JULY 2014 - JUST SERVE BEER BARS, SHOULD BE PACKED!
"World Of Beers", is opening up as fast as you can pour a draft.
Beer is big business.
Craft Beers are coming on strong like "California Chrome" in both the Derby and the Preakness.
But what Beer Bars, Beer Clubs, Beer Pubs, Gastro Beer Pubs are missing out on are "THE FUN", the "WOW FACTORS", "THE FAB".
So, you have beer aficionado's coming in for your wide selection of Beers. Great !!! But your food is typical bar food, your atmosphere is still beer neon's, (totally outdated, take them all down ) Beer Specials, Yet, you have the lowest percentage of Women Patrons, because while they may enjoy beer, they want more from where they go.
You are totally missing the the Entertainment/WOW FACTOR/FUN
I created a "GASTRO DANCE PUB CONCEPT", that encompasses an added dynamic that increases women patron visits, keeps patrons spending longer, and coming back more often.
To just have 30-40 beers on Tap is fine, but what about beyond that?
Your losing a few hundred thousand dollars a year, because what your doing with "BEERS" is what every other Beer Bar is doing and nothing more.
NO, DON'T BOOK THE SAME LOCAL BANDS AGAIN AND AGAIN. WHY DO BARS, CLUBS, LOUNGES INSIST ON BOOKING THE VERY SAME LOCAL BANDS, THAT PLAY THE VERY SAME SONGS IN THE VERY SAME SETS, AND DRESS IN THE VERY SAME MANNER, EVERY SINGLE TIME THEY PERFORM AT YOUR VENUE.
AND THEN, THEY WANT MORE MONEY?
WHAT ARE THEY DOING THAT ENHANCES, EXPANDS, EXCITES AND IGNITES THEIR BAND'S PERFORMANCE. TOO MANY BANDS, BECOME WAY TOO COMFORTABLE AND JUST GO THROUGH THE ON STAGE MOTIONS, WITH NO CONNECTION TO YOUR CUSTOMERS AT ALL.
THERE IS NO DRINKING ON STAGE BY BANDS.
THERE IS NO CURSING ON STAGE BY BANDS.
THERE IS NO EQUIPMENT BEAT UP AND MILK CRATES LIFTING THE EQUIPMENT UP WITHOUT HAVING BLACK FABRIC FROM ANY FABRIC STORE COVERING THE MILK CRATES AND HIDING THE WEAR AND TEAR OFF THEIR EQUIPMENT.
THERE IS NO "BAND GUEST LIST" OF MORE THAN TWO PEOPLE PER BAND MEMBER, NO SOUND OR LIGHTS PERSON GETS ANYBODY IN FREE. THIS IS ABOUT THE COVER CHARGE PAYING THE BAND AND NOT PLACING THE BURDEN OF THE BAND'S FEE ON THE BAR.
YOU SO AFRAID THAT NOBODY WILL PAY A COVER CHARGE, YOU DON'T CHARGE ONE. HOW TOTALLY INSANE IN THE BRAIN.
THE BAND IS COSTING YOU ANYWHERE FROM $400 TO $1000 A NIGHT DEPENDING ON THE BAND. WHY WOULD YOU NOT CHARGE TO SEE THIS BAND?
IF THIS BAND IS PLAYING EVERYWHERE IN YOUR AREA, THEIR VALUE IS DIMINISHED, THEIR FOLLOWING ARE NOT GOING TO PAY A COVER CHARGE, BECAUSE THEY CAN GO ELSEWHERE LOCALLY AND SEE THEM FOR FREE.
YOU ARE COSTING YOURSELF THOUSANDS OF DOLLARS, EVERY SINGLE TIME YOU BOOK A LOCAL BAND THAT IS OVER EXPOSED.
A BIG RESTAURANT/BAR/CLUB BOOKS LIVE BANDS FOUR NIGHTS WEEK, WITH KARAOKE ON ANOTHER NIGHT, THE MOST BORING, DULL, FORMAT EVER. THE BANDS ARE BURNT OUT AND HAVE SEEN THEIR DAYS IN THE SPOTLIGHT, COME AND GONE.......
OWNERS ARE STILL USING NIGHT LIFE PLATFORM MODELS TO OPERATE THAT ARE SO OUT OF TOUCH, SO OUTDATED, SO IN THE PAST, THEIR EGOS ARE TOO BIG TO LISTEN AND DO WHAT AN EXPERT ADVISES THEM TO.
THEY REFUSE TO ADMIT THAT THEY ARE GOING DOWN.
THE MOMENT YOU SEE YOUR NUMBERS FALLING,THE FIRST NIGHT YOU SEE COMPETING BARS, CLUBS, RESTAURANTS WITH NIGHT LIFE DOING YOUR BUSINESS, TAKING YOUR PATRONS, DON'T DENY IT, DON'T IGNORE IT, DON'T TURN YOUR BACK ON IT.
DON'T WAIT UNTIL IT'S TOO LATE.................
AND STOP BOOKING BASIC, BORING, BEEN THERE,HEARD THAT PLAYED BEFORE, BANDS ANYMORE !!!!!!!!!!!
Don't think that you can do what you did five years ago, even three years ago, even two years ago and it will attract beautiful 21 to 34 year old Women.
Because it won't.
You have no conception on what it takes creative, innovative, and updated to bring in Women to a beer only venue.
I had an Owner of a 5,000 square foot club that served only beer and wine, who sadly after just four months was dying in business.
He wanted to use a "club demoter", ( I meant club promoter) but, she was all talk as usual and no walk.
He had no idea what Mastering Social Media was all about?
He had no idea how to enhance his beer bar by expanding it's enticement to Women.
He had no idea how to reach out and create Street Buzz about his Beer only Club.
His idea of "Ladies Night" with Ladies drink free beer from 10pm till midnight was a total loser.
There is not a single woman in a bar, liquor bar, beer bar, wine bar, who does not know how to have a male patron buy her a drink, why on earth as I always have said, would the bar give ladies free drinks.
When a bar offers anyone free drinks it is "Bar Begging".
Unfortunately, this very naive Owner is going to GO, bye bye, because of their lack of foresight.
This is not a business you can procrastinate, hesitate or try to relate to.
It is the type of business that you MUST seek out the best and let them teach, educate, inform, instruct, guide and direct you to SUCCESS. Email RichUnger@promotingnightclubs.com
MEMO TO "BLOOMIN BRANDS" REGARDING YOUR "BONEFISH CHAIN" AT LUNCH :
A. Your Hostesses, need to be bar more personable and friendly.
B. Your Servers, when the place the wrong order,they should "COMP",the Guest, because the right dish, takes over ten minutes to come out. This is during Lunch.
It's totally unacceptable.
C. Your Managers need to Table Touch.
D. Your Server should bring a condiment a guest requests, right out,not when the Guest, is already half way through their meal.
E. Your outside cushions have mildew, and are disgusting, they are the first impression dining guests see, replace them ASAP.
F. When you serve a Cesar's Salad, dry the lettuce first, before you apply the dressing, otherwise, you serve a watered down salad like I was.
G. Your "Asian Slaw", is Excellent.
"Bloomin Brands" is a committed Chain of Unique Eateries, they are dedicated to Excellence in Quality, Service, Presentation, Food & Bar Menus,Management,Staffing and Atmosphere.
The Suits need to take another look @ "Bonefish" and tweak the issues that need addressing.
THE TRENDS IN RESTAURANTS AS I SEE ARE:
FARM TO TABLE
SEASONABLE TO SUSTAINABLE
THESE ARE"BUZZWORDS THAT YOUR KITCHEN MUST ADJUST AND ADAPT TO. STOP THE FROZEN EVERYTHING FOODS.
STOP THE MICROWAVE NONSENSE.
CLEAN THAT KITCHEN, SO THAT IT SHINES...............
My name is Annette, and I have been reading your Website, ideas/opinions on club promotions and I think you have some great ideas.I currently work at a Nightclub/Burlesque/Live Music Venue in_______________ and I would love to get some more ideas from you. I have been in the bar/restaurant business for over 15 years.
Thank You for your time, Annette.
MY RESPONSE: ANNETTE, I thank you, for your kind words.
Being in the biz, for over 15 years, I am sure you have seen it all, heard it all? I do not speak in terms "ideas", I rather specialize in "Creativity". There is a huge difference. An "Idea",is a thought that you just apply, "Creativity" demands an A to Z Strategy of start to finish from the marketing, promoting, producing to the presenting of the actual Concept.
First after reviewing your interior, you are do for a major "Invigorating". You cannot allow the atmosphere to become such, that it is worn out, beaten down and basically ignored. Far too many Big Bars and Clubs just turn their backs on the basics.
For example, when I go into a bar that is tastefully styled, yet at the bar, the glasses hanging down have watermarks on them, I ask the Manager, what are they thinking? It is always a quick "oh that was an oversight just happened the last set of glassware that was cleaned". Of course, that is an excuse for the lax manner in which this Manager pays attention to details.
When it comes to Entertainment, the same approach applies.
Who would have thought that a movie about two young people with Cancer would beat out, beat up a new Tom Cruise/Emily Blunt SciFi Movie,but with a touch of humor in it? But it did. "The Fault In The Stars" did just that. Because it went beyond the usual special effects, and touched the hearts of the Millennials. This is the Demographic so many Restaurant Groups, Bar Chains, can't get their arms wrapped around. They don't know how to market to them, to reach them.
They are not Baby Boomers,Generation X'ers, They are the most unique Age Group 21 to 34 that challenges traditional, even cutting edge marketing.
I study Vegas a lot, which is now as I call it "DJ DESTINY", because the Club Culture out there is way over paying DJs, making many new SUPER DJs, but totally ignoring the live music that Millennials are attracted to. Lana Del Rey is just one example.
I strongly support DJs, I think what "Pauly D" has done as a DJ far outweighs his "Jersey Shore" antics, but................were it not for that exposure, he could not have leveraged it to become a Dynamic DJ.
Of course, let me add his look, his build, his tone, do add to his "Energy Image".
But, asking for ideas Annette, you know very well, it takes more than what your employees or customers suggest, I use the analogy of a Hot Fudge Sundae, You take the ice cream, then the hot fudge, then the whip cream, then the nuts, then the cherry on top.
Otherwise, you don't have the Real Sundae!!!
These Five Ingredients make a "WOW FACTOR".
Not an idea.
"WOW FACTORS" are the difference between giving the bar away, letting ladies in free, and the opposite,which is no drink specials,but............."SPOTLIGHTED BRANDS",a huge difference, a Concept, I designed.
As for Ladies, the movies do not let them in free, when your hosting "WOW FACTORS", everyone pays.
Annette, instead of asking for free ideas, teach yourself to focus on our Culture, Lifestyles, Music, Art, Fashion,Fads,Trends, and then build your "Hot Fudge Sundae". I just gave you the basics, now it's your turn to fill in the specifics.
I have been doing lots of research to help get our nightclub going again. The last few years, it has been the best bopping place to go to. Now after a tough Winter, one scary accident, we have hit a slump. I'm in need of fresh ideas and from what I have read, you are the go to guy. Hope you can help us. Thanks, Robin.
MY RESPONSE: Robin, any time, a negative incident occurs at a Club, Ownership must go into "RAPID RESPONSE MODE".
You don't hide from the media, you take full responsibility for what happened inside your club, you do not do the same for what happens outside your club.
But,had you profiled your patrons, singling out potential troublemakers based on their attitudes, their dress, their foul language, why would you let such a person inside your club and subject you Staff and other Guests to this kind of individual? Often Owners drop their dress code, let anyone in, just to collect that cover charge, and then end up regretting it, because, a negative incident will occur.
Women do not want to be bumped into, as the TV Bar Rescue Consultant brags about creating. The "Bump Opening" at the entrance to the dance floor, that forces opposite sexes to bump into each other as they enter or exit the dance floor. I totally find this disgusting. In these times, where Women are harassed, hit on, and often used as "Meat", when clubs allow underage Women in, who can't drink, but are prey for older male customers. If your club cannot pull in enough 21 and up hot looking, young professional Female Patrons, then you have major problems. The only objective an underage female has once inside a club, is to obtain an illegal drink. Now with regard to the club that you work at, that is slowly going down, Robin, you need to "INVIGORATE" this club with a fresh new Image.
You must transform your customer base from the problematic Clubbers, to the Quality Spending Patrons. Robin, This will not happen overnight, it takes a Major Game Plan, a Specific Strategy and a Monumental Social Media Platform captivating video, pictures and content format. Please refrain from using the word "ideas", this is not about "ideas", it's all about "WOW FACTORS", "POP HOP", and more than just a "DJ". Forget drink specials, and free cover charge, why do you want to "BEG" anybody to frequent your establishment???? I AM THE "GO TO GUY", Email me @ RichUnger@promotingnightclubs.com Stop losing money, customers and staff. Stop the Stress, the Drama, it's so unnecessary.
WHY DO SPORTS BARS THINK, GIVING AWAY FOOD & BEER CHEAP IS GOING TO ATTRACT THE RIGHT CROWD, BECAUSE IT ISN'T!!!!!
A 10,000 square foot Sports Bar, puts it's entire focus on lowering the prices, on its web site, it looks like a dart board Beer this cheap, Wings this cheap, Well Drinks this cheap, PLEASE JUST COME IN.
They have 8,000 friends on their FACE BOOK Page and they don't even interact with them.
They start serving dinner at 2pm, YUP, I kid you not.
Their Happy Hours are from 2pm to 6pm, totally wrong.
They don't have a single Promotion, band, Concept, Event, Party, Theme on their entire site.
Either the Owner is letting his Wife run the Sports Bar, or he is just burnt out, tired, and ready to give up. What matters is this huge Sports Mecca, should be packed, and it's not. When you post drink special, after beer special, after food special, and that's all you post, advertise by wasting your money on radio, that does not work anymore, by hanging chalk boards in your Sports Bar with this "Sports Dork Begging", you are doing your Venue, your Staff, yourself a great disservice.
You are telling your Community, you are in dire financial shape.
This is the entirely wrong way to bring in quality sport spending fans.
I know of a huge outdoor Sports Bar that has a railing that faces the highway, the entire railing is taken up with "Begging Banners" that nobody from the road can read anyway.
You should be thee PLACE to watch "THE WORLD CUP", but your not. You did not even make the effort.
Sports are all about THE GAME, this constant mindset to give away beer cheap, wings cheaper, just to bring in Men, does nothing to attract Women. You have tried it your way, look @ the results? NOW, it's time for your Epiphany. Email RichUnger@promotingnightclubs.com
YOU DON'T NEED A SUPERSTAR DJ, BUT A DJ WHO WANTS TO BE A SUPERSTAR!WHY PAY A SUPER STAR DJ SUPER CASH TO SPIN?
YOU DON'T NEED THAT DJ TO PACK YOUR CLUB.
THIS EXPENSE IS NOT ONE THAT IS EASY TO COVER AND MAKE MONEY AS WELL, AT THE SAME TIME.
I KNOW A VERY POPULAR DJ USE TO BE ON REALITY TV, CHARGES AVERAGE FEE OF $35,000 A NIGHT, PLUS AIR FARE FOR THEMSELVES,AND ENTOURAGE, GROUND TRANSPORTATION, SPECIFIC HOTEL REQUIREMENTS, DRESSING ROOM DEMANDS, ALL FROM THEIR "RIDER". WHY DO CLUB OWNERS FEEL THE NEED TO BOOK THESE DJ GREED'S?
NOBODY IS COMING INTO YOUR CLUB FOR THE DJ, WHEN YOU PUT THE FOCUS ON "THE WOW FACTORS", IF WOMEN CAN DANCE TO THE MIXES ON THE DECKS, THEY STAY, IF THEY CAN'T RELATE THEY LEAVE. BUT TO BE DJ DEPENDENT IS POOR BUSINESS.
I ALWAYS USED A COMBINATION OF A DJ AND A LIVE BAND, BOTH WERE FRESH AND NOT WORN OUT LOCALLY IN THE AREA THEY LIVED IN.
I KNOW OF A LOCAL DJ WHO DEMANDED TOP DJ DOLLARS A YEAR AGO, NOW HE IS SPINNING AT A SMALL DIVE BAR, BECAUSE HIS NEED FOR GREED WAS GREATER THAN THE DEMAND FOR HIS SPINS.
LATELY IN FACT, SOME SUPER STAR DJS, WHO ARE BEING PAID SIX FIGURES TO SPIN AT FESTIVALS, ARE NOW CRITICIZING THE FESTIVAL ORGANIZERS FOR THEIR MARKETING. MY QUESTION IS WHY ARE THEY ATTACKING THE VERY PEOPLE WHO ARE PAYING THEM WHAT I CONSIDER FAR MORE, FAR MORE MONEY, THAN THEY ARE EVEN ENTITLED TO.
THEY ARE DJS NOT AMERICAN ARMED FORCES FIGHTING, BEING WOUNDED, DYING FOR OUR GREAT NATION.
THEY ARE DJS, NOT CANCER RESEARCHERS SEEKING A CURE FOR THE VARIOUS CANCERS.
THEY ARE DJS, NOT ROCKET SCIENTISTS.
BUT THEY LIVE THE LUXURY LIVES, CURSE AT EVERYONE THAT IS NOT ON THEIR SUPERIOR LEVEL, IN OTHER WORDS THEY ARE SPOILED OVER PAYED, EGO DRIVEN MILLENIALS WHO MIX ON DECKS, USE COMPUTERS, AND THINK THE WORLD REVOLVES AROUND THEM.
OF COURSE THERE ARE SOLID DJS, WHO DON'T CHARGE MAYBACH FEES AND ARE HUMBLE NOT OVER EGO RUN AMUCK.
I ALSO BLAME VEGAS FOR THE "DJ DEBACLE" THAT CLUBS OVERPAID AND FOUGHT WITH DOLLARS TO SIGN DJS TO RESIDENCIES AND EXCLUSIVITY'S. THEN IT SPREAD LIKE A BAD CASE OF THE FLU. WHEN A DJ IS THE FOCUS OF THE TOTAL ENTERTAINMENT CONCEPT, THE DJ HAS TO BE INTERACTIVE, AND PRO CROWD FRIENDLY. IT'S NOT ABOUT
THROWING CAKE AT YOUR AUDIENCE,BUT IT IS ALL ABOUT
CONNECTING TO THE CROWD YOU ARE SPINNING FOR.
BEFORE YOU OVER PAY FOR A SUPER STAR DJ, ALLOW ME TO SHOW YOU THAT THE DJ IS ONE PART OF THE PROMOTION PUZZLE,NOT THE ENTIRE BOARD.
I RESPECT AND REGARD DJs FOR THEIR TALENT, SKILLS, AND CREATIVITY, BUT I FIND THE FEES THEY CHARGE FOR PERFORMING OUTRAGEOUS AND LIVE NATION'S NEW DIVISION, "ELECTRONIC NATION", WHICH PUTS IT'S IMPRINT ON DJ APPEARANCES, HAS HURT,NOT HELPED THE OVERPAID GIGS REIGN IN TO A MORE FEASIBLE FEE FOR A SPINNING DJ ON A ONE NIGHT APPEARANCE. IT'S ALL SADLY ABOUT GREED.
CLUB OWNERS HAVE ASKED ME FOR MY EXPERTISE ON IF AND WHEN THEY SHOULD BOOK THESE DJ DYNAMOS. I HAVE TO ANALYZE THE ABILITY OF THE CLUB'S BREAK EVEN THRESHOLD, AND MORE IMPORTANT, THEIR POTENTIAL TO MAKE MONEY.
FACED WITH THESE FINANCIAL CHALLENGES? SIMPLE,EMAIL
RichUnger@promotingnightclubs.com WHY JUST GAMBLE ON SUCH A NIGHT?
BEFORE YOU BUY A FOOD AND BEVERAGE OR JUST FOOD FRANCHISE, SLOW DOWN AND DON'T SIGN JUST YET. The perfect example:
A former "Taco Bell" location that then, became a former "Sushi Restaurant", that then became an "Italian Restaurant" is now going to be a "Yogurt Shop". a Franchise Yogurt Shop, when I asked the National Company, why they even allowed this brand new franchisee to open in this worn out location, they refused to respond to me.
Before you get intoxicated with owning a Nationally known Food Brand or Food and Beverage Chain Name, ask me about the Pros and Cons. The Fees, The Lease, The Overhead, The Downsides, The Few Upsides. Because, once you sign that "Franchise Agreement" and write that Check, your entire Life is about to change.
You are obligated to buy from the National Company, you are charged for National Marketing that will have little impact on your location.
In fact most of the large fast food, casual dining franchises have formed Groups that refuse to accept the "Status Quo", handed down by Franchise National Headquarters.
Why buy a Franchise location that is currently open, but operating at a loss? What do you think you are going to implement to turn a loser into a winner?
Food Court Franchises are the worse, when a Costco opens with a "hot dog foot long all beef, and a large soda for just $1.99". Food Court Franchises are a burn out and impossible to generate a decent living after rent, triple net, real estate taxes, maintenance, and insurance on top of Franchise Fees.
TOO Often, Couples jump into these endeavors with no insight into what they face in the near future.
Sadly, divorce is the inevitable ending.
FINALLY FOR JULY HERE IS A WORD FOR WORD,
OPEN, HONEST, DOWNSIDE OF REALITY IN THIS INDUSTRY:
My name is _________________. I invested in/ Took over a location in downtown ________. The old restaurant owner/ club owner for lack of a better term was too busy being part of the celebration to handle business right and lost his liquor license so now I'm the sole owner. A great thing. We have an awesome wing restaurant sports bar product, but it's very competitive market. And I'm really trying to re brand the night life. Because of my new rules (many of what you listed) the business is minimal. So I see you don't recommend advertising with the radio, so my next question is, what pointers do you have to re market a club that had changed the name and trying to bring in a new crowd. I really appreciate your info.
Mark, having great "Wings" caters to a primarily male demographic that comes in for your "Wings", has a beer or two and then is gone.
"Rebranding Night Life" is far easier said, than done.
You mention Radio, it is WORTHLESS. Tell you what, spend just $500 on Radio and watch, observe, measure the $500 cost to the actual response those 15 second or 30 second spots give you? It will be ZILCH.
Clear Channel Radio Sales Associates are Vampires, they will suck your Checkbook out of it's hiding place and before you know it, you have paid in advance for ads, that their production voice will do with no "ENERGY", and they will run your schedule. But, nobody will respond and spend enough in your establishment to even pay for the cost of the radio spots. FACT.
Between Social Media Marketing, which costs you NOTHING, NOTHING, NOTHING, when I show you how to Master it.
You reach your entire local night life Crowd.
You are in a business that unfortunately you have very little chance of succeeding in.
You have no prior experience, knowledge, hands on expertise, so you have placed your money in an unknown entity. WHY?
Mark,I don't have "Pointers", I do have "EXPERTISE of 40 years, hundreds and hundreds of Nightclubs, Bars, Lounges, Gentlemen's Clubs, Gay Clubs, Hotel Pool Bars, Catering Halls, Bar and Grilles, Upscale Restaurants, All over the US , all across the World.
I reached out to you, but you said " YOU WANTED TO DO IT YOURSELF". OK Mark, first you ask me for "Pointers", now you are going to enter the cage alone.
I can only wish you good luck, but it's not going to be near "ENOUGH".
It's a long hot Summer,Don't lose a $150,000 let's generate that kind of August-October for you. Email me, stop losing money, stop operating in denial.
STOP IT !!!!!
BARS, STOP PUTTING UP SO MANY BANNERS, IT IS SO PANIC PROMOTING, IT LOOKS LIKE BAR BEGGING, IT'S OVERKILL, IT'S WAY TOO MUCH, AND ALL YOUR DOING IS SHOWING YOUR DESPAIR, YOUR NOT DOING BUSINESS. TAKE DOWN ALL THOSE BANNERS, POSTERS, CHEESY SIGNS, STOP, SERIOUSLY STOP, EMAIL RichUnger@promotingnightclubs.com
Hi Rich, I need help to bring in new business. I just started at a bar and grill they have nightclub attached also. Help Please, Nathan.