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Meet The Mastermind Behind Montreal's Best Parties

You need to thank Adamo for keeping our city relevant.
Meet The Mastermind Behind Montreal's Best Parties

sxAdamo Mariani is one of the most prominent names in Montreal's nightlife industry. You've probably bumped into him at Somwhr Liquor Lounge or at Montreal's most notorious monthly Matinée brunch parties. Adamo is a partner at Somwhr and has been the owner of Matinée Brunch brand for the past 5 years. Real estate is also part of his impressive resumé. One thing I know for sure is that we all owe Adamo a huge "thank you" for keeping our city relevant.

How do you run both a day and a nightlife job? Do you ever sleep?

I'm lucky when I say I only need a minimal amount of sleep to function! My life is built on adrenaline, coffee and tropical Redbull, which allows me to stay awake and on top of every business deal I put my hands on. My responsibitlities in each business usually consist of me dealing with clients on the daily, maintaining client relationships or building new ones, which allows me to intertwine all of my projects. That is the best part of my job!

How did the idea of champagne brunches come around?

Like most other great ideas, Matinée came about on the golf course. While playing in a tournament with my real estate partner, we were randomly grouped with two other guys, one of which was Peter Gianapolous (Owner of Tiffanys and Batôn Rouge), and we instantly hit it off over whiskey shots and cigars. He told me about his New York trip and about this brand new day party he went to, called Bagatelle. He explained to me how the concept was about mixing brunch with booze and asked if a style like that could work in Montreal at his new restaurant(at the time), Tiffanys. I smiled and realized he was speaking my language and called Mykl, my partner, to go over details. We then made the original partnership consisting of Mykl Zadourian, Saman Rahbar, and Amir Yayon. Can’t believe that was five years ago!

As an owner of one of the most popular night clubs in Montreal, is our city really a great party place? Can we compete with other big cities like New York for example?

After just over 7 months of Somwhr Liquor Lounge being opened, my outlook of where the city stands has improved dramatically. People of Montreal thrive on good times! After last year's horrendous winter season, I've never seen Montreal as thriving as it has been lately. It's been great for my busiessess and great for Somwhr! There are plenty of people I personally know that can attest to the fact that we really needed a summer like the one that just passed. It ignited the city in a way I haven't seen in awhile. We were really in the doldrums!

As for competing with other cities, I have no doubt in my mind, we can compete with the best destinations in the world! We literally have the most beautiful people and are surrounded by great restaurants and tons of culture.

What kind of people attend Somwhr liquor lounge? Is there a strict face control at the door?

Somwhr is a place where we want people to let loose and leave their worries at the door, we enforce a positive party experience and leave the negativity outside. Anyone who's got style and a smile on their face can get into Somwhr! Our party doesn’t stop.

What was your favourite Matinée brunch ever and why?

Wow, that is a very difficult question to answer. The Santos F1 take over of St-Paul street was definitely one of them or Clocktower Beach, this past summer, where everyone came in bathing suits…never a bad thing. Although, it is impossible to pick just one, my favorite Matinée moment was when a giant cake came out and Briia popped out to sing “Happy Birthday Mr. President” to my partner Mykl... all in the midst of having two female breakdancers come out dressed as Saman (Fro and Stache) and starting off a breakdance battle. The videos and photos will forever be with me, it was a moment I will never forget.

What’s to expect from Adamo in the future?

In the future, I hope to have everything I have now but on a grander scale. Our goal is to build the Matinée name internationally. We already have plans to do a Matinée brunch in Dubai and we're heading to the SXMusic Festival in St Maarten in March of 2016 to do their Festival VIP closing party! I'd like to have another Somwhr Liquor Lounge somewhere else too. As for my real estate career, I see myself being a major player in development as I've built up enough experience to do so.

What does Montreal need to work on/improve in order to stay relevant in the nightlife industry?

It's so simple! Give businesses the tools to succeed. Give us, club owners, roads so our clients can get to us, stop gauging and give new businesses room to breathe! Our city has everything it needs to be relevant already, as the saying goes, “you are your own worst enemy." Only Montreal is hurting Montreal.

People want to stay here but can't. People want to come here, but they don't because they think we're a mess. Stop doing patch jobs all over the city, do one thing at a time properly and you will see this city as a whole become relevant!

Who/what was your inspiration/idea when your team created Somwhr?

We are five partners at Somwhr, all with tons of experience in the nightclub business. So we combined our skills and experiences to open up, what in our minds was, the “perfect” spot. We all have different strengths and weaknesses, so we stick to what we are good at and don’t step on each other’s toes. As a team, we gave more input on flow and operations and a feeling of what we wanted the end product to look like.

When is the next Matinée party and how do we go about attending it? Do you actually get to party during Matinée brunches or it’s more work than fun for you?

Matinée is about to hit a major milestone on December 20th since we are turning 5 years old! This is a big day for myself and all my partners, along with everyone who helped us get to this point. We will be celebrating this monumental day at Soubois. The hottest party needs one of the hottest supper-clubs! To attend, send us a message through the event page or the Matinee Facebook fan page.

Do I Party at Matinée!?... I think I'll let the comments at the end of this article answer for me!

Thank you Irina and MtlBlog for thinking of me and for all the continued support. Happy Holidays!

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