Etro is making major moves to Downtown.
Etro is known for its '80s nostalgia.
Etro is known for its special nights and tribute nights.
The New Beat is a popular monthly synth-pop extravaganza.
Etro has a retro vibe, complete with throwback decor.
Etro Lounge has always been a blast from the past. But now, it’s looking to the future. Houston’s nostalgic nightclub has snagged some prime downtown real estate.
First step, make moves. Second step, make waves.
After July 28, Etro is packing up its collection of ‘80s video games and versatile video screens and heading to 114 Main. It’s a big step from being tucked behind Anvil to fully having its own space on Main for Etro. But after 10 years, it was time to make the leap.
In the brand-new bigger-is-better location, what’s old is new again. Etro devotees, there’s no need to fear. It’s a change in scenery, not spirit. The groovy ‘80s vibe will be back and better than ever, overflowing with underground oldies and synth pop tracks.
“I cannot emphasize to you enough that it’s basically Etro on steroids,” DJ Robert Ehlinger, who goes by VJ Rob, tells PaperCity.
That means reverberating beats à la Depeche Mode and Joy Division and a regular rotation of special and tribute nights. The New Beat, Ehlinger’s monthly synth-pop phenom, is moving to the new location as well.
“We’re preserving as much as we can,” Ehlinger says. If it ain’t broke, don’t fix it, he adds. It’s the ‘80s. “What’s not great about it?”
The spacious new spot in Main’s 100 block is near newly opened The Cottonmouth Club and Lily & Bloom.
“It’s getting a lot more room and a hell of a face lift,” Ehlinger says. “There’s a lot more space, new sound system, bigger screens. I cannot wait to get there.”
No More Montrose Parking Nightmares
The revamp translates to wide-open opportunities for live concerts, a challenging rarity at the Montrose location. The sound and sight updates — speakers and screens — are the ultimate gift to Ehlinger. The ‘80s brought the birth and rise of the music video after all, he notes.
“I’m a video jockey,” Ehlinger says. “It makes a whole difference. Visual and audio makes for a whole different experience. I’m going to have the flexibility to do more of what I’ve always wanted to do.”
It’s no surprise Etro is a draw to the more alternative crowd. But more “mainstream” folks are more than welcome.
“They’re getting exposure to what they weren’t getting anywhere else. They’re getting it in their face, and they’re loving it,” Ehlinger says.
And there’s more to love with the new location — new and improved parking. For $5, guests can park across by Spaghetti Warehouse all night. Or, they can park along the street for free. It’s quite the step up from frequent tows that happened when people searched for parking in Montrose.
Like before, there will be no admission fee at Etro’s new location and the hours will run from 9 pm to 2 am at least six days a week. The grand opening August 4 brings DJ Mike Snow from 6400.
“We only get that once maybe ever two years,” Ehlinger says.
He thinks Etro will be right at home in the buzzing streets of downtown Houston.
“People keep saying the phrase ‘Downtown’s coming back.’ It’s not coming back,” Ehlinger says. “It’s here.”