How downtown Miami's celeb-loved nightclub became part of the neighborhood's revival

Miami Herald

28-01-2025

Only 11 years ago, the landscape of downtown Miami was not what you see today. With its big-city grime, empty streets, few residential buildings or flashy hotels, it was no South Beach. The only reason to venture to the area after dark was to see a show at the Arsht Center or game at AmericanAirlines Arena, then scurry back to the car. More adventurous partiers headed to always thumping Club Space or down the street, the Gold Rush strip club.
At least a few astute businessmen saw an opportunity.
Enter Marc Roberts. In the early 2000s, the sports agent turned real estate speculator from New York began scouting parcels of land in the 305's concrete jungle, buying up abandoned buildings and vacant lots. The high roller eventually zeroed in on the Gold Rush, which had a license to serve alcohol and feature adult entertainment 24 hours a day. Roberts partnered with local real estate power player Michael Simkins, a Miami Beach native and Ransom Everglades/UM alum, to snap up the massive venue for $11.9 million in 2012.
Roberts and Simkins then partnered with nightlife vet Dennis DeGori, previously of Scores Las Vegas and Stringfellow's in NYC. DeGori is widely credited as the man with the plan to do a complete overhaul of Gold Rush; he wanted to not only class up the joint, but turn the sprawling, two level space into a snazzy gentlemen's-style club with a fancy, theatrical twist.
And so began the transformation of a strip club into an ultraclub. Gold Rush's unique glow up into E11EVEN began in earnest in 2013 and this week, the club celebrates its 11 year anniversary with five days of parties.
'At the time, I envisioned a melding of a nightclub, cabaret, and a Broadway type of operation that would transform multiple entertainment concepts,' DeGori said. 'Something unique and special and kind of in its own lane.'
More great minds jumped on board to bring this daring, fresh concept to life. Like Gino LoPinto, also of the Sin City nightlife scene. After going over the blueprints and surveying the 'hood, the native New Yorker immediately vibed with the ambitious $44 million mega-project.
'The area wasn't gentrified yet, but you could tell it would grow, there was so much potential,' said the father of three. 'It was not the skyline you see today. We were the first shovel in the ground.'
LoPinto, as operating partner, got to work to bring DeGori's fantasy to reality.
'He wanted to know how to re-create the pizzazz of the Vegas club experience, and that VIP table environment,' the industry pro explained. 'It also had to have a lot of buzz — and great marketing ploys.'
'Whatis11.com'
In late 2013, Roberts' friend Doug Ellin, the creator of 'Entourage,' needed a place to hold auditions for the scene in the movie where Adrian Grenier and his pals are on a yacht in Miami surrounded by models.
'Even though E11EVEN hadn't opened yet, I convinced him to have it there,' recalled Roberts. 'Billboards promoting the casting call went up all over the city, putting the name in the spotlight.'
More than 1,000 wannabes showed up on Jan. 7, 2014. The buzz, which also included a mysterious campaign with ads asking 'Whatis11.com' all over town, was mounting.
They built it, and the party people came. E11EVEN, which opened on Feb. 4, 2014, chugged along for the first few months, the guests a mix of curious rubberneckers and and ragers looking for the next new, shiny thing. The place was beyond impressive, with its LED video walls, state of the art sound system, plush banquettes, VIP bottle service, smoke shows, Cirque du Soleil–style acrobats and of course, scantily clad dancers galore.
But the owners knew they needed a famous headliner to reel in the big spenders.
A chance meeting with DJ Irie at a Miami Heat game a few months after the opening led LoPinto to hook up with pop star Usher, who agreed to a mini concert on New Year's Eve to ring in 2015.
What happened that night exceeded all expectations. The generous amount the 'Yeah' singer was paid (a lot less than he would command these days, an insider tells us) was made up for in free publicity.
His longtime manager and rumored love interest Grace Miguel was spotted with a huge rock on her finger, putting the fledgling club in the headlines of all the gossip rags.
'Not only did we land Usher as our first-ever A-lister,' said LoPinto, 'but her wearing that ring that night essentially confirmed their engagement for the first time publicly.'
Soon enough, more stars followed suit, showing up at the sizzling spot as both patrons and performers. Like Drake, who did the New Year's Eve honors the following year. The Canadian superstar is credited for 'discovering' the more intimate, 360-degree stage in the middle of the action.
Previously, acts had been held on a bigger platform near the DJ booth, and less accessible to the crowd. But Drake apparently wanted to be more up close and personal with his fans, LoPinto explained. Nowadays, it's the site where regulars like 50 Cent, Offset and Rick Ross often go viral for making it rain.
'The talent throwing the money out is kind of in our DNA now,' said LoPinto. 'E11EVEN is very conducive to that environment. Almost every seat is like a front row.'
Part of downtown's glow up
As the founders predicted, downtown Miami began to evolve at a rapid pace. Residential high rises were going up on every block. A new science museum popped up next to the new art museum. Construction began to make Flagler Street pedestrian friendly. A Brightline train station was built. The enormous Miami Worldcenter project started. An $840 million 'Connecting Miami' highway extension broke ground.
E11EVEN, too, began to evolve as a lifestyle brand, coming out with apparel and merch, including their popular logo caps favored by everyone from socialite Paris Hilton to race car driver Ed Jones.
E11EVEN was known as one of the hottest clubs in not only Miami, but the country, with high wattage headliners from all genres, from Post Malone to Travis Scott. People would line up for hours outside the velvet ropes for hours to gladly hand over their paychecks for an unforgettable evening, not to mention selfie.
As the nightlife industry hit a severe snag during the pandemic, E11EVEN's owners had already wisely moved in on the post-COVID construction boom, expanding the brand with E11EVEN Hotel & Residences, directly across the street from the club. The sleek tower's initial units went on sale in January 2021, starting at $300,000 for a studio to $10 million for a penthouse, selling out in a flash. Perks include a spa, wellness studio offering treatments designed by Deepak Chopra, a cigar club, and more. A second tower, connected to the original by skybridge, hit the market in late 2021. Future residents include YouTubers Jake and Logan Paul, who both reportedly bought top floor units for about $20 million a pop. A third tower up the street went on sale a few months later. If all goes well, a fourth one could go up, too.
But even as they have diversified the brand into new endeavors, E11EVEN the club continues to dominate: it recently came in at No. 6 on the International Nightlife Association's annual list of the World's 100 Best Clubs.
The incredible success the team has achieved on so many levels gives LoPinto pause.
'I'm a big dreamer, the kind of person who's like, the sky's the limit, but I'd be lying if I told you I don't wake up and pinch myself every day,' said LoPinto, who estimates a good night can bring in up to $1 million. 'I've been at this a long time; a club with a two to three year run is lucky. Us? We've grown the brand to global recognition. We've got twin towers almost ready for move-in, a merchandise line, our hats worn all over the world, a fast growing vodka, and more. It's surreal, to say the least.'
E11EVEN MIAMI 11TH ANNIVERSARY
Schedule: Wednesday, Mister Gray; Thursday, DJs Vice B2B and Eric DLUX; Friday, Marshmello; Saturday, Saweetie; Sunday, Lunay.
Where: 29 NE 11th St, Miami, 305-829-2911
Cost: General admission tickets from $10. Tables from $350: 11miami.com/11yr