Nic Adler grew up on the Sunset Strip. His father, legendary producer Lou Adler, opened The Roxy Theatre the year Nic was born. After years as a band manager, promoter, and restauranteur, Nic took the helm at The Roxy in 1998. In 2006, Nic found himself and The Roxy at the center of a shaky industry struggling to re-define itself. An entrepreneur and community builder, Nic was drawn to the cutting edge concepts he found in the burgeoning field of social media. In 2007 he launched a blog that went on to win The VH-1 Rock Honors Award for Best Music Venue Website. Always an early adopter Nic began Tweeting in 2008 and is now the #1 Music Venue on Twitter in the world. Through his bold strategy to communicate openly with his public and listen to their feedback, he has re-branded the 37 year-old club as relevant in 2010 as it was in the 70s. As his social media program grew, Nic began to see the importance of being a part of the larger community of the Sunset Strip and the City of West Hollywood. This led him to becoming an active participant in the Sunset Strip BID Board of Directors and a regular at City Council meetings where he is leading efforts to bring the community together. He was also reaching across the great divide among local businesses on the Sunset Strip to create a cross promotional marketing machine and creative planning committee called The Social Strip. Now featured in The New York Times, Mashable, The Los Angeles Times, and cover stories on Venues Today and Nightclub and Bar, Nic Adler is reinventing his club, his street and eventually his city using the fundamental concepts of community building inherent in social media.