Imagine being on a cruise ship, out at sea, partying all day and all night, and living life to the fullest. That’s exactly what It’s The Ship! is all about. The brainchild of Livescape Group CEO Iqbal Ameer, It’s The Ship! is now the most exciting way to party at sea.
Now in its 5th year, the cruise is basically a rave party at sea. Partygoers will depart Singapore, partying on the cruise to Phuket for another party on the island before partying back on the ship to Singapore. In other words, its just partying on a big boat non-stop, day and night.
Business Today speaks to Livescape Group CEO Iqbal Ameer on his brilliant idea.
“The cruise industry is a huge industry in the world. Many rich and older people often take cruises for a long break travelling around the world for weeks. I saw potential in this. But I needed to convince young people to get on the ship as well. Most youngsters find cruises boring as there is nothing much to. Yes, some cruises have dance clubs, but it was still not appealing enough to the younger generation. So, I thought to myself, why not have a cruise whereby the party never stops. And thus, It’s The Ship! was born.”
The first cruise in 2014 had 130 cabins which could house 1500 passengers. To Ameer’s surprise, the entire ship was sold out. Everyone wanted to be on the ship. The success allowed him to continue the event which only saw the demand increasing. This year, tickets for the cruise are on sale and they are already selling fast.
“We have not announced our main acts, but the tickets are already picking up in sales. Some categories have already been sold out. With the passengers made up of mostly millennials, the atmosphere is totally made for them.,” a confident Ameer says.
Having started first with Royal Caribbean cruise, the company now works with other cruise companies as well including Genting’s Star Cruises. Last year’s event saw 4000 shipmates from 88 countries join the cruise from Singapore to Phuket and back to Singapore on board the Genting Dream.
Those on board the ship will also not have to worry about safety and health issues as Livescape brings their own security and medical officers onboard in addition to those already present on the ship. The 24-hour experience will offer something for everyone onboard. Food and beverages are included in the ticket price as well with additional beverages and food sold on the ship as well.
However, it was never a fairy tale journey for Ameer. Before the success of It’s The Ship!, the company was going through a very though phase. Livescape Group had organized Future Music Festival Asia in 2014. The festival however had to be cancelled after its first night. Six people died during the festival’s first day. Although it was only later discovered that the victims died of heatstroke, the damage was already done.
For Ameer, it was the hardest time in his life. The company nearly folded due to the loses. Refunds had to be made to ticket holders as well as sponsorship funds. “I spoke to my staff and told them we need to survive this. I took the blame and faced all the consequences that came after. I did not want to see the company fall. But somehow, we were able to cope and survive.”
As an entrepreneur, Ameer always follows up on everything he does. “If you’re a young entrepreneur and hoping to make it big, make sure you always do follow ups. Even if it’s an email or a phone call, always keep check on everything yourself. That way, the people you’re working with will also know that you are serious in doing what you want to do,” he advices.
Fast forward to the present, and Livescape is now at the best it can be. Apart from It’s The Ship!, Livescape Group also organizes lifestyle brand events like Rockaway. The group also handles corporate management events for its more than 300 clients. With offices in Singapore and Indonesia, the company is now bringing a whole new experience be in the experiential or corporate platforms.