Detail
Venue: Savage Garden, 12th floor rooftop bar at DoubleTree by Hilton London – Tower of London
Activation: Pop-up winter-themed Austrian après-ski experience “Savage Schloss”
Objective:
Leverage the premium rooftop location and panoramic views to create a differentiated seasonal experience.
Drive footfall during winter months (traditionally lower for rooftop venues), extend dwell time, increase premium spend.
Amplify social media/shareable content via immersive design, themed décor, and experiential elements.
Position the venue as more than a regular rooftop bar — a destination for themed events, boosting brand equity and repeat visits.
Build & Concept Highlights
The pop-up turned the rooftop into an Austrian ski lodge-style environment: red-checkered tablecloths, Christmas trees, ski-lift entrance décor, interactive German band (Bierkeller style) engaging guests.
Design elements: Themed props and décor (e.g., ski-lodge aesthetic) layered onto the rooftop’s existing luxurious finish. The visual spectacle helped create a “wow” factor complementary to the skyline and bar’s premium identity.
Guest experience: During the day, a relaxed lodge atmosphere with boozy hot chocolate & Raclette; evening evolved into energetic après-ski party with live band, steins of beer, dancing.
Duration: Seasonal activation running through the winter till March (as reported) — converting what might be quieter months for rooftop bars into high-energy themed bookings.
Commercial Impact & ROI Considerations
Key value drivers:
Footfall increase: The season-themed event created a unique draw, appealing both to regular rooftop guests and new audiences seeking a novelty winter experience.
Extended dwell time & premium spend: The themed environment encouraged guests to stay longer — from early cozy drinks through to later dancing — boosting rounds of beverage and food orders (especially themed menu items like steins, Raclette).
Event booking revenue: The distinctive ski-lodge atmosphere made the space attractive for group bookings, corporate Christmas parties, or private hire during the themed period.
Social media & brand amplification: As reviewers noted, the setting, décor and theme were highly Instagrammable — helping to drive free promotion and word-of-mouth (“Between the stunning views over London … we found it quite difficult to leave.”)
Seasonal trading optimisation: By installing a themed event in winter, the venue reduced typical seasonal dip risk for an open-air/terrace-heavy rooftop bar.
Estimated ROI metrics (illustrative):
Suppose prior to activation the rooftop venue’s winter month revenue is baseline “100 units”. With this activation, it might see a 15-30% uplift due to increased footfall and spend.
Food & drink premiumisation (themed steins, Raclette, hot chocolate, themed cocktails) could raise average spend per head by 10-20% compared with standard menu nights.
Private/event hire bookings during the activation could add an incremental revenue stream accounting for perhaps 10-15% of winter period revenue.
Payback: If activation build & décor cost was recovered across 2–3 months of uplift, this would be a strong business case for seasonal activations.
Review Insights & Lessons Learned
From guest reviews we glean insights:
Positive: “Between the stunning views … we found it quite difficult to leave.” Themed décor and live band contributed strongly to atmosphere.
Opportunity areas: Ensure service consistency is maintained when the venue is busier than usual; themed nights raise expectations for both décor and operational execution.
Key takeaways:
Theming works well if it leverages the venue’s key strengths (in this case: city skyline views + rooftop setting).
Timing and duration matter: A winter-themed activation provided a meaningful trading enhancement in a typically softer period.
Build the entire experience (the décor, the entertainment, the menu) not just visuals — guests expect something different.
Monitor operational readiness: extra staffing, efficient service, clear guest communication are critical when switching to event mode.
Leverage social media: design elements should be share-worthy to extend reach beyond paid promotion.
Conclusion
The Savage Schloss activation at Savage Garden demonstrates how a rooftop venue can capitalise on its unique environment (skyline, terraces) by introducing a compelling seasonal theme, thereby boosting footfall, premium spend and brand distinctiveness. With a well-executed build-out and operational execution, the commercial returns can justify the investment while positioning the venue as an event destination rather than just a bar.
