But a slowing economy has not dammed the flood of hot, pulsating and sometimes delirious partygoers, and local club owners are now experimenting with niche environments that cater to various age groups, lifestyles and musical genres. In effect, nightclubs are redefining their businesses and embracing the idea that smaller may be better.
Such is the case with Deko Lounge. Centrally located in Sayerville, NJ. What club owners Kosta and Demitri Rexinis have learned through the course of their 20 years in the bar and nightclub business is that the most valuable lessons are satisfying their customers and constantly evolving with trends. "The overall experience for ownership, management and the customers is indescribable," says marketing manager Lisa Todaro. Large-scale events at Deko Lounge are given a personal touch from start to finish, as far as the artist and the customer is concerned, from the moment they walk in the door until they leave."
According to their Myspace description, "Deko Lounge hosts the most provocative parties in the scene, continually bringing the flavor of nightlife from around the globe to you." It has established an excellent reputation for exclusively presenting world renowned deejays as well as other celebrity hosts. This includes DJ AM, Jazzy Jeff, Erick Morillo, David Morales, Samantha Ronson, Brody Jenner (The Hills / Bromance), Aubrey O'Day (Danity Kane), Funkmaster Flex, Victor Calderone, The Martinez Brothers, Sander Kleinenberg, Serge Devant, Kid Cudi, DJ Riz, Steve Aoki, Chus & Ceballos, and the list keeps growing.
Prior to becoming Deko Lounge, the location was already owned by the Rexinis brothers, who operated it as a Latin venue. Directly across the street from the Deko Lounge is the Rexinis' mega hot spot, Club Abyss. About eight years ago when the Latin trend was cooling, the decision was made to change the name and look of the location, and Deko Lounge was born. The club is open Wednesdays through Saturdays and tagets four different markets and age groups: Wednesday nights cater to an 18-to-enter college crowd, Thursday nights to 21-and-over, Friday nights feature a gay/lesbian/transgender crowd and Saturday nights are for 21-and-over house music-fans.
"The beauty of Deko Lounge is its size and the ability to transform the room [and] music to appeal to our different markets on every night," Todaro says. "On a nightly basis, our in-house decorator/designer transforms the room to reflect the promotion for that particular night."
The most elaborate event held at the lounge was in April, 2007 where the design team transformed and extended the patio area into an outdoor nightclub for DJ AM. More than 20 VIP tables, a state-of-the-art deejay booth and professional club lighting were added to create the right atmosphere and to get everyone's juices flowing.
Today, Deko Lounge has and continues to run specials (free admission for ladies, etc.), but Todaro says that doesn't mean you will get less, even if you pay less. "[What] Deko Lounge won't do is ever cut back on what we deliver to the customer."
Deko Lounge, 1979 State Highway 35S
Sayerville, NJ 08879, www.dekolounge.com.
