NEW YORK (WABC) -- There's more than just coffee to get your day moving.
Hundreds of people set their alarms for a dance party.
Businesses are realizing these are a way to tap into younger clientele.
Lord and Taylor was not yet open to shoppers on Wednesday, but people were headed to the roof for a party.
It is called "Daybreaker," a twice monthly event held at different venues throughout the city, and they start at dawn.
"In the morning everyone comes from the same place, their bed, so it's a really wonderful way to wake up together as a community dance and let go before going to work," said Radha Agrawal, founder of "Daybreaker".
These parties launched two years ago and now they're in 15 cities around the world.
It's $25 to attend, and before it gets going there's usually an hour of yoga, that's $15, but most people come for the dancing, which is very much the antithesis of going to a night club.
"Daybreaker is really meant to pull back all the bad stuff of night life, all the mean bouncers, everyone on their cells phones and just get back into the basics," Agrawal said.
At "Daybreaker" events there's no alcohol, no drugs, just coffee, green juice, a little granola and lots of energy.
"I love the people, I love the vibe, I love the fact that there's juice instead of alcohol," a participant said.
"There are so many different people who come from all over the city, all different jobs, all different styles and they just enjoy each other and have fun. It's good clean fun," another participant said.
"We get a lot of people where they're not morning people and this is like a huge adjustment for them. All of a sudden you're like OK I can get into this," said Eli Clark-Davis, of "Daybreaker".
It's almost hard not to.
"This is my first time here. I just love everything about it, the vibe, the people and it's on my birthday so I'm lucky," a participant said.
Most of these parties are held at night clubs, but they've been held at police horse stables, on boats, and now on top of Lord and Taylor. It is a good fit for the department store that would love to tap into these millennials as customers. For those dancing it out, it's good for the mind and the soul.
"At 'Daybreaker' we measure success with smiles and they spread that across the city," Agrawal said.
"I love waking up early, I love to dance and this is the best I'm telling you," a participant said.
For more information, please visit: http://www.daybreaker.com/
'Daybreaker' parties feature nightclub fun, but in the morning