From business meetings to social gatherings

Ari Darmawan Contributor Jakarta

One of the meetings rooms at The Park Lane hotel in Jakarta was filled with some 30 marketing executives from a well-known manufacturer of milk-based products in the country. They were intently listening to an expatriate marketing expert explain distribution strategies for such products in today's highly competitive market. The meeting, which lasted until the late evening, included meals and coffee breaks provided by the hotel staff.

At another venue -- the largest meeting room at the Gran Melia Hotel -- a meeting organized by a renowned car manufacturer was attended by its distributors. The agenda was the launch of the automaker's new model and the distributors were appropriately briefed on how to achieve the best sales figures.

On other days these same rooms are used for other purposes, such as weddings or birthday parties.

The above examples illustrate just how hectic the business of multifunction rooms is in Jakarta and other major cities in Indonesia. All five-star hotels have multifunction rooms, which come complete with modern communications facilities for the convenience of business executives conducting meetings, training sessions or sales briefings.

Today, even some restaurants and cafes have similar multifunction rooms -- generally called private rooms -- for customers who, besides having lunch or dinner, wish to hold private discussions with business partners. The size of these rooms, of course, is not as large as those in hotels.

Facilities such as whiteboards, stationery and presentation equipment -- sound system, projectors, computers, overhead projectors and television sets -- are also made available in these private rooms at restaurants and cafes. For the use of the presentation equipment an extra charge is levied.

Holding meetings in private rooms of restaurants and cafes has recently become a trend in most large Indonesian cities. Not only are business executives using them, but other sorts of occasions are also being held there, such as birthday parties, large family gatherings, school reunions, gatherings of wives of foreign diplomats and so forth.

Maria, the manager of TC Square restaurant in Kemang, South Jakarta, said that because of the increased demand for private rooms, her restaurant had made special rooms available.

"The TC Grill, which can be used for dining, has a capacity of 60 people. We also have another room, the Martini Lounge, where alcoholic drinks are served," she said.

Using these private rooms is considered by many to be practical and cost effective, as besides an air-conditioned venue and excellent food one can also request live music. Compared to using one's own office meeting room, of course, it costs more, but most people do not mind the extra cost in return for all of the convenience and comfort provided by private rooms in restaurants and cafes.

"The atmosphere is also quite different. It is less formal than having a meeting at your own office, so ideas and discussions flow more freely. Often, we come back from these meetings with lots of new and fresh ideas. I personally think it is worth the extra cost because the meetings are more productive," said the Dutch marketing director of the milk products manufacturer.

A Japanese woman who regularly gathers with 15 friends in a private room in a cafe in North Jakarta is also a fan. "Nothing serious, we just chat and share our experiences at these fortnightly meetings. We prefer this cafe because of its atmosphere. There's history inside this cafe that is close to us and it is also close to the Jakarta Museum. Well, all of us are nostalgic and extremely romantic," she said.

Though not willing to go into detail, most restaurant and cafe managers acknowledge that the private rooms contributed a great deal to their revenue. They said that the rooms were used almost daily for one occasion or another.

In contrast to the uncertain situation in the country, these fully booked rooms give the image that business and social activities are unaffected and continue as usual.