concept development the world’s best rooftop entertainment prepared by nguyễn Đình toàn...

Concept DevelopmentThe World’s Best Rooftop Entertainment

Prepared byNguyễn Đình Toàn Orchid Hospitality Consulting

Concept development for dining, bar & entertainment on floors 49 – 50 – 64 of the most spectacular & unique tower of Viet Nam

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

Market overview

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

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.

Target client segmentation

Vietnamese

Other nationalities

The strong growth of population

Source: Statistics Dept of HCMC

The increase of middle class & upper class


The steady and continuous growth of GDP


The increase of tourist arrival to Vietnam

Source: General Dept of Tourism, Vietnam

Tourists arriving in Ho Chi Minh City holds 70% of the total volume to Vietnam

Source: General Dept of Tourism, Vietnam

Spending of Ho Chi Minh City people for dining out

* The spending figure is per dining out


Spending of local tourists in Ho Chi Minh City


Spending of international tourists in Ho Chi Minh City


In-house annual survey

Spending of foreign businessmen for dining out in Ho Chi Minh City



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)


Statistics have shown that rooftop restaurants & bars are places for revelers to blow their money

Extract from “The World’s 10 best rooftop bars”

Concept development

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

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

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

Dining trend

Favored dining trend

Fresh seafood

Grill

Vietnamese cuisine

Chinese cuisine

Western cuisine

OPEN KITCHEN, WITH A WIDE RANGE OF FRESH SEAFOOD & OYSTERS FROM ALL OVER THE WORLD

Photo is for illustrative purpose only

LOCAL AND INTERNATIONAL SEAFOOD, PROCESSED BY HONGKONG CHEF – LOCAL SEAFOOD, INTERNATIONAL TASTE


QUALITY, REASONABLE PRICE, AVERAGE BUDGET FOR A DINING OUT, 29USD++ / PER DINER


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?

Seafood a la carte restaurant, floor 49

360 DEGREE VIEW OF THE CITY, THE VIEW IS THE MOST SPECTACULAR AND DÉCOR UNIQUE


PRIVATE DINING ROOM, VIP DINING


OPEN KITCHEN


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)

Bar, floor 49

ONE OF THE MOST MODERN AND FASHIONABLE BAR IN ASIA AND THE WORLD


SPECIAL FLOOR TO MAKE GUESTS FEEL UNBALANCED, TO EXPERIENCE “VERTIGO” WHEN STEPPING INTO THE BAR ENTRANCE


MODERN DESIGN, SWANKY STYLE, FULLY CONFIGURED TECHNOLOGY AND AN IMPRESSIVE LIGHTING TECHNIQUE


THE ROCKIN’ SOUND SYSTEM, THE MUSIC CHANGES TO MATCH THE EVENTS, SUITABLE FOR ALL AGES


SEXY ROOFTOP BAR BOASTS 360 DEGREE VIEWS OF THE CITY WITH CITY LIGHTS IN EVERY DIRECTION, AS FAR AS THE EYE CAN SEE


Source of income: Pre-dinner After dinner Towards midnight

(from 11.30pm to 2.00 am) -

golden time, super profit

NO NIGHT OUT IN

HO CHI MINH CITY IS

COMPLETE WITHOUT A

COUPLE COCKTAILS

AT THE ROOFTOP BAR

AT BITEXCO

FINANCIAL TOWER


Private dining area, floor 50

360 DEGREE VIEW OF THE CITY, OVER LOOKING THE HELICOPTER PAD, SERVING FRESH SEAFOOD


Detachable bar, Floor 50

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”

DETACHABLE, EASY & QUICK REMOVAL, LOCATED ON THE HELICOPTER PAD


THE WORLD HAS ONLY ONE – VERTIGO, BANYAN TREE, THAI LAND, 61ST FLOOR, FORMER HELICOPTER PAD


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

The suite, floor 64

Why a suite should be born?

Classincrease the brand value

set a landmark to remember

Shri & Centec

LUXURY, UNIQUE, 360 DEGREE CITY VIEW, ONLY ONE IN VIETNAM AND THE WORLD


CHAMPAGNE WELCOME UPON ARRIVAL, TOP AND PRIVATE SERVICE


IN ROOM DINING BREAKFAST, BUTLER AND PRIVATE SECRETARIAL SERVICES


MODERN BATHROOM, VIEW TO SKY & CITY, CREATING A FEELING OF BATHING IN THE CLOUDS


LUXURY BATHROOM DÉCOR & AMENITIES


PRIVATE & LUXURY SPA TREATMENT


WORK-OUT AREA WITH TWO TO THREE BASIC GYM EQUIPMENTS AT THE MOST (OPTIONAL)


Private dining room attached to the suite, floor 64

FOR USE BY SUITE GUESTS, TO ENSURE THE UTMOST PRIVACY


PRIVATE BUTLER, LOUNGE, PRIVATE SERVICES


Concept for name

The name must reflect all the

senses connected to the tower:SuperciliousUnbalancedOverwhelmed

The experience of “vertigo”, both

in literal & figurative senses

Floor Plans

FLOOR 49

FLOOR 50

Financial highlights

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

THANK YOU

concept development the world’s best rooftop entertainment prepared by nguyễn Đình toàn...

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