Far from the Madding Crowd

--------- "Vacation used to be a luxury, however, in today's world, it has become a necessity..." -- anonymous. ---------

Cubicles, cramped spaces, polluted streets, impossible deadlines, heavy workloads, hectic meetings, weary presentations. An escape from these maladies afflicting the working lot, into a world of fun, frolic, relaxation and entertainment is what the entertainment industry is working hard at offering to the discerning denizens of the "hep, hyped and happening" Hyderabad.

The twin cities have come a long way from the monotonous and laidback, witnessing almost a revolution in leisure and entertainment. The industry, though nascent, is expected to grow 100 fold in the next five years. No wonder then, resorts, clubs, amusement parks, pubs, dance and music shows -- you name it and the new age iconoclasts in the real estate majors and event managers -- have it all ready!

The legacy of clubs and resorts, the main source of relaxation and entertainment here, goes back to the time of Nizams and the British. But, with the changing lifestyle, the burgeoning neo-rich middle class and its increasing spends, newer clubs are springing up by the day.

As a result, exclusivity is giving way to accessibility. A movement pioneered by the Country Club India Ltd, whose flagship company Amrutha Estates bought and set up the first club in the monumental palace, Vilayat Manzil of the former Prime Minister of Hyderabad, in 1989, with an intial investment of Rs 10 crore.

The public limited company since has expanded nationally and has 15 clubs at Hyderabad, Bangalore, Chennai, New Delhi, Mumbai, Coimbatore, Vizag, Chandigarh, etc. It also has affiliations with 125 clubs nationally and internationally. What's more plans are already in place to expand in Sharjah and Dubai. "Our clubs mean accessibility, affordability and opportunity for people around the world to get together and socialise and have fun. We respect communities and that's why people respect us," says Y Rajeev Reddy, CMD.

Country Club, which recovered its investments over a period of five years, now has 15,000 members in Hyderabad and 40,000 countrywide. To accodomate the burgeoning membership, Reddy plans 100 clubs and Taasha health spas all over the country in two years time.

The Rs 100 crore company is looking at around 250 crores investment, raised partly through internal accruals, largely by institutional funds and strategic partners, over next couple of years.

The Club, which entered into the Limca Book of Records for becoming the largest such chain, is not just a business for him. "It's a vision. We are breathing the club, it's our bread and butter," Reddy says.

"Today we are talking about global things. This is the only club to have introduced videoconferencing. And only one to have a brand ambassador -- former Miss World Yukta Mookhey. We want to make it part of the daily life of most people. and be the cultural ambassador for the country, may be open a club even in Islamabad and Kashmir if things go well," he adds.

Other clubs like the Celebrity Club of Prajay group are beginning to recognise this potential. Though Celebrity Club is attached to a farm house project, the company has decided to open membership to outsiders, mostly from the higher middle class.

Yet, for those wanting exclusivity, there is always the 120 year old Secunderabad Club, set up in the British Residency of the Nizam's state, the Nizam's Club and the Jubilee Hills International Center, open only to the elite.

Then there are clubs that began as part of resorts in the idyllic outer limits of the city, mostly on banks of lakes. And resort owners are tapping well the demand for short weekend holidays from corporates and individuals who want go to far from the madding crowds, but not too far away.

"As pioneers, when we who took the risk of a resort in 1992-93, Hyderabad wasn't even aware of the concept. Till 1997 we used to wait for Sundays to get the resort filled up. But, now everyday we have some party or the other," says K Santosh Reddy, managing director of Dream Valley Resorts in Gandipet.

Most organisations are increasingly conducting conferences and training sessions offsite at such resorts, says Narsimha Reddy, CMD of Pavani Estates, which has built a resort cum commercial private holdings at Moinabad.

"It has taken time, but attitudes towards resorts are changing, the concept is building up," agrees Prasad Reddy, MD of Treasure Island resorts in Gandipet, which banks on its popular musical events, with international and national star performances to pull customers.

But, pubs in town, be it Underdeck, Outswinger, Blockbuster or Diva, are becoming the most hot hangouts especially among teenagers. Every other nite is a party nite at these ever growing theme pubs, with about 42 licenses issued by the state recently, waiting to turn into full blown pubs.

But, despite the fact that jiving isn't allowed at these pubs or elsewhere, for those wanting to tap a foot there are avenues, thanks to entertainment events that have become serious business. Stars like Daler Mehndi and Vengaboys have already performed here, while Bryan Adams and more others are expected.

Meanwhile, it's merry-go-round time for amusement parks too, as they ride the success wave atop giant wheels, trying to scale even greater heights. The country's third largest amusement park in Quality Group's Ocean Park, the Dream Valley Acqualand, and the Elless World of Joy Rides in Gandipet, and the state-owned Lumbini Park near the Tank Bund are crowdpullers.

And encouraged by their success and the still-to-be-tapped potential, others are putting their money on theme and entertainment parks here. The Mumbai-based Essel Group is working on Rs 200 crore projects, near Rajendranagar. Even Calcutta-based Nicco Parks and Resorts, and Hyderabad-based Sibar Media & Entertainment are reportedly keen on some projects here, while existing players - Ocean Park and Dream Valley are also coming up with more parks.