ICON OF NIGHTLIFE
One of the key founders of the Middle East nightlife scene, CEO of Add Mind, reveals the tricks of the trade
How different is nightlife in Dubai from that in Beirut?
The main difference in operation between Beirut and Dubai is that the latter is more regulated, with policies such as closing intervals and capacity restrictions. This structures the operation and prevents unpredicted surprises or hitches. The challenge for us now is to maintain our level of success on both operating grounds.
As one of the founders of the nightlife scene in the UAE, describe your experience there.
Add Mind has been forecasting to capitalize in Dubai for the past seven years, seeking a leg-up on what we saw as a thriving city. Dubai is relatively close to Lebanon and we have established PR and media connections there. When we opened our first outlet, Eight in Abu Dhabi back in 2000, it was a bit more questionable to operate than it is now, because now we have an established brand name. In 2013, we opened Iris Yas Island, Abu Dhabi, three days before the Formula 1 races took place there and it performed marvelously.
What are the new trends in Lebanon? Are pubs replacing mega clubs?
Clubbing has been seeing a downward trend especially now that people visit clubs less often as they reach their late-thirties. Clubs offer people plenty of appealing motives, although I find that individuals sometimes tend to be indifferent about these reasons. In my opinion, pubs will never replace the energetic adrenaline rush clubs offer. Clubbers seek exceptional artist bookings, high quality lighting and visual effects and most of all, an energetic environment. Because the right entertainment is paramount in raising the caliber of an event, we work with top-notch acts to generate exposure and excitement for our outlets and clients.
Do you believe investing premium capital in a property will drive its success?
There is no straight forward formula to success. Many factors are added to the scene. These include the nature of the concept; whether it is a club, a pub or a restaurant lounge. For some concepts, you need to find the perfect location to bring it to life in the best way possible. For others, you can create an experience to turn a normal location into a destination. This mostly applies to the clubbing scene. You can easily avoid a very large investment and still manage to capture the right audience if you provide the right experience.
How did your role in the Syndicate of Owners of Restaurants, Cafes, and Nightclubs & Pastries in Lebanon improve the status of clubs and pubs in the country?
During the past two years, I have had the pleasure of sharing our company’s professional practice and expert advice within the hospitality and nightlife sectors. Add Mind Group’s teams and partners play the role of a full supporter of the Syndicate’s work and projects, by also operating within the organization.
What are your future business plans?
We are considering other areas in the region for expansion, but our focus remains on Dubai, which we believe is the best place to be at the moment. Long term plans for the business also include a new concept next year and some face-lifting for our existing outlets.