For more than 30 years, William Matthews has been immersed in the world of hospitality, nightlife and entertainment. From producing hundreds of events in Crete to helping shape some of the island’s most recognisable destinations, he has spent a lifetime creating places where people come together to celebrate music, friendship and the joy of being present.
DIO is perhaps his most personal expression of that philosophy. Located on a spectacular beachfront in Hersonissos, the venue takes its inspiration from Dionysus, the Greek god synonymous with wine, revelry, freedom and indulgence. More than a beach club, DIO has been imagined as a place where great food, world-class music, beautiful surroundings and meaningful human connection exist side by side.
Ahead of another packed summer season at DIO, featuring performances from Afrojack, Space Motion, Joezi, Double Touch and more, we caught up with Matthews to discuss the vision behind the venue, the evolution of nightlife culture, and why freedom remains the most valuable luxury of all.
Hey William, thanks for taking the time to chat with us here at Eternal Groove. You’ve spent more than 30 years creating venues and experiences around the world. What was the moment you realised Crete needed something like DIO and why did you feel you were the person to create it?
I’ve been deeply involved with the island for more than 30 years now, from witnessing the original Kriti Vibes events in the late ’90s to becoming an event promoter myself at our sister venue, Starbeach, where we’ve delivered more than 500 dance events and counting.
As part of that journey, my wife and I travelled extensively, visiting destinations around the world that were doing hospitality and entertainment exceptionally well. We wanted to learn, observe and be inspired. It became clear to us that, despite all of its incredible attributes as a holiday destination, Crete was missing something.
Creating DIO felt like a natural next step. We had the local relationships, the experience and the inspiration from some amazing venues elsewhere. It genuinely felt like all the stars had aligned. Was it easy? Not at all. It’s a significant project to undertake independently. But there has never been a shortage of passion or dedication when it comes to building this brand and venue.
You’ve been involved in some influential entertainment destinations over the course of your career. Looking back at the evolution of global nightlife from the 1990s to today, what do you think people are truly searching for when they go out now?
It’s all about experience now. People want something meaningful, high-quality and different. It’s much more about quality than quantity.
Twenty years ago, people might go out seven nights a week while on holiday, repeating the same routine and often consuming a lot of alcohol. Today, people are much more selective. They choose the nights and experiences that feel worthwhile, something they’ll remember and talk about long after they’ve returned home. Sharing those moments has become part of the experience too.
DIO is inspired by Dionysus, a figure associated with freedom, pleasure, music, celebration and living fully. What does “the spirit of Dionysus” mean to you personally, and how did that philosophy shape the creation of DIO?
Dionysus must have been one hell of a guy and one hell of a lot of fun to be around. He was, or perhaps still is, all about choosing the freedom to enjoy the good things in life and allowing yourself to be hedonistic for a moment.
He represents the idea that wine, music and human connection can loosen our inhibitions and encourage us to embrace life with an open heart. DIO is built around that philosophy. For a few hours, you can let go of the worries and pressures of everyday life and simply embrace happiness, freedom and joy.
Dionysus may live that way every day, but for us mortals, he simply invites us to join him for a little while.
You’ve described DIO as “the house of Dionysus” and a place where people can consume everything life has to offer: music, food, wine, friendship, nature and connection. How did you translate that idea into a physical space?
The site we found could not have been more perfectly suited to this vision. We have 200 metres of private sandy beachfront nestled within a natural cove, framed by headlands on either side. The venue overlooks the beach, giving us incredible sunset views, and our event stage sits right beside the sand, something that’s almost unheard of in many destinations.
In many ways, the location did much of the work for us. We simply placed each element where it naturally belonged, and everything came together beautifully.
Crete has a very different identity from traditional nightlife destinations like Ibiza or Mykonos. What makes the island unique, and how do you want DIO to contribute to the next chapter of Cretan culture and tourism?
Crete has all the attributes of destinations like Ibiza or Mykonos, and in many ways it does them even better. The weather is perfect, warm and breezy rather than overwhelmingly hot or windy. The hospitality of the Cretan people is legendary, and the food is becoming world-famous in its own right.
I see DIO as a project with a decade or more of growth ahead of it. I want visitors to experience the freedom of the Greek islands, to enjoy the best local food and wines, and to listen to beautiful music that genuinely moves them.
I also want DIO to remain organic and authentic rather than becoming overly corporate. My wife and I have turned down numerous private equity approaches because we’re very clear about how we want the venue to evolve. DIO is a journey, not a destination.
We have five children, two of whom were born on the island, and all of them now work at DIO during their summer holidays. We hope they’ll continue that journey long into the future.
DIO combines a beach club, restaurant, private events space, VIP experiences and music programming. Why was it important to create a complete lifestyle destination rather than simply another club?
Large private equity groups have increasingly entered the hospitality space, investing heavily in concepts designed to be scaled and replicated. That’s not what DIO is about.
After more than 30 years in hospitality, starting with my first nightclub in Adelaide when I was just 16 years old, I’ve found myself returning to the reason I entered the business in the first place. I love taking an idea, bringing it to life and then stepping back to watch people choose to spend their time and money experiencing it.
That’s the “why” behind DIO. Why not create another nightclub? Perhaps because it felt like the right time to build something more meaningful.
The summer programme features some incredible artists such as Afrojack, Space Motion, Joezi and Double Touch, alongside concepts like DIONYSIA, HEDONISM and SUN.SETS. How do you approach selecting artists and creating the emotional journey of a night at DIO?
DIO has a very clear musical identity. The natural environment and open-air setting lend themselves perfectly to Afro House, Melodic Techno, Organic House and House music, so that’s where we started.
I’ve worked with Afrojack since before he became a global superstar, so having his support for this new venture has been incredibly special. The wider line-up was curated with valuable support and advice from James Alexander at Epika Artists, helping us bring together a programme that reflects the sound and spirit of the venue.
After decades in the industry, you’ve seen trends come and go. What separates a venue that becomes a genuine cultural landmark from one that is simply popular for a season?
One of the advantages of a venue in a holiday destination is that it can continually reinvent itself. Unlike city venues that operate year-round, seasonal venues have the opportunity to refresh, evolve and return stronger each year.
Beyond that, I believe the defining factors are the stamina, vision and passion of the people behind it. Without those qualities, even the most exciting concept can struggle to stand the test of time.
The phrase above the entrance at DIO is “Freedom Lives Here.” In a world where people are increasingly connected digitally but often disconnected socially, what does freedom mean in the context of DIO?
To me, “Freedom Lives Here” means that for the next few hours, you simply allow yourself to be present. Buy the bottle of wine you normally wouldn’t. Get up during lunch and dance around the restaurant. Give your partner a long hug and a kiss for no particular reason. Say hello to the people at the next table.
Leave your worries at the door and allow yourself, just for a little while, to be free and to be guided by the spirit of Dionysus.
Looking ahead five or ten years, what do you hope people will say about DIO and what feeling do you want guests to take home with them after experiencing it?
I hope people leave feeling that they’ve created irreplaceable memories with the people who matter most to them.
Years later, when they’re looking back at photographs of themselves, younger, tanned, happy and carefree, I hope they feel grateful that they allowed themselves a moment of freedom and truly lived without limitations.
Finally, if Dionysus himself walked into DIO for the first time this summer, what do you think he would order, who would he dance with, and would he approve of what you’ve created?
He’d head straight to the table that looked like it needed him most. He’d order the finest wine and plenty of it. Seafood pasta and tomahawk steaks would start arriving across the tables.
Then he’d tell the DJ to turn the music up and get everyone dancing.
And if it really was Dionysus? The night would probably end at sunrise, with everyone swimming in the sea naked.
