IF YOU ONLY HOLD UP TO
400 YOU'VE GOT IT MADE!
I have never seen so many clubs that hold 400 patrons be doing so
poorly drawing in patrons. First of all, if you�re a Nightclub and open
only at night, why on earth do you serve draft beer and have a draft
system? I mean you don't need draft beer, nor should you be pouring it.
Draft Beer is not a nightclub beverage. FACT.
Second, why is your club so dull, so boring, so predictable and so stale?
I have clubs tell me they are facing clubs that hold 1200 and 1500
patrons, good, that's 800 to 1100 less patrons than you need.
Why are Owners so out of touch with what it takes to pack their clubs?
It's not about the DJ, it's not about the dance floor, it's not about the
lights or the sound, it's not about the walls, or the carpet, it's not
about the cheap drinks, it's all about "THE FUN."
Every day I get phone calls from owners I really am losing my patience
over. They are dying, their clubs are on the verge of closing and they
can't see the light? They don't realize that they allowed their
competition to bury them, they don't understand that their radio spots
were too expensive and worthless.
They have no relationships with their liquor or beer vendors. The longer a
person has owned a club the more arrogant and impatient I get. They
allowed their club to suffer, they allowed their club to get over taken,
they stood there and refused to understand, comprehend and utilize
promotions, events, concepts, themes, contests, parties, gatherings and
Every club I read invites from New York City, are all about cheap or free
drinks, free cover, and some unknown DJs. Who cares??? The only upside to
most of these clubs is, that they hold under 300 patrons, so they can give
the house away, make zero profit and still look busy. From Studio 54 to
Level from Crobar to Bungalow, those legendary clubs are gone, far and
few. Where do you fit in?
Your club is only important in the realm of local night life if you make
it stand out, with a strategy of "THE FUN."
NO DRINK SPECIALS, NO FREE COVER CHARGE WHEN YOU HAVE A FANTASTIC
PROMOTION PLANNED FOR THAT EVENING.
I hear from so many frustrated DJs, �What do I do with an Owner who
doesn't get it?� I tell these DJs, quit, find another club. Why work for a
club owner with no clue?
This past year has been one of the worse years for club failures. The main
reason: lack of direction. You cannot simply rely on a DJ to pack your
club. The dance floor, the lights, the sound and all the special effects
mean nothing, every decent club has the same as you.
The difference is in "THE FUN." If you�re a Restaurant you should be a
nightclub at night, please stop with the excuses and flawed logic. If
you�re a nightclub, you should be serving some food to take the edge off
the quantity of liquor and beer you�re serving and to show a major
diversification of just offering what every other club is doing and going
above and beyond with some food.
I have taken Restaurants and turned them into packed Nightclubs after
11pm, and I have taken packed Nightclubs and added Night Life and packed
them as well.
All I ever hear from Owners and Managers is hesitation on why they don't
pursue their competition, why they don't change their format, they rely on
hip hop troublemakers to survive!
It's all about change, and revolution, every format gets old, every club,
bar and night life venue needs fresh "FUN", but the easiest places to pack
are the 400 capacity rooms, I mean it's a simple task to pack this size
club and yet, would it surprise you to know that 60% of all clubs that
hold 400 or more patrons are dead most week nights and only packed one
weekend night out of two?
Take an Owner who allows his nights to change like the weather, how can
patrons become attuned to what this club has to offer, when in despair,
this owner is changing formats like NFL Teams do players. There is no
consistency and there is no opportunity for the club to establish itself
and own any nights, when so many owners are listening to so many people
who know so little about promotions.
I have recently seen a club owner first hand assign no less than five
people to think up promotions and then submit them to him for his
approval. Now he has zero knowledge of the nightclub biz and he assigns
five different employees of the club to think up ideas.
Why is this wrong? Because you find the best of the best and you let them
plan, promote, present and produce your promotions, you don't rely on a
former Phys. Ed Instructor, a carpenter and a Latin DJ and finally r a
woman from Madison Avenue who has no clue, oh and for good luck he asked a
bar manager to also join this group, and I do mean what a group, they
should make a new remake of "Animal House" and reenact these characters in
on the "food fight".
Because when it comes to promotions none of these nice people have a
single clue what will work and what won't. How could they, it is not their
area of expertise? Anyway, my point is, this Owner will not last, his club
will not make it and he will fail, why? Because he has no comprehension of
the importance of promotions and that one person not an army, that one
person must lead and set the pace and the tone of the promotions. This
committee process is for nominating candidates for local office and not
for running nightclubs.
You cannot and should not appoint a group to oversee his promotions. Teams
only have one Coach or one Manager, the buck starts and stops with that
The same is true of Promotions, when all you need are 400 patrons to pack
your club you don't need Microsoft, all you need is one person to pack
your club and I don't mean club promoters and zero experienced promotions
You want someone who is going to pack your club and I mean with a line
outside, and no hip hop, no techno, no slobs, no violence, no F-word and
with a dress for fun group of largely composed of Women and primarily over
When you have to let 18 and up in, you are a lost soul. Your club is a
lame establishment and you are in some financial crunch. When you want to
do it right, pick up the phone, and call me, but please, don't waste my
RichUnger@promotingnightclubs.com or call Rich at 1-941-921-7027
The difference in packed nightclubs and jammed nightclubs with drink
specials is the as different as the Sun and the Moon.