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| Monday, April 17, 2006 |
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The Electric New Paper:
Zouk's secret to staying popular after 15 years
Under promise Over deliver
THIS weekend, one of Singapore's top clubs celebrates its 15th anniversary.
By Gregory Leow
15 April 2006
THIS weekend, one of Singapore's top clubs celebrates its 15th anniversary.
And for Zouk regulars, there is nothing they would change about their favourite club.
'The club has been keeping the right balance of mainstream and niche music right all these years. You never go there and feel that you are listening to stuff which sounds old,' said Mr Manoj Sitaram, 28, an engineer who has frequented Zouk for 10 years.
Mr Sitaram also likes the fact that the interior decor changes every week.
'The other week, they put in little touches like hanging square mirrors from the ceiling and making lasers reflect off them,' he said.
GOOD VIBE
Likewise, Ms Rachel Lee, who has been going to the Jiak Kim Street nightspot regularly for two years, says that compared to other big clubs, Zouk always has a good vibe.
Said the 28-year-old bank officer: 'Of course there are also practical things like the security, which always seems to keep a handle on things, and ample parking.'
The club's secret for success?
'We're a firm beliver of underpromising and overdelivering and being a private entity,' said its marketing manager Tracy Phillips.
And for the next 15 years, it'll be business as usual, even when the upcoming no-smoking in clubs rule takes effect in 2007.
There are also no plans for expansion.
Said Ms Phillips: 'We just spent $7 million on our last renovation, so there are no plans to expand the size of the club.'
Still, as the club passes its 15th year of business, regulars offered suggestions for improvement.
MORE TOILET CUBICLES
Ms Lydia Ng, 29, an account executive, said little things like increasing the number of toilet cubicles and installing more fans in the outdoor wine bar area could go a long way.
'There should also be a limit to the number of people allowed into the Wine Bar as it gets too crowded sometimes.'
Another issue: The long wait list for a coveted membership.
Till 1999, customers could apply but the demand was too high. Now, membership is strictly by invitation.
Advertising executive Lawrence Lee has been going to Zouk four to five times a month for six years, and he's still hoping to be a member. Said Mr Lee, 24: 'Six years is a long time for me. I go to Zouk like any regular clubber and buy a fair amount of drinks.'
Despite these problems, long queues are a regular fixture at the club. It has also attracted the attention of foreign DJs.
Zouk came in at No 11 in a Top 50 listing in this month's issue of DJ Mag, one of the world's highest-rated publications on dance music.
The listing was compiled from a poll of 600 international DJs.
In the top 3 are London's Fabric, The End and Turnmills. |
posted by Lawrence Yash Lee @ Monday, April 17, 2006   |
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