Avant Gardner’s New CEO Josh Wyatt Discusses Upcoming Enhancements for Customer Experience and Venue Redesign
Avant Gardner, featuring three stages including the iconic Brooklyn Mirage, has recently appointed a new CEO and unveiled exciting changes for 2025. While these announcements may seem positive at first glance, it’s essential to approach them with some skepticism typical of promotional releases. However, when Josh Wyatt, the new CEO, agreed to an interview, we seized the opportunity to delve into the evolving customer experience.
During our conversation, Wyatt articulated the commitments fans are eager to hear. Initially, I approached with caution given Avant Gardner’s previous struggles with clear customer communication and service. Yet, as our discussion progressed, I felt a renewed optimism that 2025 might herald a transformative chapter for Avant Gardner. Wyatt’s accountability for the proposed changes indicates a promising resurgence for the venue.
Transformational change is a gradual process, and challenges are inevitable; however, it’s worthwhile to remain invested in this journey as long as tangible improvements are made and communicated effectively to patrons. With that in mind, let’s explore the future of Brooklyn Mirage and Avant Gardner with Josh Wyatt!
Hello, Josh! Congratulations on your new position, and thank you for speaking with us today. With your extensive background in hospitality and nightlife, how do you plan to apply this experience at Avant Gardner?
Thank you for having me. The advantage of a strong team is the variety of perspectives, skills, and experiences each member contributes. This team has historically excelled in stage production, sound, visuals, and content creation—truly best in class. The company sought a leader with a wealth of experience in hospitality and culture to complement these strengths. My background in large-scale events and designing culture-driven businesses globally will elevate the company to new heights.
You’re stepping into a pivotal moment for the venue, where popularity is rising, but safety concerns have made longtime patrons hesitant. How do you plan to restore their trust and loyalty?
That’s a crucial question, and I appreciate you asking it. Establishing a customer promise that encompasses every facet of the experience is vital, and that’s my mandate. We offer one of the best concert, nightlife, and audiovisual experiences. However, there are areas that we have either lacked the resources or time to address. With my introduction to the team and the ability to unify all stakeholders, we now have the capacity to improve hospitality, security, and the overall customer experience. I often refer to Maslow’s hierarchy of hospitality needs, a concept introduced by my mentor Chip Conley. You can have an incredible concert with top-notch sound and visuals, but if patrons don’t feel safe arriving or leaving, it tarnishes the experience. Conversely, a fantastic hospitality experience won’t matter if the content fails to impress.
Balancing these elements has been a primary objective for the company and ownership, and that’s precisely what I am here to accomplish—finding the right mix that meets every customer need. A customer must feel safe, inspired, energized, and connected to the experience. While the company has excelled in some areas, it has struggled to address others. My ambitious agenda began upon my arrival a couple of months ago, and we are now publicly announcing these changes with a timeline to implement them before the major Mirage season kicks off in May.
Given that Avant Gardner necessitates a substantial security presence, previous reports have indicated inconsistencies in how security has been managed. You plan to enhance security, but how will you ensure this is a consistent and customer-focused experience?
I agree that more isn’t always better. Our goal is to create an extraordinary experience from the moment patrons engage with us online to their arrival at the venue, through security, and throughout their time spent there. Consistency in exceptional customer service is paramount, ensuring that patrons feel safe and inspired while all their needs are met.
From a security standpoint, we need to ensure a smooth and welcoming arrival that adheres to safety standards and legal requirements enforced by local councils. We’ll continue to comply with these regulations. Nonetheless, we recognize that past security protocols have sometimes been overly stringent.
This issue boils down to training. While we ensure compliance with laws to keep customers safe, we also want to maintain a welcoming atmosphere during entry. We’ve always communicated a list of prohibited items on our website and social media, as well as through ticket terms and conditions. However, we need to enhance this communication so patrons can prepare accordingly.
A significant improvement we’re making is the installation of lockers before and after security screening, which patrons can access multiple times. This means if someone arrives with a prohibited item, instead of confiscating it, they can store it until they exit the venue. To clarify, this doesn’t apply to legally prohibited items like weapons, which we must report. Still, for benign items, we acknowledge the need for a better solution, and these lockers will be available for the May opening of Mirage.
Additionally, we’re enhancing signage to help patrons navigate the venue more effectively. It’s a large space with many areas to explore, and we want to facilitate that. In the past, security staff lacked training in effectively communicating access points and times.
To address this, we’re introducing ambassadors who are trained in legal and liability matters and licensed to provide customer assistance. These ambassadors will also support first responders while fostering a welcoming and friendly environment. Importantly, they will be fans of the venue and music, enhancing the overall customer experience while prioritizing safety.
There have been instances where patrons have had naloxone taken away, which is critical during emergencies. Can you clarify your policy on patrons carrying naloxone?
Narcan is permitted in the venue; however, we encourage patrons to seek out our trained medical professionals who are present at every event. I understand there has been some confusion regarding this in the past. If I could offer constructive criticism to previous management, it would be that they didn’t effectively communicate with their audience and the broader community. While many positive actions have been taken, they haven’t been well conveyed.
It’s necessary to point out that administering overdose medication requires a trained medical or security professional. All venue staff, including myself, have undergone overdose response and CPR training. In the past, some patrons have attempted to administer Narcan without proper training, leading to potentially dangerous situations. It’s vital that only qualified personnel provide such medical assistance.
On a related note, we understand you collaborate with OutSmart NYC. What does this partnership involve, and do you plan on working with other harm-reduction organizations?
Yes, we have implemented company-wide training sessions with OutSmart NYC focused on harm reduction and current trends in the electronic dance scene. Recently, we conducted Overdose Prevention and Response Training for on-site managers, coordinated with an Overdose Education Manager from the NYC Department of Health and Mental Hygiene and the Mayor’s Office of Nightlife.
In the past eight months, we have also provided training in the following areas:
- April: Anti-harassment, sexual violence prevention, bystander intervention training, and trauma awareness for nightlife venues for all staff, hosted by OutSmart NYC.
- June: CPR/AED training for management staff, led by EMC CPR & Safety Training, LLC.
- August: Advanced management training on anti-harassment, sexual violence prevention, bystander intervention, and trauma awareness for nightlife venues, hosted by OutSmart NYC.
- September: Manager and Lead Narcan Training, led by representatives from the NYC Department of Health and Mental Hygiene, attended by the Mayor of Nightlife, Jeff Garcia.
We’ve heard complaints from patrons regarding intoxicated individuals being ejected when they may only need minor medical assistance or time to recover. Does Avant Gardner have services to manage intoxicated patrons safely?
We have top-tier paramedics and ambulances on site. In fact, apart from the Barclays Center and Madison Square Garden, we are among the few venues offering such extensive medical coverage. We partner with Paradocs, who has been with us since the venue’s inception. We have increased their presence to ensure two ambulances are available at all times. While this commitment has been ongoing, it hasn’t been widely reported. We take pride in our proactive approach to medical and security investments.
Moving on to the enjoyment aspect of the venue and the events you host, can you share your plans for improving dance space and crowd flow? Is the Mirage undergoing a complete rebuild?
Yes, the Mirage is being entirely rebuilt. While there will be minor enhancements to King’s Hall and Great Hall, Mirage, as it stands, is essentially gone. It embodies our brand’s ethos of continual reinvention. We engaged in extensive discussions and customer research, leading us to make a bold decision for a completely new Mirage experience.
While we won’t reveal all details just yet, I can provide a preview. The Mirage will evolve with each event, creating a different ambiance and experience every time you visit. You might wonder how we’ll manage this transformation—it’s through unique venue design that allows for dynamic changes in functionality. The previous dominating LED wall will be complemented by various simultaneous experiences that can shift from day to day, allowing us to adopt an innovative approach to fan engagement.
Avant Gardner has successfully hosted major names in the industry and crafted unique experiences for fans. Can we anticipate more custom and immersive events like Cityfox and Elrow?
Absolutely! We embrace both internal and external IPs. Elrow has already been confirmed, and we are dedicated to reintroducing more experiences like it. Elrow is just one example; we have several other exciting events lined up, including some classic IPs that haven’t been seen in the U.S. for years. We look forward to making these announcements soon.
Lastly, are there any plans to bring back Electric Zoo?
We are proud to have resolved issues from the previous Electric Zoo festival, compensated vendors, and refunded fans. Despite online speculation, we have fulfilled our commitments to fans. As for the return of Electric Zoo, the timing must be right; this year, our focus is solely on delivering a new Mirage experience.
