We Will Roc You

New Flats bar makes a home for hard rock and even harder drinks.

Stephen Malkmus indie-rock Pavement
To hear Shauna Steiner tell it, you'd think the Flats will rise like a party-horse phoenix from its nightlife grave with tonight's grand opening of Roc, located next to the old River's Edge club. Booking Detroit rockers Sponge with opening act Phestur might do the trick. "We want to revive and revitalize the East Bank, and make it a place where people live and have fun again. We know there are plans for condos and the like, and we're waiting to see what'll happen with the north end of the street," says Steiner, the club's manager. "Our outlook is positive, and I think we can help bring it back, make it somewhere nice again, and generate some movement here."To say the least. Housed in a 2,500-square-foot space, the bar boasts premium and top-shelf booze like Grey Goose vodka, Crown Royal whiskey, and Patrón tequila. On tap, the club carries Miller Lite and Bud, as well as imported Heineken and microbrew Great Lakes Eliot Ness. On its stage and dance floor, the bar plans to book regional and national rock acts, with 11after, Ocean Blvd, Broke by Monday, Vitium, Rosella, and American Idol contestant Reynaldo Lapuz already on this month's calendar. "We're a rock and roll club with a beautiful bar and lights," says Steiner. "We don't have silk drapes cascading from the ceiling, but we have the best PA system that rivals any other bar's."That's what owner Mike Tricarichi wants to hear. Last year, the cell-phone pioneer, who founded Telecom Acquisition in the '80s, bought seven buildings and a parking lot on the East Bank. He now plans to renovate the spaces, where hot spots like River's Edge, BW3s, and the Odeon once thumped into the night. And Roc's debut comes after a monthlong dry run spent tweaking the drink specials and entertainment lineup. "We wanted time to get our ducks in a row and make sure our equipment is up to par," says Steiner. "We want to create a little bit of a buzz, because we're expecting quite a turnout for the grand opening. It's gonna be chaos." Make a commotion at 7 tonight at Roc, 1220 Old River Road on the East Bank of the Flats. Admission is $12. Call 216-771-6655 or visit www.myspace.com/rocbarcleveland.
Fri., March 7, 7 p.m., 2008
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