Keep the party going

A DECADE on, the duo behind local nightclub Attica are now looking to grow the brand across the region and the Middle East by teaming up with franchise partners.

Entrepreneur and founding co-owner Mark Brimblecombe reckons that Attica can leverage on its strong brand reputation in Asia, given the throngs of tourists that pass through Singapore and by extension, the club.

Mr Brimblecombe and his co-partner Peter Antonioni see South Korea, Dubai and Melbourne as potential locations for Attica franchises. They are also eyeing emerging markets, such as Jakarta, Kuala Lumpur and Vietnam.

Located at Clarke Quay, 10-year-old nightclub Attica and its sister club Le Noir - which opened one year after - hosts some 3,000 patrons in any given week. This is no small feat, given that the nightlife industry in Singapore is challenging, plagued by high rents and labour costs, all the while serving a fickle clientele that is constantly on the lookout for the next big thing. Even long-running clubs such as Zouk and The Butter Factory have had trouble getting their leases extended, while shortened liquor licensing hours at Clarke Quay to curtail drunken behaviour have not helped.

Meanwhile, competition has intensified as up-and-coming areas such as Keong Saik Road and Duxton Hill gain traction, and new clubs such as Ku De Ta and Pangaea have joined the fray in recent years.

So how has Attica managed to keep its doors open?

"You've got to stay current. You've got to be different," Mr Brimblecombe stressed in a recent interview with BT, adding that the club's look and feel has to constantly evolve.

This means having to introduce performances, special treatment for VIP customers and dialling up the glitz and glamour on orders of pricey premium bottles, using sparklers for added pizzazz. Attica, which consists of two levels as well as an outdoor bar overlooking the Singapore River, has also recently undergone one of its most significant overhauls to date. This required an investment of some S$500,000.

Every weekend, management keeps an eagle eye trained on the receipts, ready to react if the numbers are not up to snuff. "You've got to be paranoid every week. You can't have too many bad weekends," said the Singapore resident, who together with Mr Antonioni, bought out former partner Mikey Singh and other minority shareholders earlier this year.

But while Attica has "become its own destination", sister club Le Noir has felt the impact of the tougher competition from the new kids on the block.

An overseas franchise would not be Attica's first foray overseas either, as the group has started ventures in China and Thailand in the past. However, Singapore currently accounts for the bulk of revenue.

In 2005, the company launched the 30,000 square foot club and restaurant Attica Shanghai, located on the iconic Bund. While Attica Shanghai was "always packed", China was a tough market in which to make money, given the high costs such as rent, said Mr Brimblecombe. That club shut down in 2008.

Meanwhile, Attica teamed up with Banyan Tree to open Xana Beach Club in 2012 at the resort group's Angsana Laguna Phuket property. The Thai military's seizure of power in the beleaguered nation earlier this year, following months of political upheaval, has had an impact on Xana Beach Club of late, acknowledged Mr Brimblecombe. At the same time, the company is exploring the possibility of other projects with Banyan Tree in Asia.

Mr Brimblecombe is not averse to expanding in Singapore, although this would likely take the shape of a different concept that fuses both food & beverage (F&B) and entertainment. The Central Business District, with its access to the high-roller tourists that stay at Marina Bay Sands, would be an ideal location, he reckons.

He hopes to introduce the new venture within the next year or so, but ultimately, this will hinge on finding the right venue.

Hailing originally from London, Mr Brimblecombe carved out a career path at TNT Worldwide Logistics before starting his own business, an online retailer called Net MegaStore in 1998.

Other ventures that the entrepreneur has had a hand in include mobile media content provider I-POP and Thailand-based Yogarepublic.

nishar@sph.com.sg

@Nisha_BT