1. The World’s Best Rooftop Entertainment
Concept Development
The World’s Best Rooftop Entertainment
Prepared by
Nguyễn Đình Toàn
Orchid Hospitality Consulting

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

3. 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

4. Market overview

5. 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

6. 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.

7. Target client segmentation
Other nationalities
Vietnamese

8. The strong growth of population
Source: Statistics Dept of HCMC

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

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

11. The increase of tourist arrival to Vietnam
Source: General Dept of Tourism, Vietnam

12. Tourists arriving in Ho Chi Minh City holds 70% of the total volume to Vietnam
Source: General Dept of Tourism, Vietnam

13. Spending of Ho Chi Minh City people for dining out
* The spending figure is per dining out
Source: Statistics Dept of HCMC

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

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

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

17. 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

18. Statistics have shown that rooftop restaurants & bars are places for revelers to blow their money
Extract from “The World’s 10 best rooftop bars”

19. Concept development

20. 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

21. 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

22. 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

23. Dining trend

24. Fresh seafood Grill Vietnamese cuisine Chinese cuisine
Favored dining trend
Fresh seafood
Grill
Vietnamese cuisine
Chinese cuisine
Western
cuisine

25. OPEN KITCHEN, WITH A WIDE RANGE OF FRESH SEAFOOD & OYSTERS FROM ALL OVER THE WORLD
Photo is for illustrative purpose only

26. LOCAL AND INTERNATIONAL SEAFOOD, PROCESSED BY HONGKONG CHEF – LOCAL SEAFOOD, INTERNATIONAL TASTE
Photo is for illustrative purpose only

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

28. 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?

29. Seafood a la carte restaurant, floor 49

30. 360 DEGREE VIEW OF THE CITY, THE VIEW IS THE MOST SPECTACULAR AND DÉCOR UNIQUE
Photo is for illustrative purpose only

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

32. OPEN KITCHEN
Photo is for illustrative purpose only

33. 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)

34. Bar, floor 49

35. ONE OF THE MOST MODERN AND FASHIONABLE BAR IN ASIA AND THE WORLD
Photo is for illustrative purpose only

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

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

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

39. 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

40. Source of income:
Pre-dinner
After dinner
Towards midnight
(from 11.30pm to 2.00 am) - golden time, super profit

41. 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

42. Private dining area, floor 50

43. 360 DEGREE VIEW OF THE CITY, OVER LOOKING THE HELICOPTER PAD, SERVING FRESH SEAFOOD
Photo is for illustrative purpose only

44. Detachable bar, Floor 50

45. 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”

46. DETACHABLE, EASY & QUICK REMOVAL, LOCATED ON THE HELICOPTER PAD
Photo is for illustrative purpose only

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

48. 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

49. The suite, floor 64

50. Why a suite should be born? Class increase the brand value
set a landmark to remember
Shri & Centec

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

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

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

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

55. LUXURY BATHROOM DÉCOR & AMENITIES
Photo is for illustrative purpose only

56. PRIVATE & LUXURY SPA TREATMENT
Photo is for illustrative purpose only

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

58. Private dining room attached to the suite, floor 64

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

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

61. Concept for name

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

63. Floor Plans

64. FLOOR 49

65. FLOOR 50

66. Financial highlights

67. 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

68. THANK YOU