blair bower dj
Credit: Blair McFarlane

March 24, 2020
Category: Blog Posts

How a Downtown Club is Maintaining Customer Loyalty

On a typical Saturday night, you’d find Blair McFarlane aka Junior Brown spinning at The Bower located Downtown on 105 St. But after the COVID-19 outbreak hit Edmonton, McFarlane and his partner decided to temporarily close the doors of The Bower. After closing, McFarlane posted on Facebook an old video of himself DJing from home for Residents TV.

The response was good. In fact, so good that a fellow DJ, Andrew Williams, nudged McFarlane to livestream his long-running House night called "For Those Who Know...".

On Saturday, March 21, the two DJs livestreamed a five-hour set on Facebook that saw 8,000-plus streams from Edmontonians and Bower fans from across the country.

Indeed, there was no money to be made from this venture. “This is all about connection,” McFarlane says, “and the amount of comments during the livestream, and messages after it was over, shows me that people are craving that connection.” People were chatting online with friends that they hadn’t talked to in a long time, enjoying virtual drinks and reminiscing about the good times once had at the club.

McFarlane is already working on fine-tuning the next concert, taking place on Saturday, April 4, for the night’s 19th anniversary. While it’s not quite the same as having everybody in one room getting down to the sounds of legends Mark Farina or Louie Vega, it does offer hope to those in the dance music community. And when The Bower reopens, you can bet the club’s loyal customers, who have been dancing from their homes, will be back on the Downtown dancefloor.

To join the next dance party, like The Bower on Facebook

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