Vintage Ultra Lounge Knows Secret to Business Success Downtown

ST. PETERSBURG – James Guttridge, the 30-year-old owner and founder of Vintage Ultra Lounge, has found the key to being a successful business owner in the ultra-competitive nightlife scene downtown.

He listens to his customers.

"Rather than trying to force our vision on the local market, we stayed flexible," Guttridge said about Vintage, which opened in 2008. "We listened to what the people wanted."

Having an open mind and willingness to change paid off for Guttridge's business venture. Vintage Ultra Lounge regularly has a line out the door on Friday and Saturday nights.

Says Guttridge: "We don't sell drinks; we sell an experience."

Guttridge hopes to brand the Vintage concept and spread the experience nationwide. "I'm excited to expand into new markets," Guttridge said. He is looking at southern California, Denver and Manhattan.

On the Vintage Ultra Lounge Facebook Page, the company describes itself as a hybrid – part nightclub and part lounge. The atmosphere has "classical ambiance" and VIP bottle service but also "high-energy dance music and interactive entertainment," it says.

Vintage started out strictly as a high-end lounge for entertainment, style and vivacity. Guttridge was open to change and took in every piece of customer feedback.

Deejays were the rage when Vintage Ultra Lounge launched, but Guttridge also began incorporating live music, featuring local bands that were developing strong followings, including Mighty Mongo, Resinated and Anchor Atlantic.

But success was not instantaneous.

Like any successful business venture, there were some rough patches in store for Guttridge and company. There were even rumors about the doors being closed and descriptions of Vintage as a "sinking ship."

"During our construction is when the economy was tanking," Guttridge explained. "It was certainly very scary, but at the same time we stayed optimistic."

The positive attitude and Guttridge's perserverance worked. "We barely got open," Guttridge said with a laugh. "We got open by the skin on our teeth."

Vintage welcomed its first crowd in February 2008, when it became a new favorite for partiers and socialites. The popularity continues today.

In one role or another, Guttridge has been involved in the hospitality industry for more than 15 years – half his life. With a love of serving and a gift for entertaining, Guttridge realizes that he could not be more on point with where he is today.

"I'm happy and content," Guttridge said. "I have a great base of family and friends around me, and that's what means the most to me."