The World’s Best Rooftop Entertainment Concept Development The World’s Best Rooftop Entertainment Prepared by Nguyễn 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

Concept for seafood dining, 49th Floor Concept for bar, 49th Floor Content 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

Market overview

The number of rooftop entertainments are limited worldwide The 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 The demand for dining on rooftops or places on a few stories above sea level is seen increasing tremendously. The demand for medium sized restaurants, grand scale restaurants in colonial villas, in hotels, on street fronts have decreased. The birth of restaurants on rooftops are of great attraction – Shri, A & B Tower, with limited number. The market for such is still open. 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. Seafood dining is found in some of the 5-star hotels by seasons or local restaurants which are of a low rank. 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. 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 Other nationalities Vietnamese

The strong growth of population Source: Statistics Dept of HCMC

The increase of middle class & upper class Source: Statistics Dept of HCMC

The steady and continuous growth of GDP Source: Statistics Dept of HCMC

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 Source: Statistics Dept of HCMC

Spending of local tourists in Ho Chi Minh City Source: Statistics Dept of HCMC

Spending of international tourists in Ho Chi Minh City * The spending figure is per dining out In-house annual survey

Spending of foreign businessmen for dining out in Ho Chi Minh City * The spending figure is per dining out In-house annual survey

Entertainment budget of companies Group 1 (> 6 billion dong/year) Group 2 (1.2 billion dong/year) Group 3 (<1.2 billion dong/year) (banking, shipping, construction.. ) (small and medium sized companies…) In-house annual survey

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 The landmark of Vietnam – one of the most unique point worldwide Boasting a 360 degree view of the city The place that attracts a wide range of dining clients from middle class, office people to above average income earners A harmony combination of client segmentation – middle class, upper class, celebrities A place for fresh seafood lovers A place for celebrities and revelers A place for entrepreneurs to entertain their clients & to enjoy a good night out in style A place that people can ‘lavish’ their spending for dining, drinks or a pleasant night’s stay A place for connoisseurs and fashion A place for VIP entertainment Good value for money to target potential clients

Unique location, 360 degree view Private & professional service The strength The most spectacular architectural tower in Vietnam One of the highest storey office towers in the world 360 degree view of the city One of the unique rooftop entertainment locations in the world Competitors are limited and international What can clients get? Unique location, 360 degree view of the city Private & professional service Good value for money

Bar - pre-dinner, after dinner, mid night Concept development Floor 49 Bar - pre-dinner, after dinner, mid night Seafood 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 diners Floor 50 Private dining area - VIPs Detachable bar - for limited number of clients Floor 64 Private dining room - guests of Suite The Suite - VIP arriving by helicopter, staying, entertaining on the top floor of the most spectacular tower of Vietnam

Dining trend

Fresh seafood Grill Vietnamese cuisine Chinese cuisine 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 Photo is for illustrative purpose only

QUALITY, REASONABLE PRICE, AVERAGE BUDGET FOR A DINING OUT, 29USD++ / PER DINER Photo is for illustrative purpose only

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 Photo is for illustrative purpose only

PRIVATE DINING ROOM, VIP DINING Photo is for illustrative purpose only

OPEN KITCHEN Photo is for illustrative purpose only

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 Photo is for illustrative purpose only

SPECIAL FLOOR TO MAKE GUESTS FEEL UNBALANCED, TO EXPERIENCE “VERTIGO” WHEN STEPPING INTO THE BAR ENTRANCE Photo is for illustrative purpose only

MODERN DESIGN, SWANKY STYLE, FULLY CONFIGURED TECHNOLOGY AND AN IMPRESSIVE LIGHTING TECHNIQUE Photo is for illustrative purpose only

THE ROCKIN’ SOUND SYSTEM, THE MUSIC CHANGES TO MATCH THE EVENTS, SUITABLE FOR ALL AGES Photo is for illustrative purpose only

SEXY ROOFTOP BAR BOASTS 360 DEGREE VIEWS OF THE CITY WITH CITY LIGHTS IN EVERY DIRECTION, AS FAR AS THE EYE CAN SEE Photo is for illustrative purpose only

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 Photo is for illustrative purpose only

Private dining area, floor 50

360 DEGREE VIEW OF THE CITY, OVER LOOKING THE HELICOPTER PAD, SERVING FRESH SEAFOOD Photo is for illustrative purpose only

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 Photo is for illustrative purpose only

THE WORLD HAS ONLY ONE – VERTIGO, BANYAN TREE, THAI LAND, 61ST FLOOR, FORMER HELICOPTER PAD Photo is for illustrative purpose only

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? Class increase the brand value set a landmark to remember Shri & Centec

LUXURY, UNIQUE, 360 DEGREE CITY VIEW, ONLY ONE IN VIETNAM AND THE WORLD Photo is for illustrative purpose only

CHAMPAGNE WELCOME UPON ARRIVAL, TOP AND PRIVATE SERVICE Photo is for illustrative purpose only

IN ROOM DINING BREAKFAST, BUTLER AND PRIVATE SECRETARIAL SERVICES Photo is for illustrative purpose only

MODERN BATHROOM, VIEW TO SKY & CITY, CREATING A FEELING OF BATHING IN THE CLOUDS Photo is for illustrative purpose only

LUXURY BATHROOM DÉCOR & AMENITIES Photo is for illustrative purpose only

PRIVATE & LUXURY SPA TREATMENT Photo is for illustrative purpose only

WORK-OUT AREA WITH TWO TO THREE BASIC GYM EQUIPMENTS AT THE MOST (OPTIONAL) Photo is for illustrative purpose only

Private dining room attached to the suite, floor 64

FOR USE BY SUITE GUESTS, TO ENSURE THE UTMOST PRIVACY Photo is for illustrative purpose only

PRIVATE BUTLER, LOUNGE, PRIVATE SERVICES Photo is for illustrative purpose only

Concept for name

The name must reflect all the senses connected to the tower: Supercilious Unbalanced Overwhelmed The experience of “vertigo”, both in literal & figurative senses

Floor Plans

FLOOR 49

FLOOR 50

Financial highlights

Financial highlights 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 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

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