Booze and Backrubs: SPA|BAR Brings Fun and Class to Boston's Nightlife Scene

May 10th, 2005 Insight Magazine

By Scott Kearnan

Boston is a city large enough to sustain a thriving nightlife scene, but small enough that this scene must be constantly refreshed with new, innovative ideas to stave off "been there, done that" boredom. Boston's nightlife crowd, meanwhile, is so diverse that it's nearly impossible to find a universal crowd-pleaser for after-dark play: Broke college kids, moneyed young professionals, guys and dolls; all must be satisfied, and that's no easy feat. Luckily, one ambitious nightlife event is quickly catching fire as the hot (pun intended), inventive outing for everyone on your personal VIP list: SPA|BAR.

Hosted by Boston's own Anthem Entertainment, SPA|BAR is a monthly hybrid of everything Bostonians love: A late night out, a healthy dose of alcohol, and a trendy assortment of day-spa services that brings Newbury Street pampering to clubs all over the city. Although SPA|BAR is a fresh new take on the nightlife scene (it launched last November), Anthem's Chris Sinclair says the idea first came to mind 2 years ago: "I envisioned a very specific and original way of putting together the event," Sinclair says. "It's the only event where you can enjoy regular nightlife activities as well as get relaxing massages, a manicure and other professional spa services, all organized by a professional marketing company."

Those professionals (besides Anthem's own) come courtesy of mobileSPA, which sends anywhere from 3 to 6 masseuses and manicurists to each lush SPA|BAR engagement. Their gentle (or firm - depends how you like it!) hands keep guys and girls relaxed while they sip their equally relaxing martinis. Of course, free appetizers and open bar (stay tuned for more on that little bonus!) doesn't hurt, either. Plus, with free games of pool on hand, nothing takes the sting out of a billiards loss better than beer and a backrub.

It's an unusual idea, but as Director of Business Development and the founder of Anthem Entertainment, Chris Sinclair is known for breaking the mold: He founded a marketing company at just 20 years old - still a college kid himself! That business changed and grew until it found a "perfect balance between marketing and event production," and became the Anthem Entertainment of today. Now, Boston-based Anthem has affiliate offices in New York, Philadelphia, Los Angeles and other major cities. No surprise, then, that SPA|BAR manages to infuse each of its events with real cosmopolitan flavor. And flavorful Cosmopolitans, for that matter.

While the combination of high-energy nightlife with chill-out spa services may first sound jarring, the result is actually a unique and exciting night out on the town. The crowds seem to agree, as SPA|BAR is so popular that Anthem and mobileSPA even have a joint-trademark pending for its signature monthly event: "We have received an overwhelmingly positive response in Boston, with one of the most diverse crowds I've seen at any event," Sinclair explains. "People are thrilled to get the luxury of a day-spa in an exciting nightlife setting - it's definitely the best of both worlds!"

While Anthem Entertainment promotes SPA|BAR in its other affiliated cities, Sinclair admits that there is a soft spot in his heart for Boston. He credits SPA|BAR's Boston success to one very special ingredient: "What separates Boston from everywhere else is the Bostonians," he credits. "There's such an amazing mix, from the homegrown to the students to the professionals, and it gives the nightlife crowd a spark that doesn't exist anywhere else." That spark is certainly evident at SPA|BAR, one of the most lavish and truly innovative parties that Boston has yet to see.

SPA|BAR will make its next appearances on May 14 (doors at 8pm) and June 10 (doors at 7pm) at The Rack. Both dates feature an open bar from 9-10 (so drink up!), plus unlimited pool, appetizers, door prizes and of course, soothing spa services. Best of all, it's all included in a private party atmosphere with tickets available at the door or in advance (via www.anthemevents.com).

Expect that these SPA|BAR evenings will reach for even greater heights than their predecessors. "One of our main challenges is to constantly outdo ourselves," Sinclair says of Anthem Entertainment. "We have to keep raising the bar. No matter how tremendous the turn out, the pressure is always there to have more services, more surprises - to keep doing it better."

Better than SPA|BAR? That's pressure, alright.

Someone's going to need a massage.