Sports bar uses Celtics championship run to promote itself as place for fans

By Owen Boss

GARDNER — For owner Ramsei Clayter, the Celtics recent trip to the NBA Finals couldn’t have come at a better time for his new business, the 24 Bar & Grille. Through advertisements and food specials during the games, Mr. Clayter said he was able to establish his bar as one of the best places in the city to catch a game. The bar, which opened under a uniquely-formulated liquor license intended to prevent the opening of another single-purpose bar, is required to pay a $750 license fee and also contribute $2,500 each year to fund the urban renewal of the community. Also included in the license were the requirements that at least 51 percent of the restaurants profits come from nonalcoholic drinks, and seating has to be available for at least three-quarters of its occupants, which is more than the usually required two-thirds seating. So far, Mr. Clayter said the special restrictions have not been a problem. “It has been much easier than I thought it would be,” said Mr. Clayter. “At first I thought it was going to be impossible to do all these things but we have everything here in compliance and we are off to a great start.” For many new bar owners, forming a steady clientele base in the first few months of operation can prove to be a challenge, but so far Mr. Clayter said the public’s response has been tremendous. “Gardner really doesn’t have a true sports bar,” said Mr. Clayter. “We want to be the place to watch sports games in the area. And we found that we had a lot of people showing up here to watch the Celtics games.” In order to attract more patrons during sporting events, Mr. Clayter began offering food specials during Celtics games which included $1 mini-burgers and 25 cent wings. Following the bar’s success throughout the playoff run, Mr. Clayter said he plans to continue offering the specials. Judging the response he has received from his new-found regulars, Mr. Clayter said he expects his recent success to continue because the bar’s appearance separates it from other establishments in the area. “From what the community has told me, this is by far the nicest bar they’ve ever seen in the city,” said Mr. Clayter, who attributes the positive response from the community to the architects that were involved in the extensive renovation process. The bar, which has become widely known for its popularity during sports games, wants to become multidimensional and offers patrons other forms of entertainment. “We offer live acoustic entertainment every Thursday, Friday and Saturday night,” said Mr. Clayter. “It has been nice to see that we’re starting to get some regulars. Fortunately for us we seem to be attracting a lot of really good people.” When asked what his plans were for a potential Red Sox playoffs run, and the upcoming Patriots season, Mr. Clayter said the gears were already in motion. “We will definitely, absolutely, positively have some big events planned for when the Red Sox make the playoffs,” said Mr. Clayter. “Because of the success of our teams, this is the best time to own a sports bar and you really couldn’t ask for anything more.” oboss@thegardnernews.com

Appeared on Page 3 on 6/19/2008 (Vol. 206 No. 145)