Paris, in the 18e district, at 136 rue Marcadet. The green awning of La Divette de Montmartre floats in the air and clashes with its bright red frontage. After lunchtime, the bar-tabac run by Serge and Michèle Vial is deserted. An atmosphere a thousand miles from that which reigns on match nights at AS Saint-Etienne. Since the 1980s, the Divette de Montmartre has been the meeting point for Les Verts supporters on match days.
An era soon to be over. At the end of the year, the establishment will close its doors for good. “We are not fleeing in the air, only obliged to leave within four months! The owners of the walls are taking over the place in order to build a building”, announced the trade boss on social networks in June. A few days after the relegation of ASSE to Ligue 2.
The end of thirty-six years of service for Serge and Michèle Vial. A few weeks from lowering the curtain, the feeling of the two spouses is shared. Disappointment necessarily but also a touch of relief. “Since the 1990s, my clientele has been relatively young and I am reaching an age where it is difficult to follow them. You have to know when to stop”admits Serge Vial, 69, proud to mark the end of the history of La Divette de Montmartre himself after more than a hundred years of existence. “Behind us, there will be nothing. No more divette, no more tobacco, no more nothing. We’ll move on. »
In 1986, when Serge Vial, from Stéphanois, took over the business, he was far from imagining that his bar-tabac would become a landmark for AS Saint-Etienne fans. “Basically, I watched the matches for myself and with word of mouth, it took off a lot”, remembers the manager, flowered shirt and sleeveless jacket. So much so that the popularity of his establishment extends beyond the borders of Paris. “I had delegations from Stéphanois visiting Paris who came to the bar”he recalls.
Cabinet of curiosities
Football enthusiasts but not only. Because La Divette de Montmartre is also a cabinet of curiosities. Its owner describes himself as a “collectible collector”. From the entrance, the gaze is absorbed by the decoration in the image of the Saint-Etienne club. Dozens of pennants hung behind the counter, jerseys enthroned above the door, passing through the scarves wrapped around a pipe.
Further on, the last vestiges of the time when the bar hosted alternative rock concerts. A life-size drawing of Elvis Presley and a bust, a trio of PEZ dispensers, Russian dolls bearing the likeness of the Jailhouse Rock singer, in a window. Souvenirs brought back from New York or Moscow by customers.
With them, Serge Vial has been able to forge strong ties. When looking in the rear view mirror, he retains the feeling of accomplishment. Behind his counter, the Stéphanois not only offered moments of entertainment over a drink or in front of a match. He also liked to be an attentive ear, always ready to advise, discuss and help. “With my wife, we did good around us”he welcomes.
Soon, ASSE fans will no longer have their headquarters to follow the matches of the Greens. For Serge and Michèle Vial, there is no question of taking over the management of a new bar. “I have reached the end, I have nothing more to learn, I leave room for young people”launches the tenant.
On the other hand, the two spouses intend to open a new tobacconist. Their base has not yet been identified but until then, they intend to take full advantage of their last moments at La Divette de Montmartre before blowing the final whistle.