A $40 cover charge lasted just two months at The Deep after the newly reopened nightclub learned the hard way that despite the fact that Bermuda is one of the most affluent societies in the world, customers are not willing to pay so much as an entry fee.

The Deep, which closed in 2003 after Hurricane Fabian destroyed adjacent restaurants in the Lido Complex on Elbow Beach, reopened in March this year with a big party to showcase some $1.2 million in improvements and also attract VIPs members.

The membership drive was, however, unsuccessful as was the club's bid to charge a $40 cover, even though both were based on significant market research which suggested there was a market in Bermuda that would pay to be amidst an exclusive crowd in a high security, high service environment.

Gioacchino Di Meglio, a director of MEF Limited, said that the time when customers with champagne budgets frequented Bermuda establishments is now a thing of the past.

"People want an upscale place but they aren't prepared to pay the price," he said adding that the crowd has already picked up since the Deep halved its cover charge to $20 and began offering complimentary entry to any customers who had dinner at any of the MEF restaurants.

"At the end of the day, the fact you have an expensive cover charge doesn't necessarily screen people.

"You screen people by having a good level of security, proper attire and a proper occupancy level," said Ennio Lucarini, general manager of the Lido Dining and Entertainment Complex. The elegant dress code has also been slightly relaxed in light of a trend to simplify and go back to the basics.

While The Deep also aims to attract members of the hospitality industry on Sunday evenings, MEF is counting on its restaurants around Bermuda including the attached Lido Restaurant, the Sea Breeze Cafe and Mickey's Beach Bar and Bistro to also help attract customers, who will now receive complimentary entry.

This will be the first summer since the hurricane that all four establishments will be open and the company expects each to compliment the others.

Although Mickey's location on the beach continues to keep it in the direct path of stormy seas ? it has been rebuilt several times since 1994 ? Mr. Lucarini said that the restaurant has held up well since Hurricane Fabian when MEF and Elbow Beach Hotel moved to make the venue more hurricane proof.

"We created Mickey's out of nothing.

"It was an idea that just flashed after a special event we did in the area when there was just beach and small bar," said Mr. Lucarini who adds that the beachside venue is also now open for the late night crowd as well as daytime and evening diners.

"We believe in it and it is good business and even if we have to keep rebuilding it at the end of the day it is worth it for an established and well-liked destination that is relaxed and casual."