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Ariel Palitz, Owner of Sutra, Hints at New Venture - The Local East Village Blog - NYTimes.com


Ariel Palitz, Owner of Sutra, Hints at New Venture


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ariel palitz and DMCCyn Darling Ariel Palitz with Darryl McDaniels from Run DMC.

The owner of the neighborhood’s hip-hop haven is looking to expand her brand and open a new business that goes beyond the club scene.

Ariel Palitz, the owner of Sutra Lounge on First Avenue, put her club on the market last week — only a few days before she celebrates its seventh anniversary.

While insisting that her business was making as much money as ever, Ms. Palitz admitted to The Local that she has been mulling over a new endeavor in the East Village.

“It’s a unique idea. It will have food, alcohol, there will be unexpected services — it’s going to be an unexpected twist on what I think the future of nightlife is,” she said, without going into further details.

Ms. Palitz added that she was merely looking to assess the value of Sutra, and use the (possible) sale as a springboard.

“Why wait until a potential decline to assess the value of my business?” she asked. “I think I’d like to get out before I get burnt out. This is a preventative move.”

DMC at Sutra w crowdCyn Darling The scene at Sutra.

EV Grieve first noted that the Sutra space was on the market, and potential buyers are already coming out of the woodwork — at least according to Ms. Palitz.

“My broker said that we have been getting a lot of offers,” she said. “He said there has always been interest in the space. It makes sense to field offers.”

In the meantime, preparation is underway for the big anniversary bash at Sutra on Nov. 11. There are even plans for a Real World-style “confessional booth” at the festivities where revelers can share their fond memories from Sutra’s glory days. The recollections may be included in an upcoming documentary about the space. Ms. Palitz said the party would not be a somber one, though it was clear her next project was on her mind.

“In my opinion, every business in New York is always for sale,” she said. “Any good business person always has to take a look at what the right timing might be — even Oprah went out on top.”