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Nightclub opens on Fiske Ave.

Owner promises more upscale establishment

GREENFIELD — The manager of a Springfield strip club has opened a new nightclub on Fiske Avenue, which she says will be more upscale than the bars that have been located there in the past.

Jaime Morrow, who has managed the Fifth Alarm club in Springfield for the past dozen years, said she has the experience to run a bar and keep it clean and orderly. She also continues to manage Fifth Alarm.

Morrow has named the nightclub, which she owns, Allure.

“Fifth Alarm is located in one of the worst areas of Springfield, so I have a lot of experience dealing with problems and tough crowds,” said Morrow, who bought the former Drop Zone from Maureen Johnson.

She said she has already banned four people from Allure.

“We’re going to bring something fresh and new to Greenfield,” she said. “It’s going to be a place people want to come to. We’re going to change the atmosphere here.”

“We have a ‘no tolerance’ policy,” she said. “We want to weed out the bad.”

Morrow said one way she is doing that is by charging a $3 cover after 11 p.m. to discourage troublemakers from coming into the bar late at night.

The town’s Board of Licensing Commissioners approved the transfer of an on-premises, all-alcohol liquor license from Maureen Johnson-M.A.D.D. Fresh LLC, doing business as the Drop Zone, to 10 Fiske Avenue LLC, doing business as Allure.

Morrow said she has no intentions of opening a strip club on Fiske Avenue, and the town’s Planning and Development Director Eric Twarog said people don’t need to worry because a strict town ordinance prohibits a strip club from ever locating on Fiske Avenue.

The only place in town where adult entertainment is allowed is near the rotary, said Twarog.

Morrow said Allure hires security guards and checks everyone’s identification to make sure they are of legal drinking age. She said currently the nightclub provides music by a disc jockey and hopes to maybe add some comedy acts at some point.

Allure, which has been open for three weeks, is currently open Thursday, Friday and Saturday from 8 p.m. to 1 a.m.

“We seem to be getting older couples coming in from about 8 to 10:30,” said Morrow. “Then the younger crowd comes in.”

The location has had many problems over the years, including fights inside and outside of the business, with police needing to be called.

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