The document outlines plans to rebrand and reposition The Lounge at Seventh HIGH as a concept bar called APEX, including renovations, new operations, target markets, entertainment, promotions and games to drive weekly sales of PHP 300,000 and more corporate events, as well as an event launch, marketing strategies and costs. Key elements of the rebranding include developing a relaxed atmosphere, top-of-mind branding, and positioning APEX as an ideal venue for relaxation, interaction and holding events.

1. Taking the bar experience to new heights

2.  The choice of “APEX” stems from its
dictionary definition, “The top or highest part
of something, especially one forming a
point.” The name not only suggests a
competitive edge, but also goes well with the
Seventh HIGH branding (i.e. “Taking Manila’s
nightlife to new heights.”).

4. 1. Develop The Lounge as a bar through various
operations, promotions, and entertainment
changes.
2. Reintroduce The Lounge as an ideal venue for
relaxation and casual interaction thus to
remove the public’s notion of it being a formal,
fine dining establishment.
3. Rebrand The Lounge as a bar to the general
public while still ensuring its clientele of the
venue’s functionality for holding events.

5.  This project aims to generate Php 300,000 net
sales weekly (exclusive of events), amounting to
Php 1.2M in F & B.
 Identify target market
◦ Expats, Socialites, and Celebrities
◦ Young Professionals, College Kids
 Top of Mind as a Concept bar
 More corporate event bookings and table
reservations

6.  Shot Roulette
 King’s Cup
 Depth Charge
 Poker
 Sports Betting
 Drunken Tower
 Wheel of Despair

7.  Permanent Promotions – Applies to all
operational hours
 Off Hours Promotions – 6:00 pm – 8:00 pm,
12:00 pm – Closing
 Day Specific Promotions – All Day Promotions
for one specific day
 Beer Promotions

8. Night Concept Person
Responsible
Tuesday Feminism SPY
Wednesday Manila Abbi
Thursday Interactivity Jason
Friday Sports Jose
Saturday Party Red Carpet

9. CONSTRUCTION AND RENNOVATION COSTS
Physical Alterations
Unit Price Quantity Total Status
Modular Stage Installation 143,000 done
Carpet 20,000 done
Lights & Sounds Relocation 36,000
Paint Labor and Materials 450 200 90000
LED Lights 664,230
Wine Library Lounge Foyer 59918 optional
Wine Frame Highlight Lounge Foyer 78581 optional
Window Uplight Washer 65540 recommended
Bar Ledge and Bar table 47392 optional
Wine Shelves Bar Backdrop 39358 optional
Wine Shelves Backfill Uplight 14971 optional
Dining Floor Couch Ambi-Light 154,287 recommended
Table Mood Lamps (Desk Lamps) 5100.08 recommended
Misc. Kits 118,612.58
Professional Fee 60,000
Sticker for Signage 15,000
Drink Games
Tower 1000 5 5000
Cards 800 4 3200
Shot Roulette 1000 20 20000
Wheel of Despair 31000 1 30000
TOTAL 1,086,430

12.  October 20, 2011 Thursday
 6PM Start of Cocktail Hour
 Entertainment – Markki Stroem
 Host: Pauline / Sandra / Cerah
 Attire: Vegas Inspired

13. EVENT MARKETING COST
ITEM PRICE/ UNIT QTY PRICE NOTES
Invitations 80 100 8000 delivery 0ct 7
Giveaways for Press /
General
Shot Glass 60 100 6000 for VIP guests
E-GC for major broadsheets 3000 10 30000
Seventh HIGH GC 2500 20 50000
Press Kit CD's 60 100 6000
Envelopes for Kits 50 100 5000
Entertainment, Markki
Stroem 15000
PR - Stratworks 140,000
Contingency fund 20,000
TOTAL 230000

14.  Write-up about APEX launch
 Photos of APEX
 APEX and 7th HIGH logos
 Write-up of 7th HIGH
 Profile of owners*
 Details of nightly programming
 Write-up of WHPI
 Game mechanics
 Venue rates & contact info