March 28, 2012 by yh474@cornell.edu

New Asia Bar — Swissotel The Stamford

Industry Overview

New Asia Bar @ Swissotel The Stamford

A sophisticated club, 71 floors above the city skyline, Swissotel is strategically located in the heart of Singapore’s business and shopping district, and above the City Hall MRT. Swissotel is also the highest luxury hotel in Singapore.

The bar holds special events on the second Saturday of every month and on the last Thursday of every month, where international DJs take center stage.

“Party revelers impress with their sleek dance moves whilst dancing the night away at New Asia to Resident DJ Chris Smith’s beats. Sensuous cocktails, sexy pulsating tunes against the panoramic backdrop of Singapore’s scintillating cityscape are complemented by chic parties” — Swissotel, The Stamford

Operating Hours

Sunday – Tuesday: 3.00pm – 1.00am

Wednesday and Thursday: 3.00pm – 2.00am

Last Thursday of the month: 3.00pm to 4.00am

Friday, Saturday and eve of Public Holiday: 3.00pm – 3.00am

Happy Hour

Monday – Sunday: 3.00pm – 9.00pm

Latest Promotion

http://www.newasiabar.com.sg/outlet/promotion/

Official Website

http://www.swissotel.com/EN/Destinations/Singapore/Swissotel+The+Stamford/HOTEL+HOME/Gallery/Dining/New+Asia+Bar.htm

How Lounge bars normally define and price their space and time:

Lounge bars have significant slow periods and peak periods, typically peak periods encompassing the evening hours
Menu prices are fixed
Separate space for table section, bar section, dance floor section and VIP section
Separate peak time, non-peak time, special events -http://www.newasiabar.com.sg/outlet/promotion/

Space

1. Lounge Bar architects typically define space implicitly when first designing the bar. Lounge bar can control the way of space is sold.

2. In New Asia Bar, the bar is divided into two floors:

First floor includes bar, open table, private table and dance floor – The tables include 2-tops, 4-tops, and bigger tables accompanying the sofa seating.
Second floor is the VIP area, which does not have a bar. However, the second floor is made up of private seating and has views of the entire dance floor as well as sweeping floors of the Singapore skyline.
The bar section has limited seating
Dance floor
New Asia Bar separates those seats that are directly in front of the floor-to-ceiling windows from the others

3. New Asia Bar uses space to generate additional revenue by:

Charging an additional fee for those seats that have a direct view
Separating the VIP seating from the other with a premium charge
Renting out the entire bar for private events
Charging a cover fee to enter New Asia Bar

4. Creative things that New Asia Bar could do to split up its space differently:

Split up space for observation section for day-time providing high tea to generate more revenue. The observation section provides professional pictures taken.

Times

1. The lounge bar normally sells time implicitly. The bar normally does not charge customers by how long they stay- guests’ duration is unpredictable.

2. Four different ways in which companies sell time explicitly:

Sell drinks
Sell food
Sell view
Environment/Atmosphere (Entrance/Cover Fee)

3. Creative things that New Asia Bar could do to split up their time differently:

Make happy hour from 5:30pm – 9:00 pm
Have High Tea from 2:30 pm to 5:30 pm

Price

1. Physical rate fences (tangible):

View Seating

-$100 ++ minimum spending per head on special events

VIP Seating
Regular Private Seating

-No entrance fee with table booking

Entrance Fee

-Only applicable after 8pm
-$25 per person on normal night
-$30 per person on special events

2. Non-Physical Rate fences (intangible):

Happy Hour- Discount specific drinks to shift demand to slower period.
Special events every month- Cover charge after 8:00 pm
Email list- Special offers and promotions

3. Creative rate fences that New Asia Bar could use to generate additional revenue:

Membership- Pay a one-time membership fee and be allowed to re-enter the bar multiple times and could be allowed to bring along one to two guests.
Advanced reservation- receive benefits from booking table in advance