'Luxury, Style, Glamour'

'Luxury, Style, Glamour'

It’s quite easy to believe that Wolverhampton offers very little apart from a monotony of commercial bars and clubs, that are drowned out by repetitive chart music and cheap drinks.

I recently discovered that this might not be the case, with several figures in the nightlife industry aiming to bring something new to the city.

Can the emergence of new bars and new visions of owners convince people to stay, rather than look elsewhere?

Living in the past

Although I would never question the pride in an area that has blessed us with great culture, Wolverhampton has unfortunately found itself monopolised by large leisure chains, whilst falling behind in innovating music, something it once was notorious for.

There often appears to be a strong reluctance to indulge out of the glory years of the seventies’ and engage with new sounds and ideas.  After talking to Simon Malpas, owner of Oldies Unlimited, his dated outlook on the state of music in Wolverhampton was and perhaps a fair representation of many in the city.

“Ever since the days of Slade, we’ve always produced local bands to do well.  We’ve had Slade and Birmingham had ELO and Duran Duran so there’s always been bands around the area to do very well.”

Oldies Unlimited, supplying Wolverhampton with records since 1998.

Simon Malpas, owner of Oldies Unlimited, who doesn't usually allow photographs.

The references of artists who were household names thirty years ago really emphasised the false illusion for some of how strong the scene really is in the area.

With the majority of bookings tending to be exported from elsewhere, the Civic has become the middle ground for subordinated artists, trying to role-play the enigmas they once were in their prime. 

An example of the quality of artists touring in Wolverhampton

The closure of the Little Civic in 2009 has restricted opportunities even further for local music, leaving The Slade Rooms as the only recognised location for artists to play.

Numa Bar, once home  the Little Civic

  
Much to my bemusement then that dance music had not been exploited, especially considering the prolificacy of talent to rise from the area.  Actress, Bibio and Fantastic Mr Fox have all prospered in the last five years, earning international recognition.  

Bibio has even had commercial success after Amazon decided to use one of his songs for their Christmas campaign in 2010.

Prince Albert

However, one venue has finally broken the silence. 

  

This can all be credited to ambitious bar owner Ryan McGillicuddy after already providing Stourbridge with the most successful venue in the town, The Bell.  Half a million was then invested into the Prince Albert in March, which has chosen house music to be it's main focus whilst aiming to build a reputation in being a safe night out.

“We’re massively selective (on entrance) to the point where we get regular complaints on our Facebook page from customers who are annoyed.  It’s difficult to judge but we’ve been getting it right.  We’ve only had 2 scraps in six months and half the people come here because they feel safe, not just because the music.”

Prince Albert, which now includes a heated terrace with live music outside.

Ryan McGillicuddy, owner of the Prince Albert

 The formula actually appears to be very simple; show some articulation in the music, associate with the correct people and attract a beautiful crowd.  Spin, their regular Friday night event, stems from Eddy Bolton, a club entrepreneur who created the brand and took a gamble on the Prince Albert.

“Spin’s being going for about twelve years very successfully in Birmingham.  House music is very much missing in Wolverhampton, and there is a house crowd here. We’re selling out each week, trying to bring luxury star glamour.”

 

Decadence

December though looks set to be the busiest and most exciting month for the Prince Albert since their collaboration with Decadence, a brand that has spent the last twenty years working with some of the biggest names in house and techno. Despite previously being the opposition  at the Arena Stourbridge, a rival club night, McGillicuddy was impressed with their ethos.

“Decadence came in competition with us initially to realistically pull our crowd because we have a successful brand of house.  They weren’t successful but I liked their approach and I really liked their professionalism.  They already fitted in with our Saturday customer base so we really wanted to throw something amazing.”

Decadence promo video, 2012.

In contrast to younger audience of Spin on Friday, Saturdays had naturally drawn an older, sophisticated crowd, selling out each week due to the class that the Prince Albert offers.  Relating to the audience in age, the lifespan of Decadence was the major factor for the fusion.

Breaking Circuit

McGillicuddy also expanded on ideas of introducing a website providing a circuit of linked bars and restaurants that aims to detract customers who prefer the commercial elements of partying and instead trying to captivate a mature audience.

Don Salvo, The Cuban Exchange and The Crown restaurant were all identified as the local businesses he was currently in cooperation with, agreeing incentives with Don Salvo if they can attract customers to head to the Albert after.   With a free taxi service supplied from the cocktail bar, courtesy of the Prince Albert, it would appear to be a profitable partnership for all.

Well apparently not.

After talking to Don Salvo, the arrangement seems to be more of a publicity stunt for Prince Albert and being able to advertise a ‘hip’ idea as seen on their latest Decadence banners. It wouldn't seem meaningful  to increase business for both parties, especially since both offer a similar selection in food and drink and are competitors.  The distance also appears to be one of the contributing factors of why the scheme won't work.

“This side of Wolverhampton is very unpredictable. We have too many bars that sell cheap beers and it brings the wrong crowd.  Us and Prince Albert are trying to attract a more mature crowd but the choices aren’t very wide and Prince Albert is very upper class for most people.’

Don Salvo restaurant, a precarious location isolated in the west of the city centre.

Don Salvo, owner.

With the Albert being able to turn away two hundred people on a busy night and select its guests according to class, their plan is certainly working to bring an exclusive brand but aimed towards a wealthier audience who don't have any real interest for house.

 The majority of dance fanatics will seek events elsewhere that offer a premium line up.  With the creation of a circulation of bars and restaurants that only favour the very few, it seems that the Prince Albert being the innovators will actually exclude rather than encourage growth of night culture and dance music in Wolverhampton.  

 'Luxury, star, glamour' comes at a price.

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