night-life shelf-life...

I was informed the other day that Tongue & Groove, the Buckhead nightclub which many would consider an Atlanta institution, closed its doors after some fifteen years of late night action. This specific club holds a special place in my heart as it was the site of my first foray into Atlanta nightlife (albeit illegally) and how those bouncers and bartenders believed my fifteen-year-old baby face to be of legal age is beyond me.
Given that the life-span of most nightspots is pegged by most to be between 2 and 3 years, the longevity that Tongue & Groove displayed is impressive.
This changing of the guard got me thinking about the 'science' of club success and what exactly is the ingredient that separates a flavor-of-the-month from a venerable hot-spot. Flashy decor, cutting-edge music and tasty libations are hardly revolutionary and stunts and novelties will only carry a place so far.
Restaurants often face a lot of the same challenges as nightclubs but hold the upper hand of having an actual tangible product to rely on. A club's product is nothing more substantial than image, and the hook of image is fleeting. Much like a wannabe celebrity milking their fifteen minutes, the only way to grab a long-term piece of the pie is through the art of such mainstays as Madonna and Cher: reinvention.
Yes, just when the crowd starts to cool, a slick image makeover or new gimmick can often snatch a floundering spot from the jaws of bankruptcy. The past her prime Tongue & Groove has latched onto this trend by opening a new location in the space that used to be Lotus Lounge and while I haven't had the opportunity to peruse the new digs yet, early reports have not been favorable.
I'm not one to let other opinions speak for my own, so hopefully I'll be able to drop in for a visit if only out of respect for the name. Much like the comeback tour of many a faded songstress, the ticket price is worth it for the nostalgia alone. Nostalgia counts for something right? If not where would Liza, Barbara, Bette and Celine be today?
So congratulations Tongue & Groove on over a decade and a half of holding your own in the Atlanta club scene and best luck with your current endeavor. Even should your new incarnation flop, your mark will have still been made...

Soundtrack: Barry Manilow- Copacabana