Zouk is breaking away its "nightclub" label and planning to expand its business into the F&B and hospitality space. This comes as it looks to make major changes and project itself as a holistic lifestyle group.
The local club operators told The Straits Times that it has plans to “extend its brand into restaurants, bars and even hotels”. Andrew Li, CEO of Zouk group told ST that the first restaurant will open at Resorts World Genting later this year, with more upcoming plans in the market.
In a conversation with Marketing, a spokesperson added that Zouk aims to diversify into the both industries as many Singaporeans and Malaysians have tied sentiments to Zouk as a place for celebrations, forging friendships and experiencing clubbing whilst creating memories as a whole. Joseph Ryan, general manager of Zouk Genting, added that there was a demand in “different but complementing” settings for its patrons which led to the idea of a social gaming lounge and restaurants.
“We want to add that Zouk magic to create experiences that are memorable and will have them wanting to return,” he added. The launch of Zouk Genting will be a focal part of regenerating Genting in its transition towards appealing to the tastes of younger audiences, Ryan stated.
In addition, its vision and strategy is to package Zouk along with upcoming concepts including the Fox theme park and Genting Highlands Premium Outlets (GHPO), into a “one-of-a-kind get-away” experience at the resort.
Just last week, Zouk announced that it would be bringing back its one-day event format for ZoukOut after five years of two-day massive parties. According to a statement shared by Zouk with Marketing, this is part of its plans to refresh the ZoukOut concept from 2019 onwards. This strategy would also see ZoukOut to expand beyond Siloso Beach with more activations which encompasses Singapore as a whole.
Li also told Marketing in an earlier conversation that, “The big idea is essentially, for us to be able to expand our market segment and at the same time, expand our festival site to encompass Singapore as a whole.”
He explained that after 18 editions, the team recognised that there was a need for it to refresh the ZoukOut concept to elevate guests’ experiences.
“We are taking the first step this year towards our goal of a more inclusive ZoukOut moving forward. Being a Singaporean icon, we want the festival to one day, be able to showcase Singapore through ZoukOut much like how Singapore F1 does in one weekend,” Li said.
He added that the strategy includes potentially providing younger audiences with the opportunity to have their ZoukOut experience in the future, by curating a holistic and wholesome pocket event somewhere within the city.