In a case like this, everything depended on personal connections, deep pockets, or both. The Moscow city governor, Major General Aleksandr Aleksandrovich Adrianov, who also had a prestigious appointment at court in St. Petersburg as a member of His Imperial Majesty’s Suite, was officially a pillar of the establishment. He supported the church zealously and at times ordered the Moscow police to prohibit theatrical performances during major Orthodox holidays. Frederick’s desire to open a café chantant in the neighborhood of three churches thus potentially put him at odds with one of the most powerful officials in the city. But the fact that Frederick succeeded after only a brief delay, and that Maxim subsequently became one of the city’s most successful and popular nightspots until the revolution, indicates that someone pulled strings on his behalf. In fact, rumors about this appeared in Moscow’s press less than a year after Maxim opened. The “someone” was not named but was characterized as “influential” and as spending his nights “rather often” in Maxim until seven in the morning. This person was also rumored to be important enough that his activities were of some interest in St. Petersburg itself, which was beginning to look askance at the matter. This is the kind of situation that would have been kept strictly secret in imperial Russia, and there is no public evidence that city governor Adrianov himself was the influential person in question. Nevertheless, his involvement remains a possibility, as does that of someone else of high rank in the city administration, or in the police (the person in question was also clearly big enough not to be easily touchable).
Be that as it may, Frederick’s problem was soon made to disappear, and when Maxim finally opened on November 8, 1912, it was a major event in Moscow nightlife. Crowds of people showed up—from well-known devotees of all such openings to regular folk looking for a new place to have fun—and marveled at how the interior was done up with “great luxury.” In contrast to the somewhat more democratic Aquarium (although the gatekeepers there were actually still quite strict about whom they would let enter), in Maxim Frederick had decided to aim squarely at Moscow’s moneyed classes. He stressed that it was a “first-class variety theater” with a “European program” and promised patrons “Light, Comfort, Air, Atmosphere, and a Bar”; the idea of being served fanciful mixed drinks at a counter was still a novelty in Russia in those days. After the variety show in the theater, patrons were invited to continue with a “cabaret”; there were also private rooms. The evenings began at 11 p.m.; the new establishment’s focus was clearly on what was considered to be entertainment for sophisticated adults.
Maxim’s location may have been problematic from the point of view of the church, but it was nothing if not brilliant in terms of visibility and public access. This was doubtless why Frederick went to the effort of working around the city’s zoning policies rather than looking for a property elsewhere. But he also had to show some ingenuity because of the kinds of shows he put on. Bolshaya Dmitrovka Street is one of the spokes of the Moscow “wheel” radiating from the Kremlin, and number 17 was, and is, only a fifteen-minute walk from Red Square. It lies in the same district as the city’s most celebrated theaters of high culture, including the Moscow Art Theater—forever associated with Chekhov’s plays—and the Bolshoy Theater, one of the great houses for classical ballet and grand opera in Europe. Given this prominent neighborhood, Frederick realized that he would have to find some way to tone down Maxim’s reputation for putting on risqué acts, but without abandoning them altogether.
The ruse he used was to throw a skimpy verbal veil over part of his enterprise while advertising the rest openly. Not long after the November debut, he began to place ads in which he announced that Maxim was, of all things, a “family variety theater.” But he also made clear that after the variety program was over, patrons could see the famous “Maxim cancan quartet” straight from the Moulin Rouge in Paris. This made it seem as if husbands could bring their wives to the earlier evening performances at Maxim without blushing (“family” certainly did not mean children in this case), while everything bawdy, such as the notorious Parisian kick line with its raised skirts, yelps, and flaunted pantaloons, would appear onstage only later.
There were even more risqué performances available, although these were still very tame in comparison to what “adult” entertainment means today. Frederick created a “theme” space in Maxim, an intimate and dimly lit “Salon Café Harem,” as he called it. It tended to attract mostly rich men, who reclined on low settees, smoking Egyptian cigarettes or Manila cigars while sipping Turkish coffee laced with Benedictine, and watched with sated eyes the bare midriffs of Oriental “belly dancers” writhing on the carpeted floor.
However, even if the ads proclaiming Maxim to be a “family variety theater” were sufficient to placate the authorities, who must have watched Frederick’s activities with eyes half shut, they did not fool everyone. One commentator with a professional interest in Moscow’s nightlife thundered that this new café chantant was “shameless” and had reached “the heights of outrageous debauchery” right after its opening. He also heaped sarcastic praise on it for being as successful in fostering a “family” atmosphere as were some of the city’s notorious public baths. And he concluded by wondering how a place such as Maxim could be allowed to exist when some smaller establishments, which were like “innocent infants” in comparison, were closed by the authorities.
This was an intentionally naive and provocative question; the only real mystery was whom exactly Frederick paid and what it cost him to be “allowed” to stay open. Was it enough to treat the “protector” in question to an occasional lavish evening on the house? Or did a fat envelope also have to change hands? As Frederick would demonstrate repeatedly in future years, he had no compunctions about circumventing laws and regulations to protect his interests, especially when it would have been naive, or out of step with the unwritten norms of the time, not to do so.
The extraordinary effort that Frederick expended that spring and early summer, when he was unable to get much sleep because Aquarium stayed open until dawn, must have weakened his resistance, and in June he fell ill with a severe case of pneumonia. For more than two weeks, he was bedridden at home and his life was at risk. Although he recovered, his lungs were weakened, and this condition increased his chance of contracting the dreaded disease again.
Frederick’s illness was also an unhappy reminder of how his wife, Hedwig, had died from pneumonia two and a half years ago. This event had destabilized his family life in a way that he was still trying to resolve at the same time that he was launching the Skating Palace and Maxim in the fall of 1912. By then, Valli Hoffman had been the children’s nurse for several years and, because Frederick was very busy, had primary responsibility for raising them.
It did not take Frederick long to see that the children had grown very attached to her; they even started calling her “Auntie.” Her interest in him also became apparent. She was around thirty, an age that made her a spinster. Frederick was no longer young either, but he was a vigorous and attractive man who could be extremely charming. He had also become rich and showed every sign of becoming even more successful in the future. By contrast, and in light of how their relationship played out, what Frederick felt for her was probably just affection born of gratitude and familiarity. He may also have imagined that stabilizing his family’s life by remarriage would let him focus even more intently on his expanding business affairs. Their wedding took place on January 5, 1913, in the Livonian Evangelical Lutheran Church in the town of Dünamünde on the outskirts of Riga, Valli’s hometown. A commemorative photograph of the new family appears to capture the relations between them: she looks pleased, almost self-satisfied, whereas he seems thoughtful and wary.