Oxford Street nightclub Palms has unveiled a $395 annual "platinum" membership card just two months after introducing weekend cover charges.
Venue manager Michael Lewis said the membership was designed in response to frequent patrons seeking perks like queue-skipping, regular "free" entry, and access to ticketed events – including Mardi Gras, New Year's Eve, and Halloween – without extra fees.
The platinum card bundles these benefits with an added bonus: complimentary cloakroom service.
However, it excludes promoter-run events and parties, comedy nights, and private social gatherings. Queue-jumping is also subject to capacity limits, but cardholders are prioritised for entry when the venue is full.
Lewis said the recent introduction of Friday and Saturday cover charges enhanced the appeal and value of a membership card for regular patrons, ultimately prompting the venue to launch it.
Palms' cover charges, introduced in November, are $5 on Fridays and $15 on Saturdays. The Friday fee includes cloakroom check-in, while Saturday's fee includes cloakroom service and a $10 bar credit.
However, with no alcoholic drinks priced at $10 or less, patrons must spend extra to redeem the credit.
For frequent visitors, the costs can add up quickly. Attending every Friday for a year without membership would amount to $260, while Saturdays would cost $780 annually, bringing the total to $1040 (including $520 in drink credits).
"We really only expect to sell a handful to our real brand devotees," Lewis said of the Palms membership card. "It is not intended to be a points or discount card."
The recent introduction of cover charges marks a significant change for Palms, which had not imposed regular door fees since opening in 2000. Notably, 50 per cent of profits from cover charges are being donated to LGBTQ+ health organisation ACON for at least a year.
Lewis said the membership is tailored for convenience and loyalty rather than discounts.
"Our motivation is simply to give priority entry and make life easier for our most loyal and valued customers, while offering around a 40% annual saving on weekly entry and ticketed events," he said.
Lewis acknowledged that Stonewall Hotel, another Oxford Street staple, has long offered membership options with drink discounts. Stonewall’s exclusive gold card, offering 15% off drinks, is not for sale, while its standard VIP card (10% off drinks) can be accessed with a Mardi Gras membership or by request/offer.
However, Lewis said Palms had a different vision.
"I am aware Stonewall have … a card to get discounted drinks, that was never our intention and certainly NOT the motivation for the card, we have been discussing it for over a year but [held] off pending decisions around cover charges etc," he said.
"To be frank offering a discount card for a businesses core product is normally a sign of desperation (or inflated margins)."
Comment was sought from Stonewall but was not received by deadline.
Palms also offers a gold card to select patrons, but like Stonewall’s, it is not available for purchase. It does not provide drink discounts.
According to Lewis, the platinum card's biggest draw for many patrons is its queue-skipping privileges on busy Friday and Saturday nights, which he described as offering the best value to members.
The Palms platinum card can be purchased via palms-cards.square.site.
Editor's note: In the early 2010s, journalist Ben Grubb paid $5 or $10 for a regular Stonewall Hotel VIP card and still has it somewhere in a cupboard because the magnetic strip no longer works. He was also provided with a Palms membership card in recent weeks at no cost and has used it to become familiar with the service offering. He will be handing back the Palms card this month.
Clarification: Stonewall's gold and standard VIP cards now offer 15% and 10% off drinks respectively. This was increased from 10% and 5% respectively in the past year, Stonewall tells us.
Ben Grubb is the founder and editor of Gay Sydney News, an independent publication covering LGBTQIA+ news. A journalist with more than 15 years' experience, he has reported and edited for The Sydney Morning Herald, The Age, WAToday, Brisbane Times, The Australian Financial Review, News.com.au, ZDNet, TelecomTimes and iTnews, primarily on the topic of technology. He previously hosted The Informer, a queer current affairs program on Melbourne’s JOY 94.9 radio station, and contributes to LGBTQIA+ media including Stun Magazine. Ben has also appeared as a technology commentator on Channel Ten's The Project, ABC RN’s Download This Show and commercial radio stations 2UE, 2GB and 6PR. Contact Ben: [email protected]
