Sunset Boulevard – The American Dream Machine

Sunset Boulevard – a curving slice of American romance running from the rough edges of East LA through the music of Hollywood, past the riches of Beverly Hills and ending at the Pacific Ocean. It is a famous stretch of 22 miles that has attracted American dreamers of all walks of life, hoping to make it big. “Sunset Boulevard,” airing as a special edition of “20/20,” reveals some of the riveting stories and pivotal moments in the make-it or break-it world of this American dream machine, including:

• the farm kid turned hot shot gossip columnist partying with the hippest stars, who reveals on camera those with whom he allegedly did drugs
• the starry eyed new band named “Queen Caveat” on the brink of success or burn out
• the young war veteran turned aspiring actor haunted by his past, determined to make this his moment
• the teenagers at Hollywood High – once a school for nurturing Hollywood talent and royalty like Judy Garland, now a last chance for some of LA’s toughest kids
• the Hollywood beauty turned runaway, dying to be loved, her body dumped off Sunset, and, in a gripping police investigation, her killer caught on tape.

Hosted by Jay Schadler, the special includes interviews with Johnny Depp, Keanu Reeves, Mickey Rourke, Alice Cooper and Hugh Hefner, all featured in the recent documentary “Sunset Strip The Movie.” Lou Adler, owner of the famed Roxy Theatre nightclub, and his son Nic, who currently runs it, are both interviewed and allowed ABC unprecedented access on and off stage to the Sunset Strip’s most legendary and influential music venue.

“Sunset Boulevard” airs on SATURDAY, APRIL 21 (9:00-11:00 p.m., ET) on ABC. The two-hour broadcast also features original music.

Meet the dreamers of “Sunset Boulevard”.

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Hipstamatic + Nic Adler = Groupie Snap Pak

It’s official. Nic Adler (owner of The Roxy) has his own Hipstapak in the Hipstamatic iPhone Camera! The Groupie Snap Pak is a lens, flash, and film designed just for concert lovers, and just in time for SXSW, too.

The Adler 9009 Lens (named after The Roxy’s address), Dylan Film, and Pop Rox Flash make the perfect trio to capture live shows. @NicAdler has been a huge Hipstamatic enthusiast from the day he started using the app and it’s a huge deal to get this finally. More importantly, to be able to work so closely with the Synthetic crew (creators of Hipstamatic) to create this awesome lens and to satiate their love for photography and live music.

The pak is available for a measly $0.99 in the app. Go get it, try it, and post your favorite “Groupie Snap Pak” photos here!

The Integr8ters Rock @TheRoxy

Meet Venues Today’s #1 in social media, yours truly, The Roxy.

Venues Today surveyed all the venues in the United States based on a few different factors and came up with the Social Media Power 100 Chart and we topped the list!

Nic Adler’s brand new marketing agency Adler Integrated is taking social to a whole new level. Read about our social media sit down with VT below:

The crew at The Roxy are doubling down on a social experiment that has kept them at the top of the pops since 2009. The 500-capacity club has amassed more followers and fans than any other amphitheater, arena or stadium in North America through a combination of fan engagement and content curation. The next obvious step would be managing social media for other venues, but doing Facebook en masse presents one obvious challenge — how does one scale a deeply personal experience like social media while maintaining brand credibility?

“It’s a very complicated thing,” said Nathan Levinson, the COO for the newly-created Adler Integrated, a marketing shop created by Roxy owner Nic Adler.

“You start to get to a point where you learn what can be automated and what can’t be,” he told the group of seven gathered on the top floor of the Ritz Carlton at L.A. Live for VT’s first Social Media Summit, part of the kick off for Venues Today’s Social Media Power 100 Chart.

Visit for the full article

Check out the full list of venues here.

How To Rock Social Media

@NicAdler recent sat down with Lydia Dishman of Fast Company for this piece “How To Rock Social Media: 5 Tips with Nic Adler, Owner of The Roxy”


Nic Adler’s blogged, tweeted, and Myspaced his way to keeping The Roxy, his 40-year-old music venue, fresh for its fans. As the social media landscape changes, here’s how he’s staying on top.

When you run a business that has played host to musical heavyweights like Nirvana and Bob Marley and launched cultural icons including The Rocky Horror Picture Show and The Pee-wee Herman Show, it would be pretty easy to get complacent. Not Nic Adler, owner of The Roxy Theatre. Growing up in the business and spending time in the trenches as a band manager gave Adler a unique perspective on delivering a musical experience.

And though he comes from a time when social media meant more than clickable thumbs on Facebook, he’s been an early adopter of all forms of online interactivity. From Myspace and a blog to Pinterest, Adler’s diligently embraced each new platform as a means of banishing the “velvet rope” and keeping the Sunset Strip’s illustrious denizen fresh and relevant to legions of fans both new and old.

For Adler, it’s less important to have a formal strategic approach to social media; it’s best to grow organically. Now he’s starting his own agency that’s focused on delivering the best execution across platforms to help businesses cultivate loyal followings, just like The Roxy.

Adler chatted with Fast Company about his own best practices.

Visit Fast Company for the 5 tips!

Roxy Theatre presents its: No. 1

By Todd Martens, Los Angeles Times
January 6, 2012

As the Roxy Theatre on West Hollywood’s Sunset Strip approaches the big 4-0, owner Nic Adler has a dream for reinvention. It could perhaps be called “The Roxy Draft House.”

“This is where we want to go,” Adler said. “I want to see 40 or 50 beers at the Roxy. We’ve started taking meetings on draft systems, and we want wine on draft. I have the Roxy draft house concept in the back of my mind.”

For now, however, Adler will simply have to be content with having his own beer. Last month, the venerable music venue that opened in 1973 began serving a house beer called No. 1, courtesy of San Diego’s Karl Strauss. It’s an American-styled golden ale with a midrange alcohol-by-volume percentage and a hop flavoring that leans more citrus than bitter.

“For us, Corona and Budweiser, back and forth, were our number-one-selling beers, so I didn’t want to make a bad business decision and bring in something that would be too complicated for people,” Adler said.

Since tapping No. 1 at the music venue, it has been the Roxy’s top-selling beer. The spot’s craft beer makeover, however, really began two years ago, and like most beer-related happenings in L.A. of late, the name Tony Yanow (Mohawk Bend, Golden Road Brewing) is involved. With Yanow’s help, Adler has for two years now staged the Vegan Beer Fest and will hold another this spring.

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SSMF: Roxy Picks

We hit up our music guru staff to ask them for their top picks at this weekend’s Sunset Strip Music Festival. If anyone knows, it’s these guys who see at least 4 bands come through almost every single day. Take a look below at some of the faces of the Roxy’s Top SSMF Picks!


1:30 The Roxy: Kill The Complex
3:00 Key Club: Indians
3:45 Key Club: Love and a .38
4:30 Key Club: Deluka
5:30 The Roxy: Warner Drive
6:00 West Outdoor Stage: Bush
7:00 East Outdoor Stage: Public Enemy
8:15 West Outdoor Stage: Mötley Crüe
10:05 The Whisky: Bolt Action Thrill
10:30 Viper Room: Mickey Avalon
12:00 On The Rox: Metalachi


1:30 The Roxy: Kill The Complex
3:10 West Outdoor Stage: She Wants Revenge
3:50 The Roxy: Jordan Cook
4:40 The Roxy: Imagine Dragons
5:10 East Outdoor Stage: Matt & Kim
6:20 The Roxy: The LImousines
7:00 East Outdoor Stage: Public Enemy
7:10 The Roxy: Sabrosa Purr
8:50 The Roxy: Chappo
10:00 SilverSpoon: The Silent Disco
10:30 The Roxy: Rye Rye
12:00AM On The Rox: Metalachi


1:30 The Roxy: Kill The Complex
2:10 The Roxy: Queen Caveat
3:10 West Outdoor Stage: She Wants Revenge
3:00 The Roxy: letlive
3:45 Key Club: Love & A .38
3:50 West Outdoor Stage: Dirtyheads
5:10 East Outdoor Stage: Matt & Kim
5:30 The Roxy: Warner Drive
6:00 The Whisky: All Hail The Yeti
7:00 East Outdoor Stage: Public Enemy
7:10 The Roxy: Sabrosa Purr
8:15 West Outdoor Stage: Motley Crue
8:50 The Roxy: Chappo
10:00 Key Club: Them Jeans
10:30 The Roxy: Semi Precious Weapons’ EMPIRE/Rye Rye

Plan your Sunset Strip Music Festival with this handy schedule right here!

The Social Strip Invades SMWLA

Sunday kicks off Social Media Week LA and various panels will be held all over the city including two on The Sunset Strip!
Wednesday, September 22, Live Nation is hosting a panel at House of Blues Sunset Strip called “The Next Stage of Engage: Bringing Online Communities to Life.” Panelists include Nic Adler (The Roxy Theatre), Mike Doernberg (ReverbNation), Tim O’Brien (Disney Mobile), Ross Hoffman (Twitter Entertainment), and Jason Kirk (UStream). The panel will be an hour long and is free to attend! Register here.

Immediately following the panel The Roxy, House of Blues Sunset Strip, and Live Nation are teaming up to bring you a FREE* show with Hyper Crush, Wicker, The Cataracs with Dev, and Donnis! Did we mention this show is FREE and you can get in just by clicking “I’m Attending” on the Facebook event. Get your friends to RSVP, too, and post a status update saying: “I’m going to the House of Blues Sunset on 9/22 to see Hypercrush, Wicker, Cataracs/Dev, and Donnis for FREE and you can too:” It’s that simple.


Friday, September 24, The Comedy Store is hosing a panel for SMWLA called “The Social Strip” featuring Nic Adler (The Roxy), Kyra Reed (Markyr Media), Alf LaMont (The Comedy Store), and Nathan Levinson (Digital Graffiti). The panel will discuss how social media saved The Strip and will kick off a mini-Tweetcrawl!

Here’s the details:
5:00 – The Social Strip panel at The Comedy Store. Register to attend the panel here.
6:00 – RH at The Andaz Hotel
6:30 – The Standard Hotel

There will be tons of freebies, giveaways, and drink discounts so come hang out with The Social Strip all week!

Social Success

A pleasant surprise to find out that the uber-cool article about Nic Adler hit the stands today in the New York Times. It’s a pretty big deal..and aside from being honored to be part of this whole movement, we couldn’t be more proud of our main man. The article is such a great way to begin to close out 2009. It’s been a tough one, and we know only better things are ahead for us. Hard work pays off, and it’s nice to be reminded of that sometimes. Thanks to everyone who comes and supports not only The Roxy – but the entire Sunset Strip!

Reviving the Roxy NY Times December 5, 2009

The Antiquiet Speaks

Two things on everyone’s minds: Twitter/social networking and LiveNation/Ticketmaster merger. Convenient that the lovely Allie w/ Antiquiet asked Nic about these very topics! Click on over to watch the interview!

We filmed a great talk with Roxy owner Nic Adler; We wanted to know what drives a business to give free publicity to its direct competitors. And we wanted to know what Nic had to say about this whole Ticketmaster / Live Nation merger, being a venue that does as many independently promoted shows as Ticketmaster shows.