As we all know by now (and if you haven’t, you’re probably living under a rock), the Pulse Club was a primarily gay dance night spot located in Orlando, Florida. Unfortunately, as a deadly shooting unfolded, it has now become the unwitting site of the worst mass shooting in the US so far. Should it reopen? Let’s explore.
After that 3 hour massacre ended in the death of the shooter, this situation now leaves more questions than answers, especially for the victim’s families and those who were injured. In fact, my heart goes out to each and every one of the victim’s families. Those people who had gathered at that club that night arrived to have fun, drink and dance. Many had done so on many previous nights. Nothing wrong in that.
Unfortunately, the shooter had other plans. He entered this night club with the intent of taking lives. After 3 hours of standoff with law enforcement, the situation ended with the death of the shooter, but not before 49 people were dead and 53 others were injured and sent to hospitals. Let’s not forget about those who were not injured, but who were there witnessing this horrific event unfold. These victims may not have physical injuries, but they now have emotional injuries that may take decades and therapy to resolve. Survivor’s guilt is a real thing. A horrible situation for any business owner to contemplate.
The manager of the club, Barbara Poma, is trying to salvage this situation with her business and has vowed to reopen this night club. Unfortunately, the Pulse Club has now become a victim in its own right with a massive stigma attached: the massacre and all of those brutal deaths. This situation never spells a good end to any business. Barbara, if you are in fact reading this, I’d strongly suggest not reopening this club at that location. However, before considering reopening, you should most definitely wait (see below). There are a number of reasons why it shouldn’t reopen in its current form:
- Macabre thrill seeker tourists. Your club has now (and will for a very long time) become an unwitting tourist destination for those seeking a brush with the macabre. Yes, your club will now have people seeking to stop by and talk about the massacre, the deaths, the victims with anyone who will talk about it including to your customers, your staff and you. This will eventually become distracting and annoying to your customers who are there just to party. It will drive your existing customer base away. This will not be forgotten quickly or easily.
- Ghost hunters. Because of the 49 deaths in your club, inevitably someone will claim they have seen or heard the ghost of one of those who died on your premise. I’m not here to argue the merit of that type of claim, but I will state that your club will become a destination for ghost hunters looking for ghosts. Again, this will be to the distraction of your paying visitors simply there to have a good time. It will also become a distraction for your bartenders and other staff. This will also drive your existing customer base away.
- Regulars will shy away. For those who were regulars to your club and who were there that night, they won’t be back. Your club is forever tainted as that club that had a mass shooting and now holds that stigma high and wide like a badge of honor, except there’s no honor in that. For anyone who was there that night, the memory is just too painful and few will be back to avoid reliving that memory, especially those who were trapped in there for hours.
- Tainted by death. The Pulse Club brand has now become the unwitting poster child for mass shootings. What I’m about to write may seem a little crass, but you might as well re-theme your club to have heart monitors, hospital beds, and nurses running around if you want to move forward with this name. This is what people will forever link to this club’s name. People will not remember it for the fun party spot. It will now be remembered for the deaths and those living victims still in the hospital. If you don’t have any intent on capitalizing on this notoriety, you should change the name and move the club to another location.
- Because of at least number 4, you may find that your original customer type no longer visits your club. You may find that types 1-4 make up the vast majority of those who visit your club. They are not there to have a good time, they are there to take pictures, vlog, gawk, talk to your staff and generally be a nuisance to your club. It might even lead to confrontations that you and your staff might not want to deal with. You can never know the intent of a single person requesting access into your club.
What this basically says is if you reopen the club, your clientele will drastically shift from that happy-go-lucky dance place that it once was to that-place-that-had-a-mass-shooting. The above are not necessarily the reasons you want people at your club. The Pulse Club can never live its now-infamous past down. Even if you change the name of the club, paint it, redecorate it and refurnish it from top to bottom, that location won’t ever forget what happened.
Rebuilding the Pulse Club
The only way the Pulse Club can ever live again is by moving it to an entirely new location somewhere else in the city and rebranding it. You must abandon that building and let it become someone else’s problem and stigma to solve. What happened there is something that stays with that building, not with your business. If you want to get your business back the way that it was, you cannot reopen in that location. You must move your business to a new building. This is the only way to free yourself from the thrill seekers, from the macabre, from the ghost hunters and from those just morbidly curious. These people are not the reason why you opened your club and these are not the reasons you should want to continue with your club.
These are distractions that only serve to taint your establishment, chase off would-be new customers and cause your staff daily grief throwing random lookie-loos out. You need to ask yourself the hard question, is this really the reason you opened the Pulse Club?
Before you contemplate reopening the club, you need to let the legal dust settle. And, settle it will, I can guarantee that. Before making plans of spending money to renovate your club, you should reserve those funds for the upcoming legal battles that are about to ensue… and sue they will.
Lawsuits and the Future of Pulse
We haven’t seen the last of what is in store for this club. Just you wait. Some of the victims will file wrongful death suits at someone, anyone, for negligence. Where to start? The club’s owner. It’s as good a place as any.
Was the Pulse Club negligent in what happened? Well clearly, if the club’s staff had been properly enforcing at least metal detection or a pat down at the door, the guns might not have gotten into the building. Unfortunately, it now appears that this club was not enforcing any safety best practices when allowing patrons into the establishment. This could very much appear as negligent actions by the club’s owner. And, there are 53 living injured who can file lawsuits against this club. There are an additional 49 families who can also file lawsuits against this club. There are additional people like employees and those who suffered severe mental anguish at the horrific events that night who can also file lawsuits.
Unless the Pulse Club owner has engaged in specialty insurance in high amounts to cover such occurrences (probably not), she may find the Pulse Club out of business and her personal finances spent covering each and every one of those yet-to-be-filed lawsuits. It’s way too early for this club’s owner to be thinking about reopening the night club when the legal battles have barely even begun.
Clearly Barbara, as the club’s owner, you should wait out the legal battles before making plans to reopen this club. You may find that you can’t actually afford to reopen the club after the legal dust settles.
If you are a victim of this shooting, you should contemplate all of your legal options and you should do so quickly with your lawyer. If you are intent on filing a lawsuit, you should do it as fast as possible. The first to the table are usually the first to walk away with settlements. If you are one of the last, you might get nothing.
Was this club negligent by allowing a shooter with a Sig Sauer MCX rifle (every bit as deadly as an AK-47, just quieter) into this club? Clearly, the Pulse had very little in the way of security due diligence at the door. Is that considered negligent? Only a court can decide.