SURVIVAL IN 2012

HOW TO BUY A NIGHTCLUB OR BAR!

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HOW TO BUY A NIGHTCLUB OR BAR!

By RichUnger@promotingnightclubs.com

 

 I often ask new Owners, the million dollar question, "WHY DID YOU BUY THIS PLACE?".

Their answers vary from "I always wanted to get into this business", to " I thought I could make a lot of money", to "It seemed like fun".

 First, there is no college degree for owning a nightclub or bar. You earn that "DEGREE" by working in one, by doing every job that entails operating one, by watching the General Manager and the Owner, by listening, by busting your tuchus and by taking in every single big and small piece of information you can, while you are working. Every week I hear from new owners of bars, sports bars, nightclubs, restaurants, who thought this industry was a "CASH COW" and easy to milk.

Then they woke up to reality.

They listened to every salesperson who had some form of advertising to sell them, none of it brought in any customers.

They listened to every beer and liquor salesperson who overloaded them with inventory that is still sitting in their beer/liquor room.

They listened to everyone who knew nothing, who never owned a food and beverage venue or a bar or club that just served liquor and beer.

They spent, and they spent.

When patrons did come in, I hear over and over, "They told us how beautiful our bar was, how great looking our club was, it was the best looking in the entire area".

 Yet, they never ever came back..............

So, after you poured all that money into renovating and unless you own the building, the landlord reaps the rewards of your labor and investment.

It's not about who spends the most, it's all about who does the most "FUN", "WOW FACTORS" and "FAB".

Make sure that lease is in your favor.

Never ever keep any staff from the old club that you are buying. Why? Because employees who have worked for previous owners have their own mind set. ways, habits and methods of daily operating that you do not want to follow. 

You want to put your own strategies into place.

Start with fresh new faces. 

 In comes the radio salesperson, usually a female with the personality of Drew Barrymore, a fantastic warm and friendly approach, like a member of your family, long lost, but true to you.

So you spend, and you spend, and  no one came in.

It happens every day of the week, somewhere in the USA. I have tried over and over to reach out to potential owners, to stop them from the financial abyss.

For over 40 years, I have owned, managed, advised, bars, nightclubs, sports bars, upscale lounges, hotel bars, four star restaurants with night life.

 

     It all comes so easy to me, even country bars. A recent brand new Country Bar that is packed, doing great night life biz, was reviewed by a very well respected food critic for their food. It was  He called it greasy, over fried, sodium over done,  he went on to say it was just what you would expect. When contacted, they mentioned they had some salads on their menu, but none of them would be considered in the healthy category. It was just so predictable, that these Owners were totally immersed into their bar, they completely dropped the pots & the pans in the kitchen. In fact this Food Critic, closed his review with the remark, "great place to dance." Now this Country Bar will thrive, they will even serve their Greasy Spoon Food, but that is not their forte. The liquor is where the money is, and they will swim in cash. They are a page right out of the old urban cowboy genre, except no bull to ride.

 

    They are exactly what is needed in their community, one big wide dance floor, a bar you can dance on, ( even though that's OVAH) they still do it, what's old is new, when it's never been in a Community before. Why do bar and club owners offer women, "Ladies Drink Free 9-11pm"?

Why would you intentionally attract groups of women in early, only to have them drink enough so that when 11pm rolls around, and men start coming in, women start going out? There is not a Woman out in our society who does not know how to entice a male patron to buy her a drink, why should you incur higher liquor costs on nights you offer "Drink Despair"?

 

    Is there a Seminar at the NC&B Show that is going to teach you how to roll out "FUN", "WOW FACTORS" and "FAB" instead of cheap drinks, free cover charge, and give away priced shots?

Who ever said a bottle of "Effen Vodka" should sell for $150 @ Bottle Service? How do these tactics come into play in this industry and why do they?

 

   You keep featuring the same DJ, the same bands, the same drink specials, the same radio ads, the same free cover charge, the same club promoters, the same no dress code policy, the same problems, the same staff issues, how do you propose to profit?

Watching The TV Bar Consultant is enjoyment, because it's not you, not your staff, and your place on the screen.

 

   I've had Owners tell me they have to think long and hard, consider the humiliation and total handover of authority to their establishment in order to be featured on this so called reality show.

How do you verbally abuse, mentally manhandle people on Monday and on Friday, they are your BFF?  

 

SPIKE TV, Please ask if your TV Host of Bar Rescue is he a Bar Consultant or a Bar Insulter?

 

THE DIFFERENCES BETWEEN The TV Bar Consultant and Myself are simple, I stay with the bar for Six Months.

He walks out after five days............................................................................................

 

I don't curse, yell, scream, berate, humiliate Bar Owners, He does.

It's a relief to watch episodes of other people's bar, not yours, isn't it?

 

I read an analysis of all the bars featured on Bar Rescue" sadly some are closed, some are almost closed, some are not doing very well and a few, that's right a few are doing good. It's featured online, feel free to find it and read the in depth analysis. 

 

     The "Bar Rescue" episode with the roaches, I have to question the logic of SPIKE TV and the Producers? Why  would The TV Bar Consultant, waste his time with an owner that in my opinion, either had personal,  mental, emotional, drug or alcohol issues. That did not pay his bartenders, did not pay Federal Taxes on their pay, since he did not pay them. A. The local health department should have shut this bar down. B. The Federal Government, US Dept. Of Labor , Wage and Hour Division would of cited him for failure to pay withholding taxes. Yet, The TV Bar Consultant remakes this bar, and bids farewell to a bartender rather than the Owner, whom The TV Bar Consultant never ever connected with. The problem is, the Bartenders have no authority, no power, no contracts, no lease, the place will close, and what has The TV Bar Consultant accomplished? He should have found the entire staff jobs.

 

At the end of the day, what goes on in your bar, your club, your sports bar, your lounge, your restaurant is on you. The components are all your responsibility.  It's all about YOU<<<<<<<< 

 

Moving along, Here's a question for you, 'EVER FEATURE A GUEST DJ" and lose money? Happens all the time, do you know why? Because the club places the sole focus on The Guest DJ and does nothing to enhance the Night, to entice the Night, to Excite the Night. The Guest DJ is not enough often, to carry the entire Night. I always wrap The Guest DJ around a Night of "FUN", "WOW" and "FAB", think about it, you charge a Premium Cover Charge, and you offer a Guest DJ to justify it.

Too often this Guest Spinner, Mixer, Sampler, is not enough. Not in this Night Life World of Demand Dynamic Dimensional  Entertainment. You won't see it on TV, He doesn't know it.

I created it. I continue to enhance it almost every single week.  

 

SOCIAL MEDIA SATURATION, I find it fascinating that the only use for the internet  the TV Bar Consultant has is to use reviews of bars, but not inform, educate, provide the 8 elements of online presence, how to maximize the web, when to blitz the web, how to reach the biggest share of your market on the web. The web is the #1 most viable, highly effective, wide reaching, easy to use marketing tool with the least cost of any form of media, marketing or advertising. Yet so many Owners of Bars, Sports Bars, Bar and Grilles, Nightclubs, Lounges, Restaurants, just don't grasp it. I cannot understand why "Bar Rescue" would totally ignore the most important component of today's food/beverage/nightlife customer building formula. Why would any Owner even think that radio, flyers, posters are the 2013 marketing musts? They are not even in the scope of media strategies. Yes the social media is saturated, but the objective is to rise above the rest, that is what I have used as my goal of success in every single REVAMP, REINVENT, REPOSITION, REFOCUS,  RENEW I have taken on. I am not a bar insulter.............. You can watch TV for that performance.

 

Fake ID's and Underage Patrons

When you see an ID that does not look like the person handing it to you, that looks altered, that just stands out as fake, do not take it, don't let the person in. Why risk the consequences of letting underagers with fake ids in your bar, club, sports bar? If your going to let these pain in the tuchus in, at the very least, charge them double if not triple the cover charge that 21 and over pays.

 I had a club, beautiful huge club, that charged 21 and up $10 and also charged under 21 $10.

I advised the owner to double the cover charge to under 21 to $20. He told me they would curse him and blast him and refuse to pay the new increased, double cover charge. He was right the first three weeks, they refused to pay the cover, but I was ultimately right, after the third week they came back in record numbers and paid the $20 cover charge. I knew all along what the reaction and final action would be.

Now addressing allowing Underage Patrons in,

A. The only income you derive from them is the Cover Charge

B. Their only objective is to obtain an illegal drink in the rest rooms, in the corners, from an older male patron hitting on the underage females.

C. No Older Sister really wants to see her 19 year old Underage sister in the same club.

D. Underage Patrons tend to act immature and create serious situations, poor image for the bar or club.

E. Often the Underage Females attract the predators, who drug them, rape them, who prey on them, who stalk them.

F. Sadly Underage Patrons do acquire drinks, leave, driving drunk.

G. They are offered drugs.

H. Why do you need Underage revenue so badly, instead of concentrating on attracting movers, shakers, and hot women?

If you want an "Underage Crowd", host "Underage Nights" over Spring Break and rake in the cash. NO Hassles, NO Headaches, NO Heartbreaks, just smooth, well run Nights. Email me for the Concept.          

 

  

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The reason I use different fonts, type in all CAPS, is to capture your imagination. To empower you to read and react. I am not interested in correct grammar, I am all about implementing "THE FUN", "THE WOW FACTORS" and "THE FAB", all of which you lack.

So, sit back, enjoy my writing and think about what your currently doing vs what I challenge you to do........... 

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SHE IS THE LATEST CINDY CRAWFORD, THE HOTTEST MODEL IN THE WORLD, SO IT'S ONLY NATURAL TO CAPITALIZE ON HER BEAUTY, HER FAME, HER NATURAL FREE SPIRIT that's why you Host the following Concept NOW. 

  

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"WE WANT THE NEXT BEST FEMALE LOOK A LIKE TO KATE UPTON":

 

      "THE FACE- THE HAIR- THE BODY, DO YOU HAVE IT ALL"?

                                     THEN ENTER TO WIN!

 

NO MORE HOT BOD CONTESTS, YUCK.

 

NO MORE "T AND A" CONTESTS EWWW.

 

RAISE THE LEVEL OF QUALITY.

 

BRING IN THE KATE UPTONS OF YOUR AREA.

 

FROM A FEMALE HOST, NOT YOUR DJ.

 

FROM A CATWALK, NOT A BAND STAND.

 

FROM A FACE WALK THAT IS JUDGED.

 

FROM THE HAIR STYLE THAT IS JUDGED.

 

FROM A BODY THAT IS JUDGED.

 

YOU WANT THE "KATE UPTON" OF YOUR AREA

SHE IS THE HOTTEST MODEL IN THE WORLD.

SHE HAS A HEALTHY PHYSIQUE & AWESOME BODY.

SHE IS SASSY, CLASSY, AND SENSATIONAL!

FASHION FORWARD, SEXY YET SOPHISTICATED!

EMAIL RichUnger@promotingnightclubs.com for the specifics to implement and create a wall to wall packed bar/club every Thursday Night for four weeks straight. It's the 50th anniversary of the "SPORTS ILLUSTRATED SWIMSUIT EDITION".  This year's issue was their most ambitious, 17 Models on seven Continents, and this Year, a Special Summer Swimsuit Extra Edition, And your not capitalizing on Kate Upton or the "SI SWIMSUIT EDITION"? 

 

   PLEASEEEEEEEEEEEEEEEEEE CAN SOMEONE TELL JON TAFFER WHO IS IN HIS SIXITES, THAT HE IS A BAR CONSULTANT, AND NOT A BAR INSULTER!

 

  WHY DO "BAR RESCUE" BARS ONLY HAVE 1 PERSON IN THE KITCHEN?

I posed this question to "Bar Rescue Chef Brian Duffy", and was told

the following:

" Quite often your right, you will only see 1 person I work with in the kitchen, that is because the rest of the kitchen staff chooses not be shown on camera".

Ok, makes sense to me NOW, because I have never advised any bar that puts out great food to have just 1 person be the dishwasher, prep person, cook, and sous chef as well as do inventory, clean, and put the dated, labeled foods in the walk-in @ the end of the night. One person would fall flat on their face. Thank You Chef Duffy for your prompt and logical response. 

Chef Duffy went on to say "Bar Rescue" already has the menu items to choose from for each individual bar's food offerings. Again, makes perfect sense.

While the appearance  is of spontaniety, it is actually all well planned and pre planned It's "Reality Edited for Best Ratings TV", no different than the rest of that genre. Again, Thanks to Chef Brian Duffy for his up front, and forthright responses. COOK ON CHEF !@!!  I did observe  on the New Orleans Episode, there were more than 1 on the Kitchen Staff. It was hard to swallow the fact that this kitchen could not make "GUMBO" being right on Bourbon Street? But that was remedied by Day Five.

 

 

       RICHIE'S RANDOM RESTAURANT RANTS

 

             WHY DO SO MANY BARS, RESTAURANTS, CLUBS, HAVE THEIR STAFF BEHIND THE BAR, SERVING @ TABLES, STANDING @ THE DOOR WEAR "BLACK"?

I AM SO BURNT OUT ON SEEING GREAT LOOKING EMPLOYEES DRESSED IN DRAB BLACK DURING THE DAY, @ NIGHT.

YUCK!

WHY NOT, SILK SCREEN, EMBROIDER, AIR BRUSH, YOUR LOGO IN A HUGE DESIGN,  IF YOUR GOING TO MAKE BLACK THE COLOR OF WORK FASHION? "Olive Garden" just converted from colorful ties and light color uniforms to total black, from top to bottom, but with a nice sized logo to offset the all black Server Fashion. With lunch now $6.95 for Soup, Salad, Entree and all the breadsticks you can eat. I hope the all black uniforms are a turn on and not a tune out. With 3 course dinners now starting at $12.95 for ALL you can eat Soup, Salad, Breadsticks, then an entree and dessert, I see the focus is on price big time, as well. These are the results of a brand new CEO, charged with simply making money.

To generate sales, you have to bring people through your doors.

You have to offer low calorie, delicious dishes, not just all you can eat breadsticks. So where do you start? You begin with your Menu, the elements of what it offers, what it features, how healthy is it, what are the prices? And visually, the menu needs to be a FOODIE PHOTO MENU. No longer words and more words. Stop trying to enhance a dish's appeal through words, a picture tells a thousand words. Take that paper menu full of words, prices, transform your

"INVITE TO DINE", to a Pictorial Patron Presentation" that entices, that the dining guest to envision a mouth watering dish. It's all in the "Picture Perception". Tear up those cheesy menus, stop giving dining customers, huge, over done page after page of descriptive  items, that are simply over stated and under expressive. Every time you hand someone dining, that outdated, antiquated, worded Menu, you are showing a complete lack of "Current Cuisine". 

    The simplicity of the "Menu Makeover" is as easy as bartering out the photographer, the printer, and you will find zero cash cost, total Food/Beverage Trade.  Expect a 50% increase in both foods featured, Craft Cocktails featured, Craft Beers featured. Stop suffering, start succeeding. Email RichUnger@promotingnightclubs.com  Finally, your front windows, take your menu out, that's right, take your menu out and replace it with "Pictures of your delicious dishes in digital photo frames" that capture the person's attention and leads them right through the doors into your restaurant, where "THEN", you can present them with your visual menu to re-enforce your new  approach to Menu Marketing. I have had restaurants put these digital frames in their windows and increase their business by 25% a week, from foot traffic that walks by. If your Restaurant is not on the main drag but off the beaten path, and you have no foot traffic, then this tactic will not be effective, obviously.

 

"HOOTERS HAS GOOD MARKETING CONCEPT THAT NEEDS TWEAKING"

"HOOTERS" IS giving away a 23 ounce beer in a "Collector's Cup" after a Spring Training Game in Communities where Major League Teams play. It is an enticing offer, the only problem is there is no food purchase attached. All you have to do, is show a game ticket stub.  "HOOTERS" is known World Wide for their Wings, the smart thinking strategy would of been to tie in an order of Wings, and then receive the 23 Ounce Beer Free. With this Marketing Lure, you bring in Families, and justify the cost of the beer and cup.

When the CEO of "HOOTERS" was on "UNDERCOVER BOSS" he discovered first hand the poor image that so many Women had of "HOOTERS". Another Tactic I would of added was a Free Glass of Wine with a ticket stub, again tying in the an order of Wings.

"HOOTERS" has a far too narrow direction, when it comes to their marketing. The CEO should of taken an aggressive inside out shake up when he returned from his "UNDERCOVER BOSS" experience. This beer offer does not reflect a savvy wide reaching marketing  concept. I would triple "HOOTERS" present gross and reverse it's decline in overall image, sales, and perception. Too many offers are "Panic Promoting" to drive traffic into a particular food and beverage chain, this "FREE 23 OUNCE BEER in a Collector's Cup Promotion is exactly a panic plea. If you are at your wits end with marketing, promotions, lack of customers, going cheap, email RichUnger@promotingnightclubs.com      

 

 

"MARKER'S MARK", COMPLETE TURN AROUND OF A BAD CONSUMER DEICISION, IN LESS THAN TEN DAYS.

WHEN I SPEAK OF "DAMAGE CONTROL" I REFER TO WHAT I WOULD DO WHEN A FOOD, BEVERAGE, LIQUOR ON PREMISE, OFF PERMISE, ESTABLISHMENT OR VENNDOR, MAKES A PR BLUNDER. "MARKER'S MARK" CHOSE TO GO PUBLIC AND ANNOUNCE THEY WERE REDUCING THE PERCENTAGE OF ALCOHOL IN THEIR LEGENDARY BOURBON.

BUT, THEN.............................................DUE TO THE PUBLIC'S OUTCRY, THE COMPANY TOOK THE UNPRECENDENT MOVE TO REACCESS THEIR LAME DECISION, AND "MARKER'S MARK" WILL CONTINUE WITH 45% ALCOHOLIC CONTENT. NOW THAT IS HOW I WOULD OF HANDLED SUCH A MAJOR MISTAKE IN NICKEL AND DIME COST SAVINGS, THAT CAUSED MILLIONS IN NEGATIVE PR, BUT WAS SAVED BY EVEN MORE MILLIONS IN POSITIVE PR. KUDOS TO BILL SAMUELS, CEO OF "MARKER'S MARK". YOU AND I THINK EXACTLY ALIKE, ON THE REVERSAL, NOT THE ORIGINAL ACT.

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 THERE IS ONLY ONE PREMIER EFFECTIVE RESULT PRODUCING TEXT SOURCE!

FOR Years, I have touted the Power of Texting , www.clubtexting.com is the most insightful, detailed, delivering "Text Resource".

Go to www.clubtexting.com stop using those that say they can, and end up proving they can't. I have seen first hand, up front and personal, their skills, unleashed for bars, clubs, lounges, stop wasting time, money and GET CROWDED! www.clubtexting.com  

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SPORTS BARS, BEACH BARS,  BIG BARS, DANCE BARS,  HERE'S YOUR SPRING BREAK WEDNESDAY NIGHT PROMOTION TO RUN FOR FOUR STRAIGHT WEEKS:

BURGERS, BEER, BOOZE, BANDS & BIKINIS, PACK IN CROWDS.

EMAIL RichUnger@promotingnightclubs.com for the entire "STRATEGIES", and "FORMAT". THE COMPLEXITIES OF IMPLEMENTING THE ELEMENTS OF SUCCESS REQUIRE MORE THAN YOU KNOW. UNLESS YOUR PACKED FOUR NIGHTS A WEEK, WITHOUT DRINK SPECIALS, WITHOUT FREE COVER CHARGE, WITHOUT LADIES DRINK FREE, WITHOUT LETTING MINORS IN, YOU SHOULD BE EMAILING ME ASAP. YOU SHOULD BE UP BY NO LESS THAN 40% WITH A FRESH NEW DIVERSE STRATEGY, AS OPPOSED TO YOUR SAME OLD DAY IN NIGHT OUT USUAL ROUTINE. IF YOUR STAFF IS BURNT OUT ON WHAT YOU DO IN THE WAY OF MARKETING , PROMOTIONS, MUSIC, ENERGY, HOW DO YOU THINK YOUR CUSTOMERS FEEL? WHY DO I EMPHASIZE CONTACTING ME, BECAUSE YOU TRIED IT YOUR WAY, YOU LET YOUR PARTNER TRY IT THEIR WAY, YOU LISTENED TO PEOPLE WHO KNOW NOTHING ABOUT THIS INDUSTRY AND EVEN DID IT THEIR WAY, ALL THE WHILE CONFUSING YOUR COMMUNITY, AND STILL NOT ACCOMPLISHING SUCCESS. THAT'S ALL I KNOW HOW TO DO.

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FOR THE MOST UNIQUE SHOT PRODUCT EVER, GO TO www.shotpakinc.com AND BUY THESE "SHOTPAKS", BE THE FIRST IN YOUR AREA TO ROLL OUT A NO POUR, NO JELLO, NO SHOT GLASS, "SHOT" THAT IS PHONEMAL.

ASK YOUR BEER VENDOR OR LIQUOR DISTRIBUTOR TO BUY YOU AMERICAN MADE TWO PIECE ASSORTED PRINT BIKINIS FOR YOU TO HOST FASHION BIKINI CONTESTS, CHALLENGES, SHOWS, GO TO www.bestbikinisforcontests.com NO BAR IN YOUR AREA GIVES IT'S FEMALE PATRONS FREE BIKINIS TO ENTER, COMPETE OR MODEL IN AN EVENT AT YOUR BAR OR CLUB. MAKE IT STYLISH AND TRENDY. EMAIL RichUnger@promotingnightclubs.com FOR THE SPECIFICS AND DIRECTION TO INSURE A SELL OUT AS WELL AS A RECORD $ DAY/NIGHT

THESE ARE THE MONEY MONTHS AFTER EASTER SUNDAY IT SLOWS WAYYYYYYYYYYYYYYYY DOWN. TAKE IN THE RECORD CASH NOW, FORGET GAS PRICES FOCUS ON GIVING PEOPLE REASON AFTER REASON AFTER REASON TO COME AND PARTY @ YOUR BAR, CLUB, LOUNGE, SPORTS BAR, BEACH BAR, HOTEL BAR, UPSCALE RESTAURANT BAR.  

 

Copyright  Jan. 2013 Rich Unger

 

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