WHY OWN A CLUB?

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WHY OWN A CLUB?

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WHY DO YOU OWN A CLUB?
By RichUnger@promotingnightclubs.com

I hear from Club Owners all over World on a daily basis and the one question I have for them is "WHY DO THEY OWN A NIGHTCLUB?�

The number 1 reason is, " I want to make money," and my number 1 response is "then why are you giving the house away?" I mean every time you lower drink prices, waive your door charge, all your doing is denying your Club and yourself cash flow. I read of club after bar, of lounge after pub using liquor and beer as the main lure to draw in patrons. Why do purveyors of liquor and beer feel the need and urge to constantly prostitute their own product and diminish their own place by discounting and demeaning their image?

This has been the worse Year for "Survival of the Clubs." So many have closed and been reduced to opening fewer nights. But the blame rests solely on the Owners. They listened to all the wrong People, spent way too much money, got far too Little results, and in the end, paid dearly for it with losing their crowds, their livelihoods and as I said, many their clubs.

The most difficult challenge is taking a club that closed or is on the way downward and making it a WINNER. It takes more than any silly drink special and more than any ego driven DJ and more than any amount of money spent on useless radio spots. With Howard Stern leaving broadcast Radio this month for SIRIUS Satellite, Infinity Broadcasting stands to lose tens of millions of dollars and then some. Radio's effectiveness is about as powerful as Scooter Libby is right now in the Whitehouse. Meaning ZERO.

This is the last Month of the Year, this is a monumental money Month, and it is Vital that Clubs keep their eye on the "PROMOTIONS." Of course you should have a gorgeous female employee pursuing Private Holiday Parties and Holiday Functions at your Club. This is generating a brand new source of revenue that you should put together packages of food, drink and fun to attract these Annual Holiday Celebrations.

If your not going to pursue this Month with Promotion Passion, why do you even own a club? When you drop your dress code and you start "Panic Promoting" you might as well hang a sign on your front door "BEGGING YOU TO PLEASE COME IN." That is exactly what I am about to show you an example of. A complete lack of thought and logic while doing nothing new, nothing fresh and nothing different.

Here we go. There's a club in Sarasota, Florida that is an upscale Club that is going after "Monday Night Football" business, the Manager has no clue, he is not going to attract anyone. He is not a sports bar, he has no logical reason to even open on Monday Nights, yet he is wasting money on alternative newspaper advertising, which is worthless, as if football fanatics read alternative newspapers? But, he expects them to watch football and he is giving away beer and attempting to target a market that is totally out of his reach. This Club has never ever been known for showing sports or even appealing to a sports demographic. Then on Tuesday Nights, it's Russian Night, now who is going to patronize a club on Tuesday Nights to drink Russian Vodka and eat caviar? No one. There is no draw, no enticement or excitement to bring patrons out on a Tuesday Night, but he will learn the hard way. Oh, and again this is being marketed in the same alternative newspaper. In stark reality, this club should also be closed on Tuesday Nights. When you can have a packed Wednesday, packed Thursday, packed Friday and packed Saturday, hey, that's four STRONG NIGHTS, that is all you need.

Yet when you attempt to open on "DEAD NIGHTS" and offer concepts that make no sense and have no appeal, you incur labor, marketing, rent, inventory, electric, and insurance COSTS, which you never recoup from the night's business. You drag down your entire bottom line, you dramatically increase your liquor costs, while accomplishing nothing.

There is a method to the madness, but listening to young, inexperienced so called promoters and letting your ego decide over your logic once again will cost you cash and a kick in the ___ every time.

Managers are not Owners, if you tie an incentive pay plan to their productivity rather than pay them the big bucks just for showing up, then you have a Motivated Manager or if he quits, one less Manager who did not have the Drive, and Desire to make it happen. That is why I ask over and over, "WHY DO YOU OWN YOUR CLUB?"

This is December, this Month has so many Holiday Promotion Possibilities, that you should do five times the cash flow from what you did in November. That's right 5 TIMES, and if your current December Directional of Promotions do not have the power or the punch, then why are you even pursuing them? It's not what your giving away that will create serious, consistent cash flow. But, rather what your doing that your competition is not even thinking about.

So many Owners see their competitor packed and for the basic reason, they are giving the bar away, and yet these Owners don't realize, cannot grasp or Comprehend the alternative. Bring in "THE FUN," give your patrons "THE WOW FACTOR" and draw in the Women. You keep spending more and more money on lights and sound thinking this is what your lacking, you will realize upfront and personal, that it's not who has the most bells and whistles, but what bells and whistles you have that nobody else has and what your format includes, that nobody else in your entire area is promoting.

Now, pick up the phone and call me and tell me you want your club packed, I am right at 941-921-7027 or just sit at the end of your bar, stand at your front door and mimic to yourself, "why," "why Do I Own a Nightclub." Rich Unger works seven days a week call him or e-mail RichUnger@promotingnightclubs.com  
 

Copyright � 2006 Rich Unger

[ Home ]

This web site, its contents, graphics and text are � 2005, Promoting Nightclubs.com.
All Rights Reserved. For comments, questions, or suggestions about this site, contact the webmaster.

[ Home ]

This web site, its contents, graphics and text are � 2005, Promoting Nightclubs.com.
All Rights Reserved. For comments, questions, or suggestions about this site, contact the webmaster.

[ Home ]

This web site, its contents, graphics and text are � 2005, Promoting Nightclubs.com.
All Rights Reserved. For comments, questions, or suggestions about this site, contact the webmaster.