Nightlife finds a new Pulse

By Glen Atwell
REINVENTING Pulse Nightclub to lure local youth back to Dandenong has been hard work for investor turned promoter Elliot Wakefield.
It’s no secret that Pulse, on the corner of Walker and Thomas streets, has struggled to find a niche in the elusive nightclub market since opening in August last year.
Pulse is the only dedicated nightclub in Dandenong, yet has barely registered a beat since its successful opening night.
As part of the new hands-on management team, Mr Wakefield is determined to turn the tables and bring party people back through the doors of Pulse.
This Saturday night, Pulse will launch ‘Escape’, a brand new concept that will compete head-to-head with popular Berwick nightspot Blitz.
Mr Wakefield said his team had been working hard to ensure that this time Pulse would be a success.
“Since the launch last year, the club has not been going in the direction we wanted it to go,” he said.
“There wasn’t enough publicity and some people still don’t know where Pulse is.”
The newly renovated venue was once a haven for band fans, with live groups appearing on Thursday, Friday and Saturday nights.
Mr Wakefield said that was a thing of the past and Pulse would now focus on a DJ-oriented setup.
“The bands are gone and we’ll be playing house and electro upstairs and RnB downstairs,” he said.
“It’s what the people want and it’s what Pulse is all about now.”
The biggest competition for all suburban nightclubs was the lure of the big smoke, according to Mr Wakefield.
“Most young people are heading into the city most weekends,” he said.
“It is a trip that takes time and usually involves a hefty cab fare. We want people to stay local and still have a great night.”
Greater Dandenong councillor Jim Memeti said it was important for local youth to have somewhere to go when the sun went down.
“Young people do need somewhere to go. Pulse Nightclub is located in a very central area in Dandenong, has ample parking and is in close proximity to public transport, I think it’s a great idea,” he said.
Dandenong’s reputation as an unsafe place to party is nonsense, according to Mr Wakefield, who believes that perception, when it comes to Pulse, couldn’t be further from the truth.
“Since we opened, there hasn’t been one bit of trouble. We have security cameras everywhere, inside and out, and our security guards are the best in the business,” he said.
“There is definitely a stigma attached to the area but it is based on events that happened years ago,” Mr Wakefield said, referring to the trouble-plagued Liquid nightclub, which once operated from the same premises as Pulse.
With Pulse promoters fiercely publicising Escape on Saturday night, Mr Wakefield is confident the crowds will come and is up beat about the future.
“Saturday night will be big, we’re offering discounted entry and a free drink on arrival,” he said.
“We just want people to give Pulse a go.”