The bebop of Miles Davis’ trumpet, B.B. King’s bluesy guitar riffs, Dinah Washington’s smooth jazz vocals. The spirits of these musical greats can be invoked with every snare drum over a reggae beat at the historic Royal Peacock.
Before the Royal Peacock resonated with throbbing reggae and dancehall beats like it does now, the club was the place to be for live jazz, blues and soulful R&B performances. Legends like Dizzy Gillespie, Bessie Smith, B.B. King, Gladys Knight, Aretha Franklin and James Brown have all graced the stage of the historic Peacock.
“If you wanted to make it in the music industry, you had to perform at the Peacock,” said Sam, the club’s manager (who would not reveal his last name).
It’s been close to three years since Auburn Avenue’s’s reggae club staple shut down for renovations. Since that time, Peacock patrons have waited patiently for its return. During the absence of one of Atlanta’s premier reggae night spots, many wondered if the club would return with the same “dutty” vibe.
Berhane Hagos, owner of the club for 20 years, spent more than one year tackling floor-to-ceiling renovations. During the initial period of the club’s closing, Hagos said he used that time to “acquire the funds needed to do a full renovation.”
The former grimy, hole-in-the-wall comfort has been replaced with a sleek, modern decor. Plush red VIP areas sectioned off with a signature velvet rope are strategically placed along the walls of the club. The stage has been transformed into a VIP lounge that overlooks the red-and-black checkered dance floor. The fully stocked bar has been expanded, now allowing for as many as four bartenders to serve the crowd. Conveniently tucked away sits a mini bar, a source of relief when the main bar is overwhelmed. The mounted flat-screen TVs add to Hagos’ desired effect of chic modernism.
Fortunately, not all of the renovations are superficial. A much-needed sprinkler system has been installed, along with new plumbing throughout the building. Windows that most Peacock fans probably never knew existed have been exposed and showcase a panoramic view of Piedmont Road. The restrooms have been revamped and a new electrical system is in place. With more than $60,000 worth of construction, the Peacock’s new look leaves little to be desired.
However, the struggle between pleasing past patrons and generating a new clientele is as arduous as the club’s dramatic transformation was.
Jermaine Waterton, originally from New York, began frequenting the club about seven years ago. What drew him there, he said, is that “no matter how small [the club] is, the vibe is always crazy,” Waterton enjoys the new look and says now the club seems “more marketable.”
Saibo Jangana, a Peacock patron of 30 years, said, “The new management has lots of respect [for the club-goers].” He admits the vibe of the club is slightly different from three years ago.
The Royal Peacock’s bar manager, Paula Michelle Gomez, understands that some of the past patrons are a little hesitant to accept the changes, but she, along with the rest of the management, plans on implementing great customer service to win back the old supporters and “generate a new crowd.”
It’s no surprise that once the era of Big Band and soul music subsided, the Peacock had no problems introducing a different genre to Auburn Avenue. Now, artists like Vybz Kartel, Aidonia, Lady Saw, Sizzla and Buju Banton can be heard pulsating through the speakers. Today, that same name recognition that drew music lovers in more than 50 years ago continues to contribute to the club’s success.
Even though its August grand reopening brought back those faithful and new, the Royal Peacock is hard at work to continue the legacy it has brought to Atlanta. That maintenance comes in the form of improved customer service, a professional, new management style and innovative ways to generate new business and show appreciation to a more familiar crowd. The Royal Peacock plans to move closer to its roots, showcasing live jazz, blues and old-school R&B acts during the week.
On Saturday, Dec. 5, the Peacock will host a Jimi Hendrix birthday tribute, featuring live performances, artist exhibits and exclusive footage in celebration of the renowned guitarist.
The Royal Peacock is located at 186 Auburn Ave. For more details on upcoming events, visit www.urbanpartiesharder.com or call 404-827-9886. Club-goers must be 21 to enter.
