WHY DO YOU OWN A CLUB?
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
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