Billings lounge's success Crystal clear
By Paul Tash, Montana Tavern Times
“I lay awake at night trying to think of ways to bring people in.”
That dedication to his business prompts those in the bar and casino business to laud Larry Davidson, owner of the well-known Crystal Lounge in Billings, as one of the best operators in town.
Next to white-board signs touting numerous promotions, from the annual Super Bowl shindig to the weekly Ladies Night affair, the Montana Tavern Times spoke with Davidson recently about the Crystal and his successful business philosophy developed over 35 years in the business.
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Larry Davidson and Yami Mathieu pose recently for a photo in the Queen of Hearts Card Room, which Mathieu runs.
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“I believe in being aggressive,” Davidson said. “You have to be aggressive and innovative to a certain degree to make it in this environment.”
“I want to pack this place every night,” he said.
And often he does, by offering an astounding variety of promotions, events and attractions, including gaming machines, card games, even karaoke.
“I'm the karaoke king of Billings,” he said with a laugh. Karaoke is available at the Crystal, with host Michael May, seven days a week from 9-2.
“Michael May is the greatest,” Davidson said, adding that he's been running karaoke for six straight years at the Crystal.
The card room, however, has been a staple at the Crystal for decades. In fact, “Card Room” is promoted in bright, shining neon lights on the exterior façade, right next to “Crystal Lounge Casino.”
The Crystal made a name for itself as a bar/casino card room well before Davidson purchased the place in 1985. In fact, he came to the Crystal originally in 1979 to run the poker games.
Currently, three tables host nightly games of Texas Hold'em and Omaha. Experienced dealers and pit bosses make the games run smoothly and professionally. On a recent Friday night, all seats were filled, necessitating a waiting list.
Ensuring the card room functions well is manager Yami Mathieu, proprietor of the Queen of Hearts Card Room. Mathieu came from managing a casino in Costa Rica to the United States 12 years ago. She began leasing the poker room at the Crystal eight years ago.
“Yami does a great job,” Davidson said. “She knows what she's doing.”
The two work well together. They also enjoy each other's company outside of work, having developed a relationship that they both obviously enjoy.
“I love her smile and positive outlook on life and business.” Davidson said. “What an inspiration she is for me.”
Davidson, 60, is beginning to turn every-day operations over to smart and energetic “young folks” such as Yami.
“I've been involved in the bar business most of my adult life,” he said. “It's time for me to step back a little.”
Another one of those smart and energetic people is Ron Smith, who manages the lounge.
“I'm thrilled with the job Ron is doing, as well as the rest of the great staff,” Davidson said.
The lounge at the Crystal sports a beautiful bar maybe 40 feet long, with a dozen tables providing plenty of seating. Eight good-sized LCD televisions are placed throughout the bar, as well as five more in the casino, offering patrons good views at every seat.
And every night seems to have a drink special. For example, patrons can enjoy a $3 shot of Jagermeister on Fridays, and a $3 shot of Stoli on Saturdays.
Ladies Night is a popular promotion every Sunday. Women enjoy $1 well drinks and domestic beers during the day. Free flowers are available, and a drawing Sunday nights provides a lucky lady with a dinner for two at Jakes or Walker's Grill.
A unique attraction for a lounge is the availability of free Wi-Fi, or internet service, in the lounge, yet another example of Davidson's aggressive efforts to attract customers.
“Once we get somebody sat down, we want to keep them here,” he said.
The efforts are paying off. Davidson said his bar business has stayed strong, even through the tough economy.
The casino side, however, has just recently begun to suffer some.
“I was pleased how well we've been able to hang on,” he said of the gaming, “but the last four or five months the economy has caught up with us.”
In an environment of shrinking play and “fierce” competition, Davidson said keeping gaming machines profitable is “definitely a challenge.”
He said the current efforts in the Montana Legislature to adopt “line games” as an addition to poker and keno games would make a positive difference.
“I like the idea of coming out with something fresh,” he said.
Another legislative issue Davidson supports is the bill to mandate server training.
“I believe in that,” he said, because trained servers are important in the effort to control underage drinking and intoxicated driving.
Running a downtown business in Billings has some advantages, and some disadvantages. Like so many downtown areas across America, downtown Billings suffers from a lack of parking. Davidson has rented space in three parking garages within a block of the Crystal exclusively for his patrons.
One of the advantages of running a downtown business, Davidson said, is that downtown bars “work together to attract people” to the district.
“We have great operators downtown,” he said.
Davidson said the downtown has a special vibe of its own, and people enjoy walking around and experiencing everything it offers. One main attraction the area lost about three years ago is the Northern Hotel, which is directly across the street from the Crystal.
However, the building has been purchased and currently is undergoing major renovation before reopening in a year or so.
“That place had been a downtown landmark for a long, long time,” Davidson said. “It broke my heart when it closed. I can't wait for it to open back up.”
The downtown taverns have always been supportive of one another.
When Davidson started working as an all-around bar hand in the 1970s, he said that “if you heard a bar was in trouble, bar owners would get together and start patronizing it.”
Those bar owners, such as “Papa Pete” Nelson of the Heidelburg and Red Burnett of the Northern, Davidson said, “are legends in the business.”
Davidson was even mentored early on by Nelson at the Heidelburg.
“He taught me everything I know,” Davidson said, “but not everything he knew!”
And now Davidson is teaching others the business. The Crystal and the entire downtown can be thankful for that.