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by Caroline Gabsewics
Staff Writer
The Twisted Martini has brought more to Jacksonville than just unique martinis and food — they’ve been the catalyst for a resurgent Downtown nightlife.
The Twisted Martini opened when Super Bowl XXXIX invaded Jacksonville. Since then, the club has been working hard to bring people to The Twisted Martini as well as Downtown.
“Our success is totally dependent upon the Landing and Downtown,” said Steve Anderson, marketing director for the Twisted Martini. “In our fliers we mention getting Downtown and to the Landing.”
Those fliers and other forms of advertisement that are seen all over Jacksonville — whether they are on billboards along the highway or in a publication — were all a part of the Twisted Martini’s plan to bring people to the club and Downtown in general.
“Our slogan is ‘Get Twisted Downtown.’ It is not just an advertisement for the Twisted Martini but for Downtown, too,” said Anderson. “We want people to bring their friends, guests, relatives to a unique area.”
Anderson explained that nowhere else in Jacksonville is there a skyline, the waterfront and unique architecture all in one place.
“There is no other view than this one in any other part of Jacksonville,” he said.
The Landing has become party central for events like the Florida-Georgia game, Jaguars games and the First Wednesday Art Walk.
“It is our pleasure to become involved in all of it,” said Anderson.
And the Twisted Martini is integrally involved. At events and meetings, free drink tickets and no cover charge tickets are liberally passed out. The club is open on special days and nights for events when they aren’t regularly open and gives back to businesses, offering them happy hour office parties with the first drink on the house. The Twisted Martini holds the Art Walk afterparty and everyone with an Art Walk passport receives their first drink on the house. And those are just a handful of their giveaways.
Anderson said the Twisted Martini’s success has come from combining these giveaways with an upscale atmosphere that they bring to Downtown’s nightlife.
“We focus on our quality products and the experience,” said Anderson. “There is no other place that offers all of this to an adult crowd. Professional people and adults don’t want to party with young kids.”
He said they combine quality liquor, martinis and a tapas style menu that features internationally flavored food.
“We wanted to make a statement, a new concept,” said Anderson. “The Twisted Martini started as a mission to give something back to Jacksonville. I can’t say that the mission is accomplished yet. There is still so much more we can contribute to help Downtown become even more vibrant and make it an entertainment destination.”
The Landing has been the Twisted Martini’s biggest Downtown beneficiary so far. Anderson said business owners at the Landing approach him and tell him their business has increased since the club opened its doors.
“We have 4,000 people come through these doors in five nights. All of those people are then exposed to the other restaurants, clubs and retail stores,” said Anderson. “That is just not being seen anywhere else.”
Anderson has seen 60- and 70 year-olds coming in before and after shows for a drink or food because their kitchen is open until 1:30 a.m.
“We want to give people what the expect in a vibrant Downtown setting,” he said. “Our professionalism, customer service and dedication to our Downtown environment sets us apart from others.”
Anderson said Club Paris, which opens Friday night, will be a terrific addition to the Landing.
“It will only bring that many more people Downtown,” he said.
Anderson added that the Twisted Martini shows small business owners that they, too, can make it at the Landing.
It has only been a year and a few months since the Twisted Martini opened and Anderson said they are close to opening more Jacksonville locations.
“The Twisted Martini was designed more as a prototype for more clubs to come,” he said. “Everyone said we couldn’t do it and now we have plans to open more.”
Anderson said he remembers when there was no one walking on the streets of Downtown Jacksonville. Now, he said there are people out during the day and night.
“I look back 20 years ago, and there was no one down here,” said Anderson. “And now to be a part of this resurgence, it is thrilling for us.”
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