I don’t know what’s worse, accepting the fact that The Masquerade will no longer be located in its long-standing established North Avenue stomping ground or that The Masquerade will actually be moving to Underground Atlanta.
When I initially found out The Masquerade wanted to move west to some “under wrapped” secreted warehouse I was on the fence but knew change was good for the mid-sized concert venue that was slowly becoming antiquated. I figure a new look and location would mean more opportunity for The Masquerade’s exposure and the move would be more like a reawaken rejuvenation for the business.
The cat was out of the bag and the remainder month of June through August was all about the Masquerade’s relocation. The topic would constantly be brought up at the dinner table with friends, fellow music lovers, and complete strangers I would meet throughout Atlanta (which was a great way to break the ice because who hasn’t been to The Masquerade?). Then a day after my 22nd birthday on September 19th I browse through Creating Loafing’s website only to find out that The Masquerade’s reinvigorating move will temporarily be to Underground Atlanta, a wasteland with hardly any foot traffic or any type of likable hip aesthetic.
I don’t know what to make of this sudden change but all I know is The Masquerade’s abrupt temporary relocation to Underground Atlanta will either work out and be beneficial or completely detrimental.
Personally I don’t like choosing sides to tell the truth, it always puts me in a weird position where I bounce back and forth between options forcing me to exit my play it safe neutral bubble, so to avoid picking the wrong side of any argument or choice I weigh out the positives and the negatives in the topic and or situation. It only makes sense that I follow this structure and method because in the end I’ll have more evidence, statistics, and information to go off.
I do this in my head often and to be honest I’m 50/50 with the choices I make; either my choices are good and I give myself a pat on the back or they’re poor and result in me regretting even being put in a position where I had to decide from the start. It’s a cruel game I must admit, but it must be done in life or we all would just be gullible and naïve to pretty much everything. I’d never think that I’d be doing this for the Masquerade of all places but with this move to Underground Atlanta I have no choice (no pun intended). They did this to themselves and the gods are not merciful, so with all that being said let us begin with the bad.
I could understand if The Masquerade was moving to Underground Atlanta in the ‘70s when the Underground was popular and considered the center of downtown Atlanta nightlife, this would have been ideal back then but fast-forwarding to 2016, Underground Atlanta is now a sinking ship drifting off the coast of dissatisfaction.
Recognized as a shopping and entertainment district, Underground Atlanta is completely deserted, rundown, and half of the district isn’t even open. Stuff Black People Don’t Like stated that Underground Atlanta is one of the greatest fiasco’s in real estate development, ouch! The blog goes on and states, “suburban residents have long stayed away from this economically untenable part of downtown Atlanta because of the perception of it being a “high-crime” hangout for black people”. The whole black people hangout crime zone is a little harsh and out there but I will say that walking through Underground Atlanta is a bit intimidating, especially at night.
Underground Atlanta is as dead as The Undertaker coming back to WWE and I doubt tax-payers will even consider putting money into the complex in 2016. Katie Leslie and J. Scott Trubey of The Atlanta Journal-Constitution mentioned that Underground Atlanta went through multiple reincarnations, but still earned its reputation for petty crime and panhandling. All and all, Underground Atlanta hasn’t been the spot for years now. The complex has closed multiple times and renovations done by the city seem to have no positive spin.
The list of bad can go on and on with Underground Atlanta but after a while it will become repetitive and I’m not so much the broken record type. Just know that the complex had its shine way back in the ‘70s- ‘80s, lost its shine, has made multiple attempts to regain its shine, but somehow each attempt resulted in a declined slope and due to funding delays development promises on the complex has become more of a dream turn nightmare.
With all this bad weighing down on me it’s disturbing and unclear to why exactly The Masquerade would want to move to Underground Atlanta unless this is the owner’s way of having a public burial ceremony.
I’m beginning to think maybe and just maybe this is what Underground Atlanta needs to bring back traffic and become commercial again, but to be honest The Masquerade isn’t enough.
Underground Atlanta has to compete with more established retail complexes such as Ponce City Market, Atlantic Station, Lenox Square, and other popular music venues such as the Tabernacle, Center Stage Theater, Terminal West, and more. The Masquerade won’t stand a chance against those establishments because as soon as they move to Underground Atlanta that reputation of being dangerous, deserted, and haggard will also be associated with The Masquerade.
Before I put thumbs down across the board let’s see if any positive and good will come out of this move. I’m not a biased man and even though Underground Atlanta has been labeled with the dangerous high crime identify for years now I believe the right people can get in there and make a change.
Let’s just be honest, Underground Atlanta is smack dab right in the middle of city and it won’t be long before some type of upscale change is made because if Underground continues to look like this ultimately that would be a reflection on the city. Look what happened to Masquerade, although it was popular it was old and its appearance reflected that in a neighborhood that was becoming new and revamped.
The Masquerade we all know to be located on North Avenue will be repurposed and called “North + Line”. Atlanta Magazine reports that, “…in April 2018, a new eight-story building will offer 228 luxury apartments with Beltline access, a pool with a skyline view, and a neighborhood tavern”. This type of change can too happen to Underground Atlanta if The Masquerade can generate such a change with its popular musical acts attracting people, fans, and investors.
Underground Atlanta location is key as well! Being that there is a Marta station right inside and directly across from the complex people who will travel to The Masquerade won’t have to worry about parking in the city which may cost less and be less of a hassle.
Creative Loafing adds on that the move to Underground Atlanta will also be convenient for bands hauling gear on interstates which is a total win for musicians with heavy artillery (instruments, technology, etc.). Creative Loafing also states that moving to Underground will put the Masquerade into a growing arts district that includes Mammal Gallery, Downtown Players Club, Eyedrum, and others. This will be great for The Masquerade because now they can be in a district that has to deal with art and art only. It’s almost like relocating into a place with mutual friends that will help Masquerade gain more attention and traffic than before.
The Underground music and live entertainment has always been important and successful in the beginning so The Masquerade moving in might bring back that success and be the fuel to the Underground’s delayed redevelopment Kyle Kessler of the Center for Civic Innovation’s South Downtown Initiative adds.
This move could potentially be the uprooting to Underground Atlanta. Atlanta Curbed goes on and says that “keeping a beloved local venue like the Masquerade in the mix to help anchor a burgeoning arts district could be a wise move”. So whether or not this move will be temporary or long term The Masquerade and Underground Atlanta will be partners for three or four months Kevin Rogers reports to Biz Journals. The Masquerade relocation would buy them time to solidify its long-term location so even if Underground Atlanta tanks and becomes catastrophic at least we the people know it’s only short term.
Maybe this move could bring back life to downtown Atlanta even if temporary, some life is better than none.
The Masquerade has its name and standing, being part of Atlanta’s unique musical venues, so I have no doubt that it’ll continue to deliver great shows and performances. I just hope Underground Atlanta is ready for the change and to be somewhat popular again.
Either The Masquerade will bite the bullet or completely dodge it and be come out on top making Underground hip again. Hard to say or predict the future but I’ll be optimist and say The Masquerade will survive (and pray it doesn't come back to haunt me in the future).
