The Belasco TheaterNovember 20, 2011
Nightclub of the Year Entry
Name of Club: The Belasco Theater
Location: Los Angeles
Square Footage: 40,000
Open Date: March 15, 2011
The Belasco Theater – a relic of the 1920s – made its grand debut in March 2011 after lying dormant for more than 20 years. Thanks to an extensive three year, $12 million restoration, the venue retains most of its original architecture and design including dramatic interior detailing, meshed with distinctly modern flair and impressive sound and lighting capabilities. These elements combine seamlessly for a truly one-of-a-kind experience. The Belasco Theater boasts 40,000 square feet of flexible event space, multiple rooms, two full kitchens and three separate restaurant spaces. Located in the heart of downtown Los Angeles, blocks away from the L.A. Live complex and the Los Angeles Convention Center, this historic theater is the city’s premier multi-purpose event and entertainment complex.
Since opening only seven months ago, Belasco Theater has shocked the Los Angeles nightlife world by building two of the most successful weekly club promotions in the last seven years – Belasco Fridays and Belasco Saturdays. Both promotions enjoy a minimum 1,500 person attendance every week with bar revenues exceeding $180,000 between the two nights on a weekly basis. Belasco Fridays targets an upscale Latin clientele, while Belasco Saturdays attracts the sizeable, wealthy Korean-American demographic in Los Angeles.
Aside from clubbing events, the Belasco Theater’s special events division has lured some of the most prestigious private events to the venue. Some highlights include BAFTA’s “Brits to Watch” event, which was attended by the Duke and Dutchess of Cambridge (Prince William and Kate Middleton), Interscope Record’s release party for Lady Gaga’s album “Born This Way”, Universal Home Entertainment’s Blu-Ray release party for Scarface featuring a live performance by Ludacris and a panel Q&A discussion by Al Pacino and the rest of the original cast, and most recently, the launch party for the video game Elder Scrolls V: Skyrim featuring a live performance by Jane’s Addiction.
The incredible staff of the Belasco Theater is the reason for its amazing success in just a short period of time. From bartenders to bussers to managers to the maintenance crew and everyone in between, the Belasco Theater’s staff is second to none.
The management staff is an all-star management team comprised of the top managers and directors coming from several of Los Angeles’ top venues, such as Avalon Hollywood, Circus Disco, Arena Nightclub and Music Box. The team strives to create perfection in a world and industry where perfection is known to be an impossible dream. Taking their decades of experience in all nightlife industries and genres, they have been able to create a system at the Belasco Theater that allows the venue to provide its clients with an environment that is always maintained to the highest level and service that has everyone leaving with a smile on their face. Every major supplier and vendor that works with the Belasco Theater is amazed at its performance in sales, cleanliness, and overall image of the venue.
The service staff of the Belasco Theater has quickly become one of the best and most highly trained of all the venues in Los Angeles. They receive continual training from various sources such as Los Angeles Police Department Standardized Training for Alcohol Retailers (STAR Training), Recording Artists, Actors, and Athletes Against Drunk Driving (RADD), in house monthly training on proper alcohol distribution and handling, weekly meetings to review each department’s performance, and team building exercises to promote a team environment within the venue.
Additionally, the Belasco Theater employs the use of decoy customers to continuously test the staff of the Belasco Theater to ensure the quality of the service provided. This practice keeps the entire staff ready at all times and it allows the venue to see who their best employees are. These employees are rewarded for their exemplary service through both financial and non-financial rewards. This practice has allowed the Belasco Theater to continually find and fix any and all gaps in service that may exist.
The Belasco Theater prides itself in its overall selection in drinks including its extremely competitive price point. The Belasco Theater believes that everyone should have the chance to experience the amazing nightlife delivered by the Belasco and its promotions team. From cocktails to bottle service, the price-value point delivered cannot be matched by any other venue.
The synergistic efforts between the club promotions and special events have produced formidable success for the Belasco Theater. As a result, the Los Angeles nightlife and special event worlds have shifted their focus to the emerging, vibrant neighborhood of downtown Los Angeles, away from Hollywood. In 2012, the Belasco Theater anticipates $8.5 million in gross revenue from nightclub initiatives, as well as $1.2 million in gross revenue from special event sales.