Varvatos + CBGB’s

John Varavatos’ shrine to CBGBs is shaking up the Bowery
By Sharon Ainsberg

Last night I went to JV’s official launch party of his 315 Bowery store, in the exact spot of Hilly Kristal’s famous CBGB & OMFUG rock club…

(The original CBGB wall, as preserved inside the John Varvatos store on Bowery)

Being born and raised in New York myself, and spending my teen years going down to The Bowery to see music (my poor Jewish parents would wait up all night) at landmark Bowery clubs like CBGBs and Great Gildersleeves, I suffered heartbreak over CBGBs demise. When my dear friend John Varvatos told me he was taking over the space, I’ll admit at first I was pretty blown over. I almost didn’t know what to say, but it only took me a minute to realize there was no one better to at least keep CBs history somewhat alive, rather than see it demolished and turned into a Starbucks or a Wa-Mu bank.

(Ramones play CBGB’s, 1974)

So last night was highly publicized and set to be a pretty big deal. I walked up the block to the entrance. The first thing I saw, and I guess I DID NOT expect, were protesters. It’s funny, I feel so naïve saying that. Perez Hilton posted a picture last week of CBs with a “R.I.P.” sign scrawled in red, lambasting JV for turning the legendary space into a retail shop. His words: “All the dead rock stars are rolling over in their graves.”

(Homage wall in the store today)

I was defensive of JV and really upset. Outside of the fashion business, JV breathes music. I knew that anyone who knew him, or knew of his encyclopedic knowledge of rock history, or knew of his 10,000 vinyl record collection — would understand.

(Protesters outside)

I approached one of the women who I perceived to be the leader of the pack. She had jet-black shiny hair with short bangs and bright eyes peeking out from her frowned face. I was gripped by how alarmingly familiar she was to me, but I could not place the face. I chatted with her and then she handed me a document. “Everything is explained in this”, she said. “We understand that Varvatos is probably well-meaning but as long as people like him who only cater to a wealthy population are willing to pay these outrageous, greedy landlords rent, which are pushing multiple music clubs out of business all over the city, he is just supporting the degradation of the very thing he says he loves”. I asked “Would you rather it had become a bank or Starbucks?”

“Yes”, said the protester. “Because the starving musicians who made this neighborhood great cannot afford $1600 jackets…and it would be better to just have a bank or a Starbucks than this symbol of wealth in an otherwise generally poor neighborhood.” It was a toughie. She really had a point. But now it was time to go in and decide for myself.

(Outside the event)

I walked in and I just could not believe it. All the walls were there — the original walls!!! All of the graffiti, and all of the old posters plastered to the wall were by the soundboard. JV also covered the walls with amazing vinyl records, vintage posters and documentary-like photographs by Danny Clinch and Jim Marshall. You could still see it all. The stage is still totally in place and somehow all of the nifty CBGBs grime still exists amidst JV’s transformative vision. I swear I felt like I was in High School again.

This was the place I went to discover new music. This was the place my parents worried about me going to — “because we just KNOW you are smoking pot”. CBs was my first Sonic Youth show, my first and ONLY Dead Kennedy’s show (I was so stoned and subsequently deaf for 48-72 hours after that one, just FYI). Later on in the early 90’s, I saw artists like Hole, Soul Asylum — and of course, the life-changing, mind-altering performances of Jeff Buckley. Hell, my ex-husband’s band MILC played there. I’ve got stories.

(Set list on store opening night)

After taking the gloriousness of the walls in, all I could think about was seeing the bathroom. I had to see the bathroom. The disgusting, filthy, “never-got-any-TP-gotta-squat-and-shake” bathroom. I had to see if it was still there. I went to look for it and said out loud “Hey does anyone know if the bathroom’s the SAME???” A handsome spiky-haired rocker spun around and said “No way, baby. I knew that bathroom better than anyone else in this place. I got my first blowjob in that bathroom. I was 12.”

(D Generation performing on stage)

It was NY’s famous punk rock band D Generation’s lead guitarist, Danny Sage. “She was a pretty famous dominatrix who lived in the Chelsea Hotel, she was a lot older than me” he said. “I started sleeping with her after that and I’d watch her have sex with her girlfriend and then she’d leave me sandwiches and $50 bills. That should explain a lot about me.” I paused a moment. “Can I put that on our blog?” I asked. “Sure, just don’t tell them what year it was or it will ‘date’ me.” Needless to say, I flirted shamelessly with Danny Sage the rest of the night.

(Varvatos with his wife Joyce. Sharon Ainsberg with DGeneration frontman Jesse Malin)

Lots of people came out to play last night and support JV’s ongoing music charity of choice, Save The Music. Blondie’s Clem Burke was there. So was Joan Jett, Ronnie Spector, and CJ Ramone. My pal Jesse Malin and the rest of D Generation did an ear-shattering performance along with Ian Hunter. Famous rock photographers like Bob Gruen and Mick Rock attended and MTV Headbanger’s Ball ex-host Matt Pinfield was present. Gap Creative Director Trey Laird was present, along with other music lovers Zoey Kravitz and Gina Gershon.

(Joan Jett, Ronnie Spector)

I walked out and I thought to myself, so what if JV sells $1600 jackets? At least a $1600 jacket is an investment in something you could have and love for a lifetime (spoken like a true shopaholic, I know). The fact that he had the money and was willing to invest in order to preserve the history of that special place is something we should be grateful for. Starbucks charges $3.50 for a coffee with some foam and it’s gone in about 6 minutes flat. I thought about the party my whole walk home and thought about the controversy of it all. When I got home, I pulled out the document the black-haired protester had given me. I read it. At the top of the document, it said Rebecca Moore, Co-Founder of Take It To The Bridge. I indeed knew her a long, long time ago, through a musician I worked with named John Moran. Singer, songwriter, musician, Rebecca Moore. Also known as the longtime girlfriend of none other than Jeff Buckley. I felt a little chill.

(Rebecca Moore protesting)

The controversy of JV’s new shop is a great thing. It’s gotten people thinking, and has driven them to take action. Whatever anyone’s opinion may be, at least we all have one thing in common along with John Varvatos and Rebecca Moore: a love of music and a deep rooted regard for New York and its history. As for Perez’s opinion that all the CB rockers are “rolling in their graves,” CBGB alumni Joan Jett and CJ Ramone, both of whom are very much alive, might argue him on that one.

Check out johnvarvatos.com to see images of the John Varvatos boutique at 315 Bowery, and how he’s preserved the spirit of a classic venue.

All photos by Sharon Ainsberg (except the Ramone’s vintage CBGB pic, of course)
Text by Sharon

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