By Rick Coates
After a one year hiatus, Doug Street is now back at the helm of the Ground Zero Nightclub (Streeters, The Terminal) in Traverse City. Street, who developed the vision for the Streeters entertainment complex at the age of 23 after traveling to such entertainment destinations as Las Vegas and South Beach, sold his interest in the nightclub in late 2008 but retained ownership of the property.
After a successful 10-year run of bringing major club entertainment to Northern Michigan, Street decided to look for new challenges and opened a club in Grand Rapids. He is currently opening a restaurant and nightclub in downtown Grand Rapids near Van Andel Arena.
I am commuting between Grand Rapids and Traverse City, said Street. I am energized and looking to be creative in this economy to re-brand Streeters into Ground Zero. I dont think that Ground Zero really had an identity over the years, this place was either Streeters or The Terminal; now it will be known as Ground Zero.
Street was going to close down and restructure the operation until he heard from customers that they would pack the place if he would open immediately.
I reopened immediately and didnt have much expectation for our first night; we really had no opportunity to promote the reopening (The Terminal was closed for a week), said Street. But our first night back we were full for college night and so I decided to open on Saturday night and again we were full.
So after two weeks of packed houses on Thursday and Saturday nights Street knows there is a need for Ground Zero in Northern Michigan.
I think being creative in this economy without being deceptive is the secret. The customer is smart, they dont want to be tricked, said Street. Right now we are offering no cover on College Night (Thursday) all night for those 21 and over and on Ladies Night (Saturday) no cover for the ladies and guys 21 and up get in for no cover until 11 pm. The feedback has been very positive.
People are thanking me, wallets are tight but people want to go out and have a good time.
Street built a reputation for bringing in major club acts and even auditorium acts with David Lee Roth and Hootie and the Blowfish. He has wasted no time returning to that formula and already has booked Puddle of Mudd with Cavo (2009 number one hit Champagne) for February 19. On Sunday, February 29, post grunge rockers Cold with their hits Stupid Girl and No One take to the stage. After disbanding three years ago Cold re-formed with its original line-up. They have recorded a new album and are currently touring with Nonpoint and Day of Fire. Female hard rockers Kittie perform March 12 with God Forbid and local power metal band Commonfaced opening.
Uncle Kracker is returning with his big hit Smile. The Saturday March 13 show will feature Rehab, Jocaine and JTX (Party Like A Rock Star) who co-wrote the Kracker hit song Smile.
Our focus right now is going to be opening just Thursday and Saturday nights with DJ and dance music and hosting concerts on other nights, said Street. My plate is very full with my Grand Rapids projects but I am excited to be back in Traverse City and I see a lot of opportunity. As for more concerts, I have a lot of offers out there right now so I have just scratched the surface with these first four shows but look for a lot more this spring and summer. Also we have a lot of great bands in Northern Michigan and look for us to showcase them as well.
For additional info check out groundzeroonline.com or call 231-932-1300.