By Gamal Hennessy
If the rumors are to be believed, Rhianna might be single handedly responsible for altering nightlife culture this year. The bottle throwing brawl between Chris Brown and Drake, allegedly over her, has shut down W.I.P, sparked statements from the City Council, the NYPD, the State Liquor Authority and the newly formed Hospitality Alliance. It remains to be seen what will come out of this controversy, but it is clear that for better or worse, changes in the bottle service dynamic will have a direct impact on nightlife culture itself that should be considered before any sweeping changes are made.
Historic Origins of Bottle Service
The practice that is now referred to as bottle service began in Post War Japan, where sake bars began to serve seated soldiers whole bottles of liquor at once, instead of constantly shuffling back and forth with drinks. What started out as simple efficiency evolved into a motivation for club reservations in Europe and finally a barrier to entry in New York, Miami and Las Vegas. The popularity of bottle service grew for two reasons; the economic benefit to the operators and the social benefit to a specific type of patron.
Economic Impact of Bottle Service
Everyone knows that the difference between the cost of a bottle of liquor in the store and the cost of a bottle in the club can easily be several hundred dollars, but not everyone knows why. Bottle service has nothing to do with liquor. It is about real estate and social prestige that has no realistic relationship to the actual cost of the liquor. When you order bottle service you are also assigned a specific geographic area that is far more valuable to the operator than the bottle. Each table they sell represents a specific stream of revenue. If bottle service was really just about liquor, the bartender would hand you the bottle and send you to stand in a corner.
The value of that real estate can be fundamental to the bottom line of any venue. A recent Harvard study called “Marquee: The Business of Nightlife” claimed that while only 40% of patrons on any given night might buy bottle service, that group accounted for more than 80% of the nightly revenue. From an economic standpoint, that means that the reduction or elimination of bottle service from New York nightlife would make it difficult for many venues to remain open. From a cultural standpoint, a severe contraction of the market could alter the basic activity and interaction that people have when they go out, regardless of whether they buy bottles or not.
Psychological and Social Impact
Patrons don’t pay for bottle service because they don’t know how much a bottle of vodka really costs. They buy bottle service because they perceive several benefits in this nightlife ritual:
- It is a temporary display of wealth that sends a message to potential lovers, rivals and associates.
- It is a source of ego gratification that can give the buyer a higher sense of worth relative to the rest of his or her normal daily routine
- It is a method of segregation that patrons use to separate themselves from other groups in a venue.
- It is a security blanket that patrons can use to feel safer in what might otherwise be a foreign or uncomfortable situation.
Ironically, it is social and mental aspects of bottle service that are the source of the problem. When celebrities, or any group, enjoys a feeling of entitlement they are more prone to act out in an anti social manner, especially if they feel there are no consequences. If a bottle throwing melee breaks out and the club is punished instead of the celebrity fighters then that feeling of entitlement is reinforced. We shouldn’t be surprised if they engage in similar behavior in the future.
Is This the End of Bottles?
There have been rumors and theories floating around about the end of bottle service from the time that it became a staple in nightlife culture. The most recent prediction of its demise has come in the wake of the economic crisis but the number of venues that provide bottles has not decreased significantly.
Can new regulations and laws hurt bottle service in ways that the economy couldn’t? Is it possible that we could see the practice altered, curtailed or eliminated from the nightlife landscape? To the best of my knowledge that decision hasn’t been made yet. I do know that if local officials are attempting to send a message to the nightlife community, that message needs to be sent to the people actually fighting and not the location that the fight took place.
Bottle service isn’t the main problem in the Brown/Drake fiasco; uncontrolled male aggression and fragile male egos are the main problem. We can’t solve that problem by legislating away bottle service. Take away the bottles and boys will find something else to fight with. The most adequate response to promoting safety and security in nightlife is not to ignore the fanatics and punish the operators. If there is video of the crime, check the video tapes. Prosecute the bad actors in criminal and civil court. If the venue is found to be complicit in the events that occurred, then punish them in addition to everyone in the fight. To simply close the club and let the celebrities walk away empowers other fanatics to engage in similar behavior without fear of the consequences and they’ll do it with or without bottles.