Jeremy Fall knew he had something good going when he landed his roving nightclub concept, Genesis, into the upstairs attic above Sassafras on Vine Street in Hollywood. The cavernous space became an instant hit, mostly because of its street cred and policy of allowing anyone in who had a reservation (versus a full blown guest list). Fall also never instituted a cover charge and hasn't needed any promoters, most of which tend to run the typical Hollywood Blvd scene. Eater sat down with Fall to talk about his unique approach to nightlife, but also his grander aspirations to delve into other aspects of the hospitality industry.
What do you feel like you're bringing to the changing nightlife scene in Hollywood? Back in the 70s and 80s in New York City, nightclubs were almost like an art form. Studio 54, Area, Limelight, all that. Area had artists like Keith Haring and Andy Warhol collaborating on the spaces. It was mainly about dancing and drinking to have fun. Yes, there was a glamorous aspect, but the basis was about going out. It was about liberation, in sexuality and art. With mixology today, it's not that I hate craft cocktails, but I think it became a snobby thing. I didn't like that you "needed" to have craft cocktails to be a cool bar. I think it's more about the people, the vibe, the space. I wanted to build spaces that are smaller, curated, and fun to be in.
Why do that in Hollywood, though? To be completely honest, I personally cannot stand Hollywood, and I think no one can. Hollywoood influences the world through entertainment, celebrity culture, etc. When you're coming from here, you can go anywhere in the world and have that credibility. If you revolutionize Oklahoma or even San Francisco, you can't necessarily go to somewhere like New York or Paris and try to change the nightlife.
You're really trying something different with Genesis, and now Golden Box. What really separates what you're doing? I still see Genesis as a traveling nightclub, but it was my way of introducing the "mini-nightclub" and redefining it. People aren't sure what it is at first, because it's not a huge club with promoters, bouncers, etc. Golden Box is the same ethos, just with a different design. It's a mini dance club. I've never believed in covers. There are different ways of squeezing ever dollar possible, then close your doors after a year. Or people will remember you and follow you for whatever projects you do. Yes, I have to pay bills and employees, but I also want longevity.
What's next for you? I have a secret Downtown project that will take over an iconic space that's close to my heart. My passion is hospitality as a whole. I want to design hotels. I have a huge passion for food, my mother is in the restaurant industry and was always part of my upbringing. Even more than hotels, I have ideas for pop-ups and even theme parks. I will always have ideas for something small.
So what's really driving and inspiring you, because you're still young. For me to be happy, I need to be creative. Yes, you need to pay your bills, so this is the one industry where you if you do it correctly, you can be creative and still have a sustainable business model. What keeps a smile on my face is taking these ideas and turning them into a reality. People don't see what we do as an art form, but it's an extremely challenging one. I'm not saying it's the highest art form, but with all the details from menus, graphics, design, brand, tables, ceilings, floors.