Club Ville: expanding the Margaritaville brand
Published:Sunday | February 13, 2011 | 12:00 AM
Janet Silvera, Senior Gleaner Writer
WESTERN BUREAU:
Jimmy Buffett's Margaritaville Jamaica has relaunched its brand with the introduction of 'Club Ville' at its Montego Bay, Ocho Rios, and Negril locations. Club Ville, which falls under the Island Entertainment Brand, is owned by Margaritaville's original investors Ian Dear and Michael Shamrey, former operators of the Coral Cliff Gaming Lounge.
Island Entertainment's director, marketing and sales, Neville Scott, told Sunday Business that the re-launch was quite comprehensive, with a rollout running into US six figures. He was reluctant to confirm the exact numbers.
"Our objective is to clearly differentiate our nightclub entertainment package from the Jimmy Buffett's Margaritaville-themed restaurant experience. We are Jimmy Buffett's Margaritaville by day, and Club Ville by night," said Scott.
Other products
Island Entertainment will continue to operate the other products under its brand, Marguerites by the Sea (its fine dining brand), and Blue Beat Ultra Lounge, (its premium version of the most eclectic musical themes and cutting-edge deejays), which are located right next to their Margaritaville Montego Bay location on the popular Hip Strip.
"We're well represented on the Hip Strip as we offer patrons a point of difference with pizza, pasta, and local Jamaican offerings at Jamaican Bobsled Café and Groovy Grouper Beach Bar and Grill inside Doctor's Cave Beach. If your flying route takes you through Montego Bay, then you can't miss us at Sangster International Airport. You'll find two Margaritaville locations, a bar in the arrivals section, a Groovy Grouper location, and a Tastee Patty kiosk on the outside of the arrivals area, and a cool lounge upstairs called The Cockpit Lounge," explainedMargaritaville's general manager, André Dixon.
With Club Ville being the latest addition to the brand differentiation, Dixon said the theme being used is 'New nights, new lights, new sound, new attitude, "When patrons step through the doors they will experience the alter ego of the Margaritaville brand."
He says patrons should expect a nightclub that feels and looks different from what has been offered in the past. "In Ocho Rios and MoBay, you can expect to find a retooled exterior decor and new lighting and sound packages inside. We'll have theme nights that will fit the needs of almost anyone on a particular night, ranging from a Glow All White hotel industry night party, lingerie and pyjama parties, Sunday chill parties (therapy) in swimsuits and bikinis, and outstanding branded nights from our partnerships with Heineken, Smirnoff Vodka, Appleton Rum, and Hennessy."
Dixon and his team say there are no plans to do away with Jimmy Buffett. In fact, he says Jimmy Buffett continues to be the focal point of the brand. "We are actually adding clarity to the brand by sending the right message in the market regarding exactly what patrons should expect in different day parts."
Legendary party spot
Historically, from a local standpoint, Margaritaville has always been viewed as the best place to enjoy nightlife and the party scene. While that image has served the brand well locally, Dixon says one of the things taken into consideration was a little confusion for Buffett fans abroad (aka "Parrotheads"), who would visit the venue at night and didn't experience the Buffett environment that they were accustomed to at other locations abroad. "So we thought it was important to recognise that the Buffett brand has tremendous value to us and has certainly been a big part of our success. But it was very obvious to us that we needed to redefine ourselves as exactly what we are during the night - a nightclub - powered by Margaritaville."
In the meantime, Scott says Margaritaville remains the Caribbean's most legendary party spot. "Exactly what that means in terms of look and feel I can't say because we will consistently review and improve what we do to ensure that we deliver the highest-quality nightclub experience."