Alter Ibiza Nightclub

Market

Target market

Alter Ibiza offer an alternative boutique clubbing experience, tailored to 25+ demographic. The more mature, affluent clubber (25+) now representing 70%* of Ibiza's fast-moving tourism sector.
*REF: Balearic Government Statistics.

"Over the past couple of years we have seen a dramatic increase in excess of 38% year-on-year in the number of over-40s booking packages to clubbing hotspots."
Mr Waldron – Broadway Travel.

"Younger ravers could find themselves partying alongside their parents this summer."

Daily Mail.

"The original one-nighter generation are now 45 to 50-plus... There are many people for whom clubbing was a way of life but are no longer sure where they should go."
Dave Swindells, Nightlife Editor, Time Out.

Alter Ibiza will be the only nightclub in this particular beach resort which we estimate to have over 10,000 tourist beds. Balearic news stations report that Ibiza will likely reach full hotel occupancy in August 2016. 30 of the 52+ hotels in the area are fully booked in August already.

With the opening of a huge new beach club in 2012, just a few minutes walk from our location, the area has seen an additional influx of tourists activity. Due to music licensing laws, outdoor venues must close at midnight. Alter Ibiza becomes the closest nightclub destination – not just to those staying in the area, but also to huge numbers of happy party-goers leaving this renowned beach club 7 days a week.

Ibiza is a fairly small place and whilst we expect clientele to purposefully head in our direction from any location on the island, the key to targeting optimal market penetration lies within our ethos... .

...Offering true value for money in Ibiza's 'must-visit-club' scene.

Characteristics of target market

Ibiza Airport broke all previous records in 2014, closing the year with 6,211,882 passengers, every year the record continues to be pushed with more tourists arriving in summer and winter months.

The Balearics had the highest hotel occupancy rate in August 2015 of any region of Spain. Occupancy was 92.9%, which represented an increase of 2.3% in terms of overnight stays compared with August 2014.

As of 26 February 2016, San Antonio Town Council passed an ordinance prohibiting the sale of alcohol in supermarkets and shops from Midnight to 8am throughout the municipality, further driving late night holiday makers to late night venues.

"Prices in Cala de Bou are clearly stabilised, it is assumed that the next experience will be a rise in quality and is it well positioned for investment."
Mila Gonzalez – Respected Ibiza realtor.

Marketing strategy

Our team is highly skilled in strategic marketing both in the UK and Ibiza, with a speciality and proven track record in the music/club sector. We consider ourselves to have heavy-duty brand, social, press, print, radio and digital skills. With nearly 9 years experience on the island, we know exactly which techniques are most effective within this fast-moving tourism sector.

Sara Altman (MD), has run a marketing business for the majority of her career with direct experience with the likes of Pacha Ibiza Merchandise. She is directly responsible for the brand creation of the hugely successful Ocean Beach Club and Amante (Awarded Best Beach Restaurant for 4 years running). She specialises in strategic ROI-led branding and marketing.

Steven Altman (CD), has extensive experience working as a DJ/Promoter alongside multiple promotion teams and club venues. We feel his music and industry knowledge is simply outstanding. He brings significant overall experience to the project with powerful social media skills. Steve has a huge following of house music lovers over various Facebook pages perfectly positioned for our demographic targeting with a promotable reach of over 8 million.

Steve broadcasts a weekly radio show live from Ibiza on Castle Club Radio. This online station has a global following of listeners. Steve also holds a regular show on Ibiza Live Radio. Both these shows give him the opportunity to promote events/artists at his discretion.

Thanks to Steve Altman's personal contact base in the music industry, we have some of the best promoters in their genres ready to jump on our roster. Teams of skilled marketeers that specialise in targeting music genre specific demographics on rotation every week or month to maximise impact.

We have direct, personal links into best local businesses specialising in 'tourism broadcasting' – allow us access to optimum databases to target our audience during their visit using digital technologies and print.

Competition strategy

• Offering true value for money in Ibiza's 'must-visit-club' scene.

• Constantly analysing the market and adapting to demand.

• Strong background in business legal matters, project and financial planning at upper management level.

• Extensive music entertainment and promotion experience at all levels.

• Extensive tourism entertainment and previous hospitality experience.

• Exceptional, and personal, high level promoter, artist and performer connections.

• Proven strategic branding, marketing/advertising background specialising in brand creation, launch and ROI led marketing strategies across all media.

• Excellent local business connections.

• Solid sponsorship understanding and local connections.

• Very strong location and market knowledge and experience with Ibiza local community ties, both expat and Ibizenco.

• Staff management experience and extensive local workforce connections.

• Some of the best promoters in their genres ready to jump on our roster – teams of skilled marketeers that specialise in targeting music genre specific demographics.

• Sheer dedication and a passion for what we do.

FUTURE COMPETITORS.
New Ibiza nightclub licenses are notoriously difficult to acquire especially in this type of high street/residential situation, we believe that it is unlikely there will be any significant late-night competition in this location.