Dare to Dream

Capitol Nightclub is Capital Magnet

By Taylor Rau and Kimberly S. Varner

Most nightclubs start out as someone's dream, but for some, that dream can quickly shatter under the harsh light of competition and the reality of running a highly demanding operation. For two successful visionaries in Washington, D.C., though, their club has literally become a Dream come true.

Marc Barnes, co-owner of Washington, D.C.'s, lavish, 52,000 square-foot nightclub along with partner Derege Yessuwork, have indeed created a venue that lives up to its prophetic name in the spacious, four-floor, capitol club with five dance floors, seven VIP areas and multiple bars, as well as cozy seating and hospitable staff dressed to the nines. Indeed, the high fashion look of Dream is a vision extends to the crowds as well.  

“Dream portrays a sexy, professional image,” says Matt Dolesh, public relations manager. “But it portrays a fun image as well.”

The Road to Reality

Barnes, a self-taught entrepreneur, owned a courier business from ages 19-28 and then ran Republic Gardens. It was at Republic Gardens, a District hot spot for years, where Barnes' ability to successfully promote any event with a touch of class truly flourished. After six years of salaried nightclub management, he was ready and determined to step up to club ownership in his own right.    

“My wife and I were driving down the street and we had just finished talking about how we needed to find a building to buy,” says the 40-year-old businessman. “We wanted something to leave to our kids.”

Just off New York Avenue in Northeast D.C., a lightly industrial and residential area, they saw the opportunistic “For Sale” sign on a large warehouse. And although no one else saw its potential, Barnes fell in love with the run-down warehouse and purchased the property for $1 million.

“George Basiliko, who sold us the building, was very supportive and financed (it),” Barnes says.

Although the road to building Dream wasn't easy, the projected nightlife oasis came finally to fruition. Barnes, a native Washingtonian says, “From the day we saw the building to the day we opened the club, it took seven months; and that's only because we ran out of money. It was a struggle constantly looking for money.”

E Pluribus Profits

Approximately $8 million dollars worth of U.S. legal tender ultimately went into the trendy space. Incorporating décor inspired by some of Washington's finest law and architecture firms, Dream came alive with its granite-topped bars, rich mahogany walls, chrome enhancements and wall sconces. Amid much anticipation, the venue opened its doors in November of 2001.  

Today, Dream can be described as a decidedly upscale operation with something for everyone. It beckons guests who don't want to feel overwhelmed with smaller, cozy, rooms and larger spaces for those who want to feel the energy of the crowd. It's a duality of design that juxtaposes multiple dance floors with small VIP areas throughout the club where Champagne buckets and glasses awaiting guests are ensconced on tapletops. An average of 33 VIP tables stand ready for bottle service and are available for between $350 and $1,500 a night, as well as a large patio and a skybox. For between $5,000-$10,000, patrons can rent the Penthouse or the Red Room, which have their own bars, lounge areas, decks, and big-screen televisions.      

The décor forms the backdrop and the entertainment setting for the diverse clientele that Barnes and company early on concluded would be necessary to sustain such a large venue. “A facility this size cannot sustain the same crowd every night,” Barnes says. “It's already hard to sustain week to week. When people come here, they say it's more like an event. It's hard to get people to come to an ‘event' every weekend. We decided to go with three different types of crowds.”

For three nights a week, Dream offers a variety of music and has a diverse clientele that enjoys every minute of it. Thursday night is called Blue, which is college night with a $15 cover charge for those 18 or older. On Friday, R&B, Hip-Hop and Old School are featured — a promotion Barnes has taken under his wing and grown from his promotions expertise — and on Saturday Barnes brought in successful local promoter Masoud A. to offer a night of Latin beats, as well as Arabic, International and House music — international flavor for a more diverse (but 21-plus) crowd.  

Viable Volume

Diverse also applies to Dream's food and beverage program, given the unique marketing niche that the venue has established for itself. “We consider ourselves an event center,” Barnes says.

Accordingly, the club is equipped for high-volume food catering to accompany high-volume beverage sales, offering guests anything from Caribbean, Asian and African to European cuisine and more from its talented chef, (name).

“We are fortunate to have a chef who is the best at what she does, and that offering to guests is really part of what built this venue into what it is today,” Barnes says.

What do guests typically have in the glasses that often accompany the fabulous fare? “We are the No. 1 Absolut seller in the country,” Barnes says. “We go through about 1,200 cases a year. We're also the No. 1 Hennessey seller, and we go through 1,500 cases of it per year.” He says Champagne also receives a large push, an example being Dream's volume of 100 cases per month of Moët per month. For his core African-American market, Barnes says he considers Champagne to be top of the mind in guest desire, but he and his staff strive to offer a rounded selection of beverages from which they can choose.

Coddling the Customers

Striving to be the best extends equally to the club's promotions. With promotions teams in various communities throughout the city, Dream staff pound the pavement to attract their clientele. Taz Wube, the marketing director and Friday night promoter with a street team of 15, says, “We put out the media (Barnes) gives me and we drop them off to invited guests and to other nightclubs. We need to be seen.”

It's definitely a word-of-mouth thing to Barnes that has spread like good news throughout the nation's Capitol. “Once you come here, you tell someone else about it, so as long as we keep doing our job and giving the best service and providing the best venue, we feel like they'll keep coming.”

And guests do keep coming for Dream's consistently all-star lineup of events. Barnes likes to have one large-scale, indoor/outdoor event per month if possible, in addition to frequent concert-style shows, product release parties, etc. In addition to word of mouth and flyers, the club's Web site (welcometodream.com) has been an effective tool for raising awareness and catching attention.

Like the beverages and the clientele, the entertainment at Dream is straight from the top shelf. Recent examples of club events include a P. Diddy performance and a Beyoncé Knowles performance — Rock the Block, a literally block-busting event that attracted an estimated 13,000 guests to the club and surrounding areas; a Mardi Gras event with open bar from 6 p.m. to 7 p.m, and complete with complimentary beads; followed one week later with super star NBA legend Shaquille O'Neal hosting a VIP party there. Playboy also is holding a 50 th Anniversary event at Dream on April 15 th , and also scheduled for this month is a party for Bill Clinton and the National Democratic Committee — a second party for Clinton, Dolesh says.

Dream patrons accordingly love the venue for different reasons, but the club's stellar promotions are a definite draw to get them there. “We've had nights when we've had a good 5,000 guests come through the door,” Barnes says.

Dream So Real

Ultimately, Dream is no fantasy, but Barnes and company don't mind a bit if guests are left with that impression. From the time patrons set foot in the club until the time they leave, this trendy setting offers excitement, elegance and glamour. It's a tangible reality for all, complete with the fantastic revenue to keep its owners grounded and all the inviting amenities to keep its clientele's heads in the ethereal, dreamy clouds of satisfaction.

“Dream is definitely the premier nightclub in the United States,” Dolesh says. “…We want people to have the full Dream experience, from the crowd to the design to the incredible atmosphere.”