At the Two E Bar of the Pierre Hotel—a Welcome Reawakening of New York City Nightlife

By Marilyn Lester**** It began cautiously—as an experiment. The idea was to bring a certain standard of hotel nightlife, mostly long gone in New York City, back to life. And so it was that A-list entertainment came to The Pierre Hotel‘s Two E Bar and Lounge in October 2017, launching Broadway at the Pierre with members of the cast of Wicked. The house was not only sold out, but the waiting list for seats could have filled Yankee Stadium. It was an auspicious start and the plan looked like it was going to work in a big, boffo (Great White) Way. 

In December 2017, members of the Kinky Boots cast also filled the house. By this time it was apparent that the series of Broadway-themed shows, which featured costume displays and show-themed cocktails, was going to be a keeper. Pierre General Manager, Francois-Olivier Luiggi, couldn’t have been more pleased. The idea was sound, the time was right and there was an audience waiting eagerly for this kind of quality entertainment, delivered not only at the highest level of artistic expression, but with the top-notch hospitality The Pierre is known for. As 2018 rolled around, the experiment was pretty much over. Broadway at the Pierre became a solid, ongoing series, running monthly in the Two E Bar. An Icons of Jazz series with artist-in-residence, pianist Antonio Ciacca and guests, was also begun as a monthly feature of the room, and it too proved successful.

The last performer to play in the Two E Bar space was pianist/vocalist Kathleen Landis, whose run there ended in 2008. Three years before the hotel was purchased from Four Seasons Hotels and Resorts by India’s luxury brand, Taj Hotels Resorts and Palaces. The management of the Taj group was committed to the legacy of the hotel. In 2008 a hotel renovation restored the Pierre to its original, luxe glory days. The former lounge, which had once been a gentlemen’s library and club, and even briefly an office space, was returned to its Art Deco splendor, redesigned by Alexandra Champalimaud. The Two E Bar became a bar/tea room by day and lounge bar by night. Yet, it was a transformation waiting for something more to happen. And, there was a recession to ride out.

Leadership at the Pierre is guided by a corporate culture of right-action and respect for the 90-year history of the hotel. That meant that planning had to take into consideration that two thirds of the hotel’s residents are coop owners. Since 1959, The Pierre has been both hotel and cooperative apartment house; managing this enterprise takes both facets into consideration. “The coop is part of the recipe of the entire hotel,” says Luggi. “Our residents enjoy a certain lifestyle—one we seek to maintain in our operations, and that means nothing but the highest standards in all that we undertake. We take pride in excellence.” Balancing the servicing of established residents while attracting a new, hip and modern clientele is something leadership takes seriously and works hard at. Part of the equation is to imbue the hotel with a spirit of friendliness. A high level of customer service gives the hotel and its operations a neighborhood feel. The atmosphere at The Pierre is welcoming. Everyone is cheerful and helpful. How can success not happen.

Luiggi’s background included the Carlyle Hotel and its two staunchly anchored nightlife successes, the Café Carlyle and Bemelmans Bar. Spurred by the hotel’s Marketing Manager, Melissa Braverman, he realized that the time was right for the Two E Bar to become a part-time cabaret room. Braverman (who currently books the room) had discovered that The Pierre did condensed versions of Broadway shows in the 1940s and 50s, so there was a concept and a tie-in to the hotel’s history right there. The room seats from 65 to 70 people, giving the Two E Bar an intimate and cozy salon feel. Luiggi and Braverman also realized that today’s cabaret-goer doesn’t necessarily want to be “forced into a meal they don’t want,” according to Luiggi. Thus, the shows begin at 8:30, with bar service and a light repast available. Embellishments, such as the displays of costumes and special cocktails make the show experiential. One-off shows in both Broadway and jazz provide variety and add to the caché of the enterprise. “And, of course, there’s no lack of talent in this city,” says Braverman. Both patrons and talent are treated as honored guests. “Everyone needs to feel that they really belong here,” she adds.

Best of all, from a business point of view, with a strategic plan in place, the economics work. The Broadway series, for instance, is sponsored by Champagne Taittinger. And while the Two E Bar is profitable—the (mostly) monthly template suits the room’s size and ambience—it’s not the hotel’s only revenue stream. The Pierre’s roster of special events, geared to the modern generation, along with its other services, are financial winners. “A well-run hotel always needs a blend of activities in the revenue stream,” Luggi says. “What you are marketing overall is lifestyle.” 

As a pioneer in the re-newed territory of hotel cabaret entertainment, Luiggi is adamant that there’s more to offering a service beyond dollars and cents. “It’s so much easier not to take risk,” he says. “We don’t see it that way. It’s hard not to see the benefit of what we’re doing with the Two E Bar.” Great entertainment, a terrific room to play it in (the Two E Bar has excellent acoustics) and the highest level of hospitality is the equation for success at The Pierre. The cabaret series continues on June 11 with Broadway Sings for Pride and on June 25 with an evening of Wicked alums Christine Dwyer and Daniel Quadrino. Additional WIcked performances are scheduled for August 20 and October 15. Meanwhile, from Thursday to Saturday, from 6:30 – 9:30 pm, Icons of Jazz continues with Antonio Ciacca and special guests.