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Concept DevelopmentThe World’s Best Rooftop Entertainment
Prepared byNguyễn Đình Toàn Orchid Hospitality Consulting
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Concept development for dining, bar & entertainment on floors 49 – 50 – 64 of the most spectacular & unique tower of Viet Nam
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Market overview Purpose of the Concept Dining trend Concept for seafood dining, 49th Floor Concept for bar, 49th Floor Concept for private dining area, 50th Floor Concept for detachable bar, 50th Floor Concept for suite & private dining, 64th Floor Concept for names Floor plans Financial highlights
Content
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Market overview
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The number of rooftop entertainments are limited worldwideThe world’s 10 best rooftop bars
Sirocco, State Tower, Bangkok, Thailand, 64th Floor, 360 degree views of the city Vertigo Grill & Moon Bar, Thai Land, 61st Floor, former helicopter pad Moon, Las Vegas, Nevada, Palm Hotel, 53rd Floor Lunar Bar, Kuala Lumpur, Malaysia, 34th Floor Gravity, Dublin, Ireland, unopened bar, 360 degree view of Dublin The Penthouse, Mandrid, Spain Rooftop Bar, Melbourne, Australia Top Floor Bar, London Captain Bar, Shanghai, China Hudson Sky Terrace, New York
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Demand & trend for entertainment
1. The demand for dining on rooftops or places on a few stories above sea level is seen increasing tremendously.
2. The demand for medium sized restaurants, grand scale restaurants in colonial villas, in hotels, on street fronts have decreased.
3. The birth of restaurants on rooftops are of great attraction – Shri, A & B Tower, with limited number. The market for such is still open.
4. Seafood dining in an environment with proper décor, is only provided by Cham Charm, which has proved to be the trendy concept for dining, attracting approx 90% local clients.
5. Seafood dining is found in some of the 5-star hotels by seasons or local restaurants which are of a low rank.
6. According to statistics, there are a very limited number of restaurants, bars in the world located from 50th floor upwards, being much favored and famous.
7. The demand for entertaining clients and business partners is increasing. E.g. an owner of a supermarket for electronic equipments can spend up to 500 million dong for a night-out entertainment with potentially foreign partner.
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Target client segmentation
Vietnamese
Other nationalities
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The strong growth of population
Source: Statistics Dept of HCMC
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The increase of middle class & upper class
Source: Statistics Dept of HCMC
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The steady and continuous growth of GDP
Source: Statistics Dept of HCMC
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The increase of tourist arrival to Vietnam
Source: General Dept of Tourism, Vietnam
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Tourists arriving in Ho Chi Minh City holds 70% of the total volume to Vietnam
Source: General Dept of Tourism, Vietnam
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Spending of Ho Chi Minh City people for dining out
* The spending figure is per dining out
Source: Statistics Dept of HCMC
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Spending of local tourists in Ho Chi Minh City
Source: Statistics Dept of HCMC
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Spending of international tourists in Ho Chi Minh City
* The spending figure is per dining out
In-house annual survey
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Spending of foreign businessmen for dining out in Ho Chi Minh City
* The spending figure is per dining out
In-house annual survey
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Entertainment budget of companies
(banking, shipping, construction.. )
(small and medium sized companies…)
Group 1 (> 6 billion dong/year)
Group 2 (1.2 billion dong/year)
Group 3 (<1.2 billion dong/year)
In-house annual survey
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Statistics have shown that rooftop restaurants & bars are places for revelers to blow their money
Extract from “The World’s 10 best rooftop bars”
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Concept development
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Purpose
1. The landmark of Vietnam – one of the most unique point worldwide2. Boasting a 360 degree view of the city3. The place that attracts a wide range of dining clients from middle class, office
people to above average income earners4. A harmony combination of client segmentation – middle class, upper class,
celebrities5. A place for fresh seafood lovers6. A place for celebrities and revelers7. A place for entrepreneurs to entertain their clients & to enjoy a good night out
in style8. A place that people can ‘lavish’ their spending for dining, drinks or a pleasant
night’s stay9. A place for connoisseurs and fashion10. A place for VIP entertainment11. Good value for money to target potential clients
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The strength
1. The most spectacular architectural tower in Vietnam2. One of the highest storey office towers in the world3. 360 degree view of the city4. One of the unique rooftop entertainment locations in the world5. Competitors are limited and international
What can clients get?Unique location, 360 degree view
of the cityPrivate & professional service
Good value for money
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Concept development
Floor 49Bar - pre-dinner, after dinner, mid nightSeafood A la carte restaurant, open kitchen - target at mass
volume, average budget, spending set at approx 29USD++ per person, lower than the average spending at Cham Charm (39USD++)
VIP area - high budget dinersFloor 50
Private dining area - VIPsDetachable bar - for limited number of clients
Floor 64Private dining room - guests of SuiteThe Suite - VIP arriving by helicopter, staying, entertaining on
the top floor of the most spectacular tower of Vietnam
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Dining trend
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Favored dining trend
Fresh seafood
Grill
Vietnamese cuisine
Chinese cuisine
Western cuisine
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OPEN KITCHEN, WITH A WIDE RANGE OF FRESH SEAFOOD & OYSTERS FROM ALL OVER THE WORLD
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LOCAL AND INTERNATIONAL SEAFOOD, PROCESSED BY HONGKONG CHEF – LOCAL SEAFOOD, INTERNATIONAL TASTE
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QUALITY, REASONABLE PRICE, AVERAGE BUDGET FOR A DINING OUT, 29USD++ / PER DINER
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Where in the city, and in Vietnam can you find a place
with fresh seafood, in an environment with amazing décor
& fantastic views of the city?
Fresh local seafood, in a place with a view that only a very few in the world
can access?
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Seafood a la carte restaurant, floor 49
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360 DEGREE VIEW OF THE CITY, THE VIEW IS THE MOST SPECTACULAR AND DÉCOR UNIQUE
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PRIVATE DINING ROOM, VIP DINING
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OPEN KITCHEN
Photo is for illustrative purpose only
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Requirements for open kitchen
Kitchen ventilation Power of air conditioning system M & E specifications Lighting Kitchen is the heart of the restaurant Minimize the budget on interior decoration (View is the main décor object)
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Bar, floor 49
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ONE OF THE MOST MODERN AND FASHIONABLE BAR IN ASIA AND THE WORLD
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SPECIAL FLOOR TO MAKE GUESTS FEEL UNBALANCED, TO EXPERIENCE “VERTIGO” WHEN STEPPING INTO THE BAR ENTRANCE
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MODERN DESIGN, SWANKY STYLE, FULLY CONFIGURED TECHNOLOGY AND AN IMPRESSIVE LIGHTING TECHNIQUE
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THE ROCKIN’ SOUND SYSTEM, THE MUSIC CHANGES TO MATCH THE EVENTS, SUITABLE FOR ALL AGES
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SEXY ROOFTOP BAR BOASTS 360 DEGREE VIEWS OF THE CITY WITH CITY LIGHTS IN EVERY DIRECTION, AS FAR AS THE EYE CAN SEE
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Source of income: Pre-dinner After dinner Towards midnight
(from 11.30pm to 2.00 am) -
golden time, super profit
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NO NIGHT OUT IN
HO CHI MINH CITY IS
COMPLETE WITHOUT A
COUPLE COCKTAILS
AT THE ROOFTOP BAR
AT BITEXCO
FINANCIAL TOWER
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Private dining area, floor 50
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360 DEGREE VIEW OF THE CITY, OVER LOOKING THE HELICOPTER PAD, SERVING FRESH SEAFOOD
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Detachable bar, Floor 50
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Sure, ground-floor venues may be a bit more accessible, but…..
martinis and mojitos definitely taste better a few
stories above sea level
Extract from “The World’s 10 best rooftop bar”
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DETACHABLE, EASY & QUICK REMOVAL, LOCATED ON THE HELICOPTER PAD
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THE WORLD HAS ONLY ONE – VERTIGO, BANYAN TREE, THAI LAND, 61ST FLOOR, FORMER HELICOPTER PAD
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Safety factors for detachable bar
Light & modern material Easy removal for emergency clearance Not affecting the main operation of a helicopter pad Fixed operation hours Limited guests, overload is not permitted
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The suite, floor 64
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Why a suite should be born?
Classincrease the brand value
set a landmark to remember
Shri & Centec
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LUXURY, UNIQUE, 360 DEGREE CITY VIEW, ONLY ONE IN VIETNAM AND THE WORLD
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CHAMPAGNE WELCOME UPON ARRIVAL, TOP AND PRIVATE SERVICE
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IN ROOM DINING BREAKFAST, BUTLER AND PRIVATE SECRETARIAL SERVICES
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MODERN BATHROOM, VIEW TO SKY & CITY, CREATING A FEELING OF BATHING IN THE CLOUDS
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LUXURY BATHROOM DÉCOR & AMENITIES
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PRIVATE & LUXURY SPA TREATMENT
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WORK-OUT AREA WITH TWO TO THREE BASIC GYM EQUIPMENTS AT THE MOST (OPTIONAL)
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Private dining room attached to the suite, floor 64
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FOR USE BY SUITE GUESTS, TO ENSURE THE UTMOST PRIVACY
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PRIVATE BUTLER, LOUNGE, PRIVATE SERVICES
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Concept for name
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The name must reflect all the
senses connected to the tower:SuperciliousUnbalancedOverwhelmed
The experience of “vertigo”, both
in literal & figurative senses
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Floor Plans
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FLOOR 49
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Financial highlights
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Financial highlights
OPERATING EXPENSES
COST OF FOOD SOLD 30.2%
PAYROLL (INCLUDING EMPLOYEE BENEFITS) 9.0%
FIXED ASSET DEPRECIATION 6.3% (IN 5 YEARS)
UTILITY COST 5.0%
ADMINISTRATIVE & GENERAL EXPENSES 1.4%
OVER THE FIVE YEAR PERIOD OF OPERATIONS
TOTAL CASH INFLOW $ 3,156,825
INTERNAL RATE OF RETURN (IRR) 13%
BREAKEVEN POINT ACHIEVED WITHIN 3 YEARS
INVESTMENT CAPITAL 1,538 sq. m. * $650 $ 999.700
RENTAL FEE PER MONTH PER SQ. M. $30/sq.m *1,538 sq.m $46,140
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THANK YOU