‘What it takes to run multiple, successful nightlife brands’.
With over two decades of experience in the hospitality industry, I can attest that running thriving nightlife brands is a difficult challenge. Success in this field necessitates not only a profound understanding of hospitality but also a passion for innovation and an unyielding commitment to delivering unforgettable experiences. While many venues may flaunt exceptional lighting, prime locations, and top-notch music, my primary focus has always been nurturing the soul of each establishment I oversee, and to cultivate that soul, I place a significant emphasis on assembling the right leadership team for each venue under my division.
Having personally climbed the ranks within the industry, I’ve gained invaluable insights into every facet of the operation. Now, as the Managing Director of the nightlife division at Sunset Hospitality, this unique perspective empowers me to comprehend each department and troubleshoot issues effectively to the venue’s advantage. Ultimately, this ensures a high-quality experience, which I meticulously monitor by frequently visiting each venue and scrutinising guest feedback scores and conducting mystery shopping exercises – a cornerstone of successful nightlife brands that sets us apart in this fiercely competitive industry.
Difference between F&B vs nightlife
Nightlife establishments diverge significantly from traditional dining venues. They encompass a vast array of entertainment options, spanning nightclubs, lounges, entertainment-driven venues, and the emerging trend of dinner shows. Unlike their dining counterparts, nightlife venues are tasked with not only serving food and drinks but also orchestrating exceptional entertainment experiences. This involves crafting the perfect atmosphere through music, interactive elements, lighting, and an astute understanding of how to elevate the mood – which I consider an art in itself.
What does an experiential dinner mean and why does DREAM Dubai fall under a nightlife venue?
Two years ago, my team and I embarked on the ambitious journey of launching a dinner show venue concept, and we successfully unveiled DREAM in January 2022. Our timing was impeccable as the concept of experiential dining was gaining momentum in Dubai. Our approach, distinct from Iconic European showplace reliant on ticket sales, redefines the traditional notion of a dinner show. Rather than merely selling tickets, we invite our guests to indulge a sumptuous 5-star menu while immersing themselves in captivating entertainment. You might wonder why we classify DREAM as a nightlife venue. The answer lies in our journey of transformation. Initially, we aimed to convey a story but soon realised this wouldn’t work, as the guest journey is different for everyone; some arrive at different time and others aren’t focused when their meal is served. Therefore, we pivoted to a series of 13 shows, all under the same thematic umbrella, purely for entertainment. We pace each show to match the evolving atmosphere, adding DJ sets to encourage the audience to let loose and enjoy the night. Our shows commence with a grand opening and conclude with an electrifying finale, followed by DJ tunes to keep the party going. We offer the full experience, as it’s a rare occurrence for someone to invest significantly and leave early. Another central aspect to this success is our exceptional creative team, handpicked by myself to execute each season. Service excellence is a non-negotiable pillar of our operations, and DREAM’s standing among the top three venues out of nearly 10,000 speaks for itself.
What does a day in Marc’s life look like?
A typical workday for me is a whirlwind of activities. It begins with evaluating the performance of each venue and coordinating with owners across the GCC, given our presence in Bahrain, Jordan, Qatar, and Dubai. Simultaneously, I collaborate with architects working on three new concepts set to open in Dubai in 2024. Though, throughout the day, I find that addressing challenges consumes most of my time – a great leader is one who finds solutions! In essence, my daily routine involves overseeing creative teams, brainstorming fresh concepts, and ensuring our venues remain at the industry’s forefront. As the sun sets, I also take the opportunity to attend exclusive events and explore new openings, staying vigilant about what’s happening in town while enjoying my active lifestyle through dining experiences.
In summary, managing multiple successful nightlife brands is a complex art that demands a profound understanding of the industry. It requires constant exploration of new trends, adaptability to quick changes, and the willingness to put in long hours, especially during the night. I am passionate about what I do, and succeeding in this dynamic landscape necessitates a visionary approach, an unwavering commitment to crafting unforgettable moments, and an unrelenting pursuit of excellence.
