NORAD – Changing The Way Denver Does EDM

Jenn Cohen | June 1, 2012 | 0 Comments

by Veronica Lamaak

There are a lot of clubs in Denver. They all seem to have something a little different to offer, but in the end, they typically provide the same thing; a dance floor, a sound system (some legit and some not) and a bar. As an avid electronic dance music enthusiast, I have been to almost every club in the Denver area, frequenting some of them regularly over the last 10 years. I also work for a production and promotion company that hosts events at several of these clubs and venues. Let’s just say I spend a large amount of my time in front of speakers, listening to music, dancing, and working simultaneously. So, of course my ears are going to perk up when I hear that there’s a new spot opening in town!

Formerly known as 2200 and located on the corner of Champa and 22^nd, NORAD is the new spot that could up the ante on clubbing around Denver. Tired of the over-commercialized EDM scene in Denver, Preston Douglas saw an opportunity to make a difference with a new venue. As Director of Operations and Entertainment for NORAD, he is striving to make a huge change in how the 21+ EDM-loving crowd gets its dance on. Douglas has worked in many capacities throughout the industry for quite some time now, has experienced what works versus what doesn’t in this city, and is prepared to take all the necessary steps to ensure that NORAD exceeds expectations, leaving us feeling refreshed and hopefully impressed!

NORAD consists of two different indoor levels and an outdoor patio. The upstairs level will serve as a lounge area, complete with Paradigm Turbosound, LED light installations, seating, and, of course, a bar. The main floor of the bar will be changed from its current setup to allow for better sound acoustics and crowd flow, also complete with Paradigm Turbosound and a bar. The patio includes a DJ booth, covered cabanas with plenty of seating, a fire pit, a BBQ grill and a bar. A lot of venues in Denver have patios, but hardly any of them have their own sound system and bar included in the outdoor package. The different rooms within the venue will allow it to be utilized seven days a week, something that no Denver club adheres to at this time.

I have witnessed this location change ownership and direction a few times now, but none of them have ever been as promising as NORAD. I’m convinced that Preston’s passion for EDM and the surrounding music community will help this spot blossom into a Denver scene staple. A current work-in-progress, the dance bar has already seen major improvements over the last few weeks, and they won’t be stopping any time soon.

The soft opening event went down on May 19, and NORAD was well received by the techno-loving patrons that were there to see the venue, and dance to the sounds of Tony Rohr and Drumcell. The lights and sound system were both on point, the drinks were flowing, and the people were dancing. It was just a warm up for the official grand opening that will be happening all weekend long June 28 – 31. Expect to see great things coming from Preston and NORAD this summer and beyond. I’ll see you on the dance floor!

Interview with Preston Douglas

EB: Who are you and what do you do?

PD: Preston Douglas. I am the Director of Operations and Entertainment at NORAD Dance Bar. I handle the bookings and general vision of NORAD.

EB: Why the name NORAD?

PD: We had a huge list of names that we were mulling over for months… NORAD was in that list but wasn’t confirmed until about a month before we were going to open. I was going back and forth with names every day. One night while at an event in the venue, I felt an energy and thought process come through me that brought the name back to me. “What do I want the name to represent?” I asked myself. I wanted something that was viral, memorable and had a good theme to go along with it. NORAD is locally tied, internationally known and it’s the most underground place in America. Boom! The name stuck and has been getting curious smiles out of everyone who hears it.

EB: What are your thoughts about the current state of nightlife and underground music in Denver?

PD: I feel there is an overabundance of commercialized EDM, not just in Colorado, but across the world. So, trying to nail down what underground is can be a tricky process. Our nightlife and EDM shows have become cookie cutter. Overnight artists slapping together a fancy LED stage and playing music that just builds and builds without taking you on a journey, can make it difficult to appreciate the music you are listening to. However, over the last two years the amount of talent that has played for their first time in Colorado has grown quite a bit. We have all-night parties with international talent on an almost weekly basis, new venues trying more experimental sounds and people opening up to new genres without hesitation. In short, I feel the underground is flourishing with new blood despite the marketing machines that flood us with nonsense clowns “Playing DJ.”

EB: What’s going to be different about NORAD?

PD: The thought process is that we did not want to be a nightclub. We have two floors that can be open seven days a week to host a variety of different genres. So, calling our venue a dance bar seemed to be the most fitting term. We want to provide a platform for artists to be able to play in a state-of-the art venue, but with a friendly neighborhood dive bar feeling. Sticking to the strictly 21+ format, we will provide a place for people to have fun without the kiddies who flood the local EDM scene at the larger clubs and concerts. We want to build a place that you can tell an out-of-towner to visit without knowing who is performing knowing they will have a great time. The music is just a bonus.

EB: When is the official grand opening and what do you have planned?

PD: The grand opening is set for June 28 – 31, a proper weekend of international and national talent to get you ready for the 4th of July weekend. Expect to see a variety of viral marketing tactics building up to the opening.

EB: What opportunities will exist for the Denver music community to get involved with what you’re doing with the dance bar?

PD: We are setting up the venue to handle both live acts and DJs. Being open seven days a week gives us the opportunity to reach out to the local music community, in order to help fill the hours of music that we need. Hosting headlining talent only three days a week allows us to really dive in to the local crews and promoters to reach a broader audience.

EB: Anything else we should know about NORAD?

PD: We really want to build a place to kick back and have fun without any pretension or immature young clubbers. We offer plenty of free parking and are bicycle friendly. Come in and have a beer in the lounge and the patio or dance your ass off all night on the main floor.