2008 Woodie Awards
SectionsClub struggles after changes
Owner:?Pressure to make changes was racially motivated
Amanda Hoff
Issue date: 11/13/07 Section: News
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Despite its recent transformation, Traffic nightclub is struggling to regain popularity after two high-profile crimes occurred outside its doors.
"I've opened it back up for two months now, and it doesn't seem like it's going to go anywhere," owner Michael Ngo said. "It's difficult for me to change what people think about Traffic. In their heads, they're thinking, 'Oh, I don't want to go there, I don't want to get killed.'"
Ngo was referring to the fatal shooting of Kenneth Dixon Jr., 26, on April 27 outside the club during a disturbance at 11:59 p.m.
Three months after the shooting, Ngo voluntarily clo-sed the club for two weeks in order to make renovations to the interior. Some of these changes included installing a new wooden dance floor, remodeling the bar and expanding the seating area.
The most dramatic change, though, deals not with the club's appearance but with the music it plays. In the past, the club's playlist consisted mainly of hip-hop and hard rock hits. Now, Traffic plays what its Web site refers to as the "hottest country mix" until 11 p.m. each night the club is open. After 11 p.m., the DJs begin to mix in dance tracks and club hits from the '80s, '90s and today.
Another change is a stricter dress code, which is outlined on a flier posted outside the entrance. The dress code forbids loose fitted clothing. Pants must be worn above the waist, and ball caps must be worn facing forward. The dress code also specifies that no oversized shirts, sunglasses or do-rags are to be worn in the club.
"We're trying to cater to a different crowd," Ngo said.
However, Ngo said even with the renovations, it has been increasingly difficult to attract patrons to the club.
"One day I was outside giving out VIP cards," Ngo said. "There were three girls and one guy walking and I said, 'Hey, here are some VIP car-ds. Come in and give it a try. It's chan-ged and totally different now.' And the guy actually said, 'No thanks, we're not black.' What does that have to do with anything?"
"I've opened it back up for two months now, and it doesn't seem like it's going to go anywhere," owner Michael Ngo said. "It's difficult for me to change what people think about Traffic. In their heads, they're thinking, 'Oh, I don't want to go there, I don't want to get killed.'"
Ngo was referring to the fatal shooting of Kenneth Dixon Jr., 26, on April 27 outside the club during a disturbance at 11:59 p.m.
Three months after the shooting, Ngo voluntarily clo-sed the club for two weeks in order to make renovations to the interior. Some of these changes included installing a new wooden dance floor, remodeling the bar and expanding the seating area.
The most dramatic change, though, deals not with the club's appearance but with the music it plays. In the past, the club's playlist consisted mainly of hip-hop and hard rock hits. Now, Traffic plays what its Web site refers to as the "hottest country mix" until 11 p.m. each night the club is open. After 11 p.m., the DJs begin to mix in dance tracks and club hits from the '80s, '90s and today.
Another change is a stricter dress code, which is outlined on a flier posted outside the entrance. The dress code forbids loose fitted clothing. Pants must be worn above the waist, and ball caps must be worn facing forward. The dress code also specifies that no oversized shirts, sunglasses or do-rags are to be worn in the club.
"We're trying to cater to a different crowd," Ngo said.
However, Ngo said even with the renovations, it has been increasingly difficult to attract patrons to the club.
"One day I was outside giving out VIP cards," Ngo said. "There were three girls and one guy walking and I said, 'Hey, here are some VIP car-ds. Come in and give it a try. It's chan-ged and totally different now.' And the guy actually said, 'No thanks, we're not black.' What does that have to do with anything?"
Viewing Comments 1 - 3 of 3
Sawyer McPeek
posted 11/13/07 @ 3:22 AM CST
Once again I find another article in the paper that motivates me to share my opinion. There are many reasons that Traffic is having a hard time getting customers and the reputation of violence is at the bottom of its list. (Continued…)
Khara
posted 11/20/07 @ 2:33 PM CST
I feel like any hip-hop club that is going to open up in Springfield is doomed. A few years ago there was a hip-hop club called Intensity, that is now shut down. (Continued…)
Brandon Davis
posted 11/20/07 @ 7:38 PM CST
Khara and Sawyer-
I agree with your views on Springfield being an inherantly racist town. I've grown up here and spent a good deal of my adult life in the area and yes. (Continued…)
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