SURVIVAL IN 2012

BAR & NIGHTCLUBS IN CRISIS

By RichUnger@promotingnightclubs.com

THE FOLLOWING ARE ACTUAL EMAILS, THE NAMES HAVE BEEN CHANGED, NO BAR, CLUB, RESTAURANT, LOUNGE IS NAMED, AND NO LOCATION IS REVEALED. THE MESSAGES ARE WORD FOR WORD, EXACTLY WHAT WAS SENT TO ME:

Hello Rich

I opened my bar a year and a half ago. Sales have been up and down but tolerable until recently. We are near a couple gay bars so many of the patrons would bounce around from bar to bar. However one of the other bars moved to a different side of the city and so did the customers. Now we are left in the community as "a gay bar". We don't want that reputation because it keeps the strr8 community away so now we have basically nobody coming in. Recently we have started booking popular local bands but even they aren't able to draw people in.. Here is what we want to do. (Add food, Live music, and a draft system) I am planning on contacting some of the local papers and have some articles written to try and rebrand and reintroduce us to the community as a whole. What do you suggest? Annette

MY RESPONSE: Annette, First, why wouldn't you embrace the "Gay Customer Base"? "The Alternative lifestyle Crowd" spends and spends. They are a great demographic to appeal to and they are good tippers as well. Having said that, if you want to go after the "Straight Crowd", booking the same old played everywhere local bands are not going to create any buzz. Adding Food is only going to create expenses beyond your scariest nightmare. The Back of The House is not where you look to REVAMP, REFORMAT, REINVENT, REPOSITION your bar. A Draft System is a natural, what beer draft heads you feature are the key to sales with that element of your bar. Contacting "some local papers and having articles written to try and rebrand, reintroduce your bar to the Community" is a horrible idea. First of all, there are no guarantees that any newspaper will print what you want. Reporters, Editors, decide what will be written, how it will be written and what the basis of the article will be. Unless you own your local newspapers you have zero control over editorial content. If this is your entire strategy, local bands, adding food, installing a draft system, having local newspapers hopefully write positive articles, you are not in any way, shape or form to RELAUNCH this bar. You did not provide the name of the bar, the City, the specific location, the past Promotions, Marketing, Operation of your bar, so I cannot go any further than my Expertise stated above. I can tell you unequivocally, that you are doomed from the start of this so called "rebrand" and "reintroduction". You have not a single element to attract Women. Local Bands again, I repeat as I have for years, do not learn enough new material soon enough.

Local Bands do not dress appropriately.

Local Bands do not create any energy to build on, to attract new faces, fans, following.

All I can say in closing is, you are way off the reservation.

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Hi Rich, Our club has been open about 4 mos. a little radio, and ads in a local free, but very nice, magazine
We need help and ideas
Jack, is the GM/owner.His dad owns 50% and runs another bar/club just down the road..Jacob and I agree with you that we want/need a "wow" fab factor. Thanks, Tommy

MY RESPONSE: Tommy, do you read my content ever? Radio is worthless, alittle radio is meaningless, worthless, totally ineffective. You placed print ads in a "very nice, local, free, magazine? Why? Nobody, Noooooooooooooooobody, comes in from ads in "Very Nice, Local, Free, Magazines. You want "THE FUN", "THE WOW FACTORS" and "THE FAB", then you should of provided me with specific information, rather than a generic email, that I have no clue of any information pertaining to this club. Your only 4 months old, and you should have a one year honeymoon of being packed, four nights a week, and Sunday Nights, when Monday is a Legal Holiday. Instead your suffering, and I mean bleeding cash big time. It is clear that Jack's Father, while owning 50% of this new club, made his Son Jack the "GM/Owner" and it is incumbent upon Jack to succeed on his own.

Jack's Father took off the training wheels and Jack is falling down off the bike.

At the end of the day, either Jack's Father is going to come to the rescue or he is going to let jack go home with scrapes, bruises, and a closed 4 month old club.

Because this club is sinking fast, and it's only 4 months old. When you open with this kind of result, you are either going to REVAMP, REINVENT, REPOSITION, REFORMAT, or "RETREAT". Jack is in over his head. His Father should have contacted me directly. Email RichUnger@promotingnightclubs.com

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Hi Rich, I love your comment that a club owner has no business turning his key to a promoter. But recently I find myself is this situation because I didn't have the time to really manage the business. Now I am back full time in the business. What are some ways to make the promoter less relevant, because they do bring a crowd, but at times I feel like they control my business too much. Cheers. Charles

MY RESPONSE: CHARLES, I APPRECIATE YOUR COMPLIMENT, BUT THE TRUTH IS, NO CLUB OWNER HAS ANY BUSINESS TURNING IS ENTIRE CLUB OVER TO A SO CALLED PROMOTER. YOU HAVE TO MAKE THE TIME TO MANAGE YOUR BUSINESS, YOU HAVE NO REASON TO NOT BE HANDS ON.

I AM GLAD TO HEAR YOUR BACK HANDS ON. THE CROWD CLUB PROMOTERS BRING ARE LACKING IN SPENDING, IN TIPPING, IN DECORUM, IN CIVILITY.

THEY CONTROL YOUR BUSINESS, BECAUSE YOU ALLOW THEM TO.

THEY ARE NOT YOU, THE DO NOT HAVE THEIR SIGNATURES ON YOUR LIQUOR LICENSE, ON YOUR LEASE, ON YOUR INSURANCE, ON YOUR TAX RESPONSIBILITIES, ON YOUR OVERALL CLUB IN ANY AND ALL ASPECTS.

THIS IS LIKE LETTING A STRANGER HAVE THE RUN OF YOUR HOME, AND NOT EVEN KNOW THEIR BACKGROUND, THEIR HISTORY, THEIR CHARACTER, THEIR VALUES, THEIR MORALS, THEIR ENTIRE LIFE. YOU WORK WITH THEM, BECAUSE YOU HAVE ZERO CONFIDENCE IN DOING A FAR BETTER JOB, IN BRINGING IN FAR MORE WOMEN, IN STOPPING ALL THE GUEST LISTS, THE FREE DRINK COMPS, THE FOUL MUSIC, THE LACK OF A DRESS CODE. THE WAYS TO MAKE CLUB PROMOTERS "LESS RELEVANT" IS TO SIMPLY NO LONGER HAVE THEM. YOU THERE HANDS ON, TAKE CONTROL, SHOW LEADERSHIP, IMPLEMENT, "FUN", "WOW FACTORS" AND "FAB".

HOST PREMIER PROMOTIONS, THEMES, EVENTS, CONCEPTS, PARTIES, CELEBRATIONS, GATHERINGS, HAPPENINGS, CONTESTS, ALL STYLISH , TRENDY AND UPBEAT.

EMAIL RichUnger@promotingnightclubs.com

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Rich, I have owned my Club for over a year and a half, I wanted to relate to you my experiences with Club Promoters, they have been a dime a dozen, and almost none of them deliver on a week to week basis. I'm trying to forge solid relationships with them , in order to keep them motivated, but it just seems none of them have the desire to work hard. I agree wholeheartedly with your assessment of them. Rob

MY RESPONSE: Rob, club promoters do not want to be motivated, they come in, make an impression for you to give your club up to them for a night, they call their friends, maybe post online, maybe hand out some flyers, and then wait to take their $ off your door. You cannot "forge" any relationship with them, they have no loyalty, no character and no regard for anyone, any place, but their own wallet.

They don't care whom they attract, as long as they pay, EXCEPT, their friends, then they let them in free, and want them to drink for free. You cannot motivate them, they have no desire to be. They do not consider what they do work, let alone, "hard". They simply want to have their name, the so called promoter group name huge on a flyer and they want to play "BIG SHOT". You have no need of them, and after the experiences you have gone through attempting to work with them, you should cut and run. Want to pack your Club? Email RichUnger@promotingnightclubs.com

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Rich, This is our weekly series of bar specials, we are not getting much traction from these, and we hold 300 ppl, just wanted to know what you thought?CURRENT_PROMOTIONS:

$3 Thursdays
Friday .50 Cent wells 9:30pm-10:30pm
Friday and Sat. $2 and $3 select Beers. $5 wells

Larry.

MY RESPONSE:

LARRY, what is the purpose of even opening?

Do you have any idea what your firm liquor costs are nightly?

You hold up to 300 people, yet from your drink specials, I gather you are barely attracting 30 customers?

You have no positive vibes at all.

You have button holed your bar into a " Panic Promoting" mode, where the only relevance to the potential bar patron is what is their special tonight?

What does $3 Thursday generate in people and profit?

Answer: NOTHING!

Why would you resort to 50 cent wells, and on Friday Nights.

Right away, that tells me, your Friday Nights are empty.

Then on Saturday Nights you come right back with Friday Nights, but minus the 50 cent beers, only with $2 AND $3 select beers, $3 wells.

These specials must run all night both nights, because you do not mention a time limit on them.

Larry, May I ask in simple terms, EXACTLY WHAT ARE YOU THINKING?

Why do Owners and General Managers think , "Hey let's put the prices so low, and let's just promote our bar prices"?

You fail to mention what genre of music you play, what the condition of your bar is, who you are actually attracting?

Larry, this is no way to attempt to thrive in this economic daunting times in the bar biz.

You as I have said over 1000 times, have "NO FUN", none, "NO WOW FACTORS", zero, "NO FAB" zilch.

How do you expect to remain open, much less, Make serious $, when all you do is give your bar away?

Your liquor costs, are astronomical.

Here's what I want you to do, take every empty bottle of liquor on Thursdays, Fridays and Saturdays, each night, line up the empties on the bar, don't put them in any empty boxes, or the liquor room shelf.

Line them up and look @ the liquor you are going through, vs the money you have taken in.

That alone should be enough to shake you up and hopefully realize, the path you have chosen is one of empty bottles and very little cash flow.

When you are Serious about packing your bar with Women, but no drink specials, please, email RichUnger@promotingnightclubs.com Because at the rate your going, your are destined to failure. STOP NOW and REFORMAT ASAP. REINVENT ASAP. REPOSITION ASAP. REDIRECT ASAP.

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Rich, I am the GM of an "Ultra Lounge", here is our web site, with a virtual video of the entire lounge featured on the site, please, tell me what you think, I want it straight, I value your insight, I can handle it.

Regards, Jose

MY RESPONSE: JOSE, PEOPLE ALWAYS ASK ME, WHY ARE YOU BLUNT? WHY ARE YOU SO ARRGOANT? I RESPOND, FIRST, I AM NOT YOUR FRIEND, I AM HERE TO TELL YOU THE TRUTH BASED ON 40 YEARS IN THIS INDUSTRY, I AM NOT SOME JIVE CLUB PROMOTER WHO SAYS WHAT YOU WANT TO HEAR, AND THEN GETS THE NIGHT IN YOUR LOUNGE TO PROMOTE, ONLY TO DESTROY ALL THAT YOU HAVE BUILT UP.

SECOND, I AM PASSIONATE ABOUT THIS INDUSTRY, I DON'T HAVE ALL THE WORRIES ABOUT STAFF, ABOUT THE SOAP OPERA THAT GOES ON, I HAVE ONLY ONE FOCUS PACKING YOUR LOUNGE.

SO HERE GOES,

A. YOUR WHITE SOFAS WHILE A GREAT INTERIOR TOUCH, ARE FILTHY DIRTY, THEY ARE DISGUSTING. PERHAPS @ NIGHT YOU CAN GET AWAY WITH THIS, BUT YOUR SITE SHOWS YOUR LOUNGE DURING THE DAY AS WELL, CLEAN, RECOVER THOSE FILTHY STYLISH SOFAS.

B. YOUR DJ BOOTH IS HIDEOUS, IT IS WAY TOO LONG, WAY TOO TALL, MADE OF PLYWOOD THAT IS PAINTED, WHEN YOU RIP THAT DOWN AND PUT UP A PLEXIGLASS FRONT, THAT IS SEE THROUGH, THAT WOULD BE DYNAMIC AND COMPLIMENT YOUR BEAUTIFUL, FISH FILLED AQUARIM, THAT IS BEHIND THE BAR.

C. YOUR TOTAL RELIANCE IS ON DJS, YOU HAVE NOTHING ELSE GOING FOR THIS SO CALLED "ULTRA LOUNGE", ALL YOU DO IS BRING IN DIFFERENT DJS.

YOU HAVE NO"FUN", NONE, YOU HAVE NO "WOW FACTORS" ZERO, AND YOU CERTAINLY HAVE NO "FAB".

D. YOUR COVER CHARGE IS JUST $5, YOU ARE AN ULTRA LOUNGE, YOU CAN'T SEE A MOVIE ANYMORE FOR $5.

E. YOUR BEER SELECTION IS WAY TOO LIMITED.

F. YOUR SHOWCASE WINDOW OUTSIDE, IS LOADED WITH TINY LITTLE FLYERS, WHO IS SUPPOSE TO READ THEM, YOU HAVE A TINY FLYER WITH A SMALL PICTURE OF A DJ, YOU MUST HAVE A DOZEN OF THEM, THEY LOOK LIKE MUG SHOTS OF WANTED CRIMMINALS.

SO JOSE, WITH THAT BEING SAID, AT THE END OF THE DAY, YOU SHOULD TAKE TO HEART MY FREE EXPERTISE AND CHANGE, MODIFY, CLEAN, CLEAN, CLEAN, AND ENHANCE YOUR FORMAT.

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AN OWNER WHO LISTENED AND PROSPERED!

Rich, I don't get it, I listened to every single facet of what you directed me to do, change the name of my club, change the format, my club is packed, it's been a year and we are burying our competition. While on vacation in Florida, We drove almost 300 miles just to take you to lunch, because you were right on every single directive you gave me. I have had club promoter after club promoter approach me, they want my Saturday Nights, I tell them, NO, it is packed, what do I need you for? Take my Tuesday Nights, they all refuse. Why would I give them the four nights you already have packed for me? Rich Thanks for all you have done for me, my Wife and my Club. Thank You, Adrian

MY RESPONSE: ADRIAN, IT WAS MY PLEASURE.

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LETTING MINORS IN ?

In Ybor City,Tampa,the entertainment district,minors are a vital part of the nightclub scene.

Why?

Because Owners claim they need that revenue in order to survive.

Really?

Here are the facts:

A. The only money a minor is going to spend, is paying the cover charge.

B. The only objective a minor has, is attempting to obtain an illegal drink from anyone in the club, anywhere in the club, all night long.

C. Quite often a club will in violation of Federal Law, allow only girls 18 and up, and guys must be 21 and up.

This is against Federal Law, you cannot discriminate against guys, based on age, gender, or sexual orientation. Yet clubs seem to think mixing underage girls with legal age men makes sense.

It doesn't.

D. The dangers include: These underage girls being drugged, raped, exploited, drinking, driving drunk, and being exposed to an environment that is totally over their heads. Oh sure, they can dress the role, act the role, but in all reality, is it really worth it to simply charge these minors $10 to get in, when they should be paying $20 because you have to take extreme measures to protect your liquor license, to protect your club from future legal action?

E. Why do you feel that you cannot draw 21 and up females in?

F. What female who is 21 and up wants her younger 18 year old sister hanging out in the same night life world, she is?

G. The worse slap in the face is to our "Men in Military". We have a Volunteer Armed Services. So that the young Men you see in uniform are fighting for our freedom, not because they have to, but rather, they want to. But you slap them in the face, because you want just the young wild thangs, and not the real Heroes who fight for you and die for you and get wounded and lose limbs for you. The old adage "Young enough to go to war, should be old enough to drink", may not be realistic, but it sure is totally disrespectful to deny these young Warriors the right to enter the very same club, girls their age can. A few Federal Lawsuits would stop this nonsense in a NY Heartbeat.

H.Is it really worth it?

Do you have monitors standing in the rest rooms, so older girls don't pass these minors a drink?

Do you have a huge RED MARKER with an "X" on the top of each of their hands, so no bartender serves them?

Do you ever evaluate the positives and negatives of your policy?

Do you ever compare how many underage girls come in vs how many legal age girls do?

You don't need some sleazy club promoter telling you, "Underage girls are a must" because in reality they are risking you a "BUST".

NOW, hosting underage nights this Summer is a solid Gold Mine, when done RIGHT.

But it has to be a format that is "TIGHT", "CONSISTENT" and "ZERO TOLERANCE".

I have guided clubs to making hundreds of thousands of dollars over a year on Underage Nights, but it takes a great deal of relentless dedication,adhering to a very well thought out,implemented FORMAT. Email RichUnger@promotingnightclubs.com to inquire about "THE CONCEPT".

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DINING @ THE BAR:

ALLURING BAR APPETIZERS, NOT THE USUAL SAME OLD BORING, BASIC BITES!

INSTEAD OF SERVING THE USUAL SUSPECTS @ YOUR BAR, MAKE THEM ALLURING, CREATE YOUR VERY OWN SIGNATURE SERVINGS @ YOUR BAR. WHEN ADDING FRUITS AND VEGGIES TO YOUR SMALL PLATES, USE LOCALLY GROWN. LET YOUR PATRONS KNOW YOU SUPPORT YOUR COMMUNITY FARMS, GARDENS, AND HOME GROWN SERVINGS. SHOP @ YOUR LOCAL FARMER'S MARKET. STOP BUYING FROM OUTSIDE YOUR AREA. THOSE DAYS ARE FADING FAST. IT'S TIME TO SERVE BEYOND STEAKS, SEAFOOD, CHICKEN, PORK IN THE SAME TRADITIONAL, STANDARD WAY OF SERVING, AND MAKE THEM YOUR OWN, CREATE "SIGNATURE SERVINGS"!

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THE BURN OUT FACTOR

LONG TIME OWNERS OF BARS, SPORTS BARS, BAR AND GRILLES, LOUNGES, NIGHTCLUBS, RESTAURANTS WITH NIGHT LIFE, AFTER YEARS OF THE "GRIND", GO THROUGH A TREMENDOUS "BURN OUT FACTOR".

OWNERS GET IRRITABLE, IRRATIONAL, IMPATIENT, AND HAVE A ILLREGARDLESS ATTITUDE TOWARDS THEIR ENTIRE BUSINESS.

THEY MAKE COSTLY MISTAKES, TRUST PEOPLE THEY NEVER WOULD UNDER NORMAL CIRCUMSTANCES, ALLOW NONSENSE TO GO ON, THEY WOULD STOP AT ONCE IN THE PAST, SPEND MONEY ON WHAT THEY ALREADY KNOW FIRST HAND WON'T WORK, OR BRING THE RIGHT CROWD IN. BUT THEY ARE "BURNT OUT", THEY ARE "FRIED", THEY ARE " NOT IN THE POSITIVE FRAME OF MIND" TO REALIZE THEY NEED OUTSIDE EXPERTISE.

SO THEY START LOSING BUSINESS, START BAR BEGGING, STOP THE COVER CHARGE, USE CLUB PROMOTERS, HAVE MAJOR ISSUES WITH LAW ENFORCEMENT, THAT THEY NEVER EVER HAD BEFORE.

THEY ARE SINKING FAST.

TO YOU OWNERS WHO FIT THIS PROFILE.

STOP NOW!

I MEAN STOP EVERYTHING YOUR DOING RIGHT NOW.

STOP SPENDING, STOP WASTING, STOP GIVING AWAY, STOP, STOP, STOP.

EMAIL RichUnger@promotingnightclubs.com