alking past Mountain St. one chilly evening last fall, those of us old enough to remember partying at the original 1234 were astounded to notice a line-up of shivering young divas and slickly dressed young studs pleading with door muscle outside its courtyard. On closer inspection, it was obvious from the flashing spotlights and outdoor video promos that someone was attempting to bring Club 1234 back from the dead. Although the dearth of live music in Montreal clubs indicates this city has never truly recovered from its disco hangover, attempting to revive the boogie oogie glory days of the 70s sounds like a risky proposition. But the club’s new owners, Montage Management, have a few secret strategies up their collective sleeves, not to mention a superstar in their pocket. And then, there’s the building.

The grand old 17th century greystone has been completely renovated, yet has retained its classic cathedral-like charm with stained glass arcs amid original gargoyles and imposing columns. Once a high-end funeral parlor, this building has an amazing presence and immediately echoes old world affluence. The owners have spared no expense to refurbish the décor ($1.5 million) with the odd nod back to its disco past via classic mirror balls. On this occasion, the place was packed with well-dressed partiers bopping to what could be labeled as global house music. The constant beat reverberates from a first-rate sound system and is complemented by vanguardian light shows.

One reason the reborn Club 1234 has a good shot at staying alive in an area that devours new bars at an alarming rate is the fact one of the owners is super dance club draw MC Mario, arguably Canada’s most popular DJ. He spins his musical web in person and broadcasts the show live to MIX 96 radio every Saturday night. Strategy-wise, the shivering young ones first encountered attest to the fact that owners Tony Loddo, Tony Setaro, Marco Iannone and Mario Tremblay (MC Mario) are serious about actively targeting an older dance club clientele aged 25 to 35. In fact, 21+ is the house rule for admittance strictly enforced by the gate keepers.

There is an assortment of lounges and a VIP area, and the club’s many bars are stocked with top shelf premium products catering to those with more mature and discerning tastes (and fatter wallets) than the average younger dance club crowd. Another draw is the gargantuan dance floor which can accommodate a good portion of the club’s top capacity of 1,500. And, another tactic that should help keep control of its lifespan is that the owners intend to be hands-on participants, promising that there will always be at least one of them on the floor hobnobbing with their customers when the club is operating.

For me, it was an odd déjà vu journey having been there during the original club’s heyday. But I did feel that today’s Club 1234 still surrounds you with that special magic that somehow makes you feel rich and famous (even when you’re not.) - S.C.