What would you if you were in charge of Asia's number one nightclub during a global pandemic? You might think your options were pretty limited given large scale indoor events are yet to return to Singapore, the home of Zouk – a 31,000 square foot facility in the city's Clarke Quay district.
Rated the #1 nightclub in Asia by DJ Magazine each year since 2017, Zouk wasn't going down without a fight – and their creativity in transforming their offering and allowing their business to thrive amid the pandemic is a masterclass in resilience.
Beginning in July last year, Zouk's CEO, Andrew Li has been collaborating with local businesses to diversify use of the space – letting those businesses take advantage of the larger space to cater for more customers.
“In good times, you get bogged down by the day-to-day, but since everything has closed, we’ve had to be a lot more innovative”
Andrew Li, CEO via Straits Times
Visitors to the popular nightspot can now expect to find a range of new activities on offer including a fully featured spin studio which uses the main club's lighting setup run in collaboration with a local gym, a cinema and various restaurants.
In addition to the on-site changes, the club have hosted live streams from the likes of Diplo and are selling pre-mixed cocktails – keeping their bar staff and DJs employed whilst the dance-floors are closed.
Whilst the thought of exercise bikes and personal trainers taking up residence in your favourite music venue might be heartbreaking, it represents an opportunity for fans to reconnect with and support the spaces they love.
Zouk have gone above and beyond to ensure the future of their venue, but this wouldn't be possible unless they had a loyal fanbase to lean on when times got tough. Many businesses are reluctant to be seen to be driving revenue from additional sources for fear of ‘cheapening’ their brand. On the contrary, when given the right opportunity, fans are happy to support brands they already love.
This is especially true during the pandemic, with money that would usually be spent on shared experiences like gigs and festivals up for grabs.
What creative ways can you monetize your audience? Don’t be afraid to ask for more from your audience when they’re already actively engaged with your brand. It’s time to start thinking outside of the box and engage with your fans in an authentic way.
