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Final Destination

Can Atlanta support 30,000 square feet?

I've been bitching about missing warehouse parties for so long that it seems somebody listened.
Adam Rainoff, who has worked in club management for a number of years, and runs nighthub.com, has just leased a huge warehouse two exits south of I-20 that he plans to convert into Atlanta's largest nightclub, Destination, with a projected opening in April. The venue will be 18+, open three nights a week (Thursday-Saturday), and cater to a crowd of discriminating partygoers who enjoy good liquor and even better musical talent.
For now, it's all talk, but at least they've got a great tagline: "You Have Arrived."
What I saw when I arrived was a raw space with a lot of potential. Operating at all times will be three rooms: A main room, a smaller deep house lounge and a jungle room (insert Elvis joke here). There are still walls to be build and walls to be torn down, but the main room was there to be seen, all 15,000 square concrete feet of it, dock doors at one end, huge industrial fans at the other. It's bloody half the length of a football field or so, I've been told.
So, we're got this playing field, but will it make it to the superclub bowl? The answer depends on two teams who should play nice, but sometimes end up opposing each other: management and clientele.
The problem with a big room is it takes a crowd to make it look full. Trust me, there can be big sound in the room, but will it be filled with people or a lot of hot air? On management's side is Jason Hitt, co-owner of Fidelity Flip, overseeing booking, and Ultra Records recording artist Patrick Scott, formerly of Cobalt, currently of the Riviera and soon at Fountainhead, sitting in as resident DJ. On the clientele's side? Atlanta's famous fickleness.
I missed the crowd of interested parties when I got there, I was told, which included most of the local party promoters. Because along with showcasing regular multiple local talent bills, and booking international headliners themselves, the Destination management team plan to offer their space to promoters for one-offs, as long as they fit within the club's demographic and don't disrupt the musical genres patrons can come to expect (you know, house, deep house, tech house, trance, progressive trance, trancey breaks, progressive house, jungle, jump-up, tech-step, darkside, drum 'n' bass, etc. Confused? Just shut up and dance.). Wise lessons learned by Rainoff from working in Buckhead.
So the real question, once the space is finished and some line-ups confirmed, is whether folks will drive south to line-up. Why not? They drive intown from the suburbs or 30 minutes north to the Atlanta Trade Center, the rawest of spaces, for one night or so a month. Destination proposes to offer three nights a week - and seating!
What else has Destination got going for it? It's an isolated area, so there's little chance of the usual perils intown: no drunks to run you over. Hell if I can see hold-ups happening, cause nobody lives near the damn lot. Seems to be lots of parking, though, even if there's a little walk from some lots (they plan a shuttle It works for Lakewood.) The question is whether people will appreciate some room to breath or prefer a room too packed too move, because with that much space, a constant full house three days a week will require some serious support, both on the bill and to pay the bills.
So, is Atlanta able to support a superclub? I guess clubbers can only decide for themselves, but the doors of opportunity are about to be opened for them.