The big bucks binge

Hotels are milking the New Year Eve spirt.

Think investment decisions are confusing? It's just as tough for indecisive merry-makers on New Years Eve. Does one sift through in an eenie-meenie-mo process of disqualification? Perform a cost-benefit analysis? Or just go with the assumption that the most expensive is best? The tipping point is invariably someone's guess as to which venue will attract the most fashionable crowds.

A five star bash is as safe as it is lavish, but it is a veritable mishmash of a jamboree. Mambo masters, fire eaters and complimentary cuban cigars are slight twists to the predictable open bar, indistinguishable DJs and exotic food.

The Grand Hyatt and their 'Grand Slam' party is pegged to be top horse this year in the race for the most thronged venue. At Rs 13,000 a couple, they're still expecting 2500 guests. Ironically the crowd puller is the one-hit wonder Bombay Rockers.

But Jaideep Khanna, Director Sales, Grand Hyatt, Mumbai,says "It's not just about the best DJ and most popular bands, the setting itself is like a large-scale movie production".

The party at the Dome bar, at The Intercontinental, known for the most panoramic of the South Mumbai skyline, sold out 10 days ago. Noteworthy, when most venues expect to sell out only on the last day.

The Dome is among the most expensive venues this year, with a couples' pass costing Rs 13000, but as Romil Ratra, Director F&B (Food and Beverage) explains, their focus is on quality, as they dish out the best to an intimate 200 people gathering. "Guests know it'll be a Caviar, Grey Goose and Chivas Regal kind of night", says Ratra.

2005 has been a year of consumer optimism and venues have responded gallantly to this, upping their rates by as much as 15-20 per cent. Ratra doesn't seem to think it's as much about the stock market's fortunes, as much as it is about consumers setting higher standards for themselves each year.

And the J W Marriott is listening closely, it offers guests six different party "zones" that are said to centre around a Brazilian carnival theme but on close examination seemed to have spilled out into a more global event that includes Argentinian barbecues, an Ibiza-styled room, Venetian room and Aussie dance troupes!

This international fare in Copa Cabana garb will set you back by Rs 11,900 a couple, only Malaika Arora will help you ignore the hole in your pocket with a midnight countdown dance (to rival Dick Clark's famed midnight ball drop?).

In response to grumbling customers who never know where to deposit their children while they party, hotels this year are tapping into the children's segment.

Both the Le Meridien and the Taj Lands End have separate party areas for children priced at Rs 1,350 and Rs 1,500, respectively. Ruth Barsulkar, vice- president (sales and marketing), Le Royal Meridien, expects upwards of 500 children this year, along with 800 adults at their Havana style event priced at Rs 7,992 per couple.

Hotels this year seem to be milking the spirit dry; they're not just hosting New Years Eve bashes, but also have "festive" breakfasts, lunches and dinners the following day, that, according to Ratra, who's been a restaurateur himself, cost a customer up to 5 times the value of an average cheque.

"December is a jolly season for hotels; up to 40 per cent of the annual F&B revenue is made in December," he says.

A successful New Year's Eve event can fill up the coffers. "About 15-20 per cent of the hotel's monthly F&B revenue is made up in one night," says Barsulkar. For a mass event like the one at the Grand Hyatt, according to Khanna, revenue from the 31st, will double December's F&B earnings.

But if an overwhelming party is not your flute of champagne, you can choose fine dining over hysterical gyrating. Most restaurants have special menus, and more discrete entertainment options but at a hefty price.

The Harbour bar package with Wasabi at the Taj Mahal is a whopping Rs 6500 per person. The carrot? Unlimited Dom Perignon. Privately owned restaurants like Seijo and the Souldish and old favourite Indigo will set you back by Rs 5,500 a couple.

When you're a tony eatery like 11 Echoes, the Juhu bungalow turned lounge, its a tough call between affordable and full and expensive and unsure. Puneet Sehgal, managing director, 11 Echoes, decided on Rs 6000 per couple, but is offering a celebration that extends from sundowners at dusk to an all-English fry-up breakfast the next morning.

Apologies to all those who wanted to take their celebration to the high seas, Star cruise's Superstar Libra's special one night cruise is sold out.