Cloud 9: Coming back to life

Sports cafe opens at Cloud 9 in Islamabad.

ISLAMABAD:

It’s an all too glorified misconception that Islamabad is some Podunk, woodsy nowhere with a jaded populace. This might have been the case 10 years ago, when bored citizens mostly went to the Marriott hotel for expensive dining that could pass for quality. Back then, the city’s few cafes and restaurants just didn’t fit the bill.

But in recent years, Islamabad witnessed a new golden age of places to go, a diversity of cafes and coffee shops — the once geriatric and homely Kohsar Market finally got that much-needed facelift and now hosts two of the most popular spots for coffee, lunch, shisha and unrelenting voyeurism in the federal capital. Minutes away from this hotspot, Cloud 9 International Club dominates the tree-lined Hill Road, offering everything from The Mango Tree’s Thai cuisine to baked goods from Nana’s Kitchen.

On Friday the ever-expanding venue opened its doors for the evening launch of its latest venture — The 3rd Base Cafe. As it stands now, it’s the only sports bar in Islamabad.  The cafe opens up to the poolside and shows off foosball and pool tables, also major attractions at the crowded launch. Multiple screens have been installed on the walls to play all types of sports and seasonal games.

By the far side of the pool, local rock bands Irtaash and Qayas performed for a good part of the evening while guests trickled in and out and sampled refreshments, wings, fries, burgers and steak. In accordance with the theme, the waiters were sportily attired in white Polo shirts and green baseball caps.

The Express Tribune spoke to Mohsin Masud, the host who, along with partner Usama Ahmed, runs 3rd Base Cafe. “We got the idea to open something like this last year when we were hanging out in a Karachi sports bar. We realised that we didn’t have anything like this — a place dedicated to eating while watching sports — in Islamabad.”  He definitely has a point there as the only ‘football’ themed bar in F7 recently died a premature death.

Masud admitted they had initiated talks for space for the new cafe in February and were glad when the owner, Haroun Bilore, finally agreed to come on board.

However, considering the market in Islamabad, a healthy dose of skepticism is only mandatory. Maybe there is a reason why the sports bar trend never caught on in the capital. Masud, however, is confident the place will attract customers: “Sports fans and young people are going to come here. Plus, we’re going to have bands perform live; I know a number of people who’ll come just for foosball.”

He also added they have hired the services of Jason Steakhouse’s Mr Shams as their head chef for the cafe which specialises in burgers and steaks.

When asked about the cafe’s suggestive name, Masud explained: “We wanted something catchy. We first thought ‘fourth base’ but decided 3rd base is more appealing.” Opinions about the name vary however. “I think it’s great what they’ve got going here but they really should’ve named it Touchdown!” said Anya Raza, 24, a guest.

Raza has a point: A less connotative name could have had more of an impact. But, admittedly, it is a good marketing move and the name sticks. Ultimately it’s all about location; the cafe’s proximity to the pool and its central address is a surefire way of generating revenue.

An unpretentious sports bar in the middle of F-6/3, otherwise known as the biggest bourgeois watering hole this side of the hills has to offer, is definitely a welcome sign in the capital.



Published in The Express Tribune, July 10^th, 2011.