The beat is slowing on the Sunset Strip, muffled by a less-than-festive economy.
For the first time in years, clubs in this night-life mecca on Sunset Boulevard and nearby will be ringing in 2009 on Wednesday by slashing cover charges or offering special incentives, such as open bars and free hors d'oeuvres. A night out on New Year's Eve will still cost a premium, of course, but many club operators say they are purposely keeping a lid on prices even though they might be able to charge more.
"We need to understand that we're not the only ones in this game, and not just for today," said Arich Berghammer, a partner in the Viper Room in West Hollywood. "The economy is really making people more discriminating. If you're not careful, you can screw them for one night and suffer for the future if they pay it now but then never come back."
Berghammer said the Viper Room considered setting New Year's Eve ticket prices around $200 but opted instead for a basic cover of $50, or $100 with drinks and other goodies included.
The less extravagant tone for New Year's reflects the big hit that nightclubs have taken in the yearlong recession.
More than half the nation's 50,000 or so clubs, bars and dance halls had their last call in 2008, said J.C. Diaz, chairman of the National Club Industry Assn. of America.
Most of those that closed were smaller neighborhood venues, he said, but bigger clubs are also feeling the pinch.
"Bottle service dropped as soon as the word 'recession' hit news wires," Diaz said.
At $6 to $8, drinks at the famed Whisky-a-Go-Go are a relative bargain, noted general manager Tisa Mylar. But even at those prices, customers are spending less.
"They might have one, but if they feel it's overpriced, they won't buy two," she said. "They don't want to feel like they have to spend every penny they have when they just want to have a good time. But I don't want people to drink beforehand in parking lots when they can have whiskey at the Whisky."
Frequent clubgoers such as 28-year-old Charlotte Barry of Beverly Hills are looking for ways to economize.
Though she still goes dancing once a week, the advertising account executive will usually have her first drink at home so she won't have to spend so much on cocktails. She arrives earlier, before bouncers start charging cover, and keeps an eye out for nights when women are admitted free of charge.
