About as classy as club nights get, Aces started nearly seven years ago, its creators having decided to take a little bit of Marbella home with them after a full season in the idyllic Spanish party town. Realising that Nottingham still had a premier nightclub shaped gap in the market, the pair decided to start their own night to fill the void, opening up at The Bowery Club every Saturday night and quickly gaining recognition as Nottingham’s best purveyor of premier chic nightlife.
Collaborating with top brands and venues from all across the nation as well as international partners like Cavalli Club Dubai and Ocean Beach Club Ibiza, Aces have also engaged in four summers of stand alone parties in Puerto Banus, back where it all began in Marbella. Now at the top of their game when it comes to providing classy parties for classy guests, Aces maintain a sky-high standard in everything they do, and are well respected for their faultless consistency. Trusted with some of the biggest dates in the calendar by their Spanish counterparts, Aces have upcoming shows at the decadent Plaza Beach, with champagne spray weekends to compliment their nights at Mirage. Just about as luxurious as such parties get, they can be expected to have you captivated all day and deep into the night, with DJs including Max Denham, Sammy Porter, CJ IDJ, Charli C and more booked in for the Marbella spell. Kieron DJ, Jess Monroe, Shaq 5ive and Matt Richards are other selectors brought in to ensure that the Aces reputation continues to draw attention. Wanting to find out a little more about the brand’s illustrious rise, we spoke to Joel Seymour, one of the chief minds behind the party.
You describe Aces as the “finest purveyor of premier chic nightlife”. What is it about Aces that makes it such a high-end brand?
When we first set out we knew there was a niche in the market for an upmarket, bottle service club night as you would have abroad, or there was In London’s West End etc.
We didn’t or don’t set out to be ultra exclusive or that high end as such, we are more of the ethos of accessible exclusivity. We really endeavour though for the venues we work with to be the best of the best in their appearance and service, so it’s fitting for our own high standards and in turn to give back to our clientele. We source and use the biggest and best names on the circuit DJ wise and create a really positive and fun atmosphere for everyone who attends.
You’ve got Giggs booked in for a night at Mirage on Saturday 27th May. What makes him such a good fit with the Aces brand?
We have GIGGS booked in for the May Bank Holiday event yes, we took a look at our target audience and could see music and trend swinging towards Grime, Rap again after the whole house hype a few years ago.
GIGGS being British as well we like to support our own and by chance his profile really took a hike appearing with Drake on his tour and having two tracks on his phenomenal new album. His own album is also doing so well and receiving critical acclaim, so we saw that his pull was evident. He fitted in with ACES as we always try to be current and deliver our clientele with the best entertainment possible.
The fact that you will not only have an awesome club night and experience there is the added bonus of an intimate gig from the man himself, which will be quite unlike anything out there.
It sounds like your journey into club nights started at Marbella all those years ago, so was it always your intention to start a night at a club there as well?
We learnt our trade in Marbella for sure, old school promoting, talking and selling the venues to everyone, banding people in the streets, it was graft! But yeah we always knew we’d love to do our own thing and it wasn’t until 4 years after we’d been doing our own night domestically with such success that we got noticed and asked to launch our brand back out in Marbella.
It’s good to be back in a place we know well and to see how our work has paid off.
With collaborations with the likes of Cavalli Club Dubai and Ocean Beach Club Ibiza under your belt, you’ve clearly got plenty of international experience when it comes to running parties. Does the brand transfer seamlessly from place to place or do you have to adapt the parties to the different locations?
With regards to doing nights abroad in different places, to be honest we stick to the same plan and profile that we know best really. The venues we choose to work with have their own desirability and almost sell themselves but with the added fact that we are putting on the event our crowd see it and know that they are in for a good time if they are to attend. With the presence on social media now our network has grown dramatically and it’s great to see people meet and interact with one another knowing it’s come from our doing.
What are your plans for Aces in the coming years?
Plans wise, we’re 7 years in and extremely lucky and thankful that we are still at the top of people’s agendas if looking for a party. We know how fickle the industry can be, so we are constantly trying to better ourselves and the parties to make them current and attract a new audience year on year.
We hope to have continued success both home and abroad and see where it takes us; depending on the success of the GIGGS PA we may look to do a few bigger festival style events with big name acts.
Aces runs at Mirage and Plaza Beach in Marbella for a series of shows in May, June, July and August. First up, they’ll be at Mirage on Saturday 20th May and at Plaza Beach on Sunday 21st May, finishing up with a doubleheader on Saturday 26th August.
Photos courtesy of Mirage