The Rise of a Nightlife Pioneer
José Manuel Trigo, now 75, began his career selling land plots in Quinta do Lago in 1972 but found his true calling in Brazil's vibrant nightlife scene. He directed two of Brazil's most historic discos, Hippopotamus and Regine's, rubbing shoulders with Hollywood stars, global politicians, and Brazilian elites. Back in Portugal, he became known as the owner of clubs frequented by the 'aunts and uncles'—the political, business, and sports elite of the 90s and early 2000s.
His venues, including T-Clube, Trigonometria, Torre Vasco da Gama, Stones, and Trifásico, left a lasting mark on Lisbon, Quinta do Lago, and Braga. Few know he also renovated the Lido danceteria in Amadora with Raul Durão.
Challenges in the Algarve's Tourism
Trigo laments the increasing seasonality in the Algarve, where nightlife now thrives only in peak months. He recalls a time when clubs like T-Clube operated year-round, sustained by events and congresses. The lack of off-season animation has severely impacted the region, a trend he warned politicians about, but they favored short-term gains.
He criticizes the Algarve's infrastructure, citing poor road conditions on Via do Infante, visual pollution from excessive billboards, and litter. The aesthetic decline deters high-quality tourism, as visitors are greeted with chaos from the airport to their hotels. Trigo advocates for a clean-up to boost the region's appeal, emphasizing that beauty and functionality are key to attracting tourists who will spread positive word-of-mouth.
Innovative Strategies and Personal Anecdotes
Trigo shares stories from his time in Brazil, where he managed Regine's and navigated crises, including a drug-related scandal that temporarily emptied the clubs. His recovery strategy involved high-profile events and clever marketing, leveraging contacts like Alain Delon and Omar Sharif.
In Portugal, his T-Clube became a national selection of elite clients, with no VIP discrimination—everyone paid the same entry fee. He implemented subtle seating strategies, categorizing areas as 'Siberia' or 'Oasis' to manage the crowd dynamics without using the term VIP.
His famous champagne party on Sundays was a masterstroke in marketing, driving revenue on Fridays and Saturdays while creating exclusivity. Despite criticism for favoring Portuguese clients, he insists he never discriminated against foreigners but acknowledges cultural preferences and market realities.
Reflections on Business and Legacy
Trigo sold his clubs after struggles with seasonal competition and a failed deal with Paula Amorim's group, ultimately closing with another buyer. He remains critical of bureaucracy and state intervention, advocating for entrepreneurial spirit without subsidies.
He fondly recalls simpler times in the Algarve, selling 'the very typical' rustic charm with donkey carts and native plants, contrasting it with today's overdeveloped landscape. His journey from a local Algarvian to an international nightlife mogul underscores the evolution and challenges of tourism and entertainment industries.
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