Fit-Checks and “Goodwill Coupons”: Pacha New York is Making Moves

By Scott Enman

Before a single beam has been raised, Pacha New York is already rolling out a slate of announcements, confusing some with mixed messages while still managing to whip up blind excitement among devotees of the Ibiza-born nightlife brand.

Pacha New York’s new website already declares itself “Brooklyn’s Most Iconic Nightclub”—a bit premature given the fact that the venue is currently an empty lot, and it has yet to host a show. 

The site had a countdown clock on Wednesday that many fans assumed would be the first artist announcements, but it was instead an unclear communication related to “goodwill coupons” for Brooklyn Mirage ticketholders still waiting on refunds to shows that never happened. (Pacha says the opening weekend lineup will be announced Thursday, April 9.) 

“We’ve reached out directly to everyone affected by past Brooklyn Mirage refunds,” their website reads. “While those weren’t on us, we’re stepping up anyway—because that’s how the city moves. 100% of your original ticket value—back as coupons.” Its front page goes on to add ways that vouchers can be spent, and shares something of a mission statement for the club: “Use it across shows, food, drinks, merch. This isn’t just a fix. It’s a reset. A rebuild. A return to what actually matters: the music, the energy, the people.” 

The announcement leads one to believe that the coupons can be used for tickets to Pacha’s upcoming shows, which would get people in the door at no personal cost to see for themselves what the venue has in store. But the fine print on the email sent out to unrefunded Mirage ticketholders says something entirely different. “Goodwill Coupons may be applied toward food, bar drinks, and Pacha New York merchandise only. They may not be used for admission, bottle service, VIP/table service, or any other purchase,” it reads. 

Asked for clarity, Pacha New York’s team told Brooklyn Magazine the coupons indeed cannot be used for tickets. 

The premature hype and head-scratching messaging, however, are leaving would-be patrons wondering whether they’re witnessing an ambitious marketing stunt, a logistical misfire, or, dare we say, repeated mistakes of its predecessor. 

Amelia Sechrest, who bought two tickets to see Meduza last year and three to see Alesso, said she’s only received a coupon for one of the shows. Others have reported receiving multiple emails with different values for different events. Those who bought season passes to the Mirage last year, however, have complained on social media that they have yet to be given vouchers. 

One Pacha rep tells Brooklyn Magazine they’re “in the process of working through all impacted ticket holders – if someone hasn’t heard from us yet or still has an outstanding ticket, they will hear from us.” Another spokesperson added, “Season pass holders will be reached in due course.”

Sechrest said she spent close to $270 on Alesso tickets, and around $125 for Meduza, meaning she would have to spend close to $400 on food, drink, and merch if ticket admission isn’t included. She conceded it’s a generous offer, but there are some kinks to be worked out. 

“I think it’s a good first step to get people back in the door,” she said. “I do think people would be happier if you could use the value towards tickets.” With the ticket value, that’s a lot of money, almost too much, especially if you’re not going to a ton of concerts. What about those who don’t drink? And who’s actually buying food at those kinds of events?

“It’s still goodwill towards people and would definitely encourage me to go to another show, but it’s confusing. It will be interesting to see what happens and what the new venue looks like. It’s still pretty unclear now what the future of shows is going to be,” Sechrest wonders. 

As of August 4, when Avant Gardner filed for bankruptcy, court filings show that at least 90,000 people still held tickets for upcoming events at the Mirage, and thousands more were owed refunds for past shows. At $60 to $90 per ticket, that equals more than half a million dollars in coupons for food, drinks, and merch, so fans better come hungry, thirsty, or prepared to buy a whole lot of clothing with Pacha’s double-cherry logo on it. 

The fine print also says the coupons can be used at Pacha New York “from June 13, 2026, through January 1, 2029, after which they expire.” That indicates two things: First, that they could be opening on Saturday, June 13. And second, that they plan to be around for at least three seasons. 

A fit-check at the door?

The club also reveals some new wardrobe guidelines for the space on its site. A dress code for the new occupant of 140 Stewart Avenue was posted on its website for their seemingly very elegant, barely existent club, and it appears to be pretty strict.

“No person shall be admitted to Pacha wearing beachwear such as bathing suits, flip flops, men vests, nude torsos,” their website reads, which seems to be copied and pasted directly from the website of their flagship venue in Ibiza.  

We’re not quite sure what “men vests” are, but we’ll keep an eye out for them. As for not taking off shirts, Meghna Fogla, a longtime Mirage patron, said she’s skeptical of that rule being enforced, noting that New York City’s summers can be sweltering with highs in the upper-90s. “What are they gonna do? Patrol the dance floor, kicking out fans who take off their shirts?” she said.

As for the VIP area, it’s even more restrictive, with several articles of clothing entirely off-limits. “No person shall be admitted wearing shorts, sportswear such as tracksuits, sport shoes, sweatshirts, caps, etc. Management reserves all rights of entry based on dress code etiquette,” Pacha notes on its site. 

So, if you were hoping for the old no-frills, anything goes Mirage days at their successor’s operation, you might be in for a bit of disappointment this summer.