Legendary footwear company saves legendary venue
The 100 Club had an unnerving 2010 as the threat of closure loomed over the iconic London venue, but now, thanks to a sponsorship deal from Converse, owner Jeff Horton has announced that they've turned a corner and no longer face closure.
The live music venue has been subjected to an immense amount of financial pressure in the past couple of years. In 2007 the venue's rent increased by 45%, and since that rise was imposed, there have been around a dozen increases on alcohol duty whilst the 2011 VAT increase added yet more financial strain on the club.
Converse have offered to save the venue by providing sponsorship to the club. A statement was released by the clothing company that stated: “Converse and the 100 Club both share a love for music and this partnership is a great opportunity to reunite the 100 Club with a generation who experienced history inside its walls, as well as introduce it to a new generation with a vow to bring the best in music to its legendary stage.”
The 100 Club opened its doors to the public in 1942 and since then has seen the likes of The Rolling Stones, Jimi Hendrix, The Who and The Clash all play the venue. Most recently, as part of the ‘Save The 100 Club’ campaign, Paul McCartney played a show at the intimate venue to help raise money and awareness, and it would appear that it has worked.
Jeff Horton has also confirmed that the venue will not become a hub of commercialism, declaring that Converse company logos will not flood the venue and that corporate presence will be at a low.
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