For those who say there’s no reason to visit Downtown Gilroy,
9Lives nightclub owners Jorge and Joyce Briones would like a word
with them
– as would a few of their closest, most loyal customers. The
owners are hoping 9Lives will fulfill their long-term vision:
Bringing quality entertainment to the people of South Santa Clara
County while making Gilroy more than a retail destination.
For those who say there’s no reason to visit Downtown Gilroy, 9Lives nightclub owners Jorge and Joyce Briones would like a word with them – as would a few of their closest, most loyal customers.
“It’s definitely a place that’s needed in Gilroy and the South Bay,” Morgan Hill resident Rebecca Fotu said. “Well needed
and long overdue.”
She added, “I wish it was in Morgan Hill.”
The owners are hoping 9Lives will fulfill their long-term vision: Bringing quality entertainment to the people of South Santa Clara County while making Gilroy more than a retail destination.
The 4,500 -square foot club opened this past New Year’s Eve in what was once The Gaslighter Theater at 7430 Monterey Rd. Jorge Briones, the executive director of the Morgan Hill Downtown Association, said he opened the club in a Gilroy and not in Morgan Hill because the building was “the only proper venue that was available.”
A three-year working relationship with developer Gary Walton – who owns the 9Lives building – didn’t hurt either, Briones said.
“It’s a huge opportunity for Gilroy,” Briones said. “There’s been a perception here that’s really not warranted.”
Briones said 9Lives could help end the perception that downtown is a drab, unsafe area to frequent.
The club has offered a diverse array of entertainment, including comedy shows and music ranging from rock, reggae, folk and other genres.
“We’re not looking at one specific genre,” Briones said.
Santa Cruz-based four-piece blues band Junior Boogie turned a relaxed, chatty Feb. 11 crowd into a sea of rhythmically bobbing heads. Band members said they hadn’t thought of playing in Gilroy before 9Lives opened.
“It’s an awesome venue,” said Jake Nielsen, guitarist for Junior Boogie. “It’s one of the venues I wanted to play.”
Nielsen was born with cerebral palsy and uses crutches to hold himself upright while he plays. It hardly deterred him, as he sometimes rubbed one of his crutches against the strings of his guitar, a maneuver he happily refers to as the “chain saw massacre.”
He said he hoped Junior Boogie could play again at 9Lives.
“Dude, for sure,” Nielsen said. “I’m totally down.”
One glance at the club’s upcoming schedule of shows gives a glimpse to its lineup. It’s that diversity of acts that will keep people coming, club regular Andi Borowski said.
“I think it’s awesome to have live music in our area. Every weekend there’s something good.” she said. “It’s something we’ve been sorely missing. And you don’t have to drive to San Jose to see it.”
Her husband, Chuck Borowski, was equally ecstatic.
“There’s nothing like having a live music venue. It’s just fantastic,” he said.
Patrons who do visit 9Lives will also be treated to the club’s musically-themed aesthetics.
A maize light envelops a narrow hallway that takes patrons from the street to the show. Along the way, posters of Tom Jones, Jimmy Eat World, The Black Keys, The Roots and other nostalgic and contemporary artists direct them to their evening out.
Phil Collins, Jimi Hendrix and the members of Foreigner watch regally from above the entrance to the seating area. Bob Marley has his own special seat, fastened to a wall behind the bar. Metallica and Led Zeppelin greet clubgoers on their way to the restroom.
Even with all its visual and sentience options, the entertainment itself is still what sells 9Lives, Briones said.
For him, though, just having entertainment itself isn’t enough. It has to be quality he said.
Briones himself was a member of several bands, including ’80s-rock inspired, San Jose-based band Silent Chaos, who reunited for one final show on the night of the club’s opening.
“We’ve retired again,” Briones said. “We’ve had quite a number of festivals and venues that have asked if we would play a show, but, no, we’re done.”
Briones said his experience comes into play when he’s selecting acts for his club.
“It plays a big part when I determine whose going to be playing at 9Lives,” he said.
“We don’t want to have just any band on there,” he said. “You know when somebody’s good. We hold a pretty high standard. The only reason people are going to keep coming back is because you’re offering quality entertainment.”
The club has also been drawing eyes and ears from outside Gilroy and Morgan Hill.
Briones said clubgoers from places such as Hollister, Watsonville, Salinas and even Berkeley have visited 9Lives. In fact, much of the cash being dropped for tickets, brews and food at 9Lives is coming from out-of-towners.
“It’s safe to say half the people are from outside of Gilroy,” Briones said.
And that’s all part of the plan.
“We’re looking regional,” he said.
Walton said a club such as 9Lives was proof Gilroy could become a destination for something other than retail.
“I brought Jorge in because I think he understands downtown,” Walton said. “He understands the dynamics and the importance of downtown. I think he’s done a great job.”
Briones said he hopes his club sparks an entertainment revival in the area.
“Maybe people will say, ‘Look at these guys. Look at what they’re doing,’ ” Briones said.
He said some downtown visitors aren’t satisfied with 9Lives alone, and that’s a good thing.
“People are turning their evenings into dinner and a show,” he said. “That’s what we’re hoping to do.”
The artists have been as diverse as the club’s audience.
Briones said he’s inked bands from Washington, Ohio and even Portugal to play at 9Lives.
“We don’t expect anyone from Ohio to come,” Briones said about the audience.
Still, the thought of an out-of-town or even a foreign act is a draw, he sad.
“You wouldn’t see them normally,” Briones said. “And that’s what makes it cool.”
