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Thursday, June 10, 2010
Tim's Five Twin Cities Nightclub tips
by Tim O'Donovan
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So I haven't written for awhile and I think it's a combination of a lack of time and the inability to find new perspectives that mean anything to anyone. Being deeply embedded in the nightclub scene in the Twin Cities for the last Decade has taught me a few things about the business and I would like to share them with you. This is targeted to mainly to club owners, but maybe you will find it interesting, not too obvious. I don't claim to be the expert on the subject matter and I'm happy to hear opinions.
Tim's Five Nightclub tips:
1. Thou shall not keep lowering your drink specials.
You're overreacting to a terrible downturn. Out of personal experience and out of the hundreds of people polled from TCNC, rarely does a simple drink special get anyone in the door. Obviously giving drinks for free and charging $12 for vodka Redbulls will have opposite effects. Honesty, if you have the best prices in the city, and you find yourself needing to drop your prices more... you don't.
Something else is wrong, fix that.
The average clubgoer in the Twin Cities expects to spend 80-100 bucks on a Saturday night, most would weigh atmosphere over how drunk they can get.
2.Thou shall not over-advertise your weekly DJ.
I know dj's are the biggest supporters of TCNC so I'll phrase this carefully.
Dj's are the glue of your environment and I'd say the one of the most important parts of a successful night. Having said that, if your DJ hasn't spun anywhere else where the masses are familiar with him/her or their style, then there is no need to advertise him as your main attraction. Contrary to this, if your DJ has worked at other venues and is established, then your customers have a reason to say, Let's go here and see that DJ, I know him from blah blah blah. If your DJ has only really spun at your venue there is no sense in promoting him for the next club to grab them up. Growing your DJ internally has never helped a club in the history of time. What was Tiesto's first venue? Scribble? I don't care either. If your DJ does all your advertising, maybe just remind them that he/she is there to grow your business, not their own.
3. Thou shall not underestimate the importance of staff.
Your staff is the face of your venue and should be taken care of. Low turnover rate means high customer loyalty. Personality outweighs appearance 10 fold. Having an unapproachable staff member often makes people uncomfortable; it's the smile and delivery that matter to most people. Having a cool and funny bartender goes a lot further then a 10' who's texting all night. If you think having eye candy matters more than anything, open a strip club.
I could've written a whole article on high-potential and committed employees, but I'll just say this, your staff should be willing to promote every night they work, if they have to be told this then you need to question whether or not they are truly engaged.
4. Thou shall know your target audience.
Cater to women; they will make a successful night. Your ads and promotions should be directed toward women. When it comes to flyers, instead of having a girl standing in a swimsuit to advertise a ladies night, try an empowering image. Women empowerment is classier, sexier and better received. When it comes to staff, it makes all the difference.
If you don't believe me, take a step in the other sexes shoes. If you are a straight man, imagine going into a club that all the employees are half naked MEN dancing, giving shots and flirting with the girl you brought there - You wouldn't stay long, would you? Women make or break your night, make them happy and the men will stay.
5. Thou shall reinvent.
There is such thing is changing too much. People generally don't like change, especially if it's their favorite hangout. Unfortunately with so much good competition, doing the same old, same old won't work. It should be obvious when it's time to change, but if it's not, things to look for are: Less people, wrong people, high-turnover, etc. Some minor cosmetic changes make a big different even if its new paint, new lights, new glasses, new bar display. Renaming a night and not changing anything is a complete waste of time. If your DJ isn't mixing things up and your customers know the set list by heart, it's time to change.
Anyway, this is just my thoughts on some things that I see in the Twin Cities. I hope this isn't received negatively, but merely as a list of suggestions.
Tim
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