In a one-on-one with Richie Romero, we delve into his illustrious journey in the nightlife industry, his association with iconic New York hotspots like Tunnel and Limelight, and the impetus behind his recent venture in Manhattan.
It’s undoubtedly a bold move, perhaps even a bit reckless, to launch a nightclub amidst a pandemic. With ever-shifting restrictions and public hesitation to be indoors for extended periods, it’s a challenging landscape. Historically, nightclubs bore the brunt of shutdowns, often the first to shutter and the last to reopen. The vibrant energy of Manhattan, reminiscent of the golden days from Studio 54 and Paradise Garage to the legendary Tunnel and Limelight, has seen a decline. Many celebrated venues migrated to Brooklyn, chased away by exorbitant Manhattan rents and developers keen on converting these cultural landmarks into conventional residential or commercial spaces. Those that have endured primarily cater to a swanky clientele flaunting their luxury through bottle services.
Yet, against the odds, a dance-centric club sprouted in Manhattan. Enter Nebula, a contemporary nightclub that made its debut in October 2021 near Bryant Park. The club’s calendar has been buzzing with events, featuring celebrated DJs such as Gryffin, Victor Calderone, Sven Vath, Themba, and Nic Fanciulli.
This venture is the brainchild of nightlife maestro Richie Romero and Yang Gao of the MIXX LIFESTYLE GROUP. Handling the beats and music is Rob Toma, the founder of TCE Presents.
Their upcoming spring showcase promises a line-up of renowned DJs including Eric Prydz, Jamie Jones, Adam Beyer, and Loco Dice.
The club’s ambiance offers a dance floor for the everyday enthusiast alongside plush bottle services. It exudes a futuristic vibe, characterized by sleek curves and ambient lighting. Navigating this industry is challenging enough, which piqued our curiosity: Why did Richie Romero choose to embark on this venture now? Our latest Industry Insider segment aims to uncover this and more.
Romero’s past associations span across renowned venues like Limelight, Palladium, Tunnel, and Exit. He established Clique, a multi-faceted marketing and events firm, collaborating with a diverse clientele from New York to Las Vegas and Miami. His portfolio expanded throughout the 2000s, encompassing various nightclubs before venturing into the restaurant scene. Currently, Romero holds prominent roles such as Marketing and Executive Director at Butter Group and East Coast Consultant at Wynn, also co-owning The Diner.
Considering your extensive experience, what, in your opinion, set the 90s Manhattan clubs like Exit, Tunnel, and Limelight apart, beyond just nostalgia?
The 90s was when NYC truly shone, overshadowing budding markets like Las Vegas and Miami. New York epitomized a cultural haven, a place where everyone, irrespective of their background, came together in celebration.
On any given Friday or Saturday night, clubs like Limelight, Tunnel, USA, and Palladium would see between 8,000 to 12,000 partygoers. Each of these venues offered a variety of rooms, each with its unique musical ambiance and crowd. Instead of leaving one club for another, as is the trend today, clubbers would simply venture into another room, like the “Kenny SCHARF Room” in Tunnel or “The Chapel” in Limelight. Each room provided a unique experience. Promoting one of these rooms felt like you were hosting your very own club night. Peter Gatian’s mastery in creating these spaces crowned him the club king of the ’90s.
Years later, when collaborating with David Marvesi on Exit, we adopted a similar philosophy. David would regularly revamp rooms and rooftops to offer fresh experiences. A significant change from back then is that stages now eclipse DJs. With an abundance of DJs globally, they have more choices in terms of venues.
You’ve promoted events in cities like New York, Miami, and Las Vegas. How do your marketing tactics vary based on the city’s clientele? Is there a strategy that succeeds in NYC but falls flat in Miami or Las Vegas?
In NYC, our strategy leans heavily on promoters. We often jest that Miami is essentially New York’s 6th borough. With many New Yorkers now relocating there and frequenting events like Art Basel and Swim Week, the line blurs even more. Vegas, on the other hand, draws a national crowd. Here, your reputation often hinges on the hotel you’re associated with, followed by the talent and venue you’re attending.
Operating a nightlife establishment in Midtown Manhattan can be challenging, given the high overheads and the ever-evolving landscape. What drove you to open Nebula there?
There are two primary reasons I embarked on the Nebula project in Midtown. Firstly, around 2020, my focus began shifting towards my other ventures in quick service restaurants like Zazzy’s, Innocent Yesterday, and others under the “Coming Soon Food Group” umbrella. When I met Yang Gao and witnessed his passion and vision for Nebula, I was inspired. He’s the main reason I considered diving back into the nightlife, especially when I was steadily veering towards the restaurant business.
Those who know me understand that I prioritize people, passion, and a strong work culture above all else when embarking on a collaboration.
The second motivator was the storied history of the Midtown location. Some venues in the city have a certain magic, while others seem cursed. I’ve had a longstanding connection with the location where Nebula now stands. Whether producing weekly events or consulting, I’ve worked that space in its various incarnations: Saci, Show, and Arena. Through thick and thin – even the aftermaths of 9/11 and the 2008 financial crash – that venue persisted.
While working there, I formed many meaningful relationships, including with Scott Aling, who owned the place when it was known as Show, Arena, and later Circle, until he passed away. Another cherished friendship was with the King of House music, Rob Fernandez, who held his renowned Assaterra parties there until his untimely death. The venue’s storied past attests to its enduring allure.
How did you determine the layout of Nebula, especially striking a balance between a spacious dance floor and the more lucrative bottle service tables?
Our vision for Nebula was to craft a dual experience. We aimed to blend the electrifying atmosphere of dance with the sophistication of high-end table service, allowing patrons to choose their desired experience. Every visitor gets a taste of our advanced sound system, lighting, LED screens, and dynamic ceiling panels. And we’re committed to elevating this experience constantly – what you see in February might be different from what was present the previous month. Plus, we’re eagerly anticipating the unveiling of our downstairs private club rooms. Nebula is set to redefine New York’s nightlife.
Nightlife spots and eateries often have a limited lifespan. From your perspective, what’s one controllable factor that leads to their downfall and another that ensures their longevity?
The secret to longevity lies in curating the right audience, being flexible to change, and not just cashing in at every opportunity. Think of it like a compelling book or movie – there’s a gripping story and memorable characters. You want to keep your audience engaged, allowing the narrative to grow and evolve. By doing this, you carve out a unique identity and brand.
The pandemic has indeed redefined nightlife in countless ways. Are there takeaways that venue owners can carry forward into a post-pandemic world? Will this foster the rise of more adaptable venues?
Setting up a business requires meticulous planning, budgeting, and sheer hard work. The onset of COVID-19 introduced unprecedented challenges, particularly in New York, from strict lockdowns and evolving indoor-outdoor dining dynamics to altering curfews and vaccine mandates. We’ve been consistently adapting to new guidelines while also navigating the risks to ensure we’re operating within the framework set by the local government. But if adaptability means transitioning entirely online, like the Metaverse, then that’s not the path for me.
Can you share how you ventured into the nightlife scene?
My journey began during my teenage years. I’d organize house parties, outdoor gatherings, and even sneak into McDonald’s playgrounds for makeshift parties, complete with beer kegs and a boom box. My older buddies would play the role of security – it was a whole setup. By 15, thanks to my elder sister’s connections in nightclubs, I began making contacts and started promoting events with flyers. Essentially, nightlife raised me.
Could you shed light on Nebula’s approach to booking artists and any experimental plans in the pipeline?
When it comes to house and techno music, Rob Toma is our go-to man for booking. He’s an absolute powerhouse with an intricate understanding of the industry and boasts stellar connections. As we move forward, especially into our Spring ’22 lineup, you can expect some intriguing and bold choices in DJ talent.
When hiring for Nebula and your other ventures, what qualities do you prioritize in candidates?
I prioritize individuals who are cultural fits and can foster a positive team environment. I’m on the lookout for passionate candidates who aspire to be strategic and creative leaders. Our philosophy leans towards a “one of us” mindset. I firmly believe in shattering any glass ceilings, allowing employees to explore beyond their designated roles and encouraging them to sculpt their career paths.