“PRIMA TALIA”

BY VOCO

ROOFTOP DEVELOPMENT CASE STUDY — VOCO ABDALI (AMMAN)

1) Executive Snapshot

Objective: Convert the existing pool rooftop into Amman’s most desirable invite-forward, lifestyle-luxury lounge—a weekend hotspot with weekday corporate utility—driving high F&B revenue, premium brand equity for VOCO, and halo effects on rooms & events.

Positioning: “A private paddock-lounge above the Boulevard—sunset champagne, precision sound, and curated sport culture.”

Core Outcomes (12 months):

• Rooftop ranked top-3 nightlife spend per guest in Abdali cluster

• Weekend sell-outs; weekday corporate buyouts pipeline

• VOCO brand re-coded locally as urban-luxury lifestyle (not “cute/family”)

2) Concept & Identity

2.1 Concept Narrative

• Atmosphere: Monaco/Saint-Tropez after-race lounge energy; amber + champagne light, tailored uniforms, discreet service.

• Aesthetic Ingredients:

• Satin-champagne metal finishes, muted bronze, soft greige upholstery

• Lattice canopy & sculpted bar forms (ref. your first image)

• Oversized broadcast wall (Seating sightlines first; not sports-bar clutter)

• Signature floral in cool violets + whites (your image palette)

• Candle-like amber lighting density around DJ point (your club reference)

2.2 Name Directions (one-word, luxury, not literal motorsport)

• PRIMATALIA (your earlier instinct—polished, European)

• POLE / STINT / SÉRIE / PARC / LAUREL / AUREL

• SECTOR (as in track sectors; also a “sector” of the skyline)

(Pick one now; the rest inform copy tone.)

3) Site Strategy & Spatial Program

3.1 Constraints we leverage

• Moderate footprint → focus on density of quality, not crowding

• Pool dominance → make it a feature (stage, reflections, photo moment)

• Skyline views → orient seating to vistas + media wall sightlines

3.2 Zoning (text diagram)

• A | Arrival/Brand Portal: slim vestibule, logo monolith, hostess podium

• B | The Bar (new sculpted champagne-metal bar with under-light cove; 7–9m run)

• C | Premium Tables (Stage Side): sofa clusters 4–6pax, low tables (Tier 1)

• D | Deck Rounds: high rounds with stools replacing daybeds at night (Tier 2)

• E | Pool Stage: central lightweight “hero installation” on clear plinth (see §7)

• F | Broadcast Wall: 3.5–4.5m wide LED wall with acoustic treatment

• G | DJ Niche: compact, front-facing booth, cable trench concealed

• H | Service Spine: back-of-house line, glassware & ice well, bussing nooks

3.3 Capacity (illustrative, to be verified)

• Tier 1 sofas (8 clusters x 5 pax): 40

• Tier 2 high rounds (15 x 4 pax): 60

• Bar stools: 10

• Standing (controlled rails): 20–30 (optional on special nights)

Total sellable seats: ~110–120

4) Seating Tiers & Pricing Model (illustrative)

Excl. F&B upsell

Target guest: young, affluent Jordanians + corporate sets; tourists benefit as halo..

Sofa clusters (pool/DJ sightline)
120–180 (WEEKDAY)
300–500 (WEEKEND)
Premium bottle service
High rounds (deck edge)
60–100 (WEEKDAY)
150–250 (WEEKEND)
4 pax
Stools
25–40 pp (WEEKDAY)
50–75 pp (WEEKEND)
Limited holds
Corporate, 2–4 hrs
6,000–10,000 (WEEKDAY)
10,000–15,000 (WEEKEND)
Excl. F&B upsell

5) Programming & Content

5.1 Weekly Rhythm

• Thu/Fri (Peak): Resident headline DJ + guest instrumentalist; amber-lit “gold hour” sequence into night.

• Wed/Sat: Lighter curation, cocktail labs, sport screenings with luxury sports only (F1, endurance, tennis grands slams, polo highlight films, golf majors).

• Mon–Tue: Corporate tastings, brand trainings, private previews.

5.2 Signature Moments

• Sunset Pour: synchronized champagne sabrage + light dim; 3-min “show” track.

• Hero Install Reveal: pool installation lighting cue on the hour.

• Table Rituals: “Podium” bottle service—subtle, tasteful (no nightclub cannons).

6) Design & Tech Guidelines

6.1 Materials & Palette

• Metals: champagne anodized aluminium, brushed bronze trims

• Stone: light travertine/porcelain with grip; pool coping in pale limestone hue

• Upholstery: greige/ivory, performance outdoor; piping details

• Planters: pale concrete cylinders with violet/white flora (image reference)

6.2 Lighting Concept

• No disco colors. Warm 2400–2700K everywhere; layered cove and pin-spots

• Candle-density around DJ counter (your club photo feel)

• Broadcast glow balanced with anti-glare louvers

• Pool rim fiber optics for subtle shimmer; dimmable scenes: Sunset / Peak / Late

6.3 AV

• LED wall 1.9–2.6mm pitch, 4K feed capable

• Directional, low-spill sound to mitigate neighbors; DSP with limiters

• Camera points for content capture; ceiling power drops concealed in lattice

7) “Hero” Pool Installation (feasibility)

Intent: A lightweight, hyper-real classic sport-car silhouette on a clear plinth—not an OEM-branded promotion.

• Fabrication: fiberglass or carbon-skin on foam core; weight ~120–250 kg

• Finish: high-gloss 2K automotive paint; real metal badges avoided (IP)

• Base: 40–60mm thick clear acrylic or tempered laminated glass deck, dry (above waterline) with LED edge; stainless anchors to pool curb (removable).

• Rigging: wheeled dolly + two-point roof hoist path or service elevator; 2-person install under 45 minutes with SOP.

• Safety: slip-resistant perimeter strip; 900mm low glass rail at corners on peak nights; IP68 electrics for base lighting.

• Ops cadence: Appear Fri–Sat nights only (or Thu–Fri), install 18:00, strike at close.

(If structural load or logistics disagree, Plan B is a half-scale sculpture or a “floating” mirrored monolith with laser-etched outline.)

8) F&B Program (elevated, photogenic, high-margin)

8.1 Beverages

• Champagne & sparkling program (tiered cuvées, magnums for podium ritual)

• Signature martinis named by racing lexicon (e.g., Sector, Apex, Chicane)

• No-ABV list with stemware parity

• Partnerships: premium houses for co-branded ritual glassware & displays

8.2 Food

• Cold luxury canapés passed by white-glove staff; miniature brioche lobster, truffle gougères, caviar “bumps” service (opt-in).

• Warm plates: wagyu sliders, saffron arancini, tiger prawns a la plancha.

• Dessert moment (your McLaren-style inspo): “Podium Plate”—macarons and a minimalist chocolate speedster (generic shape, no marks) with checkered cocoa dust.

9) Operations & Staffing

• Day→Night Turnover SOP:

1. 17:00 collect daybeds; deploy high rounds + sofa clusters from storage

2. Lay cabling, check DSP scenes, focus pin-spots

3. 18:00 hero install rig; safety rail check

4. 18:30 staff brief + service stations iced; 19:00 doors

• Team: Venue Manager, 1 Bar Lead, 2 Mixologists, 6 Servers, 3 Bussers, 2 Security (host + terrace), 1 AV tech, 1 Rigger (event nights).

• Training: guest recognition, quiet luxury service cues, bottle ritual choreography, media-wall “sports curation” calendar.

10) Commercial Model (illustrative math—adjust with Finance)

Assumptions: sellable seats 110.

• Weekends (8 nights/mo): 90% occupancy x 110 = 99 pax/night × JD 95 avg spend = JD 9,405/night → JD 75,240/mo

• Weekdays (12 nights/mo): 60% x 110 = 66 pax/night × JD 55 = JD 3,630/night → JD 43,560/mo

• Private events (2/mo): JD 12,000 min each → JD 24,000/mo

Illustrative gross / month: ≈ JD 142,800

(Excludes tax, service, sponsorships; real model to add COGS, labor, music/AV, and seasonality.)

11) CAPEX & Timeline (ranges for planning)

CAPEX ranges (to be QS-verified):

• Architectural carpentry & finishes: JD 210k–380k

• New bar (millwork, refrigeration, ice): JD 60k–110k

• Furniture & planters: JD 80k–150k

• Lighting + control: JD 55k–90k

• LED wall + audio: JD 120k–220k

• Hero installation (fabrication + plinth + rigging): JD 25k–60k

• Signage/branding & collateral: JD 15k–30k

• Contingency 12%

Roadmap (10–12 months total):

1. Survey & Structurals (4–6 wks): load ratings, pool curb details, MEP, noise study

2. Concept & DD (6–8 wks): layout, lighting scenes, AV, finishes, cost plan

3. Procurement & Fab (8–12 wks): furniture, LED, hero install

4. Build (6–8 wks): staged to keep pool open daytimes where possible

5. Soft Open (2 wks) → Grand Launch with partners

12) Partnerships & IP/Compliance

• Automotive: display agreements with local luxury dealers for non-functional silhouettes or historical design studies (non-branded sculpture).

• Beverage: champagne & prestige spirits pouring rights, co-fund LED wall nights.

• Legal/IP: avoid OEM logos/marks; describe hero piece generically; ensure any broadcast rights for live events.

• Municipal: noise ordinances, neighbor impact plan, crowd limits, life safety at pool edge.

13) Risk Register (mitigation)

• Crowding near pool → glass safety rail + staffing + controlled standing

• Weather/seasonality → wind screens, heaters, winter pop-ups (inside hotel)

• AV glare or noise complaints → louvers, directional speakers, DSP caps

• Install logistics → lightweight build, SOP timing, redundant rig points

14) KPIs & Dashboard

• RevPASH (peak & avg), seat utilization by tier, average check by party size

• % nights sold out (Thu/Fri/Sat), inquiry→booking for buyouts

• Social reach: saves/shares vs. followers; UGC posts per night

• Sponsor value delivered: logo-free brand metrics (mentions, on-site captures)

15) What I Need From IHG/Property Next

1. Rooftop plan + pool dimensions + structural load ratings (kN/m²)

2. MEP drawings (power, drainage, cable paths)

3. Nearest freight route/elevator specs for hero-piece rigging

4. Noise bylaw and curfew windows

5. Existing furniture/inventory + storage capacities

6. Preferred AV vendor & procurement policy

7. Finance template for detailed ROI model

Slide-Ready Visual Prompts (based on your images)

• Bar Render: satin-champagne curved bar with under-cove glow; violet florals; rows of coupe glasses; lattice soffit above.

• Lounge Render: black fabric canopy with Paddock-Lounge typography; deep sofas; central LED wall showing aerial track footage; tables with amber glass.

• Amenity Photo: dessert “Podium Plate”—4 macarons + minimalist chocolate speedster on a white board with subtle check pattern.

• Energy Shot: amber-lit DJ counter ringed with candle cylinders; crowd in whites & gold accents; tight ceiling texture.