By Joshua Melville
Buying a cigar at ASH is about as different an experience from the standard cigar or smoke shop as it can get. First, we don’t have a walk-in humidor — and this is by design because our business model does not demand it. Instead, the focus of ASH’s retail area is a custom-built counter with a glass display. This allows buyers to get a close-up view of our modest assortment of only about 20 vitolas without actually handling the merchandise prior to purchase. Much like one might shop for jewelry, many of our female and health-conscious members are very appreciative of this feature.
Ok. Hygiene makes sense, but why such a small selection? I get asked this a lot. Here’s why:
Cigar lounges in California function legally as a “retail waiting area.” So, owners don’t tend to spend money on service staff, quality beverages, or even decent internet because their lounge is just a value-added, and free for the customer. And this is fine… if their store is focused solely on selling cigars.
What is ASH?
However, ASH is not really in the cigar business. We are in the lounge and experience business — an experiential cigar lounge, if you will. Our 3000+ square foot, dual-lounge facility in the heart of Hollywood, is equipped with high-end business amenities so that members can run their entire enterprises from the comfort of one of our plush leather chairs; and members are welcome to bring their own cigars without getting charged a cutting fee.
To further enhance the ASH cigar lifestyle we also deliver exciting evening events like Live Jazz, Burlesque, and Stand Up. This makes ASH less like a cigar lounge and more like a luxury workspace by day and an old-school Vegas nightclub at night.
As you can probably guess, I sell very few cigars to my regulars, but often members’ visiting associates and significant others buy their very first cigar ever from us. So, to make sure that everyone’s first cigar is a great one, I curate my cabinet to cover a gamete of 20 or so entry-level flavor profiles ranging from light to medium-heavy.
Two of our lightest cigars, for example, are the Henry Clay War Hawk and the Davidoff Aniversario No. 3. While two of our heaviest are the Joya De Nicaragua Cuatro Cinco Torpedo and the Casdagli Basilica line. In-between we have perennials like El Centurion By My Father, Padron 1964 Diplomatico, Natural and Maduro, Sobremessa Brulee Toro and AVO XO Legato.
But what makes ASH’s selection stand out from all others in the LA area are hard-to-find boutique cigars that I carry for my discerning clientele. I call these my “Cuban Killers”; World cigars that taste very much like coveted Cubans. My go-to is the El Criollito Robusto by PDR which emulates very closely the classic Cuban Montecristo #2. Next in line in the cabinet is the El Septimo Aqua Anu, which tastes almost identical to the Cuban Romeo y Julieta #2; followed by the Illusione Epernay which will easily substitute for the Cuban Trinidad Colonial.
ASH’s membership skews to a younger more progressive crowd than most clubs, so I take pride in every cigar I pair with a visitor. Because if I do my job right, I don’t just get another good review on Google, I make a new cigarista. In this way, I like to tell myself that ASH is helping to usher in a new generation of cigar lovers and ensure that cigar culture can thrive well into the 21st century.
Ash Cigar Lounge
5403-05 Hollywood Blvd.
Hollywood, CA 90027
(323) 380-6591
ashloungela.com
Hours:
Tuesday through Thursday: 10am to 8pm
Friday: 10am to 9pm
Saturday/Sunday: 1pm to 9pm
Closed Monday (except by appointment)
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