Host a Sofar Sounds event
Founded in 2010 and based… all over the place. Sofar is an expanding network of artists and music lovers. Sofar Sounds offers artists and music fans the unique opportunity to perform and experience intimate gigs in packed living rooms regularly. The movement is now going global with shows happening in New York, Paris and many other cities worldwide. Recently started in Delhi, Sofar has been curating great events across the city and driving audiences - this is at no additional cost and drives in revenue. This isn't a recurring event as they host one per month, each at a different venue, but it will be good to host one.
Prime Time Happy Hours
With The Piano Man Jazz Club right around the corner from us, we reckon that we should look at promoting THM as a pre-drinking and dining space on Friday and Saturday with Prime Time Happy Hours starting at 7PM lasting till 10PM. It's not currently perceived as a party place, and we don't necessarily need to change that, so it's better to position ourselves as an option to drink at before hitting the crazy party spots of the city. Once people start trickling in and start drinking in the early hours, they're more likely to hang around for later or come back another time.
With Hauz Khas Village losing its vantage, and TPMJC pitting itself as such, we can look to work towards making Safdurjung Market the new art hub for all the upwardly mobile hipsters in the city. Having to spoken to Tarini Sethi, who is an independent artist and art curator, we can create a monthly property which brings together, graphic designers, fine artists, illustrators, animators and such to curate an exhibition-cum-sale. With a curation fee of 20k per event, this property will be pushed to the right audiences and has potential to rake in some cash. Leveraging our own networks and that of the artists (changing every month) we can drive in more people through the doors. Tarini has previously curated a similar event at Shahpur Jat which was a roaring success.
With such an event to boast off, we can also look at reaching out and tying up with international cultural centers such as Alliance Francaise, Goethe Institut, Pro Helvetia Swiss Arts Council to host their events. This will bring in a stream of expats and deep pockets and help us tap into the embassy crowd.
With a cafe such as THM we can use all our boasting power to promote our new Vegan Menu and host regular Sunday Vegan brunches. We can look at tying up with a popular yoga studio / fitness centre to host a class for the new age vegan fitness enthusiasts, followed by the brunch. We should also look into tying up with brands such as I Say Organic or Fab India to push their products through our menu to ride on their wave of popularity.
By no yardstick is 1095 days a small amount of time to stick it out in the hospitality industry, specifically in the turbulent hospitality times of today. Apart from a killer venue and food one requires lots of grit, determination and guts AND such valour demands a celebration, the plan we suggest is a 4-days power-packed with events
Day 1: Thursday, Jan 19
Kickstart celebrations with the most successful property - Music under the stars - with a big act we will surely pull a lot of people through the door. We can look to book someone like Prateek Kuhad and with our spend on him we will surely have people lining up to see him. Since this is the most successful property anyway, it's a good way to begin the celebrations.
Day 2: Friday, Jan 20
Re-incarnating Friday Night Lights with a big-ish DJ who can throw a party like none other. Promoting our bar and giving allowing our guests to kick back with some great music and lots of alcohol!!!!!
Day 3: Saturday, Jan 21
With Saturday being a high traffic day we can look at running an offer for the public that draws people in - something as dramatic as - buy one get three free!!! This shows the big heart that THM has. The offer, valid during the daytime hours, will be followed by a party hosted for influencers + regular people (curated guest list) and pack out the place during the night for all the snapchats the world needs and wants to see of THM. This cost will need to be borne by THM or we can look at bringing on board sponsors as a 3-year birthday celebration is a fairly big deal.
Day 4 Sunday, Jan 22
Do a special brunch at very very affordable rates during the day. Brunches at THM have been something people have enjoyed for a while and look forward to, so it's apt to close the celebrations with it. Later in the afternoon, THM should host a masterclass by Chef Noah and a mixologist to give people something more to look forward to, and invite Tier I & II food bloggers to develop content around.