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
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