NIGHTCLUB PROMOTIONS 101
Hi my name is Laura, and I was just recently named the new
marketing/Pr Director for a club in Norman, OK.
The Club has been on a downward spiral for the last two years, and
the Owner came to me and asked for help.
I am a PR/Marketing major at the University of Oklahoma, but they do
not have a "Turn Your Club Around Class."
I think Bob came to me, because my boyfriend works for him and I
have the hope of bringing some new blood in and just be different?
I have lots of ideas and I am making contacts, but this is not
something I have ever done before.
I have never done this before.
Do you have any inspiring words of wisdom or just any advice at this
I am going to have several nights to play with and about every type of
music you can think of. It is basically like we are starting a new club,
I don't proclaim to have a following or anything of the such.
Just ideas, I never knew anybody else card about, until five days ago
thank you for your response and advice.
My Response: "Laura, how are you going to take a club that for the
past two years has been going downhill and turn it around?
There is no such class with a curriculum, "Turn Your Club Around."
The reason being, each club, each bar, each lounge, each sports bar, has
it's own personality, image and perception.
Every Community has their own type of individuals you must target.
Every Competing Club, Bar, Lounge, Sports Bar is after the same disposable
dollars you are.
The Music is only one of many multi faceted aspects of a total full
Regretfully, I give Laura a Month at this job, and then she will either be
quit or she herself will realize she is in way over her
Yes, I tried to help her, but as with many who are given such
responsibilities who have no clue, she did not want any help.
So this club continues to go deeper into oblivion.
SADLY, THESE NEXT THREE STORIES ARE WHY CLUBS ARE CLOSING SO QUICKLY.
(Owners Who Refuse To Listen, Learn and Prosper)
(A) NEW CLUB IN GREENVILLE, SC DYING
How on earth can a brand new club that opened in December in Greenville,
be dying a slow death in March?
Reason, an Owner who has no clue.
If your in the middle of an "Entertainment District" and your not drawing
in the patrons, it's because your not offering anyone any reason, any
enticement, any excitement to even walk through your doors.
They are walking right by your front door every night.
I give this Club a year tops and then it's
This Owner has no knowledge, no insight, no experience, no hands on
history of working at, being at, managing a club.
This Owner admits "I am lost when it comes to Promotions."
I tried to help this Owner, but nope, Another Ego gone amuck.
Another Club that had no chance from the get go to even thrive.
Greenville's Club Area is nothing but a cheap price beer, and drink Mecca.
You cannot make money giving away the bar.
DJs in Greenville only make $100 a night, why anyone even spins for $100 a
night defies common sense?
Every DJ in Greenville should walk off the job and demand $200 a night or
Surely that $100 a night is not paying your bills, when your only spinning
two nights a week.
This Owner called Greenville "Cheap," it's not the case, the problem is
this Owner has no clue how to pack their club?
Asking for "Free Ideas" is not going to put a line outside their club.
Not knowing how to utilize the latest marketing technology is costing this
Owner, tens of thousands of dollars a Month.
Why are so many Owners so lost?
(B) NEW CLUB IN CLEARWATER, SADLY SINKING
An Owner in Clearwater, Florida, buys a nightclub last December, the Club
has been neglected and is sinking from the lack of marketing, promotions
What does the New Owner do:
(banging my head against the wall before continuing)
The Owner closes down Wednesday Nights, thus acquiescing the nights
throwing in the towel and giving the night to his competition.
The Owner makes Thursday Nights, "LADIES NIGHT," of course Ladies drink
free all night.
The Club holds up to 500 Patrons, but only 100 Clubbers show up on
The Owner is awaiting a Club Promoter's Promotion for Friday Nights, which
all the Owner knows will consist of is, drink specials, The Club Promoter
taking the Door, that's as far as all the Owner knows.
The Owner is also waiting for another Club Promoter to plan out his
Saturday Nights, and all he has been told is to expect to feature cheap
drinks and the Club Promoter will keep all door revenue.
This is how the "NEW OWNER" is operating presently.
And you ask me why I am frustrated with Owners?
I would like to ask them, "WHY DID YOU EVEN BUY A NIGHTCLUB?"
(C) A THREE WEEK OLD REGGAE CLUB IN THE VIRGIN ISLANDS DOOMED TO FAIL
TWO PARTNERS IN THE VIRGIN ISLANDS, HAVE THIS IDEA TO MAKE A CLUB STRICTLY
"REGGAE" AND EVEN INCORPORATE THE NAME IN THE NAME OF THEIR CLUB.
THEY SPEND A WAD OF CASH ON RADIO, THEIR GRAND OPENING NIGHT, THEY ARE
PACKED WALL TO WALL.
THEN, THE NEXT NIGHT THE PLACE IS NOT JAMMIN MON, THE CLUB IS
WEEK AFTER WEEK, THEY SPEND ON RADIO, AND NOBODY COMES IN.
NIGHT AFTER NIGHT, THEY HAVE THEIR DJ FOCUS ON REGGAE MUSIC, AND WITHIN
THREE WEEKS, THIS CLUB IS RASTA WRONG.
WRONG FORMAT, WRONG NAME, WRONG MARKETING, AND THEY POURED WAY TOO MUCH
MONEY INTO THIS CLUB TO CREATE IT.
WHAT ARE THESE TWO PARTNERS THINKING?
AGAIN, I TRIED TO HELP THEM, BUT ONCE AGAIN, BLAME IT ON ARROGANCE,
BECAUSE THEY ARE STILL
GOING NOWHERE FAST.
THE ONLY SUCCESSFUL EVERY DAY AND NIGHT REGGAE MUSIC, FOOD, AND BEVERAGE
ESTABLISHMENT IN THE WORLD IS "BOB MARLEY A TRIBUTE TO FREEDOM RESTAURANT
& CLUB " LOCATED AT CITY WALK, UNIVERSAL STUDIOS, ORLANDO.
AS CLAPTON SANG: " I SHOT THE SHERIFF BUT I DID NOT SHOOT THE DEPUTY", I
TRIED TO HELP THEM. BUT ONE PARTNER SAID HE KNEW IT ALL.
TOP TWENTY TRENDS FOR 2008 FOR BARS, CLUBS, SPORTS BARS, LOUNGES:
1. LESS DRINK SPECIALS/CHEAP BEER.
2. ADHERE TO A PRACTICAL DRESS CODE.
3. FAR LESS RELIANCE ON LOCAL BANDS.
4. IMPLEMENTING A COVER CHARGE TO PAY FOR ENTERTAINMENT.
5. HIRING STAFF THAT IS STABLE, CAN PASS A DRUG TEST AND HAS ROOTS IN THE
6. NOT SPENDING ON RADIO ADVERTISING OR FLYERS.
7. NOT WAITING FOR PARTNERS TO MAKE UP THEIR MINDS.
8. NOT ADVERTISING IN ALTERNATIVE NEWSPAPERS UNLESS YOUR AN ALTERNATIVE
9. NOT PLAYING HIP HOP.
10. CREATING FOOD SERVICE WITHOUT A KITCHEN OR CHEF OR COOK.
11. UTILIZING EVERY SINGLE INCH OF SPACE INSIDE YOUR ESTABLISHMENT.
12. OFFERING SPARKLING CLEAN AND PRISTINE BATHROOMS.
13. OPENING AT LEAST FOUR NIGHTS A WEEK.
14. UPGRADING THE QUALITY OF YOUR PATRON.
15. ELIMINATING LADIES NIGHTS WITH FREE DRINKS.
16. EXOTIC DANCE CLUB ARE FINALLY, REDUCING THE NUMBER OF PEOPLE THE
DANCERS HAVE TO TIP OUT TO EACH NIGHT.
17. MOST CLUBS WOKE UP & ARE REQUIRING DJs TO DRESS UP AND NOT USE FOUL
LANGUAGE ON THE MICROPHONE.
18. OWNERS ARE NOW BECOMING SELF RELIANT AND NOT DEPENDENT ON OUTSIDE CLUB
19. PROVIDING WELL LIT, SAFE PARKING AND SECURE FEMALE SAFETY TO & FROM
THEIR CARS. ( BOTH FEMALE STAFF AND CUSTOMERS)
20. REMODEL, RETOOL, REPOSITION AND STAY FOCUSED ON
YOUR ENTIRE OPERATION, ABSENTEE OWNERSHIP IS NO LONGER PRACTICAL. OWNERS
WITH OTHER OUTSIDE BUSINESSES ARE NOW UNDERSTANDING THEY MUST BE AT THEIR
BAR, THEIR CLUB, THEIR SPORTS BAR, THEIR PUB, THEIR LOUNGE, THEIR EXOTIC
DANCE CLUB ALOT MORE THAN EVER BEFORE.
PARTNERS ARE PREVENTING CLUBS & BARS FROM PROFITING
Regardless of who is putting up the MONEY, the Key Partner in any Club,
any Bar, any Lounge, any Sports Bar, is the One with the EXPERIENCE, THE
HANDS ON YEARS IN THE BUSINESS, THE KNOWLEDGE & KNOW HOW.
When you let a Money Vested Partner have the same Authority you do, and
you have to discuss every single decision in operating your establishment
with someone who YES put up the Money, but NO has no Clue what to do, why
would you put them on equal footing as you?
There is the "OPERATING PARTNER" who runs the Club, the Bar, the Sports
Bar, the Lounge, the Exotic Dancer Club, and then there is the "SILENT
PARTNER" who is welcome in any time, but does not, should not and cannot
tell you what to do, how to do it, and have to give his "OK" for you to
That is why the keyword is "SILENT."
You can't wait, hesitate and complicate what you decide by having to ask
permission, or consent to do what you know is best for your establishment.
More "SILENT PARTNERS" are the downfall of more bars, clubs, sports bars,
lounges even Adult Entertainment Clubs, because they have no conception of
what this business is all about, they put their money in, because of their
faith in you.
They put their money in, so they could boast, "Hey I own a piece of that
place," they put their money in because of "Wow look at all these Women,"
they put their money in because of EGO.
Had they invested as businessmen or women every day do, they would use
common sense and let the person who knows, say what "GOES"?
It must be clearly defined where the Authority is and totally understood.
When I was an Owner there was a clear and present understanding I was the
"MAVEN" I knew it all, and while we had discussions, my word was never
ever over ruled, nor was there ever any dissent.
Today, I see Clubs, Bars, Lounges, Sports Bars, even this Adult
Entertainment Club in Pinellas County, Florida, with partners who one goes
one way the other goes the other way.
Who loses out? They both do, Who loses thousands of dollars weekly? They
Who drags the Club down? They both do. Who is in a power play and wants to
be King because it's good to be King? They both do.
Now, if you have had enough slow nights, enough of your competition
taking your crowd, enough of the slobs and cheap tippers, enough wasting
money on radio, enough of the hip hop that brings the cops, enough of the
slow nights, then make up your mind to do something about it now.
Call Rich Unger at 1-941-921-7027 and either make a move or stay
IT'S APRIL NOW, WHAT ARE YOU GOING TO DO FOR THE REST OF THE YEAR?