The Lounge to APEXTaking the bar experience to new heights

The choice of “APEX” stems from its dictionary definition, “The top or highest part of something, especially one forming a point.” The name not only suggests a competitive edge, but also goes well with the Seventh HIGH branding (i.e. “Taking Manila’s nightlife to new heights.”).

NAME – APEX

Logo Study

1. Develop The Lounge as a bar through various operations, promotions, and entertainment changes.

2. Reintroduce The Lounge as an ideal venue for relaxation and casual interaction thus to remove the public’s notion of it being a formal, fine dining establishment.

3. Rebrand The Lounge as a bar to the general public while still ensuring its clientele of the venue’s functionality for holding events.

Objectives

This project aims to generate Php 300,000 net sales weekly (exclusive of events), amounting to Php 1.2M in F & B.

Identify target market◦ Expats, Socialites, and Celebrities◦ Young Professionals, College Kids

Top of Mind as a Concept bar

More corporate event bookings and table reservations

Goal / KPI’s

Shot Roulette King’s Cup Depth Charge Poker Sports Betting Drunken Tower Wheel of Despair

Games

Permanent Promotions – Applies to all operational hours

Off Hours Promotions – 6:00 pm – 8:00 pm, 12:00 pm – Closing

Day Specific Promotions – All Day Promotions for one specific day

Beer Promotions

Drinking Promotions

Night Concept Person Responsible

Tuesday Feminism SPY

Wednesday Manila Abbi

Thursday Interactivity Jason

Friday Sports Jose

Saturday Party Red Carpet

NIGHTLY PROMOTIONS

CONSTRUCTION AND RENNOVATION COSTSPhysical Alterations

Unit Price Quantity Total StatusModular Stage Installation 143,000 done

Carpet 20,000 done

Lights & Sounds Relocation 36,000

Paint Labor and Materials 450 200 90000

LED Lights 664,230

Wine Library Lounge Foyer 59918 optional

Wine Frame Highlight Lounge Foyer 78581 optional

Window Uplight Washer 65540 recommended

Bar Ledge and Bar table 47392 optional

Wine Shelves Bar Backdrop 39358 optional

Wine Shelves Backfill Uplight 14971 optional

Dining Floor Couch Ambi-Light 154,287 recommended

Table Mood Lamps (Desk Lamps) 5100.08 recommended

Misc. Kits 118,612.58

Professional Fee 60,000

Sticker for Signage 15,000Drink Games

Tower 1000 5 5000Cards 800 4 3200Shot Roulette 1000 20 20000Wheel of Despair 31000 1 30000TOTAL 1,086,430

Interiors (Pegs)

Interiors (Pegs)

October 20, 2011 Thursday 6PM Start of Cocktail Hour Entertainment – Markki Stroem Host: Pauline / Sandra / Cerah Attire: Vegas Inspired

LAUNCHING APEX

EVENT MARKETING COST

ITEM PRICE/ UNIT QTY PRICE NOTES

Invitations 80 100 8000 delivery 0ct 7

Giveaways for Press / General

Shot Glass 60 100 6000 for VIP guests

E-GC for major broadsheets 3000 10 30000

Seventh HIGH GC 2500 20 50000

Press Kit CD's 60 100 6000

Envelopes for Kits 50 100 5000

Entertainment, Markki Stroem 15000

PR - Stratworks 140,000

Contingency fund 20,000

TOTAL 230000

Write-up about APEX launch Photos of APEX APEX and 7th HIGH logos Write-up of 7th HIGH Profile of owners* Details of nightly programming Write-up of WHPI Game mechanics Venue rates & contact info

Press Kit