Since its inception in the Mumbai night life, Fire & Ice was in the news. Voted as the best nightclub in India for 2002 by a national magazine, the club carved a niche and was a place where youngsters loved to party.
But what was the concept and positioning of this property?
Fire N Ice was the only nightclub in town, in its real sense at the time. Along with state-of-the-art sound and lights, it offered its own distinct quality of music. The latter is what was fundamental in our positioning. Our patronage was directly linked to our music, our fashion and our culture.
Even before the formulation of this concept, we had decided to position ourselves different from other discos and nightclubs in Mumbai. We did not want to adulterate the nightclub concept by keeping it open in the afternoon and make petty offerings like afternoon buffets & snacks. All these aspects offered by us lead an independent nightclub status to Fire N Ice.
Before launching the club, we did a survey that concluded a real void in the marketplace as far as the nocturnal culture was concerned. All the market had was small, dingy places that called themselves nightclubs, discos & pubs but offered mediocre sound and lights.
We invested Rs. 4-crore in the project and managed to break even within 11 months. Right from the beginning our focus was to be unique, and we did not let even food and alcoholic beverages interfere with the nightclub concept.
Other nightclubs that were cropping up benchmarked themselves against Fire N Ice. We ensured our guests got a different feel every night with a different theme every time they walked in. Besides playing all kinds of quality music like hip-hop, commercial, retro etc, we also held theme nights. On Tuesdays, we had "Progressive night', on Thursdays, either 'Retro' or 'Hip-Hop' alternatively.
But what was the concept and positioning of this property?
Fire N Ice was the only nightclub in town, in its real sense at the time. Along with state-of-the-art sound and lights, it offered its own distinct quality of music. The latter is what was fundamental in our positioning. Our patronage was directly linked to our music, our fashion and our culture.
Even before the formulation of this concept, we had decided to position ourselves different from other discos and nightclubs in Mumbai. We did not want to adulterate the nightclub concept by keeping it open in the afternoon and make petty offerings like afternoon buffets & snacks. All these aspects offered by us lead an independent nightclub status to Fire N Ice.
Before launching the club, we did a survey that concluded a real void in the marketplace as far as the nocturnal culture was concerned. All the market had was small, dingy places that called themselves nightclubs, discos & pubs but offered mediocre sound and lights.
We invested Rs. 4-crore in the project and managed to break even within 11 months. Right from the beginning our focus was to be unique, and we did not let even food and alcoholic beverages interfere with the nightclub concept.
Other nightclubs that were cropping up benchmarked themselves against Fire N Ice. We ensured our guests got a different feel every night with a different theme every time they walked in. Besides playing all kinds of quality music like hip-hop, commercial, retro etc, we also held theme nights. On Tuesdays, we had "Progressive night', on Thursdays, either 'Retro' or 'Hip-Hop' alternatively.
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