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Opulence owner has no regrets, vows to start over

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By the Lincoln Journal Star

Friday, Aug 03, 2007 - 12:08:57 am CDT

The owner of the now-defunct Opulence Ultra Club didn’t close his doors with any hard feelings.

Instead, Robert Adams is looking forward to trying his hand at another entrepreneurial venture — a sandwich shop, perhaps, or taco stand.

“I know that I did the best I could,” Adams, 33, said Thursday, three days after Opulence, 1033 O St., was shut down. “I know that hundreds of thousands of people came through my doors and were grateful that I was there.”

Story Photo
The dance floor at Opulence Ultra Club in March 2006. (LJS file)

The nightclub, which opened in November 2005, was closed Monday by Security National Properties, which owns the Gold’s Building where Opulence was located. Property manager Kerin Peterson blamed the closing partly on too many criminal incidents there, including a brawl last year that drew every police officer on duty.

In addition, Lincoln police have been called to the club 44 times this year alone.

But Adams says that’s just because he was doing his job. When a fake ID was spotted, for example, or when a disturbance broke out, he called police, he said.

“Absolutely I called them 44 times. It was all positive every time …  We ran a very tight ship.”

Opulence’s demise, Adams said, may have begun when, early on, he changed his marketing strategy to target college students rather than the young professionals he’d originally hoped to attract. Twenty- and 30-somethings just weren’t showing up in strong enough numbers, he said.

But younger patrons likely brought trouble with them, Adams believes.

“Unfortunately, the level of maturity drops,” he said.

The club’s capacity — 475, much larger than other bars — may have worsened things, too, he said.

Now, Adams says he’s busy weighing his options and doesn’t regret investing almost two years in Opulence.

“It was a learning curve,” he said. “We learned.”


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LB 845 wrote on August 3, 2007 3:10 am:
" With any luck, LB 845 passage last year, which "allows the Liquor Control Commission to consider the concentration of licenses in an area and it's impact on law enforcement", will prevent a similar-themed "club" from ever getting a downtown liquor license again. "
Learning Curve???? wrote on August 3, 2007 4:03 am:
" A"Learning curve" Now that's an understatement. From what I have gathered he was catering to the "hip-hop" crowd. This simply does not work. The kids in this age group are generally quite immature. Mix that with peer pressure and you have wuite an explosive mix. There was a club in Columbia, Missouri that, on weekends, catered to the country music crowd. However, during two days during the week they tried the "hip-hop" thing to fill the slow days. They were forced to close after numerous calls to the police during those two days. And, after a sheriffs' officer was shot in the parking lot, their fate was sealed. No more "hip-hop" there. And I am sure that the list goes on and on. This is NOT an attempt to lump all of these kids into one group as I am sure that there are ones that just wanted to have some fun and enjoy an evening out. It's another case on the old adage "One bad apple........" "
rac wrote on August 3, 2007 7:47 am:
" “Absolutely I called them 44 times. It was all positive every time … We ran a very tight ship.” LOL! Yeah, the guy getting shot and killed outside the bar was pretty positive, too. Please open up another sandwhich shop downtown, we need another one. "
Good luck wrote on August 3, 2007 8:03 am:
" Rob, I wish you luck in your future investments. It is good to see that you realize what your problem was. I understand that you had to change your marketing, as you need to pay the bills. Again it is good to see someone who admits to what happened. It was pretty obvious to those on the outside, exactly what led to the demise. To top it all off...That location has never really had any luck, it is just 1 block too far to catch the bar hoppers. "
Big Chief wrote on August 3, 2007 8:53 am:
" Targeting College students as customers? When I was going to College I didn't turn 21 until my Senior year. Are the current crop of students several years older? How about lowering the drinking age to 18 and teaching responsible drinking. Heck I'll bet at least a third of our troops in Iraq couldn't legally have a beer here in the States. "
white female in 30's wrote on August 3, 2007 9:42 am:
" It's unfortunate that Mr. Adams is being blamed for others idiotic behavior. He as a business man chose to open an establishment that catered to the public and he attempted to keep things running smoothly calling for police enforcement when he felt it was necessary. Anytime people drink irresponsibaly ruinous events are going to occur - it has nothing to do with the color of the people! I personally have considered opening a venue that would target professionals in their 30's. I'd love to be able to go out and have a few drinks with my girlfriends without having to deal with kids in their 20's who are out for a night of binge drinking. I commend him for learning from this experience and choosing to move forward as an entrepeneur. I do think Mr. Adams that you can do better than a sandwich shop or taco stand but either way - good luck to you! "
Jason Lemon wrote on August 3, 2007 10:16 am:
" Better to have try and failed then to never have tried at all. And you people are criticizing him for it. He admits to errors, he takes repsponsibility for his actions, he does not blame others. We should applaud him, not criticize. "
BRAVO!! wrote on August 3, 2007 11:24 am:
" I too commend Mr. Adams for his drive , spirit and honesty. No matter what he will not be kept down . If anything just so he can prove the critics wrong. "
Dave wrote on August 3, 2007 12:22 pm:
" I turned 21 half way though my junior year and I was about average I think. Its not that kids are older as much kids are in school longer. It took me a full 5 years and a lot of kids are in for much longer. "
ks wrote on August 3, 2007 12:31 pm:
" I wish more club owners would take such resposibility for their establishments drawing a bad crowd and close in the name of safety and dignity and respect for the people of the city.A minor incident here and there are normal for any place that serves alcohol but the clubs that draw the gangsta genre is bound for trouble,period.Take a lssson from ChuckCheese of course.I don't think they have had any brawls there lately. "
Let's Think! wrote on August 3, 2007 12:34 pm:
" Mr. Adams should not hold his head low! Though he and we wish there could have been less contacts with local law-enforcement and an averted tragendy, we must all look on what Adams and Club Opulance has given to the city? It served as the catalyst for numerous nights in which relations where held thus creating potential future investors in this community...babies : ) Let's be real, some things work out and some don't that is life, not a matter of if it involves a Hip Hop crowd, people of color and those of a younger age. Before we cast stones many of us need to remember what we were like when we were 18 - 30 and/or would have been like if this opportunity was availalbe for us! "
Besta Luck wrote on August 3, 2007 3:03 pm:
" I'm happy to see this dive closed, but I also wish Adams the best of luck and great success in his next venture - as long as it isn't a dance club in Lincoln. It's no shame on him that it didn't work, since six clubs before his failed in the same spot. This sort of target demographic is always big trouble. "
Lola wrote on August 3, 2007 5:22 pm:
" I have NEVER been in a bar at a time where the police were called, and I would never have gone back to a bar that had the kind of trouble that required police intervention. Those type of places existed when I was in college (and the drinking age was 19), but they never got my patronage because that was not my idea of fun. I don't think I'm alone. "
KICK ARS wrote on August 3, 2007 5:57 pm:
" I think the man deserves a medal. He took as much as they all dished out and kept coming back for more. CUDOS FOR HIM! As far as the style of club, people wake up its not going anywhere. Look around your kids their freinds or someone you know is into the music therefore they are what you don;t like "

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