Michael, left, and Peter Labrie, owners. (Matthew J. Mowry)
Brothers Michael and Peter Labrie want people to be transported to a time when jazz rules when they enter their latest venture, Jimmy’s Jazz and Blues Club. As Peter puts it, it’s like walking “into a club in Europe.”
Small tables fill the floor of the concert hall where all eyes are on a stage draped in purple. Located in downtown Portsmouth, Jimmy’s hosts both local and national talent, including Grammy winners Catherine Russell, Marc Cohn, Lee Ritenour, Chris Potter, Bill Frisell and Shemekia Copeland.
(Courtesy of Jimmy’s Jazz and Blues Club)
Brick, glass and steel combine for a modern, chic ambiance while still preserving the character of the 1905 building that the Labries meticulously renovated. The more than $20 million the brothers poured into their passion project, as well as five years of planning, design and reconstruction, is evident. Patrons can enjoy cocktails at a lavish bar with wall to ceiling glass that provides a stunning view of downtown or enjoy drinks in one of the two lounges off the concert floor that include large screen TVs that livestream performances.
The bar at Jimmy’s Jazz and Blues Club. (Rob Karosis)
The brothers kept many historic features intact, such as original stained-glass windows and two large bay windows recreated from old photographs, while adding an acoustical ceiling that floats on springs and allows for high-quality sound,
Michael says.
“There’re no exposed utilities, duct work or plumbing. That took a year to figure out the design,” Michael says. “Aesthetics were important.”
Jimmy’s is also a dinner theater. Executive Chef Nathan Varney, who previously worked for the Besh Restaurant Group in New Orleans, was hired to create a Cajun-inspired menu. And so as not to disturb the show, guests shut off an electric candle to get a server’s attention. “We wanted to minimize the table touches so as to not interrupt the show but without sacrificing the quality of the experience,” Michael says.
Since opening last October, Jimmy’s, which seats 500 to 600 people, has sold out all but two performances. “People love going into an elegant setting. They have missed that,” Michael says.
Stanley Jordan playing onstage. (Michael Labrie)
The club has quickly become popular among jazz lovers and musicians alike, the brothers say, attracting patrons from all over New England and beyond. “The majority of musicians from the stage have claimed it is the finest club they have ever played,” says Michael, adding agents are now reaching out to book their clients.
Family Affair
The brothers say Jimmy’s is an homage to their love of jazz, blues and family. They note it combines Peter’s talent as a restaurateur at The Atlantic Grill in Rye and The River House in downtown Portsmouth with Michael’s background in theatrical lighting, tech and photography.
The club is named for their father James Labrie, a local businessman and philanthropist who died in 2016. They named an upstairs VIP club Elle’s after their mother, Ellen.
It is also a way for the brothers to spotlight another shared passion—art. The Labries have been storing their modern art collection in a warehouse for 20 years waiting for the right venue to highlight them. Their art is now part of Jimmy’s ambience. “It is a cultural center,” Michael says, pointing out the building also houses a contemporary art museum, MONA, on the ground floor.
Pushing Through the Pandemic
At one point, the project appeared to be in jeopardy. During the yearlong delay caused by the pandemic, the brothers debated whether to pull the plug.
“We relied on the cash flow generated from [the other two restaurants] to keep us solvent while building this out,” Michael says. “We had to shut those down [for eight weeks], and it made us nervous.”
However, Michael explains he and Peter are conservative about taking on debt. With the stock market still growing during the pandemic, they leaned on their investments to complete Jimmy’s.
The Future
“Ticket sales have been a big surprise,” Michael says of how popular the venue has become so quickly.
Jimmy’s offers three levels of membership. “We had people handing us checks a year and a half before we even opened,” Peter says of the demand for memberships.
Memberships range from $120 annually, which allows members to purchase tickets 48 hours prior to the general public, to the Inner Circle membership of $5,000 annually that allows members to purchase tickets seven days before the general public, attend meet and greet events, and access archives of past concerts online.
However, there are other challenges. While the club is equipped to host corporate events and meetings, those have been slow to take off. And one area of potential revenue is online concert streaming that the brothers say could draw a global audience. Those shows, expected to launch soon, will be priced the same as in-person events.
“We will create content that is high enough in quality to be seen on Netflix or Hulu. We already have people talking to us wanting that content,” Michael says.
Current Issue - May 2024