December 17, 2009

Nightlife Director: ADAM ALPERT

Adam Alpert proves that, in New York, "Anything Can Happen." From running a spontaneous college business venture at a spot on the Upper West Side to a career in nightlife hosting events like celebrity-studded album release parties, Adam chose to pursue the nightlife industry because he not only likes it--he knows it.  Plus, he has learned from the best. Adam got his roots interning in college for Steve Lewis, who at the time was viewed as the king of nightlife (tied to infamous clubs Studio 54, Tunnel, Palladium, and Limelight). There, he met Scott Sartiano and Richie Akiva, who partnered up and opened Butter that year. By the time Adam graduated from the University of Pennsylvania, he had opened his own nightlife promotions and marketing company, and in 2006, Scott and Richie asked him to fill the role of Director for their 18-month management deal to open a mini-nightclub in the basement of the Hotel Gansevoort called G-Spa. In addition, he managed their Monday night party at Butter, and contributed to preparing for their first big nightclub, 1OAK ("1 Of A Kind"). Together, the three opened 1OAK in 2008, which is considered by many to be one of the best nightclubs in the world.

Adam takes a tempered approach to an overwhelming scene by keeping his own partying in check and staying grounded with the people he well as his dog.

What did you do last night? 
I produced Robin Thicke's album release party for his new album "Sex Therapy" at my restaurant Butter. We have a well-known weekly Monday night party that's been going on for 7 years, and we just happened to plan this special event on a Monday. We built a huge stage for his ten piece band. He performed 7 songs, new and old, including one song with Leighton Meester, and another with new artist Nicki Minaj. Jay-Z, Beyonce, John Legend, Michelle Trachtenberg, Usher, Tyson Beckford, Lyor Cohen, Andre Harrell, and more were on-hand to watch his incredible performance. We also had the famous DJ Jus-Ske and DJ Sinatra to play the party. It was a lot of work and ended up be a tremendous success, so I was very happy. 

Your day-to-day responsibilities? 
I am the Director of Marketing and Promotions for Butter Group, a hospitality group in New York City. Our two venues are Butter restaurant, which opened in 2001, and 1OAK nightclub, which opened in 2008. My office is above 1OAK, and my day-to-day responsibilities include promotional event planning, music programming and DJ's, sponsorship deals, hiring and managing hosts and promoters, managing the guestlists and table reservations, keeping up customer/client relations, writing proposals and working on deals for new ventures, maintaining our internet presence, public relations and press, implementing branding and marketing campaigns, as well as community relations for our venues. 

How many hours of sleep do you get a night? 
6, 4am-10am. 

Describe your first fake ID. 
I got it in 10th grade. It was a New Jersey license and it looked terrible and hardly ever worked. The edges were jagged, the photo looked glued on, and the hologram looked like gold marker. One of my friends knew a guy who knew a guy who knew a guy who said if we met him in a warehouse in New Jersey with money, he would give them to us. He handed us the IDs, took the money, and ran out the door. It was a funny experience. 

Your first clubbing experience: 
It was at a club called System in New York City, probably around 1994. I was intimidated and in awe of the vibe, people, music, and the fact that I got in. 

Best "night out" outfit? 
I'm a t-shirt and jeans guy. 

Do you dance? 
I like to think I do, but it's more like a sway from side to side, bobbing my head to the beat or raising my hands in the air. My girlfriend says I have no rhythm. She's probably right.

Person you most admire? 
That's a hard one. I admire different people for different things. I admire some people in my industry, like Danny Meyer, Ian Schrager, and Keith McNally. I admire my parents for being so loving and successful at the same time. I admire my girlfriend. I admire my dog. 

Talent you'd most like to have: 
I would love to have a photographic memory.

Favorite NYC nightlife venue? 
Have to say my place, 1OAK.

Your signature drink? 
Diet Coke with ice. I never really liked alcohol, so I don't drink that much at all. Sometimes I'll drink a beer, a glass of wine, or a vodka redbull just to be social, but rarely ever more than one. Drinking isn't a good habit if you're in the business of selling alcohol. 

Best hangover remedy? 
Rarely get hungover because I don't get drunk, but I'd say a big brunch from Friend of a Farmer or Clinton Street Baking Company can cure almost anything. 

How do you start your night? 
At a great restaurant or cocktails with friends at my place. 

Best indicator that it's time to go home? 
The lights come on, the music goes off, or you don't know anyone around you. 

Your plans for New Year's?I am part of a large team producing and promoting the New Year's Eve party at the Fontainebleau Hotel in Miami. It is my eighth New Year's doing an event like this in Miami. This year we have Lady Gaga performing and DJ Jus-Ske spinning. It will be one to remember. 

New Year's resolutions? 
Spend more time with family. 

How does nightlife in NYC differ from other scenes? 
NYC is the nightlife capital of the world, the city that never sleeps. There is a sense of "cool" in NYC that you can't describe. It's a mixture of all different types of people from every possible nationality and industry. It's where fashion meets art meets music meets cuisine meets film meets TV meets finance meets everything. I truly believe it is this diversity that makes NYC nightlife possible. Anything can happen.


  1. Amazing guy and also one of the best figures in nightlife. Deserves nothing but success and, without a doubt, will achieve even greater accomplishments in the future.