RESTAURANTS vs CLUB PROMOTERS

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RESTAURANTS vs CLUB PROMOTERS

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RESTAURANTS vs CLUB PROMOTERS
 
 I have been inundated with an overwhelming number of emails from Restaurant Owners complaining about the quality of their patron, the methods, they used to host their nights, the music played, the lack of spending by the patrons who do show up, the DJ's attitude and language, often his music is not connecting with the patrons, and the overall dissatisfaction they have with club promoters. My question is and always has been simple, "WHY EVEN WORK WITH THEM?"
 Why allow these individuals to assume management of your entire establishment on certain nights, while you hope your bar generates enough income? You can do a far better job of hosting nights, drawing in "THE RIGHT CROWD", focusing on attracting Women and Spenders, insuring you have a smooth night from the front door to the dance floor with the right DJ, the right staff and the right format, than any club promoter could ever hope to have. Your great at the back of the house, but you should be just as hands on, at the front of the house during the Night Life Hours.
Your constant reliance on these outsiders to project the image, the atmosphere, the format you really want to be known for, is totally not in their realm of being club promoters. Their only concern is $$$$$$$$$$$$$$$$$, nothing else. I have never been nor would I ever want to be a club promoter. Yuck. Think about it, what are "These So Called Club Promoters" doing that you cannot do? By your taking the lead and packing your own Night Life Adventure after Food Service is through, you target specifically whom you want to party at your place. You don't settle for troublemakers, foul mouth punks, rude, crude non tipping undesirables . Look at the money you will make, not having to pay out anymore. What do you honestly think these people do, that you can't? Is there an "S" on their chest? Do they wear a cape? Do they fly like an eagle? NO, NO and more NO. It's your restaurant, can't you do what you create in the kitchen and apply the same mentality of quality, presentation and energy to the NIGHT LIFE? Email RichUnger@promotingnightclubs.com   
 Hi Rich, I  spent a considerable amount of time on your site today.  I appreciate the good insight and advice.  Let me take a quick minute to explain my situation.  I own a lounge / club in ________ called ______________.  I am open Tuesday - Saturday at 8pm.  I serve food, but do not emphasize it, due to the expense of operating the kitchen and the vast amount of restaurant competition right around me.  I am fairly successful on the weekends with DJ's.  I tried doing DJ's on Weds & Thurs to no success.  I tried Live music as well during the week, to spotty success.  I have by far the nicest looking bar in town, and have a great reputation for the weekends, but cant seem to translate any of that into weekday success.  I have tried trivia nights, liquor promos, and themed nights like salsa night, gay night, etc. All didnt last.  I tried the cheap drink route during the week too, to limited success.  I am 29, and do not waste my time with radio or print either.  I focus primarily on Facebook marketing, and have an in-house graphic designer who produces great branding materials for that use.  My whole problem is identity during the week.  I have tried so many different concepts and themes and have probably confused many.  My whole goal is to build Weds & Thurs nights.  I look forward to your advice.  My website is in the process right now of being updated, but please feel free to check out what I have so far. Thanks, Nathan.
 
 
MY RESPONSE:
                        Nathan you are a "JUMPER" , you jump from format to format, not laying a marketing/promoting/advertising foundation so that you build both your Wednesdays and Thursdays up to crowded nights. You serve food, make money on your food, the problem is your menu is out of touch, your pricing is not right, and your off the mark totally on your food service.
You consider food more a pain in the tuchus than an added advantage that many lounges do not even offer. After reviewing your competition, you don't have the "nicest looking bar in your town". You lack any "Energy", any "Hip Atmosphere" and totally missing out on "Dance Floor Fun". 
You don't go from trying live music, to an Alternative Lifestyle Night to a Salsa Night to Trivia, I mean, this is not rolling the dice. No wonder you have no business, your local night life patrons have no clue what your doing on these nights. You try one Activity on Wednesday Night, it doesn't work so you jump to another. It's always the proposed nicest looking places that are dead during the week, because you think patrons should frequent your establishment, just because of your decor, atmosphere and visual. It doesn't work, as you have found out, week after week, after week. Your missing a great infusion of interior connection to your customers.
You offer drink specials, which is totally bar begging, and that does not work. Having an in house graphic designer is great, but your web site reflects no graphics and no energy of any kind. being on Facebook is good too, but does not create packed nights alone.
Liquor Brand Parties are like a side order of French Fries, they are meaningless, except as window dressing. Unfortunately you will never reach your goal with the lack of direction you are missing big time. I am glad you are doing great on weekends, they are carrying you through the rest of the week. But you cannot survive on  two nights a week of business. Your lounge is simply going through the motions of a DJ on weekends, with no bells, no whistles and no "FUN", nor "WOW FACTORS". I tried directing you to implement CONSISTENT CONCEPTS, but you are in a slump and refuse to recharge, reposition and REBRAND your Wednesday and Thursday Nights, perhaps because your so young, you don't have the insight to realize, that you need to learn, listen, look, lean on, and leap ahead with a fresh new approach that you build on, build up and beat up your competition  with. There are only so many people that go out on Wednesday and Thursday Nights, the key is to empty out other lounges, clubs and bars, and take those patrons to your place. But you are your own worse obstacle. I tried to guide you. Good Luck.      
 
   
 
YOU KEEP THINKING "VIP" I IMPLEMENT "EIP"
The days of catering to "VIP" and "Bottle Service"are still here but just barely. I have gone beyond that outdated thinking to "EIP", "EVERYBODY'S IMPORTANT". If you treat the average clubber like you would a "VIP" they feel like one, very often spend like one and almost always creates tremendous Karma for your club. Why allow Millionaire Professional Athletes in your club whom nine out of ten times either them or their posse cause a major problem, resulting in law enforcement being called? Girls being harassed . The club from just one incident goes "Negative".
All because you wanted the "NAME" instead of just sticking to the "GAME" of being the Club for everyone. I have said over and over, stop with the "VIP" nonsense and go for the "EIP" where you still charge more, you still make more, you still standout but not for the old methods anymore. I know of a club with a beautiful upper level, the level sits empty and dormant 80% of the time the club is open, because the Owner has no vision, no clarity  and no desire to bring it to life. So it sits, it sits and it sits. I suggested terrific concepts, but he is a listener not a make it happen Owner.
With gas fast approaching $4 you need to think smart, think fast and react. Instead of just procrastinating until it's too late.
 
 
 
CD RELEASE PARTIES HAVE NO PUNCH ANYMORE
First of all CD Sales are at an all time low. Downloads are skyrocketing.
Instead of a basic, boring "CD PARTY" to celebrate some individual or group's new "CD" Release, You should have the group perform live and sell the CD after the performance. To simply have the CD Artist show up and play the CD no longer has any drawing power. It's been done so often and so much, that it has lost any luster it may of had.
Everyone has a CD out, but very few Artists will actually perform at their CD "Release Party" preferring  to bask in their ego and spotlight.
But if they want to sell CDs and you want a packed house, then you request and require they actually take to the stage and go "LIVE". Often "CD Release Parties" are put on by so called Club Promoters, but why do you need them to attract fans of the Artist who performs on the CD?
Why the added expense, why the added partner for the night.
A very simplistic way of hosting such a night is, the Artist performs and retains all revenue derived from selling their CD and you profit from the door charge and the bar sales.
How else are they going to sell the CD?
Online?
Downloads?
Sony and Universal Music the two Recording Giants are both
laying off employees, sales are nose diving unless your "Lady Gaga".
Stores are very, very skeptical to sell local or regional artists CDs.
Most Music Artists also must realize the days of consumers shopping for
CDs at stores are fast becoming an extinct way of purchasing CDs.
A Huge Establishment on Long Island held a CD Release Party
and made zero money. Why? Because they let a Club Promoter
take the door, the people the party attracted did not spend, let
alone tip. The night was a disaster.
The worse aspect before the CD Release  Party was, the so called
Club Promoter did a horrible, hideous job of advance promoting,
marketing, advertising.
Events do not happen overnight. if your not going to use my
proven, always works, carved in stone Mantra for promoting
a night, then do not expect to set records for attendance or
cash flow.
 
 
 IS THERE REALLY A NEED FOR YOUR CASUAL DINING, YOUR SPORTS BAR, YOUR NEIGHBORHOOD BAR,  YOUR ULTRA LOUNGE, YOUR BEACH BAR, YOUR NIGHTCLUB, YOUR ON THE WATER BAR? FYI, AMERICA IS OVERBUILT WITH FOOD & BEVERAGE, AS WELL AS BEVERAGE ONLY ESTABLISHMENTS.
WHAT ARE YOU GOING TO BRING TO THE BAR, SERVE @ THE TABLE THAT NOBODY ELSE IS? OWNERS AND MANAGERS USE THIS WORD "IDEAS", IT'S NOT ABOUT "IDEAS" YOU NEED SPECIFIC, PLANNED, STEP BY STEP, ADDRESSING EVERY SINGLE A TO Z PART OF PACKING YOUR BAR. YOU DON'T WAIT TILL THE LAST WEEK BEFORE YOUR PLANNED "NIGHT" TO ALL OF A SUDDEN HANG A COMPUTER GENERATED FLYER, POST IT ON YOUR FACE BOOK PAGE AND THEN HOPE AND COPE WITH WHOMEVER SHOWS UP. WHEN YOU DO WISE UP TO THE FACT THAT THERE IS AS I HAVE SAID FOR 40 YEARS A "METHOD TO THE PROMOTION MADNESS".  I SAW A STAFF MEETING WHERE THE OWNER/GENERAL MANAGER DID NOT USE ANY LEADERSHIP SKILLS, ANY TAKE CHARGE TECHNIQUES, THE MEETING TURNED INTO MORE OF A SOCIAL GATHERING, THAN A SERIOUS SIT DOWN ADDRESSING ALL OF THE ISSUES THIS FOOD/BEVERAGE OPERATION IS FACING. SO INSTEAD OF TAKING ON A SERIOUS TONE, IT TURNED INTO A LAUGH FEST. NOTHING ACCOMPLISHED, A TOTAL WASTE OF TIME. AND YOU WONDER WHY YOU HAVE NO CONSISTENCY IN YOUR DAY TO DAY FORMAT?  
 
 
TINY TABLE TENTS TERRIBLE TACTIC
Yes, you feature Table Tents on your dining tables, but they are the cheesy plastic see through table tents, that you simply put in a computer generated flyer to inform your patrons of specials, of upcoming concepts, of your wine list, almost any information. The problem is these tiny table tents are worthless. Your tables are your first one on one no speaking, no paid marketing, no Internet use, tool to reach patrons already in the house, that you want to excite, entice about what you feel is urgent enough to place right on the table.
But patrons can hardly read these tiny tablets, you need bigger ones, that right they go right next to the salt & pepper shakers, lamp or candle,  perhaps a small floral arrangement. This table tent has to be much bigger, the days of the small plastic cheap table tent are over with.
This is Food and Beverage War.
You have the patron dining right there at your table, why not take full advantage of them enjoying your fare, by using creative large table tents with content that they can read?
MAXIMIZE YOUR TABLE MARKETING. Stop being lazy, stop letting outdated flyers remain in your table tents. Stop taking shortcuts and stop costing your food and beverage establishment huge revenue.
You have to be TOPS ON TABLE TENTS in order to create an impact.
You have a "FREE FORCEFUL METHOD" right on your premises. But...........
your Table Tent is way too small, your flyer font cannot be read. I watched an Owner put the darkest flyers in the smallest table tents and accomplish nothing, but a dead night, on the night the table tent was suppose to be marketing. Email RichUnger@promotingnightclubs.com
 
 
YOU OWN A BAR, A NIGHTCLUB, A RESTAURANT, A SPORTS BAR, AN ULTRA LOUNGE, YOU KNOW HOW TO PAY THE RENT, BUT DO YOU HAVE ANY CLUE HOW TO CONNECT WITH YOUR LOCAL MEDIA,  HOW TO HANDLE PUBLIC RELATIONS, HOW TO NETWORK?
You have to be savvy, clever and exceptional.
These times are more demanding than at any other moment in the food and beverage industry.
as an owner, you can't afford a public relations firm or a donny deutsch, you have to master the art of pr. the best marketing is free exposure. do you even know how to formulate a creative press release? do you have any clue who to even send it to? do you know how to network effectively? none of these tactics cost you a penny, don't you think it would be of great benefit to you, to stop, look, listen, learn how to connect to the press? FACEBOOK IS WAY OVER RATED, WHY? BECAUSE FOR EXAMPLE LET'S SAY YOU HAVE 2000 FRIENDS LIKE AN ESTABLISHMENT I KNOW, DO YOU WANT TO TAKE A GUESS HOW MANY OF THOSE FRIENDS VISIT THIS RESTAURANT'S FACEBOOK PAGE IN A SINGLE WEEK?  I COUNTED AND IT CAME TO 55. FACEBOOK ALONE IS JUST LIKE THE ICE CREAM IN A HOT FUDGE SUNDAE, IT IS A START, BUT YOUR STILL MISSING THE HOT FUDGE, THE NUTS, THE WHIP CREAM AND THE CHERRY ON TOP.
    from the STAND OUT status of your food and beverage or just beverage premises to your format, your design, your talent, your crowd, your entire uniqueness. you spend too much time on the small stuff and far too little on the big picture. NEVER BEFORE IN THE HISTORY OF FOOD AND BEVERAGE INDUSTRY, HAS "PR", MEANT THE DIFFERENCE BETWEEN SUCCESS VS FAILURE.  
the old saying "word of mouth is the best form of advertising" holds ONLY PARTIALLY true, but if you don't have the know how to create the "word", YOU CAN'T GENERATE THE FREE PUBLICITY THAT IS JUST THERE FOR THE INFORMING, IGNITING AND INITIATING.
 
I don't  ever recommend DJ Equipment, but something caught my ear and my eye that I think every DJ should have at his fingertips.
To quote the Company, "it turns rhythm  into pitch and pitch into rhythm, it plays effects like an instrument on stage or in the studio.
It creates remixes with incredible stutters, fills and builds-up and it does it all completely live.
Go to www.izotope.com and find out for yourself . 
 
RESTAURANTS THE MONEY IS AFTER YOUR FOOD SERVICE!
AFTER 10PM, 11PM, YOUR KITCHEN IS CLOSED, OR LIMITED TO A "BAR APPS" MENU, AT LEAST IT SHOULD BE, THE TOTAL FOCUS SHOULD BE ON WHAT I FIRMLY BELIEVE IS THE REAL MONEY MAKER. IT'S PACKING THE NIGHT LIFE ADVENTURE. THAT IS WHERE THE $ IS. NEVER HAVE SO MANY RESTAURANT CHEF/OWNERS LIKE MARIO, EMEIRL, FLAY, MISSED THE PLATE, BY NOT CATERING TO THE NIGHT LIFE CROWD. Email RichUnger@promotingnightclubs.com
 
 
Recently a new Restaurant Owner, who serves good food @ great prices, added live entertainment during the dining hours. The problem is the setting is not ideal for this type of enhancement, Dining Patrons want to mingle, socialize, dine and enjoy their meal. On the other side of the table, why increase your food costs, by adding live entertainment? The typical dining patron is not coming to dine @ 7pm to stay for your 11pm transformation into Night Life. So why even spend valuable dollars on early evening live music? Times are too tough, in reality there are too many food and beverage, beverage stand alone venues right now. 
Sure live entertainment is viable, but at the right time on the right nights. This Owner is totally neglecting and negating his Food Service, with far too much emphasis on Night Life. Yup you heard me say it. He is placing way too much emphasis on his Night Life and far too little focus on his Food Service. The problem he faces is, his License to serve liquor requires he serve 51% food and he is totally ignoring that responsibility. His web site completely lacks any emphasis on food service, unless you click on a link to read menus. The web site projects no visual food lure, unless you click on another link.  
 
 
 
SKEWERS ARE SIZZLING SALES FOR MANY RESTAURANTS, GREAT NEW ITEM WITH SUCH A WIDE VARIETY FOR PATRONS TO CHOOSE FROM. I HAVE URGED BISTROS,EATERIES AND DINING BOUTIQUES TO FEATURE CHICKEN, FISH, PORK, VEGGIES, SHRIMP, SKEWERS THAT ARE MARINATED IN DELECTABLE SPICE/MIXTURES AND SERVE THESE SKEWERS AS BOTH APPS AND ENTREES.( OF COURSE YOU ADD RICE, A VEGGIE, TO COMPLIMENT THE ENTREE)  THEY PRESENT A DELICIOUS DIVERSION FROM THE TYPICAL MENU SELECTIONS. CHEFS NEED TO THINK OUTSIDE THEIR OWN SPECIALITIES, MIXING IN EXCITING NEW DISHES THAT ARE NOT JUST VISUALLY TASTING, BUT ACTUALLY MOUTH WATERING SATISFYING. CHEFS ARE OFTEN LIKE DJs THEIR EGOS ARE LARGER THAN THEIR ACCEPTANCE OF NEW DISHES THAT THEY DID NOT THINK OF FIRST, OR CREATE BEFORE ANY OTHER CHEF DID. WHO CARES? THE DEMAND IS THERE. I HAVE CREATED LUNCH CONCEPTS THAT DRAW 100 TO 200 PATRONS. I HAVE DESIGNED EARLY DINING DISHES THAT INCREASE BUSINESS BY 50%. Email RichUnger@promotingnightclubs.com
 
 
Sports Bars After "March Madness", Don't Fall into "March Sadness"
There is no reason, none why after the "FINAL FOUR" becomes the Last Team Standing, that you can't shift strategies and turn into a NIGHT LIFE ADVENTURE. Your biggest challenge is going from a bar full of Joe Six Packs, to a hot spot loaded with Hot "Martini MaMas". It's not about giving ladies free drinks, or some cheesy male review, or the same local band, or karaoke, or outdated pole dancing, chase away all that garbage.
You should be "MARCH MAGNIFICENT" and "ABSOLUTE APRIL" with "FUN" and "WOW FACTORS". Stop the usual mode you operate in, kick the tires, light the fires. Because the NFL may "LOCK OUT" Teams for the next Season due to a major rift in agreeing to revenue sharing. All 32 NFL Owners have stated the Players Association  receives too big a cut of the NFL's soaring Annual Revenue. A LOOMING  LOOKOUT may be the next play they call. What is your alternative Game Plan?EMAIL RichUnger@promotingnightclubs.com
 
 
AN ENCORE UPDATE ,THE WHAT'S "OUT" LIST:
 
STOP USING JELLO SHOTS & TEST TUBES, COME ON IT'S 2011, IT'S NOT 1990. WHY ARE YOU SO OUT OF THE CURRENT TRENDS?
DARK WOOD ATMOSPHERE AND DECOR IS OUT.
TEST TUBE AND JELLO SHOTS ARE OUT.
DJ BOOTHS ARE OUT.
DANCE FLOORS WITH NO ENERGY ACCESSORIES ARE OUT.
BARS THAT HAVE NO DRINK MACHINES ARE OUT.
OPEN AIR ROOMS THAT DON'T DEFINE DINING VS NIGHTLIFE ARE OUT.
BURLY GUYS ON THE DOOR ARE OUT.
NO COVER CHARGE NIGHTS FOR GREAT ENTERTAINMENT, FUN, AND WOW ARE OUT.
ALL BLACK UNIFORMS FOR YOUR SERVING STAFF ARE OUT.
USING "PAR LIGHTS AS DANCE FLOOR LIGHTING IS OUT.
HAVING AN UPSTAIRS THAT IS NOT A THEME ROOM BUT RATHER A VIP AREA IS OUT.
LETTING YOUR OUTSIDE GET TRASHY, AND ROUGH LOOKING IS OUT.
HAVING A CRACKED SIGN, LIGHT BULBS BURNT OUT, LETTERS FADED ARE OUT.
HAVING FOUL MOUTH STAFF IS OUT.
NOT BEING CREATIVE & AHEAD OF THE PACK IS OUT.
ENFORCING A DRESS CODE FOR YOUR PATRONS BUT LETTING YOUR DJ OR BAND DRESS LIKE SLOBS IS OUT.
HAVING LIVE RADIO REMOTES IS OUT.
RUNNING 30 SECOND RADIO SPOTS IS OUT.
RUNNING ADS IN FREE NEWSPAPERS OR PAID CIRCULATED PAPERS IS OUT.
HANDING OUT FLYERS IS OUT.
LETTING BARTENDERS DRINK WHILE WORKING IS OUT.
LETTING BARTENDERS GIVE AWAY FREE DRINKS IS OUT.
HANDING DINING PATRONS WORN OUT MENUS IS OUT.
BENT SILVERWARE IS OUT.
CHIPPED DISHES ARE OUT.
SERVING ANY MEAT THAT IS NOT USDA IS OUT.
HAVING TO PUT FINE PRINT IN, WHEN OFFERING A "SPECIAL" IS OUT.
LETTING A MANAGER BERATE AN EMPLOYEE IN FRONT OF ANYONE ELSE IS OUT.
HAVING MANAGERS DRINK WHILE WORKING IS OUT.
LETTING DJS DRINK WHILE WORKING IS OUT.
LETTING DJS USE FOUL WORDS IS OUT.
STRIPPER POLES ARE OUT.
WHY CAN'T YOU RUN A TIGHT, HUGE MONEY MAKING, PACKED FOUR NIGHTS A WEEK,  HIGH ENERGY, SMOOTH FORMAT, WITH HOT WOMEN CUSTOMERS, AND HIGH SPENDING MALE PATRONS WHILE PLAYING BY MY RULES?
IF YOU CAN'T IT'S BEAUSE YOU LACK THE "BACK BONE".
EITHER LEAD, FOLLOW, OR GET OUT FROM BEHIND THE BAR. 
IT'S MARCH AND YOU SHOULD BE WALL TO WALL WOMEN, HOT WOMEN AND MALE SPENDERS, IF NOT, EMAIL RICHUNGER@PROMOTINGNIGHTCLUBS.COM
 
 
YOUR COVER CHARGE IS TOO CHEAP, YOU ARE AFRAID TO EVEN IMPLEMENT A COVER CHARGE:
 
 Your Cover Charge is way too cheap, when you charge anything less than $5 you are showing a pattern of pathetic Ownership. Do you mean to tell me that's all it's worth to come into your bar or club is $3 or $4?
And You, your so afraid to charge a Cover Charge because nobody else.
Well guess what, why should they? Do they offer the amazing atmosphere, the energized dance floor, the LED Lighting, the stylish decor, the hot women behind the bar,the high energy "FUN" and "WOW" you do? How can you put the burden of your entire Night Life Expense  on the bar, when if you had the "PROCESS", the "PROGRAM", the "PROCEEDURES", to start charging a cover charge, 99% of your clubbers would pay it, without hesitation. So instead, you suffer financially, you attract the wrong crowd, you don't make near the bottom line you should, and it's all because of "COVER CHARGE COWARDESS". I have put in place a Cover Charge at countless clubs/bars/lounges/restaurants with night life, with next to no resistance.
It's the WHO, WHAT, WHERE, WHEN, WHY, HOW formula that you follow to start charging a Cover Charge. When people want to go see a movie tickets @ night begin @ $10. there is no problem for moviegoers to pay that, when they have the hots to see that flick. Use the same mentality.
Stop listening to those who don't know, and listen to the "ONE" who does know. The Cover Charge is another avenue of income that you must charge, provided your bar or club or lounge meets that criteria.
What is that "CRITERIA"?
Email RichUnger@promotingnightclubs.com tell me your format, and I will give you the thumbs up or down on a Cover Charge.   

Copyright � 2011 Rich Unger

[ Home ]

This web site, its contents, graphics and text are � 2005, Promoting Nightclubs.com.
All Rights Reserved. For comments, questions, or suggestions about this site, contact the webmaster.

[ Home ]

This web site, its contents, graphics and text are � 2005, Promoting Nightclubs.com.
All Rights Reserved. For comments, questions, or suggestions about this site, contact the webmaster.

[ Home ]

This web site, its contents, graphics and text are � 2005, Promoting Nightclubs.com.
All Rights Reserved. For comments, questions, or suggestions about this site, contact the webmaster.