When is a club not just a club?
1) When it's built on the site of the former Hollywood Athletic Club, infusing it with more than 70 years of fabled history and celebrity antics.
2) when it offers the services and luxuries of a boutique hotel.
3) when it's the brainchild of Skybar partner Peter Famulari, known for developing nuanced spaces that offer patrons a sense of sophistication and challenge them to actually interact.
Perhaps his latest space, Boulevard3 - which fuses the intimacy of a party at a private home, the luxury of a four-star estate, and the spirit of play - might be best described as a "counterclub."
Opened in September 2006, Boulevard3 was sparked by Famulari's initial reaction to the space five years ago. A former denizen of New York City, he says, "This was how I visualized clubs: big, free-flowing, dramatic. I felt it was the only place that could possibly follow Skybar." Having experienced such New York venues as Studio 54 and The Tunnel in their heyday, he was also motivated to open a venue that shattered the malaise of the typical club scene. "There really are no dance places in Los Angeles," states Famulari, who probably knows L.A. nightlife better than anyone after working to keep Skybar hot for nearly a decade. "People go to clubs and stare at each other."
While eschewing nostalgia for its own sake, Famulari chose the name Boulevard3 after viewing an old surveyor's map of Los Angeles. At the time, when the city was just beginning to take form, the east/west streets were marked by numbers, with "Boulevard3" the designation for what would later become Sunset Boulevard. With a new paradigm for L.A.'s club scene brimming with possibilities, Famulari hopes to recapture a sense of grace, elegance and engagement that once put Hollywood on the map.
Designed by the late Greg Jordan, former designer to the Trumps and New York socialites, Boulevard3 was conceived as "an English manor house with modern insides," a mix of old-world charm and digital generation appeal. Jordan's protege Oliver Furth finished executing Jordan's vision after his passing. Entering from Sunset Boulevard, guests pass through a large iron gate - a "door within a door" that foreshadows a theme that pervades the property - into a landscaped English courtyard. In the center sit a pair of reflecting pools, one ending in a 20 foot tall fireplace whose flames seem to float on the water.
Bordering the courtyard are canopied private rooms, their walls created from ficus bushes with a "floating" window cut in the middle, something one might expect to see in Alice in Wonderland. While earth tones define the central courtyard, each of the garden rooms is distinguished not only by a range of muted colors, but by specific fragrances: from lavender to gardenia to rose.
An intimate "manor library" takes guests inside Boulevard3. Gaining a sense of grandeur with its vaulted ceiling and marble fireplace, the library blends old and new through the art on its walls: ornate picture frames with DLP projection screens displaying dynamic images as opposed to portraits of dead kings and placid countrysides. When the main ballroom is open, the library serves as an antechamber; otherwise it can function as a freestanding space accommodating its own bar.
The intimacy of Boulevard3's library opens to a 7,500-sq. ft., three-level ballroom, including a 1,500-sq. ft. dance floor (the former Olympic-sized pool of the old Hollywood Athletic Club -prior to embodying the role of Flash Gordon, Johnny Weissmuller served as its lifeguard and trained to win a gold medal in the 1932 Olympics). Capable of accommodating a large stage for live performances, the ballroom features a main bar situated beneath 30' high ceilings and a majestic skylight.
Around the periphery of the ballroom, a Mezzanine is set three feet above the main floor that provides a perfect locale to experience dance floor festivities. For the perfect mix of luxury and comfort, the mezzanine boasts a 36' long plush velvet couch with unobstructed views of the "Niche of Possibilities". As you move onto the dance floor, Boulevard3's design further challenges the senses by interpolating the worlds of hospitality and entertainment. Interlocking platforms are carefully plotted to set the stage for dynamic performances that occur throughout the evening. Ranging from innovative cirque performances to full choreographed shows, Boulevard3's guests are provided an unforgettable experience.
The highest level of Boulevard3 is reserved for patrons who reserve a private suite on the balcony. Ascending a back staircase directly from the parking lot - with a separate stairway descending to a private garden - elite balcony guests have access to an exclusive area overlooking the entire ballroom. Recessed to offer privacy from eyes below, balcony suite guests have exclusive access to their own upstairs bar as well as personalized mini-bars filled with gourmet food and decadent treats.
Technology also ensures the desired sense of engagement for patrons of Boulevard3. Boasting a half a million dollar LED Lighting System, the walls, columns, ceilings, and floors are adaptable to over 1200 static or moving colors. Along with our 12-channel Tannoy sound system, advanced Color Kinetics LED lighting and 12 Elation moving lights, a thunder and lightning storm can come to life and seem to move through the venue without shedding a drop of rain. To further enhance the mood, Boulevard3 has thirteen networked plasma screens, two 12' by 20' projection screens and one 13' by 9' projection screen in the Ballroom, a projection screen over the Library mantel, and a vast LED LOGO wall in the Library. Providing another amenity to your event, Boulevard3 has an extensive steel deck staging system that can be utilized to build a performance stage, multi-level dance floor, or fashion show runway.
Though DJs themselves are an integral part of the experience, Famulari envisions more interactive experiences that distinguish Boulevard3. Whether flamenco dancers, aerial performers, or other unexpected surprises that knock people out of a passive posture, the mandate for his Sunset Boulevard venue is clear: keep it active, deliver the unexpected and earn the moniker of "counterclub."
The Former Hollywood Athletic Club
Boulevard3 occupies part of the site once occupied by The Hollywood Athletic Club, which for three decades was revered as the "playground of the stars." It opened on New Year's Eve, 1923, its adjoining residential tower distinguished as the tallest building in L.A. Notwithstanding its name, the venue served not only as a fitness destination, but an exclusive men's retreat where its famous members could eat, drink and be very merry indeed. Along with founders Cecil B. DeMille, Charlie Chaplin, Lon Chaney and Rudolph Valentino, its original members included W.C. Fields, John Wayne, Errol Flynn, Tyrone Power, Jr. and John Barrymore (legend has it, after Barrymore's death in 1942, some merry HAC pranksters stole his corpse from the morgue, snuck it into Errol Flynn's private room, and propped it up on the bed for "a final drink").
Despite hosting the very first Emmy Awards and telecast in 1949, the Hollywood Athletic Club closed its doors in 1953, a victim to changing times. In the next 50 years it had other occupants and owners, from the Jewish Theological Seminary and University of Judaism to a string of real estate developers. During the early 1990s it was used as an upscale billiards hall. More recently the venue was resurrected, albeit briefly, as the Hollywood Athletic Club, serving as a space for special events. Under the direction of Peter Famulari, it may once again become a destination for Hollywood's best-known moguls and stars as well as the public at large.
Peter Famulari, Owner
Peter Famulari began his career while attending Lehigh University. Bartending his way through college, he learned the business from the ground up. After eight years of managing some of the hottest bars in Philadelphia and New York, he was hired by Georgio Armani to open the Armani Cafe in Beverly Hills. Shortly thereafter, he was pursued by Rande Gerber to run Midnight Oil's famed Whiskey Bar in Los Angeles.
In 1996, after five years of running and opening several Midnight Oil properties, Famulari was tapped by hotelier Ian Schrager to partner in what became one of the world's most successful bars ever, the Skybar at the Mondrian Hotel. Skybar's decade of unprecedented success has established Peter Famulari as the preeminent arbiter of the nighttime scene in Los Angeles.
"From the day I took stewardship of Skybar, I began thinking about a follow-up," says Famulari, who has been offered, and has turned down, countless deals from London to LA during his tenure at Skybar. After discovering the HAC space, he knew instantaneously that its classic architecture would provide the perfect landmark to bring his vision of the "counterclub" to life.