Ritchie. Ritch.

4/30/08—A tiny SoMa club gets a makeover and throws hella heavy parties.

By Matt Bloom, Photograph by Drew Altizer

How much fun did I have last Friday at SoMa's 330 Ritch? Let me count the ways:

Though the name hasn't changed, the joint definitely has. Instead of ratty tables and chairs (not to mention the frumpy crowd), the new Ritch boasts leather banquettes, a green room, and a sexy clientele. But the real deal is the savvy, connected, S.F.-native crew running the place. Under the new management company (City Visions, whose founder manages Steve Aoki, DJ Spider and other big-name club stars), Ritch is turning out sold-out shows like Friday's set by DJ AM. AM, who's also an investor in the new club, had the place in flames from the start. I personally think it was the similarity between Ritch and Ritchie (as in his former flame, Nicole Ritchie) that sparked the energy, but that's just me. Of course, Popscene is still in full effect and a steady flow of teenagers on Thursday nights proves that. But shoot, if they keep chalking up parties like Friday's, Ritch just might usurp (dare I say it?) Mezzanine as the city's dopest beat house.

Photo by Misha Vladimirskiy

Here's what the new 330 Ritch has in store for May:
5/1 Popscene hosted by Live 105's Aaron Axelson
5/8 Mary Onettes (Swedish indie pop)
5/9 The Morning Benders (Berkeley pop)
5/15 Radio 4 and Roxy Cottontail (New York house/punk)
5/22 Foals (English pop)
5/29 Jaguar Love (Former members of The Blood Brothers and Pretty Girls Make Graves)

330 Ritch: 360 Ritch St. (off Townsend St., bet. 3rd and 4th Sts.), S.F.