With sparkly gold cowboy boots that double as disco balls, a corner dedicated to Dolly Parton and vintage signs that evoke the spirit of Westerns filmed in Pioneertown, California, it's easy to see why someone at Desert 5 Spot in inspired by her music country Los Angeles would like to document all its intricacies. However, the owners of the versatile entertainment venue would prefer that visitors stay away.
When Ten Five Hospitality director Dan Daley and his team opened the rooftop bar in December 2021, they envisioned a location where guests could linger right now. “It was this pullback to a time when not everything was seen through the screen,” says Daley. “We wanted the exact opposite of that contrived feeling when you walk into another space and feel like, 'This looks fake because it's almost very perfect.' ”
The interior of the Desert 5 Spot in Los Angeles.
Desert 5 Spot
In June, Desert 5 Spot will open a second location that seats about 200 people, traveling to Brooklyn's Williamsburg neighborhood. The space will carry much of its style with it, including hand-picked furniture from antique and thrift stores across the West, various forms of desert-inspired Boho chic, and the friendly name Dolly's Corner. Like its predecessor, Desert 5 Spot NY will prioritize the live music experience with performances by up-and-coming artists, DJ sets and an in-house band — though plenty of established country and rock'n'roll talent are slated to perform. (In Los Angeles, Kane Brown, Green Day, Dasha and Noah Cyrus have all performed, while others such as Lainey Wilson and John Mayer have stopped by.) In addition, it will offer a series of weekly dance programming line and two step classes, tarot card reading, a vintage mall and more. Daley adds that there will be a regular Sunday night party exclusively at the Williamsburg location, though he's keeping details under wraps. As for food and drinks: “LA-approved tacos,” he says with a smile. “We're going to put out some of the best tacos in New York.”
The venue's East Coast debut follows a year in which the top song and album were both country releases (Morgan Wallen's “Last Night” and One thing at a time, respectively). The genre's popularity has continued into 2024, with pop stars like Beyoncé, Post Malone, and Lana Del Rey either releasing country hits or teasing upcoming efforts. Daley expects the space to embody the aura that has fueled the trend. “The ethos of country music is raw, it's authentic. it's messy, but it's a real feeling,” she says. “I think that's why the genre speaks to all different types of people now. It's part of this cultural reversal in terms of, 'Let's get back to real human connection,' which at the end of the day is what country music really is.”
Daley reveals that the partners are looking at other markets and considering further expansion, but the focus now is on New York. But it hasn't stopped them from expanding in other ways: At the Stagecoach festival in April, the Desert 5 Spot hosted a pop-up with performances from Shaboozey and Nikki Lane over the weekend and attracted attendees including Leon Bridges, Diplo and Del Rey. . But as the brand continues to grow, Daley stresses that its core message to guests remains the same. “Our goal is for you to do it [leave] our space and say, “That was one of the best moments in a long time.” “
This story originally appeared in the May 11, 2024 issue Advertising sign.
from our partners at https://www.billboard.com/music/country/desert-5-spot-country-music-venue-new-york-1235680017/