Opulence owner has no regrets, vows to start over

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

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buy this photo The dance floor at Opulence Ultra Club in March 2006. (LJS file)

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.”

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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