NDML interviews The Arts Theatre Club in Soho
The Arts Theatre Club is run by owners Maria Constantinou and her brother Costas. Situated in the heart of Soho, The Arts is an underground cocktail bar and members’ club which welcomes all customers from 5 in the afternoon up to 3 o’clock at night. A testament to London’s rich cultural heritage, visitors are transported to a 20th century speak-easy with live music and vintage ornaments.
The Arts Theatre Club benefits from its neighbour, the famous Ronnie Scott’s Jazz Club. Maria is quick to note how world-renowned musicians will often practice sets at The Arts, which is free to watch for members and guests lucky enough to be passing by.
The laid-back informal setting is something to be desired by venue owners, and yet under that relaxed surface is a plethora of financial challenges, licensing decisions and insurance risks, each of which need to be carefully navigated by the sibling owners. We visited The Arts Theatre Club to capture Maria’s thoughts about the future for venues in Soho, the change in consumer attitudes toward nightclubs and live music venues, and what could be done to drive growth for the sector.
Why is The Arts Theatre club called ‘the arts theatre club’?
The club was affiliated with The Arts Theatre in the 1920s. It was originally owned by member’s but has been incorporated into a welcoming cocktail bar over the years. By 2008, the venue was a little tired and run down – until Maria and her brother found it, considering the venue a gem to be restored.
Maria and Costas Constantinou owned a small café on Dean Street, and so have always been connected to the area of Soho. They began to ply their trade within the nighttime sector, restoring The Arts Theatre Club.
What are the benefits of Soho?
Maria speaks on the wonderful people of Soho; their creativity, their differences and the environment this builds. Sadly she notes a change recently – not as many characters – however Soho includes people of all ages.
How would you define the vibe?
The Arts Theatre Club encourages friendliness and personal service. Maria has tried to instil the importance of a personal touch in her staff. She also notes the fact that they have tried to diversify to keep up with the attitudes of their consumers – but recognising the history is key.
How have you diversified the business to benefit customers?
Maria notes the work crowd is no longer Monday to Friday. It’s more like Tuesday to Thursday. Therefore the owners have changed the times of their events, trying to accommodate to a more nuanced crowd.
Consumers want an events-based night, as they are trying to get their money’s worth. Maria says people don’t just go out for a drink, they need activity, such as live music – impacting who The Arts Theatre customer truly is.
Who is your customer?
The Arts Theatre has both regulars and visitors, around fifty-fifty split. The membership helps retain customers.
How important are venues to the development of grassroots music?
Maria uses the example of Ed Sheeran, who played in venues similar to the Arts Theatre Club as well as pubs and universities. Smaller live music venues are essential to the evolution of grassroots music artists.
Has the government support disappeared for live music venues?
Maria explains in depth how the government’s Art Council Grassroots Fund is unsuitable for grassroots venues. She argues the application is difficult and it asks too much.
To be accepted, a venue has to show they play a live event every night. Yet The Arts is clearly a live music venue, but they would not put on a live event every night. Maria argues the application should ask whether you have grassroots music events throughout the year, and whether funding is required.
Live music venues need to be flexible – being forced to put on live events every night places businesses in a strangle hold.
How competitive is your pricing?
Maria speaks on pricing, noting how competitive her pricing is considering the level of talent on show. Session musicians from Ronnie Scott’s will often come to practice at The Arts, and that can be viewed at no charge. The club used to charge upon entry, but they would prefer stronger footfall, and therefore do not charge entry fees.
Has appetite for live music dropped off?
Maria admits the appetite has probably dropped off, although the want is still there, it has not gone completely. Customers would now rather save money for larger events. The only obstacle to visiting live music venues more often is the cost, because people cannot afford as much as they once could.
How much of a financial challenge are your business costs?
Maria says the current economic environment is the biggest challenge she’s ever had as a business owner. Firstly, Brexit has reduced the ease of finding skilled workers. Secondly, the cost of wages is too high, to the extent that the business has had to cut back on events and opening times.
What’s your opinion on Andy Burnham?
Maria wants to be super hopeful around Andy Burnham’s premiership. She’s unsure whether any meaningful change will come to fruition.
What’s your relationship with Westminster council?
Maria has a good relationship with Westminster council. However she also states that Westminster council does not understand the difficulties the sector is facing. The councillors do listen to residents, who showed a lot of love for The Arts Theatre Club during a recent licensing battle, and to their credit, the councillors backed The Arts for the verdict.
Do you have a good relationship with your insurance broker?
Maria Constantinou and The Arts Theatre Club has a great relationship with NDML. She notes how NDML are quick to pick up the phone, and have saved her money. Michael Dawson, NDML Account Executive, understands the nuances of Maria’s business – and provides the owners with a lot of information – including what’s going on in the sector and any updates that need implementing.
Would you recommend NDML?
Maria would recommend NDML to other nightlife businesses. “100%”. Prior to Michael Dawson at NDML, Maria says she had a great many insurance companies pestering her, and the broker’s costs were far too high. But after a recommendation from another business, she started to be insured by NDML and is very happy.
What are the key risks affecting your venue?
Maria lists off the many risks present at her venue. The key risk is the stairs as she owns a basement venue. They’ve tried to manage the risk with better lighting, handrails and padding on the doors.
The Arts Theatre Club has good surveillance equipment installed, including CCTV, and an ID scanner. This help deter criminals. Maria also has all her staff members trained up appropriately to identify and tackle risks.
Do you want the pedestrianisation of Soho?
Maria surprisingly wants Soho pedestrianised. She believes customers are detouring the East London and Shoreditch, and so need to be enticed back to Soho. Tables and chairs on the streets will improve the atmosphere, however she recognises that the police are worried about the potential for crime.
What legislative change would benefit nightlife businesses?
Maria says the VAT reduction would be phenomenal. Maria would like to see a protection for businesses of historical importance, such as The Arts Theatre Club. The Arts is part of the community, getting involved with schools and fairs – and therefore the business should be protected.
What would you do to drive growth?
Invest in young people. “It’s easy” says Maria Constantinou. The youth need a tax break, whether that’s through student loans or another form, they need to be encouraged. The youth have grievances – they can’t buy a home, or afford a future – so they need to feel like they can achieve their goals. Give the younger generation a helping hand and they will spend in the nighttime sector.
Thank you to Maria for inviting us to visit The Arts Theatre Club. NDML wishes the club our best and we look forward to seeing what exciting plans Maria and Costas have for their Soho venue in the future.
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