Olivia Jones: The neighborhood icon sees opportunities in every crisis

"Every crisis also offers opportunities," says Olivia Jones. The Kiez icon won't let Corona get it down.

Sympathetic, successful, down-to-earth: Olivia Jones (50) regularly takes tourists through St. Pauli with her "Kultkieztouren", runs a hit bar, a show club with travesty and comedy acts, and a burlesque on the Große Freiheit Club. In addition, she is committed to tolerance and diversity and the current Coca-Cola campaign "Open as never before". But the last few months have also presented them with a completely new situation. In an interview she reveals how she reinvented her concepts and shows, what opportunities she now sees and what the new normal means for Olivia Jones.

Many restaurateurs are faced with the shards of their existence. How hard have you and your Olivia Jones family hit the past few months?

Olivia Jones: It was difficult in the first few months that St. Pauli, which normally stands for freedom and joie de vivre, first turned into a kind of "ghost town". It wasn't easy for us either, but we will get away with it with a black eye. However, I was less worried about myself than more about the diversity of the district. About the small bars, clubs, shops, theaters and restaurants of our neighbors, which make up a large part of the radiance of St. Pauli. That is why I made the mayor responsible not to forget St. Pauli and organized the media-effective protest with my team and other restaurateurs, in which we held a minute's silence in the neighborhood. Projects such as the Lokalfreun.de initiative also helped us restaurateurs and bar operators during the crisis, and it's nice to see how people support the shops in their neighborhood.

So in the last few months you've all welded together even more?

Jones: St. Pauli has always been a diverse place where people stand together when it matters. But the crisis certainly brought people closer together. But it also showed how creative the district is and that you always try not to let yourself get down here. This protest action with the common minute of silence, the neighborhood prayer, our neighborhood pastor and pastor and many hosts was a really special moment for everyone. Together we made it clear how important St. Pauli's colorful gastronomy is for Hamburg. The city lives from tourism and many guests come because of the uniqueness of St. Pauli.

Your bars have now reopened. But normal operation is not yet possible …

Jones: Of course not, but every crisis offers opportunities. We have reinvented ourselves and adapted the concepts of the bars and clubs. That was and is a real mammoth task. But with my great team we have found creative solutions for the most difficult challenges. First we put the Olivia Jones Bar into the race, which is now open every day. We have converted Olivia's Show Club to a kind of theater business. And the concept works so well that we are now reopening The Bunny Burlesque St. Pauli and Olivias Wilde Jungs. This new show concept is so much fun for us and the guests that we will probably continue it in the Show Club even after the Corona period.

How have you adapted your bars and neighborhood tours to the current conditions? What has become the new normal for you?

Jones: People come to us to experience something different with us. To take a vacation from everyday life, so to speak. We always have an institutionalized state of emergency. And now there are – I put it consciously in a positive way – funny masks, less full contact, more conscious partying. I like to call this supervised drinking with a wink. Most of our neighborhood tours take place outdoors. So they are now running almost as usual. In addition, due to the corona, we can also show places that are otherwise inaccessible. Herbertstrasse, for example, where no other women have access. And we also tell stories of encouragement from people who have become real heroes during the crisis in St. Pauli. Just like the landlord from the Elbschlosskeller, who switched to serving food for the homeless early on. One of many great initiatives in which members of the Olivia Jones family are also active. Because crises are tests of courage to try something new. That is also the reason why I am part of the current Coca-Cola campaign "Open as never before". The crisis is not over yet, but we can and must seize and use the opportunities now. In the end it is up to all of us to emerge stronger from this moment and to create a common and, above all, better future.

What new ideas and opportunities have emerged for you over the past few months?

Jones: We're doing theater now, playing seven shows a weekend at Olivia's Show Club. Our St. Pauli Revue is a one-hour mixed show by the Olivias Jones family, with burlesque, comedy, menstrip and travesty or drag acts. Of course, everything in compliance with hygiene and distance regulations. It is now so successful that we are considering keeping the concept in the future. We have also spruced up our great beer garden in the back yard of our clubs, where we can also serve alcoholic drinks to our guests. We are also thinking about completely new concepts. For example: make-up workshops for parties and drag make-up.

How is the response?

Jones: The response so far has been really great! We have the most grateful guests in the world who are just happy to be with us and experience our shows and neighborhood tours with us.

How do you think the gastronomy in St. Pauli will change in the future?

Jones: I very much hope that the diversity of the bar and club scene doesn't suffer too much – on St. Pauli, but also in the rest of Germany and the world. That's why we drew attention to our neighbors' fundraising early on. We helped where we could help, even when we struggled ourselves. The ultimate goal is to preserve diversity. What makes me positive: We see a lot of creativity and that St. Pauli has not lost its attraction. On the contrary: the guests come back and rediscover the district for themselves. This is a real bright spot for me!

How do you personally experience the new situation and the new normality in which we move?

Jones: We have to make the most of this, take it as an opportunity, and enjoy small advances. I was overjoyed when I was able to enjoy my midday morning coffee in front of my coffee station in the St. Pauli sun. The small, everyday moments have become very precious and special.

Is there anything that you appreciate more since the lockdown than before?

Jones: You learn to appreciate freedom of movement even more than before. After months of restrictions, it becomes clear what a luxury freedom is. I can even just drive to Schleswig-Holstein without being turned away at the state border (laughs).

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