Fraser Donaldson is the Managing Director and a principal shareholder of Alto London.   In this interview, we find out more about him and why he feels so impassioned and excited to begin this new chapter in an already celebrated career…

First, what is the meaning/significance of the name ‘Alto’?

FD: The meaning of Alto is Latin for “high end”. We were searching for a name that would symbolize the type of club we are opening…

Do you think the name of a club is important?

FD: Yes, it is the front line for your brand, and with this being the first one of hopefully other brands, the name has to be recognizable, which we hope Alto will be.

What can people expect at the Grand Opening?

FD: The WOW Factor. This, I believe, is the first club in many years that has been designed this way (i.e. without the lights as the main feature, or the layout, or the toilet designs) Alto is about the Burlesque Era and we are paying a great deal of attention to make this a magnificent club.

What type of crowd are you seeking to attract?

FD: We aim to earn the loyalty of London’s esteemed socialites. Simply put, this will become their member’s club, their extended family if you will, and we are here to ensure the utmost satisfaction and customer experience.

What type of special events can we expect to see on the Events Calendar?

FD: Polo matches and celebrity nights, champagne tasting nights, fashion shows, corporate product launches as well as the occasional brand sponsored night… all in the company of our members.

How has going through the process of building a club from the ground up before enabled this time to go smoother?

FD: The time before the actual club opening is anything but smooth. The amount of decisions to makes this period anything but effortless. The only thing I can say that helps is to be uncompromising to the standards you set for yourself.

What is most exciting about the thought of Alto finally opening?

FD: The thought of finally getting a club that my fellow partners and I have long since envisioned.

I know you’ve had the experience of running other elite clubs and seen a decent amount of others as well. What is going to separate Alto from the others?

FD: None of the others are geared up to deliver the service level and customer experience that will be synonymous with Alto. None of the other clubs that have been designed to operate as both a high-end nightclub and an early evening lounge bar. The other difference is that I am personally an equity owner along with my partners so it is understood that I am deeply vested in bringing our vision to fruition.

What do you want club-goers to say when they leave Alto?

FD: When can we come back??? It’s more down to the facial expression. If people leave with smiles on their faces I know they’ve had a good night. I hope all our customers leave that way!

Anything else you want to add for our readers?

FD: On behalf of our staff and my fellow shareholders, I look forward to welcoming you and having you become a part of the Alto family!