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| Record-High Profits Every major city has its section of town that seems to attract art galleries, quaint cafés, eclectic shops and upscale lounges. In Philadelphia, it’s Old City — the after-work playground of the highly motivated, and mega-successful professional. And nowhere do they play harder than at 32º, one of the hottest hangouts in the Northeast with perhaps the coolest name in the business.
Nightclub veterans Barry Gutin, Larry Cohen and John Frankowski decided to build 32º with the intention of raising the bar in terms of opulence, fashion and indulgence. They have succeeded. If you are lucky enough to find the inconspicuous door and make your way up the dimly lit stairwell to the second level lounge, you may get in to this chic watering hole or you may not. The club strictly enforces its 25-year-old age requirement and its stylish dress code. Buy the Bottle
“European bottle service gives people at the table a social center,” Gutin says. “They pour their own drinks. They invite friends over to the table, and they meet new people through the social interaction that is created by that unique bottle service.” Bottles of premium and ultra-premium liquor range in price from $180 to $2,000 while wines ranges from $35 to $300. Champagnes are available for $80 to $1,800. And for customers not finishing their selections, there is no need for concern. Thirty-six private liquor lockers are available, where guests can keep their unfinished sprits under lock and key until their next visit. And at $1,000 each ($500 goes toward stocking the locker), you would think there would be at least one locker available. There isn’t. “We are in the process of building four super-lockers at $2,500 each per year,” Gutin says. “The new lockers will be larger and will be placed in a more prominent location in the lounge. And, like our smaller lockers, they’ll have the holder’s name engraved on a silver plate on the front.” The bottle service is facilitated by a youthful yet experienced staff that tends to the every need of patrons at 32º. The VIP host, attentive cocktail waitresses and a dedicated bus staff ensure that the 32º experience is one of absolute decadence. Flights and drinks by the glass also are available at 32º, with flights priced from $20 to $30 and spirits by the glass ranging from $9 to $150.
The lounge offers an extensive specialty drink menu as well, including a cocktail complete with a blue light cube that lights the drink from inside the glass. In fact, 32º maintains a $20,000 liquor inventory to assure that guests have what they desire at all times. An exquisite raw bar also is available to those frequenting 32º, complete with sushi, steamed and chilled prawns, baby lobster tails, oysters, mussels and jumbo stone crab. The offerings are available for one to six people and come complete with tartar and cocktail sauces or with sweet and spicy ginger salsa and lingonberry mignonette. “Our menu is an accommodation to our guests,” Gutin says. “It is something we like to give to our big spenders rather than just offering them free liquor.” Besides the food and drink menus, the luxury of 32º also is reflected in the club’s design. Clean lines and the combination of a cold and hot theme are interwoven in the appearance of the space. Sleek metallic finishes, marble bar tops and the integration of cool blue hues set the cold tone while the presence of a fireplace, red lizard-skin barstools, velvet banquettes and mahogany woodworkings support the hot scene. Riscala Design of Somerset N.J. ultimately brought the room together in a manner that was an example of exceptional sophistication. “The space is very long and narrow, which created some challenges for the designer,” Gutin says. “We ended up with a very angular design oriented on the diagonal of a long rectangular footprint. I think, ultimately, in addition to functionality, the test is how does a room look and feel — I was thrilled with the way the place turned out and the way our guests responded to it.” Even though 32º is called a lounge, it’s not sleepy. There is a high level of energy created by some of Philadelphia’s most popular DJs spinning house, Hip Hop, Disco and R&B over a state-of-the-art sound system.
High-Quality
Sound 32º may be missing one element of a dance club, but that doesn’t stop patrons from shaking it up from time to time. “32º has the energy of a big dance club in a small space,” Gutin says. “We don’t have a dance floor, but people dance around the furniture, on the furniture and on ledges behind the furniture. It tends to happen later in the evening … There is a great energy in the place.” All this indulgence
did not come cheap. Acquiring the space, some soft costs including
legal, renovations and pre-opening salaries required a $400,000
investment. Gutin and his partners took the 2,000 square-foot space
and gutted it, replacing all systems including HVAC and plumbing.
Just the
Right Market
“Where there is a summertime/wintertime situation, you can’t be afraid of working with another club,” Gutin says. “We know people are going to go to the seashore regardless of what I do. I’m trying to find a way to help my existing customers and grab new customers.” The most effective way to market 32º is to never stop spoiling the clientele, especially the locker-holders. “We will continue to super-serve our locker holders,” Gutin says. “These are our best customers who spend a great deal of money, so we are providing value-added privileges for them. “We will be creating events for them, including casino trips, golf outings, baseball games and exclusive complimentary dinners.” With an unparalleled commitment to lavishness and refinement coupled with a menu made up of the finest spirits and delicacies, 32º is the undisputed pamper-perfect play station. “What you serve is who you are,” Gutin says. NCB
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