NEW BARS: Boiler Room

The Boiler Room broke ground on the 17th Street project.

This black leather couch-laden lounge opened November, 2007. No other bar had started construction yet.

The owners decided not to advertise. They hooked their I-Pods to the sound system, choosing not to hire a DJ. And they opened the doors.

People came. And people kept coming.

"Honestly, we just wanted a place we thought it was cool to hang out," says owner Chuck Gomez, who also runs a local recording studio and record label. "Thank God people thought it was as cool as we did."

Gomez, along with jeweler George Montavo and Julian Ybarra of the health care business, tailored the spot to his own tastes.

Posh trimmings, hip music and visual movies on television add up to a McAllen club that feels like Austin.

Interesting note: Unlike some local clubs and bars, Boiler Room stays open until 2 a.m. every night. Even if it's empty. The owners decided from day one the bar wouldn't close due to lack of business.

Chuck Gomez, co-owner, says "We don't sell liquor. We sell atmosphere."

The Boiler Room
118 S. 17th St.
(956) 687-4227
www.myspace.com/boilerroomlounge

Hours: 5 p.m. to 2 a.m. Monday through Saturday

Opened: November, 2007

Style: Lounge

Musical style: Eclectic and cool. Listen for rock, some hip hop and tons of indie.

Live music: Every Wednesday

Try the: Melon martini

Dress code: The clientele dictates it, and people usual look nice. You can wear shorts, but you'll feel like a goon.

Coming soon: By the time you read this, Boiler Room should have a back patio with tables and music. Say good bye to smoking out front.

The recipe: Lansky's and Brats - the fancy restaurant + Austin hipster chic

One year outlook: Thriving. Boiler Room has already entrenched itself on 17th Street.

Typical patron: Listens to music from hipster blogs such as The Fader, Pitchfork Media and Stereogum. Wants to meet people and mingle. Not into paying cover or grinding up on strangers. Loves Austin's 6th Street.