know a thing or two about keeping the doors open year after year. Jason Strauss and Noah Tepperberg (see page 10) began operating nightclubs more than a decade ago — the flagship Marquee in Manhattan is now in its seventh year and their other properties, including 5-year-old Tao Las Vegas, generate huge revenues each year.

Donna Hood Crecca

Donna Hood Crecca and Noah Tepperberg at Lavo NY.

How is that possible? They evolve. They innovate. They stay one step ahead of the trends and tweak their clubs’ concepts, offerings, service and décor to continuously appeal to a fickle and fast-changing customer base.

As we hit the all-important holiday season and gear up for 2011, what are you doing to evolve? Are you still touting your Saturday night DJ or band with a flier in a sticky plastic table tent? Or are you hitting the web and broadcasting invites, complete with a secret code for a comp beverage for your most loyal followers and fans? Are you still menuing lollipop-sweet cocktails, or are you tracking the drink-local trend, pouring spirits and ingredients from your area?

Check out our annual Trends story (page 16) and what’s hot in social media (page 20) for more evolutionary ideas. And just like you, we’re working to keep things fresh. Online, we continue to enhance, and we recently revamped the NCB Forum ( Our goal? Delivering you plenty of ideas and information as well as an opportunity to chat with fellow operators for new ways to keep your doors open, your barstools occupied and your dance floors hopping for years and years to come.

May your holidays be happy and your New Year prosperous!

See you at the bar!