Since October, Rashad Hayes, a D.J. from Brooklyn who prides himself on spinning, in his words, “every genre,” has fielded 12 offers to work on New Year’s Eve in New York City — triple what he was offered in 2019. So he did what any other enterprising artist who is suddenly in demand after surviving two years of Covid slowdowns and cancellations (and willing to work on New Year’s Eve) might do: He packed three sets in, at three different venues in Manhattan.
“I would say if you’re not D.J.ing on New Year’s Eve in New York City, you probably need to get another profession if you’re a D.J.,” Mr. Hayes said. “There’s so many parties.”
Although the pandemic and inflation continue to make socializing in big groups impossible for many New Yorkers, several leaders in the nightlife industry have expressed optimism about the demand for New Year’s Eve parties — and what this could possibly mean for the rest of the winter. Venue owners and event management companies say ticket sales are at least meeting those from 2019, and agencies that book D.J.s say requests have skyrocketed.
This weekend, Sameer Qureshi, who co-founded the hospitality company El Grupo SN, will finally get to throw the two-floor New Year’s Eve party at Somewhere Nowhere, the dreamy nightclub atop the Renaissance New York Chelsea Hotel, that he had planned to throw last year — until Omicron, the fast-spreading variant that announced itself in time for the 2021 holidays, stymied his plans.
Last week, he walked through the hotel’s 38th floor, an Eden-like setting that Prince would have approved of had the musician favored forest green — the color of the plush European couches in the room — over purple. There was a cluster of disco balls on the ceiling, along with a sparkling dove-like creature and fabricated clouds hanging throughout. Flowers spilled from the D.J. booth and floral scents wafted through the vents.
It was the only floor he could use for New Year’s Eve 2021. At the time, 80 percent of his staff had come down with Covid, and he was wondering if holding an event even made sense at that point.
But this New Year’s Eve, the party in the sparkly pleasure dome on the 38th floor will expand to include the 39th floor, which has another lounge area and a rooftop that features heated tents. From there, guests have a clear view of One World Trade Center and Times Square, a potential draw for tourists, who have also returned to the city.
“It’s the first year it’s probably going to be normal, you know, after so long,” Mr. Qureshi said.
Madison Back, the chief executive of 4AM, a talent management and events company, said she had three times as many booking requests this year, compared to before the pandemic.
Although New Year’s Eve is not the biggest event on some planners’ calendars — that could be Halloween or Pride Month — the night is inarguably a massive moneymaker for those involved. Ticket prices for clubs and lounges are often marked up to at least $100.
Martin Muñiz Jr., a Bronx native who performs as Marty Rock, locked in a gig 200 miles north of New York City in Saratoga Springs four months ago, the earliest he had ever been booked for New Year’s Eve.
But then this fall, more requests poured in, Mr. Muñiz said. In the end, he was able to book an additional job for the holiday weekend; on New Year’s Day, he will rush back to Manhattan to do a set at Bounce Sporting Club in Chelsea. “There’s a lot of venues and a lot of G.M.s looking for a lot of people, last minute,” he said.
Some believe that the last-minute demand stems from party organizers hedging their bets, especially after the suddenness with which Omicron’s surge ended the hopes of a near-normal Dec. 31 in 2021. This year, there is the tripledemic of Covid, R.S.V. and influenza to worry about; in December, Mayor Eric Adams recommended that New Yorkers use masks again. The New York State Department of Health warned people to stay vigilant, too: “With New Year’s Eve celebration gatherings around the corner, it is important New Yorkers take precautions to protect against the flu,” it said in a statement.
Ms. Back, of 4AM, said that at least for this holiday season, there is room for New Yorkers who want to take the risk and for those who are not quite ready.
“I think other people have completely moved on and they’re doubling down and saying, ‘People want to party, people want to go out, we are going to invest in making New Year’s amazing and really promote it and sell our venue out,’” she said. “I think for others, they maybe fall into more of that casual category, and there’s a little bit more uncertainty there. They might be taking a wait-and-see approach to see how this goes.”
For those organizing parties, equipment is also in high demand, especially at the last minute. Mixers, speakers and controllers — which are to turntables as laptops are to desktops — from brands like Pioneer DJ have been on back order for months. (A representative for Pioneer DJ said in an email that the company, reeling from pandemic-related supply chain issues, might not catch up with those back orders until well into next year.)
“I’ve seen like a shortage of new equipment,” Mr. Muniz said. “Like a mixer drops, sold out. There would be a shortage of that. But a shortage of all equipment? I’ve never seen that.”
For now, the D.J.s who are just starting out or who are playing private parties are more likely to be the most affected by the shortage.
Planners for bigger events often start plotting out New Year’s Eve by late summer, which allows some leeway for production delays and gives them a better shot at securing equipment and booking top-flight D.J.s. For George Karavias, the chief executive of Dream Hospitality Group, which owns nightclubs and runs events for several others all over the city, the equipment shortage has not been an issue.
“It’s all about planning ahead,” he said. “You know, if you’re a promoter that books an event a week before New Year’s Eve trying to book a D.J., yes, you’re going to have issues because every D.J. is booked. And, you know, big or small or whatever name it is, New Year’s Eve is New Year’s Eve.”
The first weeks in January typically slow down for nightlife as tourists leave, the glow of the holiday season fades and the chill of winter spreads. While it is difficult to definitively call the New Year’s Eve turnout a forecaster of what’s to come for the party scene, some of the outside factors that pushed people to celebrate may continue to be a barometer in 2023.
“I think it’s just going to be a function of how the economy holds up,” Mr. Qureshi said. “How people are feeling, if they’re still spending, if they’re still craving the experiences after being locked down for as long as they were. And we’ll see what happens.”
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