And why shouldn’t he be happy? Carlos' life path has seen more twists and turns than Mulholland Drive, and these days he has a lot to be excited about. Starting as a bouncer for David Lee Roth’s infamous after-hours club, the Zero, while in his late teens, Carlos segued into becoming one of L.A’s most successful nightlife promoters—not to mention a highly sought-after DJ. But after spending so many years helping launch other people’s nightclubs into the stratosphere, Carlos married nightclub owner and restaurateur Ava Berman, and they launched Velvet Margarita along the Cahuenga Corridor in 2004. Since then, the Velvet has been wildly successful, earning praise from Newsweek and Los Angeles magazine and netting kudos from Gov. Schwarzenegger and Mayor Villaraigosa. And, of course, it's a hangout for A-list clients such as Vince Vaughn.
You’d think that’d be enough to satisfy the average entrepreneur, but not Carlos. We caught up with him between meetings (as he sped across New Mexico) to get to know the man behind the plan and to find out what’s coming next.
For someone who doesn’t know who you are, what makes you so interesting?
I’m a person who could be clinically diagnosed with a larger-than-life personality. And if it’s a crime to love yourself, then guilty as charged! It’s not so much an ego thing, but people either get me or they don’t.
What do the people who get you, get?
They get the love! If you love yourself, you project that on everyone else. The love starts from within, and that spills out into every aspect of my life—artistically, business-wise…I do what I love, and I love what I do.
Your business is suddenly larger than life too, no?
I have two Vegas Velvet Margarita locations, a Velvet Margarita in Macau, we’re launching Velvet Tequila in ’09, my screenplay will go into preproduction in the next couple months, and then I have two other ventures with nightclubs. But the big thing is a casino deal—something that’s never been done before—that’s in the works and will be finalized in the next few months.
Do you sleep?
You know, I do, but I have no set schedule. My motto is, “I doze, but I never close.”
What’s the best thing about Velvet Margarita in L.A?
Seeing five generations of family love, concepts and recipes being translated and brought to the masses. We just celebrated our four-year anniversary and have been called a landmark.
How did Velvet Margarita come to fruition?
When I married my wife—we’ve been together 10 years—we wanted something with cachet. Nightclubs were great, but they have a short life, especially in L.A. We wanted to take something to the next level with a restaurant and ultra-lounge that brought restaurant culture to L.A. Before that, you either went to a nightclub or a restaurant. We wanted to bridge the gap. Our concept was, come for the cuisine and stay for the scene.
What makes Velvet Margarita more than a trendy spot along Cahuenga?
I grew up poor, and I’m very fortunate that people helped me along the way. I don’t mean to get on a spiritual note, but it’s so about that—especially in a superficial town like L.A. I grew up on the streets of Hollywood—I know it better than anyone. This is a churn-and-burn town where people want to hit and run, and then they’re on to the next thing. We wanted to create something that will be around for the next 30 years.
What kind of tips do you have for people who want to get ahead in your line of business?
My credo is that the universe gives to givers and takes from the takers. So if you’re passionate, proactive and stay true to your desires, they will materialize.
We’re sure a job that includes so much tequila helps the days go by nicely too.
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