February 9, 1961, the day before I, Madia, turned 18, five friends decided to give their first gig in a small bar in Liverpool. The Cavern Club. At eight o’clock sharp, the first chord of a guitar was heard. There were, on stage, John Lennon, Paul McCartney and George Harrison, The Fabulous Five – plus Pete Best on drums, who later, in 1962, would give the sticks to Ringo Star, and also the bassist Stuart Sutcliffe.
The Fab Five’s first show brought in €5 each. At the end of the year, the tipping point. Performances start to attract more audiences and someone recommends producer Brian Epstein to check it out. The next day he was responsible for the set. And at the end of 1962, the first hit, Love Me Do, and the music and the world would never be the same again.
The Beatles chapel, church or temple, the Cavern Club, was opened years earlier, in 1957, by businessman Alan Sytner. More like a Jazz Club. little by little it was
surrendering to such a rock and roll… In total, the Beatles played 292 shows at the Cavern Club.
In 1973, the original Cavern Club was demolished, and in 1984 it was rebuilt on the same street, on the same side, 15 meters further on. With financial difficulties, it remained closed for 18 months, between 1989 and 1991, and reopened with new owners. Until months ago, they faced serious difficulties due to the pandemic. But, without the slightest doubt, given the size of the mystique, it will survive. And once the travels normalize, it will certainly remain sold out – with the capacity sold out – for months.
The Beatles, their music, for most 50 and over, is like a second religion. They are the people who travel the most, who have the most purchasing power and, in their plans, one day, hit the time in Liverpool and pray, singing along, in the church where the Beatles started. Before the pandemic, some testimonies from those who had the privilege of hitting the spot and checking out The Cavern Club:
Vanessa, Rio de Janeiro, Feb. 2020: “We chose to sleep in Liverpool in order to enjoy The Cavern Club and the Beatles cover show. Simply sensational, wonderful… it was the best ballad of my life…”. Alan, Rio Grande do Sul: “One of the places I most wanted to visit in my life. Realized dream. Opening bands and cover bands are sensational. I will come back…”.
Ricardo, from Campinas: “Magical. After paying €5 for me and my wife, and going down two floors by a spiral staircase, we arrived at the famous salon that we see in the photos. Definitely, it’s priceless to be in a rock temple like this. If you are hesitating about going to Liverpool, decide now: Go, Go Flying…”.
That’s it, friends. Many people ask what is the importance of storytelling in branding. Total! And if absurdly strong and magnetizing, it enhances immortality. Regardless of pandemics, crises, and more, and just like the Beatles, The Cavern Club will live forever.
So, when in England, visit Windsor Castle, Hyde Park, Stonehenge, Bath’s Roman Baths, and everything in between. But, if you only have one day and time for a single attraction, help, use A Day in the Life, join friends from the trip to Come Together, and never Don’t Let me Down, I Want to Hold Your Hand, even because you and all of us, everything All We need is love…
Francisco Alberto Madia de Souza is a marketing consultant ([email protected])