Five years ago, AJ Singh, owner of AJ’s Liquors & Market, opened a small liquor store in Campustown. After building strong relationships and a supportive clientele, Singh had worked his way up to the Grand Opening for Ultra Lounge on Wednesday, Oct. 31.

Ultra Lounge is a single level establishment with two rooms and a full bar located at 2518 Lincoln Way. One room is a dance floor where music is played, and the other is more quiet for friends to come in, have a drink and enjoy their conversations.

There is a chance another floor could be added, but as of now the owner is unsure about the addition.

The soft opening of Ultra Longue was Oct. 18. The main customers in attendance were those that regularly come into the liquor store. Singh said the people seemed to come in happy and leave happy.

Seth Rasmussen, a frequent bar patron of AJ’s Liquors & Market enjoyed the opening to Ultra Lounge.

“I had a good time. It was nice and upbeat. I actually went into the backroom and hung out with my friends,” Rasmussen said. “I like AJ’s Liquor anyway, and I like to support him.”

The decision to open Ultra Lounge on a Thursday was a strategic one for Singh.

“Monday is football day. Nobody goes out. I want them to study too,” Singh said. “They will come. It’s not the point that they are not going to come, but still you have to take care of your customers.”

After 10 years owning a restaurant Singh discovered it is easier to accommodate customers at a bar.

“I used to own a restaurant before,” Singh said. “I think as a bar business, you can make people more happy.”

Singh is still working out some ideas for the lounge. It isn’t decided if Ultra Lounge is a club or a bar yet. Depending on the time of night, the clientele differs.

“I have all different clientele that come from here [AJ‘s Liqours & Market], and they all love to go there,” Singh said.

Each day a different DJ come to play a different genre of music. Singh explained one night could be Latino music and another could be country music.

“Everybody will be leaving in a month for the holidays, so I’m trying to pick and choose at the moment what I can give them to make them happy when they come,” Singh said.

Singh said that he was still working out the details but the customers are still happy.

“I was impressed with the drink deals,” Rasmussen said.

Hoping to have 100 to 150 people attend the opening, Singh was looking forward to the grand opening. Singh said his customers deserve to have a good time.