i think the pvd residency is something that won't and shouldn't go away from 1015 regardless if you like the guy's music or not. pvd is 1015's bread and butter, he fills the club from floor to ceiling and wall to wall like no other dj i've seen there. reliable shows like this is where the club gets money to take risks on other nights.
the house scene is pretty strong and competitive all over sf anywhere you go and 1015 seems to be the last bastion for great trance parties week in and week out. because trance has found such a natural home there, it's developed a reputation as a trance/trance-only club... even though there are house, breaks and hiphop rooms also.
my theory for the reason being that reputations are built upon who the headliners are on the fliers, not who the supporting djs in the other rooms are. when houseaddicts are looking to go out on saturday, they wanna hear their favorite producers wherever they're spinning, not the locals they can go see whenever. i mean you can see dj sfhouse 50-100 times a year, but dj ukhouse will only appear here once or twice.
if you wanna develop a more eclectic image for 1015, doing the double-bookings in my opinion is the way to go. this approach is how you can bring out all the phenomenal djs that satellite sf hosts into the mainstream. for instance if you book a popular dj like dj dan and have a lesser known but incredibly more talented dj like eric prydz to open for him, then BOOM all of a sudden everyone knows who prydz is and in 3-6 months you can have him headline his own night. since 1015's main room is open 7-8 hours a night, it's not too hard to have a local opener, a low draw headliner, big draw headliner, and a local closer. it's one of the few clubs where this is possible. on the other hand i know taj is perfectly willing to do something like this, but that he also has a boss whose opinions might differ.
my final thought is that i'd love it if 1015 threw hip hop out of the window and gave the front room to satellite/satellitesque djs. i know they have undeservingly low draw in this city, but that can change in the matter of a year with proper exposure. but yeah, we all know the head honcho will never get rid of hiphop in the front room
my 2 cents, i'm probably way off-base