SoHo Saloon to become throwback music concept

A new concept, Good Luck Chuck’s, will replace SoHo Saloon on South Howard Avenue, as operators along the corridor reposition nightlife formats to extend activity beyond late-night peaks and respond to shifting demand.

The venue, at 410 S. Howard Ave. is expected to open in early May, replacing a nightclub model that had defined the space for more than a decade.

Owner Michael Disser, who operates multiple properties along South Howard, said the prior format had become concentrated into two late-night windows each week, leaving much of the space underutilized as operating costs increased and pressure on the district intensified.

“There was no brand, there was no concept,” Disser said. “It was just a nightclub.”

The new concept will center on a nostalgia-driven format built around popular hits from the 1970s, 1980s and 1990s across multiple genres, with structured programming and themed entertainment aimed at creating a more consistent, weeklong experience for a 23-and-up audience.

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The shift reflects a broader move along South Howard away from open-format nightlife toward venues with defined identities, where operators can more deliberately manage flow, programming and the overall customer experience.

Disser tested that model with Sunset Rodeo, a Nashville-inspired concept he opened nearby in 2025, which drew customers seeking a more curated night out tied to a specific theme and environment.

“People are thirsty and wanting something new, different, fresh, entertaining,” he said.

He is also preparing to open Howard & Platt, an elevated dining and hospitality concept in the former TC Choy’s building across the street, adding earlier-day activity to a corridor long defined by late-night traffic while remaining distinct from his nightlife-focused venues.

Together, the concepts are designed to create a more continuous flow of activity, moving customers from dinner into nightlife while supporting more consistent use of space throughout the week.

The strategy also reflects growing competition from other districts, including Water Street and downtown Tampa, which have drawn customers with newer, more structured hospitality offerings.

Disser said he is working to shift how the area is perceived, moving away from the “SoHo” label in favor of “South Howard Avenue,” which he said better reflects the corridor’s mix of uses and future direction.

The change comes as South Howard continues to cycle through concepts while operators reinvest in existing properties, often clustering venues to share staffing, marketing and infrastructure.

For Disser, the approach centers on building venues with clear identities that can adapt over time in response to customer feedback.

“The customer tells you if it’s right or wrong,” he said. “As long as you listen and adjust, you’ll be fine.”