Phoenix Arizona can be a tough market to be in. While on paper it’s a top 10 city in the country, in many ways it still maintains a small town feel. Yet despite being frequently overlooked by its larger counterparts like Los Angeles or New York, Phoenix remains the fastest growing city in the country. Over the past twenty years, the downtown area in Phoenix has been completely revitalized, creating a lively scene for locals and visitors. One area in particular that has seen immense growth over the years is the nightlife. Leading the charge in that respect is a company called Surge Nights.
Surge Nights is a promotion company in the Valley that strives to diversify nightlife and the Phoenix nightclub scene in the city. Founded in 2007 by Sergio “Surge” Norzagaray, Surge Nights specializes in managing and hosting local events in Phoenix at a variety of different venues such as Club Luxx. For more than 10 years, the company has sought to develop and enhance the nightlife scene in Phoenix, focusing on the Latin market. Since then the company ‘surged’ as a prominent name in the metro area for nightlife events. Currently the company employs anywhere from 10-15 people and is always looking for fun and energetic people to join the team.
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Surge, the owner, moved to Phoenix from Tucson after spending 10 years in the marketing industry. Upon his move to Phoenix, he fell into the promoter industry. As Surge plans for the company’s future, he’s relying heavily on his past experiences and using what he learned to take the company to the next level. “I worked in marketing operations for a whole decade prior to becoming a promoter,” he said, adding that his marketing experience, “gave me a core knowledge of how to run a marketing company and core operations.”
As for the specific goals that he has in mind for the company, Surge says they will start to focus on growing the brand and hopes to start owning their own venues. “We’re looking to have at least one bar-restaurant by the end of the year,” he said.
Owning their own venue is key as he noted, “one of the hardest things to deal with is not owning the venue.” Subsequently, there have been times they’ve arrived at a venue only to find the club had shut down. Nonetheless, the company has thrived over the years, becoming one of the leading promotion companies in the Valley.
In addition to expanding the company and getting more into marketing, Surge said he also wants to “continue to dominate the downtown Arizona market.” Currently, according to Surge, when it comes to the Latin scene in Phoenix, “we’re the first call for a lot of venues.” Looking ahead however, he added that they would love to begin doing a lot of different venues that aren’t necessarily Latin or nightclub related.
Future of the company and Phoenix nightlife
One project Surge Nights is currently working on is building up their content site, www.surgenights.com. The goal is to have daily blog posts, video articles, and different forms of content to, “feature the lifestyle of the latin community within downtown phoenix and growing into the whole arizona market.” As for what the ‘Latin scene’ is to Surge, he said it’s not what most people think. “A lot of people when they think Latin they get confused and think it’s just the spanish speaking crowd,” said Surge, clarifying, “when we say Latin it’s a lot of 2nd and 3rd generation Mexican Americans, some who never spoke Spanish in their lives.” Surge describes the crowd as a “mixed bowl of people,” who come to listen not just to Latin music but also hip-hop, EDM, top 40, and even country music.
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As for the future of not just Surge nights, but Phoenix as a whole, Surge said he sees the city returning more to what it was in decades prior, before the Phoenix nightclub boom. “I think the nightclub industry will slowly disappear,” he said, “it will turn to a bar scene similar to what it was 20 years ago.” He added, “I even see over the next decade that people will drink less and be going for the experience and quality cocktails that are non-alcoholic will become a big thing over the next decade.”
Much of the downtown Phoenix expansion has been centered around bars more so than nightclubs. As larger clubs close down, the downtown area has seen a boom in new bars. It’s for that reason, Surge wants the company to follow that trend by purchasing and owning their own bar-restaurants.
A challenge that Surge sees in the Phoenix market is still its perception. “It’s always hard for us [Phoenix] to stand out with the big cities like LA, Miami, Chicago, but I think we’re getting there,” noting that just in the last several years downtown Phoenix has seen “tremendous growth.” He still sees lots of room for growth however, adding, “some people still think that there are still people riding horses and there’s tumbleweeds going down the street, but little by little it’s changing.” Surge believes that Surge Nights is definitely playing an instrumental role in that change.
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Surge Nights events in Phoenix
Currently, Surge Nights hosts and promotes events in Phoenix at popular Phoenix nightclubs such as Monarch, Luxx, Ocean 7, The Mint, and Electric Ballroom among others. Some of Surge Night’s most popular events include; Legendary Fridays at Club Luxx, Hot Sauce Thursdays at Bar Smith, and Surge Saturdays at The Monarch. Surge Nights has slowly but steadily begun to takeover the nightlife scene in the area, offering people with a wide variety of things to do in Phoenix.
If you’re looking for new things to do this weekend, consider attending a Surge Nights event at one of their many venues. As Surge Nights begins to expand their brand, they continue to lead the way in driving the energetic nightlife scene in Phoenix. For more information and details about their ongoing projects or upcoming events, check their website and social media profiles. Be sure to keep up with their Eventbrite page to stay up to date on upcoming events in Phoenix.