Did you know that SAFRA has a clubhouse in Singapore’s Central Business District (CBD)? Known as SAFRA @ 29 Carpenter Street, this recreational hub has everything that you would expect of a SAFRA clubhouse, with an abundance of food and entertainment offerings open to both SAFRA members and the public.
The twist? It also has a vibrant nightlife scene that no other SAFRA club has seen before! Especially with its latest unveiling of not one, but two brand new eateries as well as an upcoming cocktail lounge, this location has plenty of exciting developments in store.
Compelling as it is intriguing, we simply had to learn more about this place. We speak to Kennie Liu, managing director of SAFRA @ 29 Carpenter Street about its origin story, his inspiration behind some of the clubhouses’ latest ventures, and his personal aspirations.
Celebrating both the nostalgic and contemporary
There really is no better spokesperson for SAFRA’s enigmatic 8th clubhouse – SAFRA @ 29 Carpenter Street – than Kennie Liu, the heart of this urban entertainment hub. Fuelled by a passion for recreational hospitality, Kennie is determined to see this clubhouse become the go-to social space for city dwellers and NSmen seeking a vibrant nightlife scene that is both wholesome and thrilling.
“Unlike other SAFRA locations, which are often found in residential areas, our clubhouse is situated at the heart of the city’s nightlife and business hubs,” he says. “We cater to a pretty wide group, from working professionals to families and even tourists.”
While SAFRA @ 29 Carpenter Street has seen multiple iterations and rebranding efforts over the years, its live music performances on its fifth floor have always been their mainstays, embodying the conviviality that the clubhouse wants to be known for.
To Kennie, it was a no-brainer to integrate music into its primary offerings. “Music seemed like the perfect way to foster the vibrant atmosphere that we envisioned. But it’s more than that; it’s about forming that emotional connection between the performers and our guests, whether it’s through sing-alongs or enthusiastic crowd engagement.”
That said, the last thing that Kennie wanted for this integrated recreational centre was to be known for only one thing. He wished to create a multifaceted space, a social hub that could cater to a myriad of preferences and inclinations. “Ultimately, we want to set ourselves apart by offering a distinctive blend of heritage, modern entertainment and community engagement,” Kennie stresses.
An ambitious feat for sure, but he might have just figured out an ingenious way of achieving this balance. “It’s all about our tapping into familiar cultural touchpoints that resonate with all Singaporeans. Simple moments, such as savouring a cup of kopi with friends, are the simple joys that connect us. And we hope to recreate these experiences for our visitors,” he shares.
Hence, the recent opening of its latest ventures, JUwei Old Nanyang Coffee Shop (聚味老南洋咖啡店) and Er Dang Jia Lala Pot ( 二当家啦啦煲), heritage-driven conceptual eateries that in his words, “reflect a desire for nostalgia and comfort, especially as people seek familiar and authentic dining experiences in a fast-paced, modern world.”
This commitment to preserving our cultural roots is evident – the coffee beans used in JUwei Old Nanyang Coffee Shop are roasted over charcoal, just as coffeeshops of the past did, and the setting of its newest hotpot dining outlet, Er Dang Jia Lala Pot is themed after the casual family meals at home, serving up a variety of stewed broths for a piping hot time.
A bumpy ride
It definitely hasn’t been a walk in the park for Kennie.
Soon after taking over the reins in 2020, he found himself stuck in a deep trench that was Covid-19. Business disruption and imposed pandemic restrictions left his financials in the red. In an attempt to reinvigorate the club’s offerings, Kennie dedicated three floors to an e-Sports gaming space, only to be faced with a lacklustre reception.
He wasn’t a quitter, though. Kennie was determined to revamp the clubhouse once more with new and creative culinary and entertainment concepts to stay afloat. And thankfully, as the impact of Covid-19 began to die down and the F&B industry began recovering, Kennie and SAFRA @ 29 Carpenter Street have finally gotten their heads above water.
When asked about the drive that kept him in the race, Kennie replied, “the entrepreneurial journey is filled with ups and downs, and success rarely comes overnight. What separates successful entrepreneurs from the rest is their ability to persevere through adversity and keep pushing forward when things get tough.”
Though, if you knew the life he lived before his time here, it is understandable how this stoic form of discipline came about. Initially poised to be a Sergeant during his National Service, his go-getter attitude and determination led him to a rare invitation to the prestigious Officer Cadet School, where he served as a Second Lieutenant. Later, he was promoted to Captain in 2007 and was entrusted the role of Company Commander during his reservist duties.
After many stints of leadership, Kennie understands full well that true leadership is not about issuing mandates. It’s about “rolling up your sleeves”, doing the work while inspiring those around you to do the same. It seems like his military experience has primed him for this challenge, for as Kennie emphasises, “we are trained to think on our feet and adapt to unexpected challenges. The ability to stay composed under pressure has been crucial in my entrepreneurial journey.”
Through his many successes and failures, Kennie understands that he cannot do it alone. “Just like in the army, where each member plays a crucial role in ensuring the success of the mission, in business, the success of an organisation depends on how well the team works together,” he introspects.
Kennie hopes to emulate this unique comradery here, at SAFRA @ 29 Carpenter Street, by creating a “welcoming environment where families, friends and NSmen can relax and enjoy themselves.” Crystal Fairy, their upcoming cocktail lounge, will add to their existing social offerings with an elegant and upscale setting for NSmen to unwind after a long day.
“Ultimately, we hope that SAFRA @ 29 Carpenter Street can be a place for NSmen to celebrate milestones and create lasting memories with those who have walked the same path,” he reiterates.
A love for life and fun
When asked the question, “What would you have liked to be if you were not an entrepreneur?,” Kennie gave a really unexpected response: “I would love to be a gamer, specifically, a professional gamer who gets paid to play games.”
It does paint a very different picture of him, and SAFRA @ 29 Carpenter Street as an extension. Kennie truly enjoys bringing people together, for he believes that nothing beats the experience of spending time with loved ones. With this in mind, he is unafraid to push the boundaries of traditional clubhouse offerings to create an entertainment destination that is unlike any other in Singapore.
If you’re looking for a succinct description of this clubhouse, its mantra sums it up nicely: Let’s Gather – Eat, Sing, Play, Fun (吃歌玩乐).
Read our review of JUwei Old Nanyang Coffee Shop at safra.sg/juwei-old-nanyang-coffee-shop-a-nostalgic-medley-of-wok-hei-kopi/
Additionally, check out our overview of some of SAFRA @ 29 Carpenter Street’s offerings at safra.sg/safra-29-carpenter-street-is-a-late-night-hidden-gem/
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