In an industry where the lavish grand openings along with the unfortunate downfalls of nightclubs run on a continuous cycle, it takes a truly distinctive venue to withstand the test of time. In recent years, South Beach has shifted gears, as the ever-popular spaces of Privé (now Klutch) and Crobar (now Cameo), which I used to attend making impromptu stops on my way out at Le Sandwicherie, have closed their doors. SET, Louis and Mokaï have since become the new “IT” spots in town—let’s just hope they don’t get too comfortable. But enough with the small talk, let’s chat about those places that have remained constants in a city that shows no mercy. The kings/queens (depending on how you look at it) of Miami nightlife, Mansion and Space, have dominated the flow of music and alcohol for quite some time.
Mansion, operated by the Opium Group, has built and maintained a reputation for catering to some of the world’s most recognized celebrities. Within the past two months alone, Mansion has already featured a party with the utterly beautiful Rihanna, who was in Miami during the month of February, and just a couple of weeks ago welcomed Benny Benassi for WMC. But aside from the impressive A-list profile this venue has compiled, Mansion has garnered a reputation for attracting the international market.
Space, on the other hand, has been and will always be known as “THE” club of downtown Miami. The reason is simple; the masterminds behind the operation of Space efficiently execute the entertainment of their party-goers. And it doesn’t hurt that, while every other nightclub dies down by the wee hours of the morning, Space attracts highly energetic individuals until noon the following day. Can you keep up with that?
But there are some important things to know about these two clubs, and what they’ve done in order to truly stand the test of time in a city where the average lifespan of a nightclub is around one year. First of all, they have a talent booking formula…bring in the biggest and best DJ’s that will draw in your niche crowd on a consistent basis. Both Space and Mansion like to bring in their talent from Europe, drawing in names like Benny Benassi, Paul van Dyk, Loco Dice and Steve Angello.
Proper marketing is always key in keeping the nightclub machine running, and these two clubs know what that’s all about. Their flyers are scattered all over the city, event posters are glued to buildings and bus stops and promoters are always filling your inbox with party reminders. We know how annoying that can be, but even though it may piss you off, it leaves an imprint in your head, and when it comes time for the weekend, you’re going to know what’s going on, and you’ll share the information with those around you. It’s all smart guerrilla marketing tactics that add more and more to the lifespan of these clubs.
Both, Mansion and Space remain civil with one another, even though at times they seem to shoot for the same crowd. At times it does seem that they battle it out for talent. While Space brings in Paul van Dyk, Mansion fires back with David Guetta (most recently Steve Angello took his Size Matters tour to Space, a surprise to many who expected it to be held at an Opium Group venue). But they also offer music for the other crowds. Space’s main room is now a hip-hop haven, and Mansion is known for the We Rock Hip-Hop party on Friday nights.
One key characteristic that these clubs utilize in order to keep fans coming back for more is their door. No one likes to pay a $30 dollar cover charge. Gaining entrance to these clubs is simple and to the point—arrive early to avoid remittance of pay, show your ID and enjoy a hassle-free night. Of course, there are those nights where A-list talent will take the stage and you really do have to either buy a ticket or shell out cash at the door, but that’s already expected. On any off-night, bring a crew of your friends, a positive attitude, and next thing you know you’ll be inside without any hassle.
After all is said and done, Mansion and Space have left and continue to leave an incredibly notable mark on the history of nightlife in the city. So, take notes newbies; it will only serve you good to do so.
