A long article on a concept venue in Portland, Doug Fir, which might work as a guide for other locations.
Willamette Week Online, "FIR FRENZY": "Once a greasy-spoon relic from the '60s, this 10,000-square-foot cube was transformed last October into a ski lodge with Jetsons-esque cocktail chic. ...
"In six months, Doug Fir's below-street-level, 300-capacity live-music room has become the most celebrated, and in many ways most innovative, rock club in a city loaded with them. ...
"The club is a carefully crafted environment, designed to lure a broad array of nightclubbers. Shows start and end early. There's no smoking. As trivial as those tweaks seem, they're bold moves in a business better known for its eccentricity and edgy volatility than its marketing savvy. ...
"First-wave punks could be in their 50s now, and scenesters from the Northwest's '90s alt-rock explosion are as likely to have mortgages as vintage Sub Pop vinyl collections.
"'Now you can draw on people in their 20s, 30s and 40s,' Rose says. 'I have friends who've brought their parents to shows here. That's pretty remarkable.'"
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