The first hint that Sweet Loretta is not your average venue is the Disco Nap Happier Hour from 5 to 7 p.m. Thursday to Sunday, when everything on the menu is 54% off. Joe Dort, director of brand and special projects for Concorde Group (owners of Sweet Loretta, as well as the Palomino, the seasonal Wildhorse Saloon and many local restaurants) explains the rationale for 54% and its connection to Sweet Loretta’s vision.
“We have a happy hour every day, 54% off everything in honour of [the New York 1970s club] Studio 54. That’s our less than subtle homage to some pioneers,” says Dort. “Studio 54 was the front runner of a lot of the things we’re talking about regarding social contracts between establishments and guests.”
One of those social contracts is the commitment to honouring local artists and creating space for connection. “This is a project that is sort of a return to where the company started. The roots of [Concorde Group] are based in Calgary — very heavily based in the nightlife scene,” Dort says. “Some of the very first Concorde venues, The Beach and Republik, have gone by the wayside over the past 20 or 30 years, and there was a strong desire to rekindle that energy that existed in those days, particularly creating spaces where people can come together to share ideas, to collaborate.”
Dort and the Concorde team also noticed a gap in the market for a place that could be a lounge and restaurant that transitioned into a nightlife venue later in the evenings, from 10 p.m. to 2 a.m.
A sample of one nightlife lineup features Calgary staple DJ Rob Faust vibing in the basement, while the lounge and main areas offered hip hop and soul simultaneously with disco and pop. Up-and-comers like DJ Hannah are also featured, as Sweet Loretta pays homage to the past while still moving into the future.
“We want to be eclectic in the type of music, genres, different styles we are supporting. There’s a focus on the golden age of disco but also the hip-hop, soul, and funk styles as well,” says Dort.
The mandate to support local artists also shows up in details like the bar-top tiles, which were created by Calgary’s Becky McMaster. Sweet Loretta also
hosts monthly arts markets and events like the Beltline Record Club, sponsored by Blackbyrd Myoozic, which explores themes like goth and Britpop through seminars and music.
While music and support of the arts are key, they’re best enjoyed while sampling the culinary delights of the restaurant and lounge that features North African and Mediterranean influences in the cuisine. Pita, halloumi, and cucumber salad augment homemade hummus and whipped feta. One of Dort’s favourites, chicken or lamb skewers cooked over charcoal, blends layers of warm spices with light charred flavours. The cocktail menu also echoes the Studio 54 era, right down to an updated take on that nearly gone but now revived 70s stalwart, the Harvey Wallbanger.
“The menu is in line with the whole ethos of the venue,” says Dort. “It’s meant to be shared. It’s presented in a manner so people can order a variety of things and have it be [arrayed] on the table.”
A piece of the social contract Dort mentioned between patron and venue is Sweet Loretta’s dress code. The Sweet Loretta website describes the dress code as Dress to Impress, and they urge you to up your game and channel your inner Studio 54 as you arrive in chic, sharp ensembles. They prefer you leave your cowboy hats and sports jerseys at home (although they will happily check them for you for free if you arrive without understanding the dressy vibe they are encouraging).
Basically, the contract is that you dress up — and they provide a vibe worth dressing up for. “We’re going to hold up our end of the bargain by giving you a well-curated and intentional experience, and we ask in return you be mindful about how you’re showing up,” Dort says.
There are echoes of the old Republik as Dort summarizes the venue, noting the name Sweet Loretta (taken from a line in The Beatles’ 1970 hit Get Back) came from an era that pushed back against established norms.
“Sweet Loretta is an incredible spot to come socialize and have a cocktail; it’s a hangout spot from 5 p.m. Thursday through Sunday,” says Dort. “It’s a place that can bring people together without pretension but is presented in a way that also challenges people and gets their wheels turning. In our city, it’s often the case that a new idea will come forward, and then there are a lot of imitators, and it tends to gravitate towards a state of being homogenized. This is an attempt at pushing back against that.”
Sweet Loretta, 715 11 Ave. S.W., sweetlorettabar.ca
