Bjorn Van Dijl is counting on the fact that even in a recession, people still want to go out and have fun.

Now, his challenge is convincing them that Crazy Pianos is the diversion they need. While it’s probably the most difficult time to bring a new nightclub and restaurant to the United States from the Netherlands, Van Dijl says he is in it for the long haul.

Crazy Pianos has invested over $3 million and hired 150 people in preparation for Thursday’s opening at CocoWalk in the former Cafe Tu Tu Tango location. It’s the beginning of what Van Dijl hopes will be a U.S. expansion that could include up to 15 locations over the next five years in markets like New York, Las Vegas and Los Angeles.

”This investment is not for today or tomorrow,” Van Dijl said. “We’re a very healthy company. The economy gives us an opportunity because a lot of other clubs and restaurants are going out of business.”

The company chose Miami to kick off its U.S. expansion because of the area’s international appeal and the availability of a prime spot at CocoWalk.

Since opening in Holland in 1999, Crazy Pianos has grown to what it claims is now the largest piano bar in the world. The Holland location generates annual sales of more than 10 million euros and draws a minimum of 10,000 customers a week, according to Van Dijl.

Industry experts say Crazy Pianos’ ability to succeed in Miami will depend on how quickly it can generate a buzz. ”The key is whether Miami sees this as a great place to be,” said Dennis Lombardi, an executive at restaurant consultancy WD Partners. “Otherwise at the price point and the economics, they may have a tough couple of months.”

While the idea of a piano bar isn’t new, Crazy Pianos tries to differentiate itself from the competition by taking the concept more upscale and targeting a slightly older crowd. After 10 p.m., they don’t allow anyone younger than 24. In Holland, the bulk of the crowd is between 25 and 40.

ROWDY CHANTS

This isn’t the type of club where you’ll find the crowd screaming rowdy expletive-filled chants during a rendition of Kenny Rogers “You picked a fine time to leave me Lucille.”

In addition to the dueling piano players who perform at the fire engine red pianos, the club also has a drummer and a saxophone player on stage to form a band. Crazy Pianos recruits entertainers from around the world.

”This is more based on musicality rather than shtick,” said Jay Silbermann, managing partner for the Miami Crazy Pianos. “Most piano bars, if you take the entertainment out there’s nothing else. This is a place where you can go for a nice dinner and to be entertained.”

Silbermann knows the difference because he previously worked for a competitor, Howl at the Moon, which back in the 1990s had a CocoWalk location.

”They had a limited lifespan and entertainment value,” Silbermann said of Howl at the Moon. “When you have a modest venue, you’re going to do modest sales.”

Crazy Pianos has the potential to do more business because it offers a full-service kitchen, serving brunch, lunch and dinner. There are a wide variety of upscale casual selections that run the gamut from a Kobe beef burger to Ahi tuna salad and a filet mignon or Scottish salmon. Most prices are in the $10 to $18 range, with a handful of entrees in the $22 to $28 price.

The bar offers a unique concept of private beer tables for groups of four or more, featuring near frozen Heineken beer. The tables, which start at a minimum of $44 for one gallon of beer, is like having your own personal keg.

Industry experts say that to succeed, Crazy Pianos must keep its prices reasonable.

`GOOD VALUE’

”People today want to get a good value for the money,” said Richard Lackey, a Palm Beach Gardens-based restaurant broker and consultant. “If they can deliver a fun atmosphere with interesting food and value prices, it will work.”

CocoWalk’s owners are counting on that and looking for Crazy Pianos to provide a new entertainment draw for the center, which is still in the midst of a redevelopment.

”I’m hoping Crazy Pianos is going to give a new synergy not only to CocoWalk but the whole community,” said Mia Stierheim, whose company Stierheim & Wesson handles the leasing for CocoWalk. “I think it will be a nice draw from all over Miami-Dade.”
BY ELAINE WALKER, Miami Herald