Mama Einstein's... The best bar in town that no one visits.
by Matthew Toledo 4/20/1999
Back in the day (1992), I attended an Ekoustic Hookah show at the Dugout. A week earlier, I had moved to Athens in order to begin studying journalism. This show was my first musical experience in our town. The bar was completely packed for the show and the atmosphere was carnival like. It was crazy, and I loved it.
There wasn't a band playing the night after the Hookah show when I returned to the Dugout for my second taste of the Athens nightlife. The place was packed nonetheless. During this visit, I couldn't help but notice that there were a lot of minors and urban-hippies in bar. Two facts which ultimately led to the demise of the Dugout as I knew it.
Years past and the Dugout began to experience a few legal issues resulting from repeated busts by Federal Agents for serving alcohol to minors. The bar was feeling the heat even though the Greenery, notorious for underage consumption, was just two doors down.
During one quarter, the bar was busted twice. This resulted in the closing of the Dugout for a little over a month. During this time the rumor mills started spinning and stories of large fines, closure, drug busts and lost leases filled the air. Whatever the reasons, the previous owner of the Dugout had decided that he wanted out. Local landlord/ostrich-farmer/entrepreneur and owner of the Swindlefish, Sean Jones, took over ownership some time last year.
Sean had a daunting task ahead of him. The bar was in debt big-time. The once loyal hippie crowds had started hanging out at other establishments in town (some began congregating at Sean's other bar, the Swindlefish.) Even local musicians had started to shun the Dugout. Evidentially, the previous owners had began ripping off bands towards the end of their reign.
The new ownership immediately made some positive changes. Booths were cleared out allowing more room for a crowd to dance. Pool was free for a while. Now, the foosball is free. Several speakers were added to the stage sound system as well as the bar's general-purpose stereo system. Lights were added above the bar and to the stage. There's a little couch-nook in the back that people like to hang out in.
In addition to the decorative changes, Sean made several changes to the staff. A new booking manager, Shell, was hired. Shell has a lot of friends from the Union (her previous hang) some of which are now bartenders and regular performers at the bar. She immediately tried to get some major acts to perform at the bar. Most of the early acts she booked were borrowed bands that the Swindlefish usually hosted (i.e. Heavy Weather, Nobel Experiment.) Perhaps her shining achievement to-date was her recent booking of David Allen Coe. The first time he played at the Dugout, the bar had record sales. Unfortunately, his last performance wasn't as profitable.
Although much has been improved, there is still one major problem that Mamma Einstein's can't seem to shake. Attracting crowds for well-known acts like Heavy Weather, David Allen Coe or Homunculus is no problem for Mamma's. They just can't seem to attract a crowd for lesser-known, local or import acts. Which is a real a shame, since the bar always books high quality local acts.
What are the reasons for the poor turnouts? I have my theories. Some of which might upset a few people (if they ever read this.) For the rest of you, please keep in mind the following conjectures are purely my opinion.
First off, the new managers have an ongoing, petty squabble that continually spills over into the bar's affairs. Evidentially James (the part time sound man and financial manager) and Shell (the booking manager) rubbed each other the wrong way months ago. Instead of kissing and making up, the two rarely communicate effectively with each other. As a result, the bar never seems to get any publicity out to the local papers on time. They hang up flyers on their bar, but that isn't enough. If you're a band thinking on playing Mamma's—promote yourself!! Don't count on the bar to do it for you.
Another reason for poor turnouts at the bar could be the high cover charges. Most nights, a first time visitors to the bar will see a doorman sitting on a black stool who immediately asks you to pay the four-dollars-plus cover charge just for the privilege of being one of only three people who showed up to listen to the band. Upon hearing this, most people turn right around and head out the door. Some try to haggle for a lower price—something that personally angers me to no end. I mean, who haggles for music? It's like not tipping your waitress. Musicians need the money.
One night, months ago, I personally suggested to Sean that he should raise the cost of beer a nickel and ditch the cover charge. Granted, I was pretty toasted when I made the suggestion. I argued that the strategy seems to work well for The Night Court (which never charges a cover.) Sean pointed out that the slightly higher beer prices would scare away the clientele. A good point, but I still think my strategy would work better. At this point, what clientele does the bar have besides friends of the bartenders and friends of the evening's band?
Finally, I think that if Mamma Einstein's would settle on a single theme, the crowds might be a little more consistent. If the bar had a habit of hosting a particular type of music, people would know what to expect even if they didn't know the bar had playing that night.
Currently, the same people who loved the bluegrass and folk tunes of Mountaintop Removal Project on Sunday night come back on Monday to hear some guy with a drum machine, a loud, bluesy guitar and a chip on his shoulder. Both acts are fantastic on their own, but how do you get from one to the other?
Everyone knows that If you want blues, go to the Skull on Saturdays. The Union is the home of garage rock and "inde" bands. The Night Court has pop based acoustic and Funk bands. The Swindlefish is known for jazz, funk and Latin Dance Night. What is Mamma Einstein's known for? (tiny crowds, high covers and poor publicity)
Mamma Einstein's has a lot going for it. The sound system is excellent. It has the potential to house a large crowd comfortably. The bar has a definite "look" and it has a great location. I love the place, and I like to hang out there whenever I can. If only I could share my wonderful experiences at the bar with someone else besides the foosball men.
