Roxy Theatre: Opening Its Doors to a New Age
TechZulu recently caught up with Nic Adler, owner of the Roxy Theatre on Sunset. The club first opened its doors over 35 years ago by Lou Adler, Nic’s father. Lou Adler moved to LA after becoming a writer where he worked as a music producer and manager and with various big names, such as Jan & Dean, Carole King, the Mammas and the Pappas, and others. He also worked on the Monterey Pop International Music Festival and in the movie industry. He went on to open the Roxy Theatre, the Whisky A Go Go, and the Rainbow Room, all on Sunset.
Over the past year, Nic has implemented several marketing changes in the way he has promoted the club, utilizing technological resources. He began by turning his website into a community site that is constantly updated by him, his staff, and fans wanting to post. It is a basic change, but one that has proven to help keep him connected to those coming to the site for information. Not only does he feature information on the Roxy, but other music clubs, as well. His thoughts on that, are that people wanting information on music will find it on his site, regardless of where a certain band may be playing. He has also utilized other tools, such as Twitter and TweetBeep. One example he cites of how these tools are really optimized, is that he received a TweetBeep from someone who was on Twitter and mentioned they were coming from out of town to attend a show. That show happened to be canceled, so Nic was able to instantly connect with that person and let them know of the change.
The Roxy Theatre has come a long way since its’ inception when it was a very secret club where no one knew who was really there, secret shows gave it edge, and no cameras were allowed at all. When asked what their plans are moving forward, Adler said they will be soon setting up eight cameras around the club, giving it a very voyeuristic feel, and users will have access to what is happening there by going to the website to watch as they please. The cameras will be set up in various locations around the club, including, backstage, the bar, the box office, and others.
If it was a secret before as to what happens at this world famous club, the secret is out. Check out all the latest happenings at www.theroxyonsunset.com.
