NIGHTCLUB RESCUE

NIGHTCLUB RESCUE

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 NIGHTCLUB RESCUE
By RichUnger@promotingnightclubs.com

 
I'm a bartender in a very busy nightclub that is only open 9 hours a week.  There was an incident a few months ago and there was a cover started.  Before there was no cover and we did about $17,000 on a Saturday from 10pm to 3am.  Beer 3.50 and well drinks 5.00.  Now there is a cover for men.  $10 and they get a drink ticket for a "free" well drink or beer. No cover for women.
The company blamed the incident on the DJ for catering to the urban crowd.  The new DJ really plays a medley of remixes and the old one did the whole songs,,,, blah blah blah. Things are not the same.  there was nothing wrong with the format before, the format was changed by upper management, and now they are acting like the business is beginning to sink, when it is actually the policies they implemented that caused the whole Crisis . Not the incident they thought was a big deal. (fight)

What are your thoughts based on this vague info?
thanks
Steven

 

THE NIGHTCLUB RESCUE:
                         Steven, an "Incident" can destroy a club! A Cover Charge with a free drink was a smart move. This "Incident" was building up for quite some time. It was a powder keg, waiting to explode. This situation comes from the wrong crowd, the wrong music, the wrong format, and a total lack of consistent hands on management that does not focus on cheap drinks.
The DJ was partially to blame, but only because he was not given clear instructions on what he was to play , how he was to act, and dress.
Since the DJ is the focal point of this club's entertainment, he is the main attraction. He sets the tone for the club's night life.
The new policies were needed, how they were implemented is the reason this club is now suffering.
The transition  to a more structured environment was desperately called for. But it should of been a smooth, easy to accept, female hostesses, strategy.
It was like a slam dunk and the club is now suffering big time.
The major challenge Club Owners have, is when an "Incident" occurs, they must respond, react, and re enforce their concern for staff, customers, image, reputation.
There was everything wrong with the old
The elements that are paramount are : CHANGES, both eye candy and internally.
You feel the blunt powerful format changes were responsible for the decline in business. Your partially right. What was done was necessary. The actual process by which they were made, was way too unfriendly, uninviting, and had a very strong negative vibe that resulted in a total down turn in business. There was everything wrong with the old format, that is why the "Incident" happened. I fully understand your disappointment in the lack of business. But while the Owners did what was right, they did it all wrong. These "Incidents" happen every week @ clubs, bars all over the Nation. Some Owners just ignore them and realize too late that they did too little to change up the crowd and the format. Some Owners overreact and do too much too fast, too unprofessionally to improve their clubs. Then there are the Owners who seek outside Expertise, and realize they need to learn what they don't know. Unfortunately sometimes ego and arrogance enters in, then again, other Owners are open and willing to listen, to become educated hands on, how to professionally, successfully, make the moves required. I WAS involved with a club that was two levels, plus an additional "Zanzibar Lounge" connected by two doors with Hosts, so that only the elite would be invited in. Someone dropped a small explosive device from the second floor on to the dance floor. No one was hurt, the club was evacuated, and the media was all over the incident. The Owners chose not to comment, not to publicly make an statements, but to simply ignore the significance of the device and the harm it could have done. Luckily for them, the hoopla dissipated , and the crowds returned rather quickly. Of course we implemented a much tighter door policy regarding using a Wand, and searching pocketbooks. I created High Energy "FUN", that put the focus on the present and the future, instead of the past. The club prospered and dominated it's market. We put a major emphasis on Wednesday, Thursday, since we already owned Friday and Saturday Nights. But I was adamant about no drink specials, I did not want to be buttonholed into a drink special dependency. So I brought in very high profile Premier Promotions. We were packed. At the time, the Owners denied my request to ban minors, so I did the next best thing, I charged Minors $15 to enter.
Since the only cash we were going to derive from these underagers, was from the cover charge. I increased the dress code, tweaking it, to avoid troublemakers and problematic minors. I posted hosts in the restrooms, any adult caught giving a minor a drink was banned for three months, and the minor was barred permanently. The Owners were thrilled, overjoyed with the format, the crowd, and the cash flow. I found it was a cake walk, seriously, having been doing this for so long, it comes so easy for me to do. It was a "NIGHTCLUB RESCUE" and it went methodically and exceptionally well. There was no downside.
Email RichUnger@promotingnightclubs.com      

 

 WHY BAR PROMOTIONS FAIL!
 So your bar has Karaoke, and the turnout is very disappointing.
 You have a dart league, but again, far too few patrons show up.
 You offer Trivia and you have a decent turn out, but again these
 three activities are so predictable, so boring, so stale.
You want Fresh New "BAR PROMOTIONS" that distances your bar from
any other in your local area.
Too many Bars are so basic, they smell when you enter, their stools are
worn out, their bar top beaten, their floors beyond life, their walls so
dated. The bar staff needs to be updated for starters.
The Atmosphere of the bar needs to be REMADE.
The Bar Promotions must consist of:
Premier Promotions
Theme Nights
Concepts
Contests
Celebrations
Gatherings
Happenings
Parties
As I always emphasize,
FOOD/DRINK/FUN/MUSIC/WOW/FAB this is an all encompassing format that is dedicated to generating as much income as possible, not simply relying on some cheap drinks and food specials.
NO, NO, and more NO.
Bar Promotions fail because Owners take the easy way, the simple method, they  start way too late promoting, they do very little to organize the day/night.
Sports Bars are notorious for doing NOTHING, simply relying on sports to get them through the week/weekend.
They simply are in denial, that they could be so much more than beer, wings, screens.
Sports Bars, already have that demographic, it's their's unless they run a lousy operation.
Independents from Bars to Sports Bars have never been more poised to take more and more market share.  

 

RESTAURANTS, FARM/LOCAL/PRODUCE/FRUIT A MUST NOW ! BUY IT, SERVE IT!
    Your Restaurant should connect with as many local growers of produce, of veggies of fruit and serve their local grown over going outside your area. Even Seafood in many areas, buy local.
Sysco is great for meats and other items, but the rage is in locally farmed, garden, harvest and grown. Capitalize on it, use the media to exploit it.
It is a huge must for many customers now. Locals want to know that your Restaurant is supporting and serving locally grown produce, veggies and fruit. Showing your support for local growers, is 100% pure goodwill.

Your integrating your Restaurant into the basics of food grown in your Community, your doing what many other local restaurants are not.
You have the upper hand.
 47% of all Restaurants say, that adding local produce, fruits, as well as enhancing their menu with new, healthy, delicious tasting dishes has increased business dramatically. I have enhanced menus for all genres of restaurants, so that their appeal has dramatically broadened. The old ways, old days of basic menus are gone forever. I have taken frozen food serving, never buying local Restaurants and converted them to fresh, local, service. It's fast and furious to understand the urgency to stop serving frozen, embrace local growers and producers.
Show your Community, you are supporting the locals. Email RichUnger@promotingnightclubs.com

Restaurants And Technology Go Hand in Hand.................................
Remember "CONTENT IS KING" do not do anything via email, texting, face book, twitter, instagram, your own web site that is generic  in nature. The days of institutional advertising are OVAH. To take up your email list, your texting data base with boring, unappealing content makes no sense. Today people want instant gratification. It's not about the price of a drink or a dining special, NO it really isn't. It's all about how you connect to potential guests as well as regulars. Sure people are spending less now on food and beverage, that is why my Mantra is always on "THE NIGHT LIFE ADVENTURE" after  your initial food service is over, on four nights a week.
That's where Technology also comes in again, the transformation into Night Life.
Far too often too many Owners rely on incompetent people to oversee their web presence. They do not want to be bothered with it.
Yet, the also do not understand the significance of the Technology today.
Every 12 seconds someone buys a SAMSUNG SMART PHONE.
FACT.
Of course you are slammed with food ordering, hiring, paying the bills, the day to day nonsense, repairs, and on and on, BUT, Technology is not your enemy, it is your connection to creating tremendous cash flow. You and only You can express what you want about your Restaurant. Sure you can ask someone else to implement the content, but you have to create it. Who better to express how awesome your food is, how unique your craft cocktails are, your serene atmosphere is but YOU?  
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Latest Surveys out, show customers are spending less on Food and Beverage when dining out.
Where to turn for additional income?
 It is time for you to stop, take the time to review your present menus, both food and drink.
In addition, you should enhance the drinking & dining experience you offer from the moment patrons enter your establishment.
The Hostess gives a great warm, friendly, superb welcome.
The patrons are then welcomed by their server, but rather than simply ask them what they would like to drink, your server should provide each guest with a visual drink menu, every establishment, needs to create "CRAFT COCKTAILS" that cater to more than one guest. That's right the money is in multi guest drinking "CRAFT COCKTAILS". I have taken restaurants and greatly expanded their initial drink orders by featuring these "CRAFT COCKTAILS" that come in unique drink ware and with long straws, are designed to excite guests, while increasing revenue.
Then the food menu should feature platters as appetizers, that are a tray with small plates of various entree dishes for a "TASTE" like "The China Grille" the Platter is put in the middle of the table, so that guests can enjoy at least four to five different sample entrees.
After which, the main plate order is placed.
The Guests are asked for their main entree beverage choice.
Once this is served.
The Desert Tray must be fresh, delectable, and delicious.
The Server describes each dessert, and even offers to have guests share one dessert.
As the guests prepare to leave, they should be invited to "dance their dinner away" by joining the transformation from Restaurant to Night Life Adventure".
Why would you let dining guests leave to go dancing elsewhere?
Because they have not been informed that you are more than just a great restaurant  with a bar?
They see nothing on your web page, on your Face book page on your tweets, that even remotely inform the Community that you are so much more NOW.
It is an interactive, high impact, high profile impression that you want to make.
Your Night Life is all about "FUN", "STYLE", "SUPERIOR SERVICE", "Extraordinary ATMOSPHERE", "POP HOP", and of course VIDEO, LIGHTING, DRINKS, NIGHT BITES, and "WOW".
I implement it all.
Too many Restaurant Owners focus only on one element of their expansive potential format. It's costing them hundreds of thousands of dollars.         

 

FOR YOUR INFORMATION, HALF OF ALL WINE SERVED IN RESTAURANTS AND BARS IS NOW BY THE GLASS.
What that tells you, is that, your wine selection by the glass should be a menu all it's own.
Some Premium Wines are priced as high as $29 a glass, and they sell.
The key to marketing Wine by the Glass is the Menu.
Your Wine Menu should be a visual enticement.
Not a boring list of wines.
Those days are gone.
The entire Wine Inventory should be considered to be served by the Glass from now on.
Times have changed.
A Five Ounce Pour can cost up to $18 a glass at many restaurants now.
The entire strategy of selling wine by the glass is having a Superior Wait Staff who can professionally, casually, intently sell the Wine by the glass concept to dining patrons.
Their entire approach, wording, presentation is what closes the glass to customer order.
Do not under any circumstances simply offer unknown wines by the glass, you must put the vineyards, put the quality, put the popular wines on by the glass menu.
Wine by the glass must be a forethought and not an after thought.
From the Wine Menu to the Server, it all must be collaborative.
It's a natural that you choose wines that compliment your food dishes.
With dining out on the decline, creating this fine new avenue of income is ideal. Stop procrastinating and start pouring by the glass NOW.
Email RichUnger@promotingnightclubs.com for his direction.
  

 

QUICK SERVICE RESTAURANT MARKETING GAMBLES

A. Boston Market rolls out Ribs, but instead of capitalizing on "RUB RIBS" which include extra light virgin oil and spices, they go back to what CHILIS, TGIFRIDAYS and SONNY's does,Ribs with thick brown BBQ sauce.
WHY?
How can you run a TV Spot with delicious Roasted Chicken, then segue  into Ribs with a brush putting on thick overpowering BBQ sauce?
Why didn't you market "RUB RIBS", and show the meat falling off the bone from the Extra Light Virgin Oil, and Spice Prep? This was the ideal opportunity to connect with healthy oriented customers but who want great taste at the same time.
BOSTON MARKET contacted me to thank me for my input.
We shall see if the "SUITS" step up and change their marketing strategy?

B. Taco Bell says by the year 2020 they will have a full menu of healthy choices for consumers to select from.
2020 is seven years away.
Taco Bell says they never considered calories, fat, sodium, cholesterol, a factor in their product development, they were more concerned with ingredient costs. At least they admit that.

C. KFC is rolling out "Boneless Original Recipe" for the first time in their 60 year history.
The fast food industry is in total turmoil. "Panera" and "Chipotle" are not chipping but more like chomping away market share faster than it takes to serve "Extra Crispy". Consumers no longer are accepting the grease, the fat, the sodium, the calories, the cholesterol, they want healthy that the fast foodies just cannot grasp.
KFC is rolling the dice with a major gamble.
KFC faces another hurdle with consumers wanting one hand grabbing bites, so they can pull up, and eat in their car while driving.
KFC just does not meet that criteria.

D. "CHICK-FIL-A" IS pulling all their salads off the market and reintroducing brand new healthy, great tasting salads, including:
a "Grilled Market Salad", a "Cobb Salad", and an "Asian Salad".
They realize their salads were wilting, and in plain English, losers.
So I applaud their prompt, and smart reaction. REPLACE and REINVENT ASAP.

AND so it goes,  Fast Foodies are Facing the most significant impact from Casual Dining Chains in this industry's history.
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BIKINIS, BIKINIS, BIKINIS, BIKINIS SUMMER IS FAST APPROACHING, NO CLUB, NO BAR, NO RESTAURANT WITH AN OUTSIDE DECK IN YOUR AREA IS GIVING YOUNG LADIES A FREE $75 BIKINI THAT YOU HAVE YOUR BEER COMPANY OR LIQUOR VENDOR REIMBURSE YOU FOR, THROUGH EITHER CASH OR PRODUCT.
THE BIKINIS JUST COST YOU $29. THEY ARE AMERICAN MADE, TWO PIECE, BEAUTIFUL PRINTS, TRIANGLE TOPS, AMERICAN BOTTOM, JUST GO TO http://www.promotingnightclubs.com/bikinis.htm AND SEE THE SAMPLE PRINTS. YOU WANT SOLIDS WE HAVE THEM, YOU WANT USA FLAG BIKINIS, RED, WHITE AND BLUE, STARS AND STRIPES WE HAVE THEM. ORDERING IS PARAMOUNT EARLY, DUE TO THE ORDERS COMING IN. WE SHIP UPS. THINK ABOUT IT, YOUR GIVING EVERY YOUNG LADY TO ENTER YOUR "CUTE N COOL BIKINI CHALLENGE" A FREE $75 BIKINI JUST FOR ENTERING. ONCE YOU ORDER, WE WILL GIVE YOU THE ENTIRE FORMAT FOR THIS EVENT, FREE.
IF YOU HAVE ANY OUTSIDE DECK, PATIO, BEER GARDEN, TIKI BAR, YOU SHOULD HOST ON A SATURDAY OR SUNDAY THIS EVENT AND INCREASE YOUR REVENUE BY 100%.
IT'S NOT ABOUT CHEAP BEER OR SHOTS, IT'S ALL ABOUT "WOW".
STYLISH, TRENDY, SOPHISTICATED, NO SLEAZE, NO TRASH.

 

Copyright 2013 Rich Unger

 

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