VALENTINE'S DAY, WHO LOVES YA?
"Valentine's Day/Night", Here is the Perfect Celebration
of Love, Lust, Like, that combines, Romance, Music, Food ( Even
Nightclubs and Bars without a Kitchen can serve Passion Foods,
add Desirable Drinks, and Heat Building "FUN", you have a Night
of "YES, "YES", "YES" as Meg Ryan's Character would scream. The
Night is totally different from all others, you appeal not just
to couples, but also to singles.
There are methods to the madness in this industry, that
unfortunately are not adhered to. Simply offering cheap drinks,
or handing out red roses are basic. This year every single
Holiday, Celebration you host must be "THE ULTIMATE". It has to
be all encompassing. Don't just post on Facebook, don't just
hang a poster up inside, don't just go through your usual
totally ineffective motions. WHO LOVES YA? I do, I want you to
succeed. I want you to soar. I want you to shine.
When your business is slowly slipping away, you need to reverse
course. While every other bar, lounge, bar and grille, sports
bar, nightclub ignores Valentine's Day, you need to break their
hearts with a Night filled with SIZZLE. It's perfect,
Valentine's Day falls on a Thursday, make this a Night To Long
Be creative, the colors are Pink and Red, the Fashion is
VAVOOOOOOOM, the Food is Yummy, the drinks are Hearts on Fire,
the Music is to love for, put all those elements together along
with a great Theme, a heart grabbing name, a drop dead gorgeous
decor, Female Staff in Stilettos and Sassy, Male Staff
shirtless and tight black pants, no jeans. Make the Night last
till closing, they will stay if you give them more, and more and
even more "FUN", "WOW", "FAB". Don't expect me to simply give
you the CONCEPT, it's your place, you need to learn how to do
what it takes.
I use to have a Four Star Chef who retained me for all marketing
and promotions. He would give me three weeks notice and say "I
want this ____________ Theme in 3 weeks make it happen".
I loved the challenge, I respected him, he was an Award
Winning Chef, he knew his talent, his skills, were in the
kitchen, he didn't know a thing about what do to in his Night
I did. I knew exactly what to create, each time, it was my
relentless tenacity, and creativity that just gave me the A to Z
of what needed to be.
I always packed his 300 Capacity upscale Restaurant and Club.
The Bartenders loved me, the tips were flowing, the cocktail
servers kissed me, the tips were glowing.
The DJ could not wait to work with me.
The Models, were thrilled to learn the routines, wear the
fashions, and tackle that cat walk.
I always implemented 3 Events into the Night. You can't just
host one main promotion and then everyone leaves, you give them
the a TASTE, then a Portion, then the entire Plate. It holds
them all night long. It brings out the spenders, the head
turning women. You charge a cover charge, but you don't put a
Football Player on the door, I always put a beautiful, great
personality, Female in a hostess dress. She could schmooze the
cash out of the wallet of any tight fisted cheapO.
The dance floor was packed, and then the "TASTE" came, again I
signaled the DJ who kicked it in once again, a jammed dance
floor, then came the Portion, the ENERGY was SOARING, another
signal to my DJ, ah, the Plate came out. By now it's 12:30am, I
stretch the action till 1am, and one more time, tip my hand to
the DJ in command, he turns on the Beat without missing a lead,
all this time, the drinks are flowing, the small plates are
empty, the crowd is totally in my hand and I command. at 1:45
comes the WIND DOWN, I am complimented on a "Great Night", and
with no troublemakers, no problematic patrons, no one with a
proclivity for confrontation, I end the night.
That is how you pack almost 400 ppl into an Upscale Nightclub or
Restaurant transforms into a Nite Life Adventure. Did I offer
Drink Specials, does Jon Stewart do The Daily Show on the
Sabbath each Friday Night? Of course not. Did I charge everyone
a cover charge, is Katherine Webb, Beautiful, of course I did.
The Trust, Faith and Confidence this Top Chef put in me, began
the afternoon I came to his Restaurant to meet with him. We had
never met before, but he had done his homework.
He was quickly surrounded by a horde of media salespeople who
were offering him their business cards, and asking who handled
his advertising. Without missing a beat, he took his right arm
turned it towards me pointed at me and said "He Does". That is
how our relationship began.
I did not ever double dip him for 15% commission from the media
for any marketing, and also charge him. NEVAH. I always had him
pay 15% less for his media and passed on the agency commission
Thus a handshake was all it took. The same way David Geffen has
done business his entire life.
What good is some contract nonsense, if a man has no honor, no
character, no values, why even waste your valuable time to do
business with such a person?
For Valentine's Day we had Heart Shaped Food, Heart Shaped Fruit
in Drinks, Heart Shaped Steaks and Seafood, Heart Shaped outfits
for Servers, Heart Shaped pattern dresses for hostesses, Heart
Shape decor, we tied in with the American Heart Association, I
do what most owners, so called club promoters, and marketing
consultants haven't even thought of yet. Ever watch "SUITS" on
USA NETWORK? The Character "HARVEY", that is exactly me. I just
pile drive to make it happen. No Cursing, but no nonsense
THIS IS A "GM", WHY WAS HE HIRED?
So I came across your web site and it sounds interesting..
I just got a job as the GM of a mega club in______ and was
wondering what I can do to bring the people in.
The club is new and they think using fliers, facebook, twitter
and text along with radio promos and promoters should help bring
the people in.
MY RESPONSE: ARE YOU SERIOUSLY THE "GENERAL MANAGER" OF A "MEGA
CLUB" IN THIS PARTICULAR AREA?
YOUR ASKING ME FOR SUGGESTIONS, FOR A BRAND NEW CLUB ON
MARKETING, WHEN YOU ARE ALREADY DOING THE "MAJOR MARKETING
MISTAKES"? Bruno, HOW DO PEOPLE LIKE YOU GET JOBS LIKE THIS, AND
THEN TURN TO ME? I MEAN IF YOU CAN'T SWIM IN THE DEEP END WITH
THE BIG DOGS, WHY EVEN GET IN THE WATER? REALLY, THIS IS NOT
ABOUT SUGGESTIONS, IT'S ALL ABOUT EXPERTISE, EXPERIENCE, HANDS
ON KNOWLEDGE, NO COLLEGE DEGREE IS GOING TO EVEN BEGIN TO
PREPARE YOU FOR THIS JOB. YOU SHOULD OF STARTED AS A BARBACK,
THEN A BARTENDER, THEN A DJ, AND IN BETWEEN WORKED THE DOOR,
BECOME AN ALL AROUND FILL IN, I MEAN A TWO YEAR ON THE JOB
LEARNING CURVE, THEN, AND ONLY THEN SHOULD YOU HAVE EVEN
CONSIDERED THE RESPONSIBILITIES, DUTIES AND CHALLENGES OF BEING
A "GM". BRUNO, OFTEN IN OUR LIVES WE STRIVE FOR GOALS BUT WANT
TO TAKE SHORTCUTS, I REMEMBER WHEN I WAS IN MY LATE TEENS, MY
VERY WEALTHY UNCLE, WANTED ME TO RUN A NIGHTCLUB IN MANHATTAN,
MANAGE A FEMALE SINGER AND PRODUCE CONCERTS IN CHERRY HILL , NEW
JERSEY. MY BROTHER TOLD MY UNCLE, "LET HIM WORK IN YOUR FACTORY
ON THE FLOOR AND WORK HIS WAY UP". MY UNCLE IGNORED THE ADVICE.
I WAS ON TOP OF THE WORLD.
BUT MY DOWNFALL WAS I HAD NO EXPERIENCE, NO KNOWLEDGE, NO HANDS
ON DIRECTION THAT I COULD RELY ON. SO I TOOK ON ALL THREE TASKS
LIKE A BULL IN A CHINA CLOSET.
THE RESULTS, NOT VERY PRETTY, THE CLUB WAS LOADED WITH LADIES OF
THE NIGHT, AND I COULD NOT FOR THE LIFE OF ME CHASE THEM AWAY,
SO MY UNCLE SOLD THE CLUB, ( THEIR PIMP WAS A VERY, VERY TOUGH
THE FEMALE SINGER, WHILE A REAL LOOKER, COULD NOT SING AS WELL
AS MY UNCLE HAD THOUGHT, HE HAD HER BOOKED AT THE PLAYBOY CLUB
IN NYC, UPSTATE AT HOTELS, I DID ALL THE ROAD WORK, BUT HER
VOICE DID ALL THE DAMAGE, SHE WAS NOT STAR MATERIAL. FINALLY THE
CONCERT BIZ, WHILE IN MY TWENTIES AND THIRTIES I RULED WITH
"CONCERTS SOUTH", IN MY TEENS AT THAT TIME IN CHERRY HILL, THE
SPECTRUM IN PHILLY WAS THE KING OF CONCERTS AND THEIR PROMOTERS
WERE NOT PLAYING BALL WITH ANY KID FROM NYC. OUR CONCERT BOMBED.
WE HAD 1000 PEOPLE, WE BARELY BROKE EVEN. MY POINT IS, YOU ARE
IN THE SAME POSITION, YOU HAVE NO DIRECTION, NO INSIGHT, NO
EXPERTISE, NONE TO BE A GENERAL MANAGER, WE ALL WANT THE GLORY
OF JOBS THAT DICTATE POWER AND MONEY, BUT FAR TOO OFTEN WE REACH
FOR THE SKY, WHEN THE TOP OF THE TREE IS WHERE WE NEED TO BE.
LEARN HOW TO BE THE BEST BAR BACK, THE BEST BARTENDER, A GREAT
DOOR HOST, A DECENT DJ, A PROMOTIONS DIRECTOR, THEN AND ONLY
THEN GO FOR THE GM JOB.
THIS WAY YOU HAVE THE BACKGROUND AND FIRST HAND MINDSET TO
TACKLE THIS JOB.
YOUR WAY, IT ALWAYS LEADS TO THE DOOR ON THE WAY OUT.
BEST OF LUCK, BUT LUCK DOES NOT CUT IT IN THIS BUSINESS.
FOCUS ON BEING THE CHEAPEST,JUST ON BEING THE MOST "WOW" & "FUN"
IT IS NOT WORTH YOUR LIQUOR COSTS TO GIVE AWAY YOUR BAR @ CHEAP
PRICES, JUST TO BRING IN CROWDS. I hear from Owners almost every
day, that tell me,"The place down the street is packed almost
every night, they have $1 drinks and Ladies Drink Free". My
response is "SO WHAT?". What are you going to do, sell drinks @
50cents and let "Ladies Drink Top Shelf Free"? What do you think
the bar down the street, the club up the street's liquor costs
are? How long do you think they can survive , cause they sure
can't thrive even with a packed house. You rise above the bar
begging, you offer what I always implement to offset such drink
despair, "THE FUN", "THE WOW FACTORS", "THE FAB", the reason
people go cheap is because they have no choices. If you had the
choice to go into a really great looking bar or club and pay a
few dollars more for a drink or go to a Dive Bar and pay next to
nothing what would you do?
BUT, IF YOU had the choice of going into a great looking Bar or
Club that offered ENERGY, EXCITEMENT, ENTICEMENT, 99% of you
would go into that Place over the cheap drink Dive Bar. It
almost always works. As for the 1% I left out, oh they will come
too, just maybe not the first night, but by the third night, you
will own the market.
It takes CONSISTENCY, RELENTLESSNESS, TENACITY, CREATIVITY,
nobody said this biz was easy, but I will tell you this, It sure
feels good when your place is packed, primarily with hot women,
and everyone is paying regular price for drinks/beer, and even
paying a cover charge, so the bar does not have the burden of
the entertainment placed on it.
What good is a band that you can't even charge a cover for, that
the bar has to pay for?
Why even book them?
A Movie costs at least $10 to see. And the Movie Biz had it's
best Year since 2009 in 2012, so while you were screaming nobody
has any money to spend, they sure did and they sure were
spending it, only not @ your establishment. Email
Want to pack your "PROJECT CATWALK" with gorgeous bikini models
and offer each female guest at your club, your sports bar, your
lounge, your patio deck, your bar and grille, a free $75 Made In
The USA Assorted Print Bikini and watch the model challenge, the
Fashion Flash, The Bikini Wars, come alive right at your place.
Tasteful, Stylish and Trendy, stop thinking sleaze and start
Let your beer or liquor vendors pay for your bikinis either by
providing you product or cash, doesn't matter. Let your Judges,
who are movers and shakers in your Community pay $50 to $100 to
sit @ a Special Judge's Table. Let your MC be a hot Female, not
some slob guy. With Spring Break weeks away, now do what no
other bar, club, lounge, patio deck, on the water eatery is
doing. Give away bikinis to hot girls to enter your contests,
Fashion Flashes, Cute N Cool Contests, Project Cat Walk Bikini
Bashes, no drink specials, no beer specials, the focus is on
what your hosting, not what the bar is giving away. For once do
it my way and see for yourself the cash flow.
YOU IMAGINE SPENDING $400,000 TO RENOVATE A CLUB AND THEN BEING
TOTALLY SLOW AND SOME NIGHTS DEAD?
YUP, THAT'S WHAT A COUPLE DID. THEY TOOK A CLUB THAT HAD BEEN
SEVEN PREVIOUS INCARNATIONS, AND CHOSE TO EXPAND, ENHANCE, AND
INVEST $400,000 IN ADDING, BUILDING OUT, BUILDING UP THIS CLUB
TO HAVE LEVEL AFTER LEVEL OF WHAT THEY THOUGHT WOULD BE A
IT IS. BUT THEY KNOW NOTHING, ZERO, NADA ABOUT HOW TO RUN A
CLUB. THEY PUT ALL THEIR MONEY INTO A BUILDING THAT HAS ALREADY
BEEN SEVEN DIFFERENT CLUBS OVER THE YEARS, HIRED THE PREVIOUS
GENERAL MANAGER AND OPENED.
THE RESULTS, THEY OPENED IN DEC. AND ARE CLOSE TO CLOSING IN
FEBRUARY. THE CLUB IS NOT SELF SUFFICENT. THE ADDED PARTNERS,
WHO HAVE NO EXPERIENCE EITHER, BUT THREW SOME CASH IN, HAVE NO
WAY TO EVER SEE A RETURN ON THEIR OWN INVESTMENT, LET ALONE
THEIR MONEY BACK AT ALL.
HERE SITS AN OVERBUILT, OVERDONE, OVER VIP, OVER THE TOP CLUB,
THAT CATERS TO ONLY SPENDERS OF THE HIGHEST END, AND YET, NONE
ARE COMING IN. THE OWNER I SPOKE WITH SOUNDS SO ANGRY, SO
DEPRESSED, SO LOST, I TRIED TO EXPLAIN, THAT REGARDLESS OF HOW
MANY PEOPLE TELL THEM THE CLUB IS BEAUTIFUL, THEY ARE NOT COMING
BACK, THEY ARE NOT BRINGING THEIR FRIENDS IN, THEY ARE NOT
CONNECTED TO THIS CLUB.
WRONG TIME, WRONG GENERAL MANAGER, ( FROM PREVIOUS OWNERSHIP) SO
THE MANAGER WAS FIRED, BUT THE DAMAGE WAS DONE.
WHEN YOU TAKE OVER A CLUB THAT HAS HAD A HORRIBLE REPUTATION,
IT'S CUSTOMERS, MOSTLY CRUDE AND RUDE, WHY WOULD YOU EVER KEEP
ANYONE ON FROM THIS CLUB, AFTER SPENDING $400,000 IN
ESPECIALLY THE GENERAL MANAGER???????
SO NOW THE CLUB SITS. IT HAS NO WEB PRESENCE, IT HAS NO STREET
BUZZ, IT HAS NOTHING GOING FOR IT. THIS IS ONE OF THOSE
SITUATIONS, WHERE THIS CLUB SHOULD OF HAD A ONE YEAR GRAND
OPENING HONEYMOON. WHERE IT SHOULD HAVE BEEN OPENED FOUR NIGHTS
A WEEK WITH PREMIER PROMOTIONS THAT TOTALLY TOOK THEIR TOWN BY
NIGHT LIFE ADVENTURES.
INSTEAD, IT SITS EMPTY.
I REPEATED THIS EPISODE TO ANOTHER NIGHTCLUB EXPERT WHO POINTED
OUT TO ME, WHICH I ALREADY KNEW, "BUT RICH, THIS CLUB OPENED IN
AN AREA WHERE THERE IS A HUGE CASINO/NIGHTCLUB COMPLEX, THEY
OFFERED NOTHING TO OFFSET THIS DAVID VS GOLIATH CHALLENGE". I
KNEW THIS, BUT WAS HOPING THE "DAVID" WAS SMART ENOUGH TO ALSO
REALIZE THIS? THEY WEREN'T. THEY AREN'T. SO I DO NOT EXPECT THEM
TO BE OPEN MUCH LONGER. I WISH EVERY CLUB THAT OPENS "THE BEST",
BUT WHEN THEY DON'T ASK FOR EXPERTISE BEFORE THEY SPEND
$400,000. THE END RESULT IS "THE WORSE". THEIR NEXT STEP OUT OF
DESPAIR WILL BE CLUB PROMOTERS, WHO WILL BRING IN A CROWD MAYBE,
BUT PATRONS WHO WILL DESTROY THIS CLUB. THEY WILL NOT ADHERE TO
THEIR STRICT DRESS CODE, I MEAN WAY OVER THE TOP DRESS CODE.
THEY WILL NOT PAY THEIR DRINK PRICES, NOR TIP. THE ENTIRE MESS
SHOULD OF AND COULD HAVE BEEN AVOIDED. BUT NEW OWNERS WITH NO
KNOWLEDGE, NO EXPERIENCE, NO BACKGROUND IN THIS BUSINESS, BECOME
DEFENSIVE AND FEEL LIKE FAILURES. SADLY THEY ARE. THEY CHOSE TO
GO INTO A DRINK VS DRINK BUSINESS THAT DEMANDS YOU ARE 100% AT
THE TOP OF YOUR GAME. NOT THAT YOU LEARN THE GAME AS YOU GO
ALONG. NO WAY.
DOES NOT WORK THAT WAY.
WHEN YOUR OWNERS LIKE THESE, YOU LEARN ALOT MORE BY LISTENING,
RATHER THAN TALKING. YOUR HOLDING YOUR OWN PITY PARTY. WHAT GOOD
DOES THAT DO? IN THIS BUSINESS YOU NEED TO BE OPEN TO
CREATIVITY, TO HAVE A TOUGH SKIN, TO KNOW WHEN TO LISTEN, THEN
WHEN TO SPEAK, TO NOT ASK YOUR STAFF TO DO ANYTHING YOU WOULD
NOT AND DO NOT DO. I CLEANED MY BATHROOMS IN MY CLUB, I CLEANED
BEHIND THE BAR, I WIPED DOWN THE BAR, I CLEANED THE FRONT
FOUNTAIN RUNNING DOWN WINDOW WE HAD. ( IT WAS AWESOME)
THESE OWNERS ARE WAITING FOR THE LONE RANGER TO COME ALONG AND
RESCUE THEIR CLUB, MAYBE THEY THINK THE UPCOMING "LONE RANGER"
MOVIE WITH JOHNNY DEPP AS "TONTO" WILL SAVE THEIR CLUB. ALL I
KNOW IS THIS WAS A MISTAKE FROM DAY ONE AND IT WILL BE A
PREVENTABLE CLOSING WHEN THE DOORS SHUT.
THEY HAVE HUGE SCREENS AND A GREAT ROOM TO VIEW SPORTS, I ASKED
ONE OF THE MAJOR PARTNERS "WHAT ABOUT A SPECTACULAR SUPER BOWL
PARTY", DID YOU PLAN ONE AND SELL IT OUT?". THEIR RESPONSE, "WE
DIDN'T WANT THAT CROWD IN HERE". WHAT CROWD DO YOU WANT? IT'S
FOOTBALL, THE MOST WATCHED GAME OF THE YEAR. TV COMMERCIALS GO
FOR $4MILLION AND YOUR WORRIED ABOUT WHO IS GOING TO WATCH THE
GAME @ YOUR CLUB? ARE YOU INSANE?
BEFORE ANY OF THIS HAPPENS TO YOU, EMAIL
TEEN NIGHTS ARE A HUGE MONEY MAKER........BUT THERE IS A STRICT
METHOD TO THE MADNESS:
A. YOU DON'T JUST LET EVERY KID IN.
B. YOU CHARGE A HEFTY DOOR CHARGE.
C. YOU TARGET THE QUALITY TEENS IN YOUR MARKETING, NO STREET
TEAMS, NO HIP HOP RADIO ADS, NO, NO, NO!
D. YOU GENERATE AS MANY AVENUES OF INCOME FROM WITHIN THE TEEN
NIGHT AS POSSIBLE.
E. YOU OFFER MORE THAN JUST A DJ, VIDEOS, A DANCE FLOOR AND
F. YOU PROVIDE INTENSE SECURITY THAT I GIVE YOU THE ENTIRE
G. YOU ENFORCE A ZERO TOLERANCE POLICY, THAT I GIVE YOU THE
ELEMENTS IT IS COMPRISED OF.
J.YOU PRESENT "FUN" AND "WOW FACTORS" SO THAT YOU CAPTIVATE
THEIR ATTENTION AND KEEP THEM FIXATED ON WHAT'S HAPPENING.
K. YOU HOST THE NIGHT TWICE OR THREE TIMES A WEEK DURING "SPRING
BREAK", BUT YOU KEEP IT CONSISTENT AND HIGH ENERGY.
L.TEENS NIGHTS ARE ONLY PROBLEMATIC WHEN YOU DON'T HAVE A GAME
PLAN, A TIGHT CORE OF PROFESSIONALS THAT WORK THE NIGHT FOR/WITH
WANT TO PACK TEEN NIGHTS WITH ZERO HEADACHES, EMAIL
CLEVER ACTIONS CLEVER FINDS FOR CLEVER CLUB & RESTAURANT MINDS
When you think you have done it all, your wrong.
When you think you have tried everything, your wrong.
It takes a CLEVER NIGHTLY FIND to rise above every other bar,
club, sports bar, lounge, gay bar, strip club, but you have to
be a CLEVER MIND.
What good is having an "APP", if you don't even have a web site?
What good is thinking you serve the best dishes, when your Yelp,
Urban Spoon and Trip Advisor Reviews say otherwise?
What good is ignoring what people are posting online, it is
majorly affecting your business.
Clever is paying attention and staying ahead of the curve.
Clever is taking your Restaurant and transforming it into a
Night Life Adventure , Four nights a week.
Clever is taking your DJ and replacing him with a Female DJ for
a few weeks to shake up the format.
Clever is stopping the drink specials and putting the focus on
"FUN", "WOW FACTORS" instead.
Clever is evaluating your General Manager and what their
contributions to your Club or Restaurant are?
Clever is Table Touching if your an Owner.
Clever is expediting if your an Owner.
Clever is never ever spending a penny on print advertising.
Clever is offering healthy, locally grown produce and veggies.
Clever is holding one powerful Charity Event that combines food
and Drink once a month.
Clever is realizing when your burnt out, holding a pity party,
tired of listening to everyone who know nothing, you email
Clever is realizing these are the MONEY