How has Chelsea hotspot Marquee thrived for over five years when the average lifespan of a nightclub is 18 months? A Harvard business class that got an inside look at the inner workings of the club says that much of Marquee's success comes from tightening their velvet rope. Anita Elverse used the sometimes infamous nightclub as a case study for her Strategic Marketing in Creative Industries MBA class. She said, "When you've invested a few million just launching a club, it's tempting to say, 'OK, we might not be around for a long time. We have to get high-paying customers in.' But that's the easiest way to ruin the brand of a club." The associate professor acknowledged that a 1,300 percent markup on a bottle of vodka doesn't hurt either. Elverse's class was split down the middle on whether Marquee should cash in the chips in the current economic climate—for all its success, it made just $2.4 million in profit in 2007. more ›