Wil Smith Smith: “The club further benefits many of our tenants because it helps to create a longer customer experience for people who are also going to have drinks and/or dinner at the Triangle.”

COSTA MESA, CA—A nightclub business will bring patrons to a center that might not otherwise come to the property and can attract a wider radius of clients compared to typical local entertainment tenants, Greenlaw Partners' founder Wil Smith tells GlobeSt.com. The firm recently celebrated the grand opening of Time Nightclub, a 13,000-square-foot club at its retail property the Triangle, an entertainment and restaurant destination at 19th Street and Harbor Blvd. here. The new upscale venue has taken over the former Niketown space and features a 700-square-foot dance floor, state-of-the-art sound system and a fully immersive lighting system for guests to enjoy DJs or live musical acts.

Identity Management Group opened the venue after recently closing Sutra, a popular OC nightclub that had been a Triangle tenant for 13 years. Sutra had evolved into a nationally ranked top nightclub hosting such popular performers as Ludacris, Nelly, Paul Oakenfold, Ice Cube, Snoop Dogg, Mickey Avalon, LMFAO, Far East Movement, Dirty South and Lil Jon.

We spoke exclusively with Smith about what nightclubs add to the retail mix and how they mesh with other tenants.

GlobeSt.com: What element does a nightclub add to retail properties?

Smith: When you can have the best of something, it is worth considering as a tenant, especially for a unique entertainment venue such as the Triangle. For Orange County, Time Nightclub is definitely a unique experience. Previously, the owners had operated Sutra at the Triangle, which was considered one of the top clubs nationwide and by far the best club in the region.

A nightclub business will bring patrons to the center that might not otherwise come to the property. A unique club experience will have a wider radius of clients of probably 40 miles as compared to a typical local entertainment tenant that is going to have a five- to 10-mile radius for its customers. The club further benefits many of our tenants because it helps to create a longer customer experience for people who are also going to have drinks and/or dinner at the Triangle.

GlobeSt.com: How are safety, parking and noise issues addressed?

Smith: Our team was mindful of noise mitigation and sound-proofing throughout the construction process. The location is also ideal since it is located at the end of the center at the busiest intersection in Orange County. We are also surrounded by other commercial buildings with complementary uses.

Our center has seven levels of parking, so we have a great deal of on-site parking, and we offer a valet service, which is located at the front door of Time Nightclub. All of that provides an ideal scenario. Something else to consider is the impact of Uber over these last two years. It changes how people come to the center and certainly the nightclub. Our valet isn't as busy as it used to be, and we had to create an Uber-designated drop off and pick up site on the property. We even got the city on board to rope off one of the lanes of Harbor Blvd. specifically for Uber drivers.

We are very proactive about safety and provide increased security during the hours the nightclub is open.

We've also been very proactive with the local community, and that has made a big difference in how the community views the Triangle. It provides greater communication opportunities for us to ensure we are a good neighbor.

GlobeSt.com: How do they mesh with other tenants?

Smith: We are building on the idea that patrons can enjoy an entire evening out at our center. We see the nightclub guests stop in at the Tavern or plan dinner at La Vida Cantina. We are also encouraging repeat business. We also benefit from a variety of tenants and operation times that keep the center busy during the day, evening and on the weekends—so again, that diversity benefits everyone.

GlobeSt.com: What else should our readers know about nightclubs in retail environments?

Smith: When we acquired Triangle it was in need of being re-tenanted and reinvigorated. We did that by focusing on unique tenants and experiences that were new to Orange County or even Southern California. Time Nightclub provides that, along with Tavern + Bowl, Keys on Main and Saddle Ranch Chop House. A diversity of entertainment and experiences such as bowling, dueling pianos and mechanical bulls will keep people coming back again and again.

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Carrie Rossenfeld

Carrie Rossenfeld is a reporter for the San Diego and Orange County markets on GlobeSt.com and a contributor to Real Estate Forum. She was a trade-magazine and newsletter editor in New York City before moving to Southern California to become a freelance writer and editor for magazines, books and websites. Rossenfeld has written extensively on topics including commercial real estate, running a medical practice, intellectual-property licensing and giftware. She has edited books about profiting from real estate and has ghostwritten a book about starting a home-based business.