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That is to say: If you were in charge of the venue’s brand, what would you tell the owners? Even if the five men charged with aggravated assault following the death of 27-year-old Ali Ahmed Mohammed—-DC9 co-owner Bill Spieler and four employees of the club—-are exonerated, the damage to the venue’s reputation may still be permanent. An ad man would probably tell the venue to find a new name.

At the very least, the venue doesn’t seem to want to tempt any ire: Even before the venue saw its liquor license suspended today, it canceled most of its shows through Nov. 3; others have moved to the 400-capacity Rock & Roll Hotel. The more comfortable fit would’ve been the new Red Palace, which has the same capacity as DC9, around 200. But the Red Palace also had to cancel its shows for the next few weeks because of licensing issues. That left some artists this past weekend, like the art-rock provocateurs Xiu Xiu, scrambling for a new venue (the group settled on a DIY space).

DC9, Red Palace, and Rock & Roll Hotel share some owners, and the group has to be hurting financially from the week’s events. Another casualty? Newspaper ad revenues. The other side of Washington City Paper‘s building tells me that the usual half-page ad for DC9 has been pulled this week.