HAPPY NEW YEAR'S PROMOLUTIONS!
BEFORE I BEGIN WITH 2006, let me say
this loud and clear, if you were not PACKED and JAMMED WITH MOVERS AND
SHAKERS ON NEW Year's EVE and you didn't have a RECORD NIGHT OVER the Year
Before, you better fire, hire and change every single facet of your entire
It's 2006, OK Club, Bar, Ultra Lounge, Restaurant turned Night Life
Establishments at Night, ready to sit down and make your ANNUAL NEW PROMOLUTIONS"?
First, let's start with the basics: it's time to "STICK" with a "GAME PLAN,"
a "STRATEGY" and a "PROMOLUTIONS PATH" that does not include any drink
specials or free cover charges.
For example, in Siesta Key, Florida there is a club giving away a free
buffet at "Happy Hour" and offering over 22 different musical acts a week.
What kind of Owner gives away free food and then on top of that, offers free
live music and expects to make a profit?
Between your entertainment costs, 2 for 1 drink specials, free food and no
cover how, why, when do you expect to make money?
Their NEW Year's PROMOLUTION should be to cut the live music by 75% and offer
patrons more than just the same old local boring duos, trios, and bands.
Stop giving away "FREE FOOD" with two drink minimum, and stop giving drinks
away 2 for 1 on top of this.
Make your NEW Year's PROMOLUTION to turn the corner and bring Females in for
what you�re doing and not what you�re giving away, for bands that are unique
and fresh and not so predictable and stale.
Change your free food to buying food, the right food at the right price and
not the usual bar food.
Then there is a Club in Sarasota, Florida on Clark Road giving away drinks
on a weeknight. Are you ready for this act of genius? Everything for
Everybody one dollar all night, now who is the brain salad surgeon who
thought this worthless act of despair up?
Again I ask how are you going to make any money offering every drink for a
Your NEW Year's PROMOLUTION should be to stop the "PANIC PROMOTING" and start
"THE FUN FANTASY."
Stop drawing in the trash and bring in the Class with a consistent basis of
"THE WOW FACTOR."
Both these clubs sure did spend a lot of time thinking up these nonsense
specials and then wasting money in an alternative newspaper to advertise
them. I mean just when you thought it was as dumb as you can get, it gets
Now for the final club in Sarasota, just remodeled and here is their latest
promo: Ready? A "LATIN NIGHT.� A night that has been so overplayed in
Sarasota, that I think even Latin Dance Freaks are fed up with "Gringo"
Clubs trying to exploit them. This club offers $2 Coronas and $6 Long Island
Ice Teas on a Thursday Night. This night will die faster than Vanilla Ice's
This Club's NEW Year's PROMOLUTION, should be to dial in on its style, its
image, its draw should be the appeal it has to not discounting but Mounting
a concerted course of "ENERGY."
But when you let Managers who allow "anything goes" to manage your clubs and
you as an Owner are too consumed with playing "BIG SHOT and not
"Businessman", You break every rule in Club Ownership.
You are losing tens of thousands of dollars, your NEW Year's PROMOLUTION should be to fire any Manager who cannot list TEN Changes or Additions or
Modifications he or she made that doubled and or tripled your revenue, your
patron counts and of course your bottom line last Year.
Times are too challenging in 2006 to simply let biz slip.
Your NEW Year's PROMOLUTIONS should include a commitment this year, not to
rely on giving away, discounting, lowering or even mentioning drink or beer
Your NEW Year's PROMOLUTIONS should force you to reevaluate what you�re doing,
why your doing it, and what the results are, which is the most important
factor of all?
I repeat my MANTRA all year long, because I have never spoken to so many
Owners who rely on Club Promoters, when you don't need them, this Year, make
your NEW Year's PROMOLUTION to host and present your own PROMOLUTIONS, without
paying, relying on and using any Club Promoters.
YOU DON'T NEED THEM, YOU NEVER DID!
This Year, make a NEW Year's PROMOLUTION to stop spending so much money on
Radio, you DON'T TO, YOU WILL MAKE MORE MONEY WITHOUT IT.
This Year, make a NEW Year's PROMOLUTION to stop ignoring the obvious, and do
something about your competition.
I had a Club Owner contact me, he wanted to circumvent a new club from
putting a WHAMMY on his club and he didn't want to see his loyal patrons
lured away, but he was not prepared to do anything about it.
What an Oxymoron. "I want to prevent them from hurting me but I don't want
to do anything about it."
His NEW Year's PROMOLUTION should be to stop the flow of patrons out his doors
and regain his base and take back his Nights.
Then there is a Club Owner who calls me, he is good friends with a Popular
Country Singer's Brother, the Brother frequents his bar, but the Wife of the
Brother is getting uptight about him being at this bar quite often and the
Owner should have made a NEW Year's PROMOLUTION that included planning an
optional Plan that did not depend on a Famous Singer's Brother from being
his main draw,
Then there is the Club Owner who calls me with "MY Saturday Nights are dead,
I am offering Ladies Drink Free till 11pm and Guys 2 for 1 till 11pm and I
am still empty."
I often wonder, should I ask these Owners if they are on any medications?
I mean how much more scared can you be?
How much more begging can you do?
This Owner's NEW YEAR'S PROMOLUTION should be to draw Females in for
"EXCITEMENT & ENTICEMENT" not please, pretty please, here Ladies, you drink
this for free, here you guys drink these two for one, please just come.
Enough of this drink despair.
I had another Club Owner call me with this problem: "I am letting in under
21 patrons for $3." I said, "how much are you charging over 21 patrons?"
He responded "$3."
First I asked him if he wore a straight jacket and was calling me from a
padded room, then I asked him to explain his logic?
This is the mentality of some Owners in this industry, this "Beavis and
His NEW Year's PROMOLUTION should be to charge anyone under the legal drinking
age triple what your normal cover charge is.
Let me say this again, loud and clear, if you can't make a great living off
Legal Drinking Age Patrons, than you are really in the wrong business.
No one under the legal drinking age should even be allowed in your Club,
Ultra Lounge, Bar, or Restaurant turned Night Life Establishment.
Club Owners all the time tell me, "MAN YOU COME ON STRONG." What should I
do, hold you in the breast feeding position and nurse you????
The biggest problem in this industry from Owners is PURE ARROGANCE. They
think they know it all, they refuse to spend money on what will help them,
but rather listen to some skirt and heels tell them what will work and they
are scared of Change, of improving and of packing their clubs.
Oh and I am not going to change, don't expect me to make this a NEW Year's PROMOLUTION, because unless I tell you exactly like it is, many of you will
not be in business.
This is 30 years of "EXPERTISE" and you�re reading it for free�.
Now if you want to make serious money, and stop the old ways of the drink
specials, ladies nights, no cover and please, please, please, come into my
club mentality, then pick up the phone and call me, call Rich Unger at
941-921-7027 or e-mail
It's 2006, you know deep inside it's time for a
switch...............................and I know it too.