Party on

SINGAPORE — Free diamond earrings, free bubbly.

No, it is not some swanky fashion do. These are just some of the offerings at the elaborate parties surrounding this year’s Formula 1 SingTel Singapore Grand Prix.

This year competition has grown, such that organisers say they are turning to more innovative ways to attract the crowds. In other words, simply bringing in international DJs alone wouldn’t cut it.

For starters, ladies heading to the SKY Grand Prix Party will not only enjoy a complimentary glass of champagne, two lucky ones will be surprised with a pair of heart-shaped caraters diamond earrings worth S$20,000. Not only that, the party will feature DJ Angie Vu Ha, Asia’s sexiest Supermodel DJ and Miss Playboy Social October 2012 Winner.

“Everyone is trying to get a slice of the F1 party ... but, at the same time, people may find the novelty of F1 wearing thin, so giving diamonds may be the way to go,” said Aaghir Yadav, Director of Creative Insurgency, which is organising the SKY party.

Ku De Ta is marketing its Formula 1 packages around “dinners and drinks with a view”, with dinner menus starting from S$128++ per person. Plus, there are opportunities to rub shoulders with celebrities who have been spotted there over the past five years.

Said Dolores Tay, Global Director of Public Relations & Marketing at Ku De Ta: “With the amazing entertainment selections during this period, it will definitely attract party-goers who would not otherwise be Formula 1 fans.

“Our Grand Prix parties are getting more and more popular, and we are seeing bigger business receipts year-on-year. The month of September is traditionally a ‘high party’ season for Ku De Ta Singapore. Being on top of one of the most iconic hotels in Singapore, there is a healthy spike in the numbers of our guests during this period.”

The tussle for the customer dollar is definitely on, agreed Robbie Hoyes-Cock, Managing Director of The Podium Lounge, which has increased its venue space in conjunction with their venue partner The Ritz-Carlton, Millenia every year, and sales receipts have increased about 50 per cent year-on-year.

“I have noticed that this year, far more nightlife events are trying to ‘get in on the action’, and this is a good thing. Diversity and variety are good and more competition forces us to improve our line-up of entertainment each year and so the upward cycle continues from year to year,” said Hoyes-Cock.

This year’s edition features a star-studded line-up of DJs and race drivers, including Lewis Hamilton and Nico Rosberg are expected to turn up. There is also live auction of authenticated Formula 1 memorabilia, with proceeds going to The Children’s Cancer Foundation.

Hoyes-Cock said: “Party-goers are looking to party with Formula 1 drivers, royalty and the party elite. They also want exclusivity, top draw music talent, fashion shows and even better, a charity angle. We provide all of the above.”

Most clubs admit that these extravagant incentives are a response to Singapore having more parties this year than ever before, but others are less concerned.

Amber Lounge, which will be featuring a live performance by John Martin of popular club act Swedish House Mafia, who will be performing the single Children Of The Sun “for the first time in Asia”, as well as an avant-garde haute couture fashion show by designer Federick Lee, is confident that with their connections to F1 drivers and other celebrities, their influential crowd makes Amber Lounge “the only club that attracts the show,” said Olga Titarenko, PR and media manager of Amber Lounge.

The Johnnie Walker Circuit Lounge is also not in favour of giving out incentives to draw the crowd, but organisers will trying to upgrade their slice of the pie by allowing consumers who purchase a Johnnie Walker Gold Label Reserve Limited Edition bottle to enter their guest list. Their party will feature, amongst other things, the Flavour Lab, an experimental cocktail bar where whiskeys are served in bold and evocative ways by world-class bartenders, as well as a fashion show inspired by Johnnie Walker Gold Label Reserve, and globally acclaimed headline act DJ Mel DeBarge.

“We don’t quite believe in giving out lucky draws and goodie bags. What we really offer is the experience — that’s the main selling point for us,” said Jak Tim Lee, Senior Brand Manager of Johnnie Walker.

Gordon Foo, Coordinating Director, Operations, St James Group said that its nine outlets are all gearing up to welcome the party crowd, but noted that the hype of the Formula 1 is fading off as it enters its sixth edition in Singapore.

Said the 31-year-old: “The novelty is dying down, and we are not bringing in race simulators this year as compared to previous years. It will not be such a big bang this time and we are not investing so much costs in organising huge parties – the customers will still come anyway.”

Owners of various local clubs and bars expect business to spike about 20 to 30 per cent during the Formula 1 period every year, as they welcome party revellers who all wants to be involved in what’s arguably the social event of the year.

While the promise of having a good time seems to be a palpable draw, the real question is: Are these incentives enticing anyone?

“Yes, of course,” said Kelly Choo. “Not only do you get to have fun, drink and party with your friends with the chance of meeting a performing celebrity or even those F1 drivers, you are receiving diamonds or a Prada bag! Just by spending the same amount you’d spend on any clubbing night at any club — without a guest list. Worth way more than what you’re paying for.”

But others demured. “If it’s an F1 party I wouldn’t need diamonds or Prada to be enticed to attend it,” said Ashley Thio.

“Unless I am guaranteed to get one pair (of the diamond earrings), but no, I hate all these lucky draws. Besides, you have other events who have the same incentives outside of the F1 weekend,” said DK Tan.

Nevertheless, the fact that Singapore’s circuit is a night race which finishes when the night spots open their doors, means that a lot of people will probably take the party straight from the track to the dance floor.

Said Hoyes-Cock: “This is a major plus point for the race — there are so many fantastic track-side events meaning there really is something for everyone to indulge in immediately after the race.” ADDITIONAL REPORTING BY KIMBERLY FONG