I'm so hoping this place finds it's groove, because there is a lot to like about it. The decor is definitely a bit more upscale than your average Castro bar, but is not overdone. The back patio is very well designed and my fav spot of the place (even though I don't smoke). And like the owner's other bars the drinks are strong, reasonably priced, and the staff is attractive (without being clone-y), reasonably diverse, and ridiculously nice. Admittedly I'm a bit biased towards the staff because three good friends work either here or across the street at the owner's other property - but they really are gold.
Now, since I actually do care about a place like this having success, I'm going to put on my marketing hat and talk about what seriously needs to be fixed to avoid failure. I am not the first one that refers to this place in its current state as "Baby Badlands" or "Badlands' Waiting Room" - and that's, unfortunately, a recipe for failure. Badlands is a unique success and I do not think it is capable of becoming a franchise for many reasons. This place needs to find its own groove, its own regulars, and come into its own as completely independent from Badlands, or it will most definitely fail. Here's what needs to be fixed (in order of priority):
1) Get good independent DJ's from across San Francisco spinning there on either regular or random nights, let them bring their own playlists and their own style, and just turn 'em loose and let 'em go. On nights when you can't get a live DJ, get your DJs to make pre-mixed sessions to run through the night - don't play the same video tracks played over at Badlands. Or heck - let your staff program a playlist on non-DJ nights. Admittedly, it seems the owner has gotten part of this message - last Saturday the DJ was really moving with the crowd and it was quite good. The hip-hop seemed a bit forced at the end, but, in general, it felt like the DJ was being let loose, which often doesn't happen at Badlands.
2) Take that damn dance floor OUT. It is too small and looks absolutely ridiculous in that space. This place seriously needs to be a lounge bar. The dance floor makes it obvious there's an attempt to replicate Badlands - and that will be its undoing.
3) Turn the volume down on the music to about half of what it is now. Again, there is a sore lack of a truly nice, upscale, friendly LOUNGE bar in the Castro. The rest of San Francisco is full of these types of bars and they do very well - but they ain't gay. Why can't WE have one, too???!!!
4) NO MORE MUSIC VIDEOS. Use the video screens to play cool loungey visuals or visuals chosen by the DJ. The best use of this I saw was on girls night at the Lookout on a Thursday - lots of cool old movies and foreign films (even some TV shows) playing in the background to go with the really eclectic music. It created a totally cool and hip vibe - and so very different than Badlands or any other typical 'stro bar.
5) Take out the tables, put in banquettes, sofas, etc. along the walls. Again, this place seriously needs to be an upscale lounge. It has so much potential as this given the quality of the staff and the great space - and especially how miserably Trigger delivers on what "upscale" should mean in the 'stro.
6) Upgrade the alcohol behind the bar. Get some higher end liquors. Yes, you will need to diversify your stock and that will increase costs and you might have to increase drink costs to be a bit higher than Badlands, but you won't have to overprice them (like Trigger or Lookout) and you'll satisfy what a lounge crowd is going to want - to call their drinks.
I really don't want to see this place fail. It has so much potential and I do love the staff and, in general, the crowd here. But this place should not be only 3/4 full on a weekend because everyone would really prefer to be at Badlands. This place needs to get its own devotees. I hope to become one. And if the owner reads this and wants to pick my marketing brain a bit further on how to make this place a bang up success, feel free to e-mail me :). read more