Paint Bars Create New Way To Socialize And Unwind
Jacquelyn Gutc
Liza Curtis, co-owner of Palettes in downtown Natick, designs most of the paintings customers re-create in one-time classes that last about two hours. Attendees of the location, which seats about 40, get step-by-step instructions from an artist while they sip on drinks and eat snacks.
For decades, people's ideas about what to do when they spend time with friends have mostly been the same, like grabbing a meal or drinks, maybe catching a movie.
But the continued growth of paint bars and the high sellout rates of their events seem to provide evidence that people are looking for a new way to relax, unwind and have fun with their significant others, friends, or just themselves.
“Talking to some of the guests that come in, (they say) it's something different to do versus going to the bars and getting food,” said Susan Dunshee, owner of Just Paint in Worcester, an art studio that offers classes for adults and children, as well as private parties and art camps.
Within the past year and a half, three venues have opened in Central Massachusetts that invite customers to attend a two- to three-hour class in which they're given a canvas, paint and brushes, an apron and easel before being walked through step-by-step instructions from an artist on how to imitate Van Gogh's “Starry Night,” or Monet's “Water Lilies” or maybe a lighthouse — whatever is on the calendar that night.
Popular for birthday or bachelorette parties, girls' nights out, dates, fundraisers and people who just want to get out and make new friends, the paint bar concept seems to have spread quickly across the country.
In addition to three already-established businesses, a fourth — Paint Misbehavin' — secured approval for a liquor license in Hudson in June. The company's Facebook page says it plans to open in the fall.
And that liquor license, or at least allowing people to consume alcohol, is key to these establishments. After all, they're marketed as fun, relaxing places and often referred to as paint bars, with slogans such as “Paint, Sip and unWINE,” “Drink Creatively” and “Eat. Drink. Paint.” And their owners say the sites are an alternative to just getting a drink at a bar with friends.
Trying Something New
Liza Curtis, co-owner of Palettes in downtown Natick, which offers craft beers — mostly from within Massachusetts — and wine, said many who come in for an event are outside their comfort zones, and sipping wine helps them relax. But non-alcoholic beverages are also available and Palettes even has a “water bar” in which water is infused with different flavors like watermelon or mint.
Recently, painting has even been brought to bars in Worcester. Launched by two friends in Boston in March 2012, Paint Nite has expanded its reach to cities across the country, including Dallas, San Diego and Miami, Fla. Dan Hermann, Paint Nite's co-founder and head of strategy, said he's amazed by how quickly the company has expanded, mostly organically, through word of mouth and social media.
Paint Nite differs from the typical paint bar because artists and entrepreneurs license the brand, which leverages its marketing, and brings painting events to local bars on traditionally slower nights, often Mondays and Tuesdays.
In May, local artist April Kennedy began offering Paint Nite classes in Worcester, including at NU Café. Owner Joshua Van Dyke said he'd seen the paint bar concept in Boston and was curious about hosting something similar at the café when he and Kennedy, a customer, began discussing it as she got involved.
“It got me excited because it was just a really good vibe and energy, and people just have big smiles on their faces because they're connecting socially, they're drinking some and they're being creative,” he said. “It's going awesome. We started doing every Monday. That typically is our slowest night, so it brings in an extra 12 to 14 people that are ordering a couple rounds of drinks.”
Van Dyke called the setup a win-win for all involved because NU Café gets customers who wouldn't otherwise be there on Mondays, and Kennedy has a place to teach without paying for space.
But such a rapid expansion of paint bars begs two questions: Is it a fad? And, will the market become too saturated?
Those in the industry aren't any surer than those outside it. But they do feel they offer something special.
“I think it's kind of nice for people to have a different experience, and so many people are intimidated by art. Kids in school … get exposed to arts and media and things like that,” said Curtis, of Palettes in Natick. But adults? “We're stuck in our jobs and we're dealing with all these responsibilities and we can't.”
It also levels the playing field between people who are not artists. Curtis said she sees this in weekend family events when parents and kids paint the same illustration or when companies bring employees in for teambuilding and no one is familiar with painting, so they're all on the same level, where they might not typically be.
Curtis thinks it's valuable that each paint bar in the area has its own atmosphere and style of paintings.
“Some people may be drawn to one environment or one style of paintings more than another, so maybe it won't (become oversaturated),” she said. “It'll be interesting to see the longevity of the concept, but I think we're just along for the ride and having fun while we do it.”
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