If Bobby Rutter and Michael Schwartz have their way, Cleveland will once again be home to a Studio 54-like club where disco and dance are the main attractions. To get there, they will shutter the speakeasy-style venue Magnolia around the second week of February to completely refashion the 4,000-square-foot space into an as-yet-unnamed nightclub.
“We’re going in a very `70s-esque direction,” Rutter explains. “We’re high on the whole disco and `70s era because it’s the hottest thing going right now. The three biggest dance songs are all disco-based right now.”
Going full-on disco, adds Rutter, will include the lights, sounds, sights and dance moves of those late, great venues here and away. The goal is to stay true to the era in all aspects, from the music to the scene. There will be a light-up dance floor, sharp furniture and great sound system.
“You’ve got to do it right,” he says.
In the trend-driven world of nightclubs, Rutter states, the rule of thumb is change or die. Magnolia is approaching its fourth birthday, which is ancient in club years. Not only will this transformation bring the club in line with current fashion, it will better differentiate it from management’s other property, FWD.
“FWD is an anomaly; it’s going into its sixth or seventh year, but for the most part, nightclubs get two maybe three good years,” he says. “The choice is either to keep the same brand and pour some money into it to make it a little bit different, or take the concept in a different direction.”
The aim is to create a fun, approachable venue that attracts a broader, more diverse clientele. Unlike Magnolia, which doesn’t open its doors until 9 p.m. or later, this club will welcome guests much earlier. The other main objective is for the club to draw an audience that has less overlap with nearby FWD.
“[Magnolia] is definitely upscale and significantly more expensive – and that was its niche,” Rutter says. “And it was a great niche to have, except during the time that FWD is open, when everybody is outside.”
Rutter says that construction should stretch into April, assuming all goes as planned. When the club does open, it will offer creative cocktails but little food.
“We have a better sense of the area and market than we did four years ago, and we think it will be very successful,” he adds.
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This article appears in Jan 22-28, 2020.
4,000 sq. ft? Seems like it’s going to be a littl cramped.. 😅😅
Fuck this earth
I never even heard of Magnolia, as I’m decades too old for “clubbing”–unless it’s baby seals, maybe.
Magnolia was “the city’s premier speakeasy lounge and nightclub. Those with the weekly password embark on a journey…into an unmatched high energy nightlife experience curated by top industry talent.”
Really?
Cover began at $10 and was subject to change based on arrival time.
Dress code wass at the club’s discretion. “We promote a fashion-forward atmosphere with a ‘Dress to Impress’ policy. The door and management reserve the right to decline entry of any guest not adhering to dress code. “
And in unpretentious, down-to-earth, no-nonsense, blue-collar Cleveland this 70s-80s Studio 54 bullshit lasted for FOUR YEARS?
Will this retro disco follow the same policies? There was once a 70s themed bar called “Have A Nice Day” just down the road a piece. Came and went in the blink of an eye. This 70s nostalgia trip will do the same. I give them two years. Tops. Have a nice day, guys.
Bobby Rutter commenting, “The goal is to stay true to the era in all aspects, from the music to the scene”; then makes a comparison to the top dance tracks of now are disco-based….That is not staying true with the music. That is having music that is influenced from the 70s. If you want to stay true…all music should be from the 70s, not incorporating music from now because it has the same vibe/influence.
Also, I have a feeling the cover charge will be outrageous, just like anything else from FWD.
My question is who is this trying to appeal to? Are the flats looking to attract more 50+ clients?
So let’s start with the image used. This is a picture taken from MY Facebook Page for The Dixie Electric Company, the image was taken by and is owned by Bill the club photographer who owns Bill’s Barber Shop in Parma. I was one of the staff DJs and eventually the Entertainment Director at this 44,000 Sq. Ft club.
Next – It was Th Big Apple not The Happy Apple.
I started DJing in 1976 at The Red Abbe in Rocky River, then Lido’s Disco in Lakewood, onto Stars Disco in Lorain and The Dixie Electric Company/Mining Company, The Rampant Lion in Berea. Here I sit 44 years later and I still DJ over 600 shows per year. They are just different kinds of gigs.
When you start to look for DJs, do the industry and potential customers a favor and look to the DJs that actually were DJs back then. Many of us still DJ in the market. Myself, Steve Newman, Scott Gloger, Robin Harris to name a few. No 20-something DJ is going to be as familiar with the music, as a whole, and the vibe it created as those that actually played it when it was current.
A few years back I hosted a series of Dixie Electric/Mining Company reunions at the actual old club. The last of those reunions brought in over 800 people! So, YES it will work!
Studio 54 radio on Serius has a serious amount of listeners so DISCO IS NOT DEAD!
I so look forward to this club opening!
This is Great news. I was the DJ from Utopia, The GRID, and COSMO back in the day. I am happy they are bringing back a Night Club to Cleveland. I do miss the club ara and usually have to go out of state to go to a high energy night club.
I would love to send a DEMO when you look for a DJ.
They better have real DJ’s that actually play vinyl. If you call yourself a “DJ” and play digital, laptop, CDJ shit – you are NOT a DJ.
My father was a well-known Cleveland Radio DJ in the 1970s. He is in his 60s, but no doubt he is better now than any young DJ they will hire! Definitely go old school and get people that actually know what they are doing-there is a rhythm and cadence to being a 1970s DJ that cannot be faked! My father still has it!
As a DJ and event planner, installation artist and radio DJ who was born in the 80s I would like to add to these veteran DJs that it’s insulting to assume the knowledge of younger DJs won’t bring something to the table here. The internet allows amazing access to research, that’s not even remarking for a DJs good taste or actual talent. I’m sure this club isn’t looking to play exclusively music from the 70s. People actually going out and spending money that would keep a club like this open are going to want to hear a lot of different things and honestly are probably a lot younger and 25-55 range. From a business owners and artists standpoint you have to innovate and an elitist attitude isn’t going to get anyone very far.
If your comment contains “Have a Nice Day came and went in a blink of an eye”, the rest of what you said can be ignored because you clearly don’t know what you’re talking about. Have a Nice Day was there for most of the east bank renaissance, and had a line to get in pretty much every weekend. It died at the same time everything else there died: a few stabbings and a river drowning or two all in one summer and all the sudden suburbanites thought it wasn’t safe down there and started staying up the hill in the warehouse district.
Oh, and by the way, it’s a new club they’re talking about and what’s wrong with that? Maybe it’s not your thing, but why does that make it bad? So it’s got a cover and a dress code and DJ music? Maybe some folks like that, so cool, another interesting place opening in CLE. No one is making you leave your TGIFridays to go there.
Michael Schwartz and Bobby Rutter are two of the most deranged, coke-addled idiots in Cleveland, no wonder Doug here likes them.
You’re a pontificating gasbag, Abe. Try telling someone who gives a shit. WTF is a TGIFriday’s? Do they even exist anymore? And if that was your best shot, pal…you’re down to stems and seeds.