You can’t keep a good club down. Following this summer’s shut-down, The Brick returns in a new location — and a new attitude
BRICK 2.0
The Brick and Joes’s Place,
2525 Wycliff Ave., Ste. 210.
Grand opening Nov. 20 at 8 p.m.
BrickDallas.com.
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| ONE BRICK AT A TIME | Brick/Joe’s owner Howard Okon moved from the old space on Maple to the strip mall on Wycliff next to Sal’s, Oishii and Dickey’s. (Rich Lopez/Dallas Voice) |
How do you open up a whole new club in five weeks? Ask Howard Okon, owner of the Brick and Joe’s Place. After shutting his doors at his old Maple location in August, he did a quick-change act so that, less than three months later, the clubs are open again in entirely new digs.
"It’s been nonstop the last five weeks," Okon says. "It may seem quick to everyone but it’s been in the making for some time."
Gone is the stigma of the old Brick as a dark Levi-and-leather bar or a hip-hop club. Okon kicked the club into high gear with an ultra-modern design. Now next door to Sal’s on Wycliff Avenue, the new Brick is likely to add major buzz to the ever-evolving queer clubscape.
"We were looking at things a little differently. We didn’t want to gear this club for one crowd. Fun was missing in the clubs. We want to have that back here," he says.
The overall darkness is gone, replaced with gleaming bar counters, lights on the dance floor, 23 flat screens and perhaps the most innovative stage in Dallas.
Okon is an architect by day. He designed the exciting new interior of the club with ample standing room and traffic flow, but his stage is genius.
"It was so hard to explain to people. I’d draw it out and no one could understand. But it can really change the aspect of the club," he says.
The stage is an elevated room divider with the dance floor on one side and a full bar on the other (or you can consider the bar Joe’s Place and the other side the entire Brick club). Niftily designed, garage-type doors can close off the other side for certain shows or create a certain ambience in the club. Its versatility lends it to host a variety of shows that both sides can enjoy.
"We’re offering something different here. People aren’t bar hopping as much anymore. Whether it’s the economy or not, people are just sticking to one place. We want to be a worthwhile place."
Which is likely because it already has a lot going for it. It’s easily accessible, it has a parking lot and offers valet. The businesses around the Brick close by 10 so traffic shouldn’t be on top of each other. And it’s not Cedar Springs.
"I studied customers and what they want. Some places don’t change and get boring. Gay people go to straight clubs and see all these great designs and touches and want that too. Why not give it to them? It makes sense," Okon says.
He didn’t go ultralounge-y with space like sofas and weird colors. But his lit dance floor, marble-lined bathrooms and the huge digital screen all give the club an identity not found elsewhere. His numerous television screens call to mind his former venture, Moby Dick, and he kept the disco ball from the Brick. But as a whole, it steps up the scene.
His large digital screen is an exciting addition to the club. Text messages can be sent to the screen to reach out to the cute guy across the bar or tell a friend "happy birthday." Lights on the screen can move to the music as well. The Brick is officially high-tech.
But mostly, its redo is a plus for the club scene and raises the bar — figuratively and literally.
"We just want to let the community know this is something for them and to raise expectations. I think they are going to be shocked when they come in, but the timing is right. Let them be shocked," he says.
This article appeared in the Dallas Voice print edition November 20, 2009.
‘… gleaming bar counters, lights on the dance floor, …23 flat screens and perhaps the most innovative stage,.. ample standing room and traffic flow,… garage-type doors can close off the other side,… has a parking lot and offers valet,… lit dance floor, marble-lined bathrooms and the huge digital screen, the disco ball,… lights on the screen can move to the music….’
The place sounds nice but what’s different and shocking about any of that? The ad in the print version of the Voice features gay bar qualities typical of the past four decades.
Music wasn’t mentioned in the article or ad. Will it be standard gay bar type music or different, new club music?
How will the ambience be new?
So many bars have tried to make it over there, and they are usually unsuccessful. Things are beginning to change on that side of the Tollway, but I don’t know if the neighborhood is “there” yet. I just hope that the crowd and attitude is different from that of the Caven bars. One thing that the Brick used to have going for it was that it could draw a crowd that was a little less pretentious. Here’s hoping!
PLEASSSSSSSSSSSSSSE less pretentious. I guess you never hear of the Brick Bois. The club always had the most Dallititude in the area. It was always know in the Dallas to be Hard Bodies Young Gay men. But I will wait to see what it is like. Maybe Caven s4 people will move back there
I went last night and it was great, the crowd was mixed and it was the best time I’ve had in a long time in Dallas. I think this place will make it.
@Al….7 years ago, I would have agreed with you on every point. The Brick was full of young hard bodies that were vapid and shallow, and the Dalitude could be cut with a knife.
Only one PROBLEM…Although I had it clearly all figured out, I had never actually BEEN to the Brick, or any other similar “Circuit” venues as they were called then.
Then, one day I went. My partner, Mark, brought me kicking and screaming. I had an INCREDIBLE time. Were there hard body twinks there? Some. But there were guys in their 20s, 30s, 40s, 50s. LOTS of them. All different body types from gym god, to bears And they were really really nice. Seemed like most of them were couples. I was truly embarrassed by my foregone conclusions that weren’t based in any fact or reality. It was a group of men who enjoyed each other’s company, and LOVED to dance. Simple as that.
People who complain about this whole “Dalitude” thing, IMHO, have major chips on their shoulders, and project their own insecurities onto strangers.
I am THRILLED to have The Brick back, and such a beautiful club it is. Hope to see you there.