Panash Club & Lounge Looks to Bring New Energy to New Brunswick Nightlife

A glitterball hanging above the dance floor scatters shards of white light across the room. They dance over hot-pink couches and flicker across the faces of the crowd. The DJ's music surges from speakers, the bass thumping you in the chest as colored lights and moving shadows give the room an after-dark energy.

Welcome to Panash Club & Lounge, a new venue that marked its opening with a ribbon-cutting celebration on Thursday night.

Panash seeks to recapture the fun and festive spirit of Perle, a club that formerly occupied this space down a flight of stairs at 13 Paterson Street, said owner Sany Lad.

"We want to bring back the life that we had pre-COVID in this place," Lad said. "There used to be a nightclub here that was one of the best nightclubs in Central New Jersey. We want to bring that energy back."

Lad hopes Panash will become a destination for people looking for an evening out, whether they want to dance to a DJ, enjoy a quiet drink with friends or gather for a private celebration. The club is designed to offer different atmospheres under one roof, giving customers a choice in how they spend their time there.

The venue is divided into three distinct areas.

The main room features a DJ booth, dance floor, and bar for public events and nights of music and dancing. A separate lounge offers a quieter, more intimate setting for date nights, business conversations or people who want to enjoy a drink without the music competing with their conversation. The third room is designed for private events, including birthday parties, anniversaries, weddings and corporate holiday celebrations.

The lounge area has its own sound system, allowing guests to talk comfortably while music plays in the main room. Lad said he plans to offer premium liquor and a more exclusive atmosphere in that space. It can also be used for Sunday brunch, while the club's large LED screen can be put to use for football games and other major sporting events.

The back room has two bars, dinner tables, and ample seating for private gatherings. Families celebrating an anniversary, friends marking a birthday or colleagues holding a holiday party can reserve the space while the main room continues to operate for other customers.

The club's transformation required significant work. Lad and his partners acquired the property in May and spent about four months renovating the space and preparing it for its new operation. They modified the lighting, restored a full music system, and installed television screens throughout the club. The bar area also received an overhaul, including new shelving.

The club has incorporated digital menus and displays, which Lad said will allow customers to see the specials and events planned for the coming days. The goal is to keep the offerings changing from week to week and give patrons a reason to return.

For about five years after the COVID-19 pandemic, the space operated as Kefi Ballroom, a venue used for private events rather than public nights. Lad said he and his partners wanted to bring back the energy of Perle, which he remembered as a popular nightclub that drew customers from as far away as Elizabeth and the Princeton and West Windsor areas.

Lad expects Panash to attract a broad clientele, including college students and young adults, as well as working professionals and middle-aged customers. He said he hopes people who want a relaxed evening can begin in the lounge and still have the option of joining the dancing later in the night. The club also plans to bring in guest DJs and promote special events in advance, with some nights requiring tickets.

Food will be available through a partnership with the restaurant upstairs, Miss Birria. Lad said the club can use the restaurant's kitchen to provide meals for regular customers as well as catering for private events.

This is Lad's first venture operating a lounge of this size, although he and his partners have experience in other businesses and have worked with people in the bar and hospitality industries. Lad moved to the United States from Bombay, India, about 30 years ago. He continues to work full-time as an information technology professional while pursuing his business interests.

Lad said he sees the club as an opportunity to create something that will bring people together while also providing employment and contributing to the city's business community.

Mahendra P., Lad's business partner, said the idea grew in part from his own experiences in the city and seeing a lack of places where professionals could unwind without traveling to New York City. He pointed to the city's growing business community, Rutgers, and nearby medical facilities as potential sources of customers.

"I have been in this town for 15 years, and I did not find a place where I could really go and enjoy a luxurious night out," he said. "I understood the needs of the town and the people. We are actually bringing the New York City experience here."

Story By: Chuck O'Donnell
Photo Credit: TAPinto