Clubbing in the SUN
Bars lining Sentosa’s beaches hope to get partygoers to play long before the sun sets but some detractors say that requires a mindset change
By Germaine Lim
July 29, 2010
THE formula seems foolproof.
TNP DESIGN: PRADIP KUMAR SIKDAR
TNP PICTURES: BENJAMIN SEETOR
Sand, sea, sun and – perhaps the most important part of the equation – sizzling bods and bikini babes. They are the stuff of Sentosa’s beach clubs.
But five years since beach bar pioneer Km8 opened on Tanjong Beach, Singapore’s beach club culture still appears to be languishing. Km8 itself pulled down the shutters last year.
Although they insist there is a growing market for beach clubs, operators whom The New Paper spoke to acknowledged the difficulty of encouraging patrons to adopt a beach lifestyle.
There are 15 beach bars and restaurants jostling for what operators admit is a selective demographic along Sentosa’s 3.2km stretch that includes Siloso, Tanjong and Palawan beaches.
The absence of an active beach culture is ironic, considering that we are an island state, pointed out Ms Cheryl Ho, spokesman for The Lo & Behold Group.
Its $3 million restaurant-bar Tanjong Beach Club opened two months ago on the premises of Km8, which closed in March last year.
Wave House Sentosa’s sales manager, MsMonette Evangelista, said the most challenging part about setting up a beach club is shifting people’s mindset that having fun with friends over drinks need not mean a late night out and getting dressed up.
‘Fun can be had on a lazy afternoon, wearing board shorts and bikinis and lounging under the sun, by the surf and the sea,’ she said.
Wave House, a restaurant-bar which opened last October and boasts two pools with artificial waves on which patrons can surf, cost $18 million to set up.
Breaking even for a beach club takes longer, LifeBrandz chief executive officer Bernard Lim admitted.
Cafe del Mar, which opened in 2007 and is owned by LifeBrandz, unveiled its revamped premises on Silosa Beach last month.
He said: ‘Cafe del Mar (which cost $3 million to set up) broke even in the first 15 months of operation. A typical club takes nine months to do the same because there is greater sales volume. The growth of beach clubs tends to depend on word of mouth and hence, is slower.
‘To be fair, Cafe del Mar is not a typical model. It is one of the first beach clubs here.’
When asked if its recent fix, which cost about $200,000, was an attempt to rejuvenate an ailing business model, Mr Lim denied it and explained it was ‘time for maintenance’.
The outlet revamped its menu and added new club features such as a retractable roof so patrons can ‘dine under the stars’, Mr Lim said.
The once-elevated DJ console has been lowered for ‘closer interaction and engagement with the crowd’.
Renovations lasted two weeks, during which Cafe del Mar, a franchise of the original Ibiza hot spot, remained open.
Km8 closed after four years when Sentosa Leisure Group, which runs the island, did not renew its lease, The Straits Times reported last year.
While operators say patron numbers are healthy, it seems some partygoers are not sold.
Inconvenient location
The concept is great, said Mr Joey Tham, who is self-employed, but Sentosa is simply inconvenient.
That’s why he visits the island’s beach clubs just twice a year on average.
The 26-year-old said: ‘I went to Cafe del Mar out of curiosity, since it is an internationally known beach bar. The interior is nice and the music is good. The idea of bikini-clad servers is also quite fun.
‘But to me, the location is just bad. Plus we have to fork out additional money just to enter Sentosa to party. It doesn’t make sense to me.’
Singapore’s heat and humidity are also deterring factors, said 26-year-old creative director Collette Chan.
She prefers an air-conditioned venue, where she doesn’t have to ‘sweat it out with the crowd’.
Besides, a beach is where people enjoy the sun and sea, she added. ‘It’s weird to go to a beach at night, specially since I feel partying should be left to nightfall.’
Mr Lim said Cafe del Mar attracts about 600 patrons every week, while Wave House Sentosa’s Ms Evangelista said the outlet sees between 300 and 500 people on average.
Visitorship goes up to 700 to 1,000 on Wednesdays when Wave House patrons enjoy one-for-one deals on food, drinks and wave rides.
More visitors
Operators are optimistic that numbers can only increase from here. Island visitorship grew 30 per cent from February to April, compared to the same period last year, Channel NewsAsia reported in May.
Singaporeans are more receptive to heading off the mainland for recreation, The Lo & Behold Group’s MsHo said.
‘Patrons are becoming more discerning these days and keen to seek out alternatives to what they have grown accustomed to.’
Urbanites like sales executive Shannon Wee and graphic designer Alvin Tay find respite in beach clubs.
For 30-year-old Ms Wee, Sentosa represents a form of escape from the concrete jungle.
She said: ‘I feel as if my state of mind is being transposed during my journey there. The scene is refreshingly different yet familiar at the same time.’
Mr Tay, 33, said: ‘The mainland bars have the same ambience and scene week after week.
‘With beach bars, you literally lounge the day away. The atmosphere makes you forget you’re in concrete jungle Singapore. Plus the babes in bikinis are a sight for sore eyes.’
Still, the pool of customers remains smaller than that of the mainland’s, LifeBrandz’s Mr Lim admits. But he pointed out that there are also fewer options to choose from.
He said: ‘It’s a captive crowd – you have a group of people who like going to the beach to play. We have enough people to fill up these places, compared to the mainland’s nightclub scene, where there are a lot more competitors.’
Each outlet is conceptually different and caters to a different niche, Ms Ho pointed out – like Wave House’s pools for surf enthusiasts and Cafe del Mar’s laid-back environment with full restaurant service.
Tanjong Beach Club is the only such facility on Tanjong Beach.
Ms Evangelista said: ‘Beach bars give a different twist to Singapore’s night life. The birth of the local beach bar lifestyle infuses the style of partying not dissimilar to that of California, Miami and Ibiza. This was not so accessible in the past for those of us who are living in Singapore.
‘In any place, not just Sentosa, the number of visitors doesn’t depend on its natural supply but on how one creates the demand for one’s venue.
‘It is up to us and to the other Sentosa partners to create that draw to the island so as to sustain the existence of the attractions and beach bars.’
The NewPaper