If ever there was an example of an extensive resume in dance music, it would belong to Tim Waugh. At 37 years old Tim has spent the last nineteen years working in the scene, starting out as a fresh-faced glassy at the ground-breaking Sublime Nightclub on Sydney's Pitt Street back in 1997, where Sasha & Digweed headlined on his very first shift. He then went one to become the GM and Licensee of the city's famed Home Nightclub, as well as owner of Byron Bay's C-Moog and a lounge bar called Cuba.
Internationally, Waugh was tour manager for a one Erick Morillo during his peak years when the Colombian-American DJ reigned supreme in house music, long before the mainstream had even heard of names like Guetta, Swedish House Mafia or Afrojack. He's even helped emerging Australian artists such as Dirty South and Sneaky Sound System break onto the international scene, working as their tour managers before finally settling into the role of Marketing Director of Marquee Sydney.
As the Sydney club once again gears up to host a slew of huge names throughout May - including the return of Dirty South for his only Australian performance in more than 18 months - we catch up with Waugh to find out how the club has been fairing since he took the reigns last year.
Pulse: It's been a year since you've been in the driving seat at Marquee Sydney. How have things been fairing for you? Tim Waugh: My first year at Marquee was a very fine balancing act between home life and work. So much has happened at work, although nothing bigger than welcoming my first- born daughter Harper into the world in October last year. Bianca, my partner, is now 5 months pregnant again, so as you can imagine I have quite a lot on the move at the moment.
At Marquee, my first six months were challenging. I commenced work right at the charge into winter and it was very hard work to keep the momentum going through the colder months while strategising our moves for 2014. The Star also operates in a very dynamic environment. It took quite some time and lots of energy to find my feet and make an impact in the marketing of Australia’s only true international nightclub experience.
Overall, after 1 year in the driving seat I’m fortunate to be continuing the great heights Marquee Sydney achieved in its first year. I am also sublimely happy to be immersed in the music side of the business, which is my core passion and the reason I’m still working in this industry. Looking back - the consistently full club nights every Friday and Saturday in 2014; our world-class VIP table experience and customer service; the staggering international & national DJ line up coupled with the club’s phenomenal production; plus celebrities and artists drop-ins have culminated in Marquee taking out the Nightclub Of The Year Award in 2013 for the second year in a row. So things are faring pretty well for me.
Can you tell us some of the highs and lows the club you've experienced in your first year? There were a few memorable highs in my first year. Firstly, forming a strong partnership with both Nova Entertainment and Sony Music Entertainment. We’ve done a lot of fantastic promotions with these two super brands so far and we’re working together on something super cool for 2014. Our Summer launch week in 2013 was simply mind-blowing; climaxing with the mother-of-all-parties; the likes of which I have never seen anywhere in the world before. Armin Van Buuren, Nicky Romero, Afrojack & Krewella all performed together at Marquee Sydney on the one unforgettable night. Since when does that happen outside of a festival? I’m also very proud of our current advertising campaign ‘A Night’s Tale’, which portrays the glamorous side of the Marquee experience. I had a lot of fun creating that campaign and I’m really happy how it turned out.
Certainly the biggest high for me over the last year has been harnessing the full power of my incredible marketing team to fill our club consistently every Friday and Saturday night with fun-loving, music-savvy, champagne-popping clubbers. There’s nothing more rewarding for me than standing back and seeing people have an amazing night out.
The lows...well there were a few of them too. I guess the one that comes to mind first and foremost is the loss of our amazing mentors from Marquee HQ after they returned home to the US. This is the team that brought Marquee from the US to Australia and set up a killer first year for the business. I still miss them but they have left behind a wonderful legacy.
Marquee was already an established brand in New York and Vegas when Sydney opened. Do you think Sydney has established its own distinct flavour and vibe separate from its sister clubs? I think one over-riding factor that separates Marquee Sydney from our sister clubs is the distance Sydney is from the rest of the world. When we host an international DJ or have international guests, it’s an event, not an everyday occurrence like in New York and Las Vegas. So it really attracts attention when it happens. I think people go nuts over a high profile DJ or celebrity a lot more readily in Australia than in the USA. I can say this from experience, having lived in the US for five years up to 2010. Fortunately we’ve built a successful business model to run these special events in Sydney more often than not. So we generally attract a lot of attention.
And of course one of the best things about Marquee Sydney is location, location, location. We're situated at Sydney's leading tourism and entertainment destination, The Star, so the club is blessed with the most spectacular views of Sydney Harbour and the city Skyline. I can’t recall a better view from a club bathroom anywhere in the world. The Star has its own wharf so you can arrive in style on a luxury yacht and cruise straight into the club. This is definitely a point of difference to our sister clubs.
Ultimately though, we are in so many ways the same as the other Marquee clubs. Our ability to deliver world class customer service and an unparalleled VIP table experience is at the core of our brand. Marquee is emerging as a global club brand and Sydney is deeply entrenched into this vision.
Digital marketing and social media is imperative for clubs in this day and age. How do you guys use this to your advantage? Having worked now in the Sydney nightlife industry for nearly 20 years, I’ve seen seismic shifts in the way nightclubs market to their prospective customers. Pole posters have been replaced by EDMs in the same way vinyl has been replaced by MP3s. What hasn’t changed after all these years though is the need for nightclub marketers to take a very innovative approach to their work. My mentors in this when I was starting out were John Wall and Ming Gan from the legendary Fuzzy brand. Since the mid 90s they have captivated the Sydney dance massif with incredible club nights, tours and festival – all of which have been packaged with catchy campaigns, brilliant ads, intelligent event names and indelible tag lines.
For Marquee Sydney, direct marketing is such a core focus for our business these days. I feel the insights our team have gained from market research, workshops and conferences has helped drive a laser focus in our strategies – the lion share being in digital marketing and social media. We have a strong understanding of where to connect with our network, when to hit them up and with information they want. The way we use this to our advantage is through innovative, creative and fun content and keeping a focus on what matters most – the music, the experience and the fun.
How important is the visual aspect of clubbing for Marquee? For me, it’s like saying how important is your vision compared to your hearing. I think both are equally essential. The lights really set the mood in a club I feel. And when it comes to a dance floor, sound without the visual aspect will never deliver the sublime club experience of standing in front of a wall of sound and watching as energy electrifies around you taking you to that moment where nothing else matters except the tribal togetherness where everything and everyone is connected as one. Unity!
Have you seen an influx of people to Marquee since the lockouts began in Sydney? It’s quite a dynamic situation at the moment. People are changing their plans for the entire night, often arriving earlier and staying in the one place. It’s still too early to tell the true impacts on customer behaviours as a result of the lock out laws. Fortunately for Marquee, we’ve had a great start to 2014 running consistently at capacity on Fridays and Saturdays. However, this trend was happening well before the lockout laws came into play – I see it as a result of our strategic marketing plans that we set last year coming into play. We've been able to consistently maintain a great mix of Marquee regulars and new patrons who make up the clubbers, dance music lovers and the glamorous set which really keep the party alive!
Marquee New York has just kicked off a residency with Guy Gerber, which you might say is a bit of a curveball given the Marquee brand leaning towards the more commercial end of the spectrum. Do you see a name like Guy working for Marquee Sydney? While the club market in NY is certainly a lot different to Sydney, there is a very strong underground scene here in Sydney. I feel there is room to introduce more underground leaning artists to Marquee Sydney’s programme. It’s all about creating the right time with the right people for it to work. As it stands, I am still waiting for things to line up for this to happen on a larger scale. There have been some absolute killer performances at Marquee from artists such as Blond-ish, Jerome Isma-ae, Pete Tong and Paul Rogers in the last year. These artists definitely do not play main stream dance music and I was happily surprised to see an overwhelmingly positive response from our regular crowd with these artists. So you just never know what’s around the corner.
What's in the pipeline for 2014? Okay well we are working on some pretty cool tricks for this year. I am in the final stages of a very cool global activation for Marquee at the moment. More details to follow on this, but it’s going to be one of those promotions that will attract front page attention (I’m sure). We have a run of uber-chic events lined up over coming months, including our annual Belvedere Winter Ball and our annual Dom Perignon Masquerade Party. These are my 2 favourite parties of the year. I am already working on a very slick new advertising campaign for Marquee to launch into Spring. I can tell you the shoot will take place at Maquee – and that in the words of Justin Timberlake – ‘I’m bringing sexy back’.
For me I’m really just focusing on sticking to our game-plan, channelling out all the noise and delivering more fun, more bubbles, more cutting edge music. We want to be the place where you come out in Sydney to have the most fun. And that’s that!
Marquee Sydney May Headliners:
03.05.14 – Chardy
09.05.14 – K-Note
10.05.14 – Prok & Fitch
16.05.14 – Tenzin
17.05.14 – Sunnery James & Ryan Marciano
23.05.14 – DJ Bliss
24.05.14 – Dirty South
24.05.14 – Zannon