Comedy, a place to hang out still focus of new Joker's

By MEREDEE SWITZER, Courier Correspondent

CEDAR FALLS --- Downtown Cedar Falls is flourishing, partly due to the patronage of students from the University of Northern Iowa who vitalize Main Street after hours. But if there is a void to be filled for the post-college audience looking for night life the new and improved Joker's is hoping to fill it.

After moving from its home of nearly 20 years in the Blackhawk Village, the comedy nightclub will reopen its doors at 9 p.m. tonight from its new location on the corner of Fourth and Main Streets, with a more mature audience in its scope.

"We're targeting the twenty-five plus demographic," says Darin Beck, President and CEO of Barmuda, a local corporation that operates 12 venues in the area, including Joker's, Beck's and Bourbon Street. "But you're going to see a lot of 30- and 40-somethings getting a kick out of this place between the entertainment and music formats."

To this point, Joker's has been successful with this audience largely due to the live comedy every weekend. Yet, it has been known to cater to the college crowd with theme nights and allowing minors access to some entertainment portions. At the new location, only patrons 21 and older will be permitted inside and some of the theme nights will be moved to Coconuts, a Barmuda Corp. dance club located near College Square Mall.

Focus will be placed on the target audience at Joker's by updating the music formats and comedy circuit, bringing in new nationally touring comics to the area. It also will host live performances and entertainment, as well as late night dancing following the comedic acts.

"We're not going to try to be all things to all people," Beck says. "It will be interesting to hear what music we play, but what may be even more interesting is what we don't play. And that is specifically to target the demographic we want to serve here."

Altering the format was just the first step to creating the new image Beck was looking to achieve for Joker's. He feels that making the decision to relocate afforded him the opportunity to grow the business amidst a nationwide trend toward expanding and cultivating downtown areas. So when the building's owner approached him about the project, he jumped on the opportunity to make the improvements.

"We've been thinking of doing a night club downtown for about four years. Main Street is the only place to be," Beck says. "It's not your big city nightclub. It's going to be a good place to hang out."

The road to achieving that atmosphere began over a year ago with a decision to make a multimillion dollar renovation to the Odd Fellows building, whose space has not been fully utilized for several decades. The building, which was constructed in 1901, was due for some considerable updating before it would be ready for use again. Construction began last fall, and after experiencing some structural damage to the building earlier this year, it was evident that the project was not going to be inexpensive or easy. However, with much time and effort, the building is up to code and the new look and feel of Joker's has finally been accomplished.

"We're really taking it to the next level. It's going to feel different to people and we're trying to focus on the whole atmosphere of this place," Beck says.

Guests will enter through a side door on Fourth Street where the box office and coat check is located. A quick elevator ride to the third story gives access to the main bar, stage and dance floor. A second bar and lounge area on the fourth floor serves as a mezzanine overlooking the ballroom. Granite countertops on the bars and leather sofas for seating, as well as a unique view of the city, achieves a more upscale ambience.

The 6,200-square-foot space that Joker's occupies is not much larger than the old building; however, the layered effect offers a more spacious feel. Several large windows that line the building contribute to the openness as well. The new venue will allow room for 200 people on comedy nights and up to 500 for dancing and live entertainment.

Opening weekend will give guests a sneak peek of the type of live acts that can be expected at the new location. Throwback entertainer, The Midnight Swinger, will kick off the weekend with a Vegas-style show of comedy, music, singing and dancing. Joker's Grand Opening Celebration takes place Sept. 21 and 22 with comic Ty Barnett, last year's second place winner of NBC's "Last Comic Standing."

Contact Meredee Switzer at newsroom@wcfcourier.com.