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Some Miami Beach New Year’s parties turn ticketholders away

 

New Year’s Eve was a disaster for dozens of would-be revelers turned away from posh South Florida nightclubs, despite paying top dollar for tickets that were supposed to ensure entry.

 

Alex Rubin thought these club passes, bought for $60 each on CraveTickets.com, ensured him entry into Louis' late-night New Year's Eve party. But event organizers oversold the event, leaving Rubin and his friends -- and others -- outside the velvet ropes.
Alex Rubin thought these club passes, bought for $60 each on CraveTickets.com, ensured him entry into Louis' late-night New Year's Eve party. But event organizers oversold the event, leaving Rubin and his friends -- and others -- outside the velvet ropes.
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How’s that New Year’s tune go — Old acquaintance may be forgot ... but not this train wreck of a night?

Sure felt that way to roughly a dozen friends expecting to party through the night at Louis nightclub at the Gansevoort Hotel in South Beach after the ball dropped early Sunday morning.

They all bought advance passes to Louis’ post-midnight bash at a combined cost north of $700. But a club spokesperson said Joonbug — the New York-based promotional company that put on the party — let too many people into the event, leaving marketing professional Alex Rubin and his pals outside the velvet ropes while the rest of the world toasted 2012.

“It ruined my night,” said Rubin, who lives in the Brickell neighborhood.

Added Rubin’s buddy, Sumeet Chugani: “It was humiliating. My brother and two friends came in town from North Carolina for one reason: to go out on South Beach at New Year’s.”

They weren’t alone in their disappointment. Long lines and packed clubs in South Florida are as common on New Year’s Eve as silly hats and noisemakers. So for many, the smart move seemed to be to buy advance tickets to ensure entry.

But those pricey passes turned out to be virtually worthless at Louis and the party at Brickell’s Viceroy Miami Hotel, where many waited in vain for some two hours before finally giving up.

Cristina Mills, 26, a Miami sales professional, said she got in line outside the Viceroy at 9:30 p.m. Saturday, a half hour before the event began.

Her group of eight paid $60 each for the all-you-can-drink tickets, and they thought they showed up in plenty of time. But at 20 minutes until midnight, the line still hadn’t moved — due in large part to late arrivals who were allowed to skip it altogether — and they had enough.

“We didn’t want it to be 12 o’clock and still be in line,” said Mills, who rushed over to a nearby bar just before the countdown began.

For nightclubs, managing the door is a delicate game on most any night. Even if there is room inside, some clubs artificially maintain a line out front, giving off the impression of exclusivity.

But the Opium Group, which owns Louis and five other South Florida clubs, said the venue was at capacity after midnight — which meant tough luck for Rubin and friends, whose reduced-rate tickets didn’t allow them past the door before 12:30 a.m.

They didn’t get a straight answer that night when asked why they were denied entry, Rubin said. At first, bouncers told them their tickets were fake, and then said their party ended at 1 a.m. — even though language on Joonbug’s website stated they were good all night.

When Rubin and his friends, some of whom are doctors or attorneys, pleaded their case, the promoters turned nasty, he said, taunting them and blowing kisses.

Both Joonbug and the Viceroy have offered full refunds to anyone turned away Saturday night — but that’s not enough for Rubin, a rapper who goes by the handle Rube.

He said members of his group may sue.

“I’m not sure how anyone can compensate us for the good times missed and the bad times gained on New Year’s as a result of this incident,” he said.

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