The new club was an instant hit with its rooftop patio crowded every summer. Sleeker and much more upscale than BamBoo's ramshackle vibe, Ultra put more emphasis on food than a regular nightclub. Instead of live acts, its bookings mostly focused on DJs with the tables and chairs removed around 11pm to make room for dancing. Ultra's glamorous reputation further benefited from the media coverage of the steady stream of international celebrities dropping by such as David Beckham in August 2007, Paris Hilton with then-boyfriend Benji Madden in September 2008, Lindsay Lohan who got paid to show up accompanying then-girlfriend DJ Samantha Ronson in 2009 on the day of their engagement, Beyoncé, etc.
