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VALENTINE'S  DAY, WHO LOVES YA?

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VALENTINE'S  DAY, WHO LOVES YA?
By
RichUnger@promotingnightclubs.com

    "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 For.

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 Life Format.

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 to him.

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 either.        

 

 

 IF 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.

any suggestions?

Bruno

 

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 COOKIE).

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.

___________________________________________________________/ 

 

 DON'T 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 RichUnger@promotingnightclubs.com

 

Want to pack your "PROJECT CATWALK" with gorgeous bikini models go to           www.bikinisforgreatcontests.com 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 implementing Sophistication.

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.  

   

 

 CAN 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 MAGNIFICENT CLUB.

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.   

WHY?............................................WRONG AREA, 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 RENOVATIONS?

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 RichUnger@promotingnightclubs.com   

 

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 LIGHTS.

F. YOU PROVIDE INTENSE SECURITY THAT I GIVE YOU THE ENTIRE PROCESS FOR.

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 YOU.

WANT TO PACK TEEN NIGHTS WITH ZERO HEADACHES, EMAIL RichUnger@promotingnightclubs.com

  

 

  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 RichUnger@promotingnightclubs.com

Clever is realizing these are the MONEY

 

Copyright  Jan. 2013 Rich Unger

 

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