BAR WARS, LET'S GO TO THE
MATTRESSES
By
RichUnger@promotingnightclubs.com
Nobody has to tell you how tough,
daunting, challenging, frustrating running a bar or club is right
now.
Far too many fearful and scared Owners
are resorting to the old ways of "going to the mattresses".
In this War of Price, Dominance, Popularity, Free, Cheap, Relaxing
the dress code, allowing in losers, all in "THE PANIC MODE".
But the "FEW" the "SMART", the
"FEARLESS" are "going to the mattresses 2010 Style", turning to "THE
FUN" and "THE WOW FACTORS".
What a difference this fresh logic
makes of offering your locals and in tourist areas, your visitors
Premier Promotions, Themes, Concepts, Events, Parties, Contests,
Happenings, Celebrations, Unique Entertainment.
Take two major upcoming thousands and
thousands of dollars, food/beverage/music/fun/wow/ Nights.
"Cinco De Mayo" and then "THE LONG KICK
OFF TO SUMMER HOLIDAY WEEKEND".
Each Concept takes "FOUR WEEKS" of non
stop advance marketing.
I recently had a club promoter call me
( I ask nicely that they refrain from calling me) it was a Thursday,
he was told by his Club Owner to come up with a Promotion for the
following Wednesday and pack the club.
He asked me for my advice, very simple
with Four Days till the Night of the Promotion, I said "PASS".
Unless you want to let ladies in free,
let them drink free, offer everyone else $2 a drink all night, not
make a penny, you have no ability to draw in Customers.
Especially at least 300 in four days.
Especially on a Wednesday Night, when
this should of been planned, processed, FOUR WEEKS EARLIER.
"Bar Wars" are the harsh reality of
today's industry.
Clubs are closing at record rates.
Bars are shutting down just as quickly.
Restaurants are finally realizing the
real revenue is at the bar during The Party Hours.
Too often I hear from a bar owner
"People are not spending money on entertainment".
Total Nonsense.
Up to this year, "3-D" Movies are
responsible for the movie industry taking in $29.9 billion dollars.
Please stop making excuses and start
realizing your lost.
You just don't get it.
People are flocking, grasping for "THE
FUN" and "THE WOW FACTORS" in every single facet of
bar/club/lounge/entertainment/music they can find.
Just look at "Sade", and her "SOLDIER
OF LOVE" CD, CD sales are lackluster at best, but "Sade" was #1 on
the CD Sales Charts for three weeks straight.
It's all about "THE SMOOTH OPERATOR"
who can stand the heat, take the pressure, avoid the pitfalls,
disconnect from worthless, ineffective
radio.
Stop relying on going to war with your
competing bars, but rather rise above them.
"Going To The Mattresses 2010" is
not hunkering down and hiding, rather it's taking the offense and
coming on strong.
Your bar is slow because of you.
Your club is only open 3 nights
because of you.
Again as I asked last month, "What did
the Vegas Bar Show teach you?"
Did you leave Vegas with a new
attitude?
Did you walk back into your bar/club
with a total "REBRAND" mentality?
Did you come back with a "Page By Page
Path To Profits"?
Let me answer these three questions for
you with one word: NO
Bars/Clubs are clamoring for distance
from every other establishment in their area.
You achieve that distance, by doing just the opposite of
what they are.
They won't touch "LEDS".
You are in major denial if you do not agree with me, "LEDS"
are mandatory in your bar, your sports bar, your lounge, your club
RIGHT NOW.
Stop complaining, "LEDS" have never been cheaper.
Stop bemoaning, "LEDS" have never been brighter.
SAVE YOUR MONEY, SAVE ENERGY, SAVE SERVICING
"GO LEDS"
It's all part of "Going To The Mattresses 2010"
FINALLY, THE WEATHER IS BEER GARDEN
HEAVEN
BUT, why is your "Outside Area" so
slow?
These are OUTSIDE MONEY MONTHS, yet
your not doing the business, not filling the tables up?
STOP GIVING THE BAR AWAY TO GET PEOPLE
OUTSIDE, IT'S NOT WORKING.
STOP BOOKING THE SAME GUITAR PLAYER OR
DUO THEY ARE NOT DRAWING ANYBODY.
STOP LISTENING TO YOUR BEER REP, he is
not a marketing Pro, he is under immense pressure to sell Bottles,
Cans, and kegs.
This year besides showing sports on your outdoor flat
screens increase your Style, bring on your Panache, stop wasting
great weather days and nights, stop attracting beer drinking meanies,
and bring on the beautiful Women by giving them free bikinis.
Create a Stylish, Trendy, Upbeat Bikini Event, not a lame,
loser contest, but a fresh fast paced Event.
Contact Diane C @ 941-266-7869 and buy her $75. bikinis for
just $19. each made in America, designed by "Diane C", take a look
at a sampling of her Bikinis on our home page click on "CONTEST
BUILDER" and Premier your Event over Memorial Day Weekend, run it
every week with the Grand Finals over Labor Day Weekend.
It's the "SAY HELLO TO SUMMER SWIMSUIT SHOWDOWN" ending with
the "END OF SUMMER SWIMSUIT SHOWDOWN SUPERSTAR".
All the weekly finalists show up for the Grand Finals.
Or just keep giving away cheep beer and cheaper wings.
________________________________________________/
WHEN THEY COME TO EAT, KEEP THEM
THERE TO DRINK
YOU SERVE GREAT FOOD, CUSTOMERS KNOW THAT WHEN THEY WANT
GREAT CASUAL DINING INSTEAD OF CHAIN PRE-PORTIONED AND PRE-PREPARED
FOODS, THEY WANT YOUR DISHES.
YET, WHEN THEY ARE FINISHED DINING, YOU LET THEM LEAVE.
WHY?
THEY ARE COUPLES, THE NIGHT IS YOUNG, THEY ARE STARTING OFF
AT YOUR CASUAL DINING EATERY, BUT LEAVING TO PARTY AT SOME BAR OR
CLUB THAT HAS WHAT THEY WANT.
ENERGY, ATMOSPHERE, FUN, WOW, PARTY PEOPLE, DANCING,
INTERACTIVE CONCEPTS, AND OF COURSE A BAR.
BUT YOU HAVE NO CLUE WHAT TO DO?
YOU HOLD 150 DINING CUSTOMERS, BUT YOU MOVE SOME TABLES AND
CHAIRS, ALL OF A SUDDEN YOU HAVE ROOM FOR 200.
AT THAT MOMENT AT 10PM YOU TRANSFORM INTO A NIGHT LIFE
ADVENTURE.
IT'S NOT ABOUT THE BAND YOU BOOK, OR THE DJ YOU FEATURE,
IT'S ABOUT YOUR IMAGE, YOUR VISUAL PRESENTATION, YOUR SERVERS, YOUR
FORMAT, YOUR
MARKETING, YOUR DRESS CODE, YOUR FUN/WOW/WOMEN/ENERGY/NINE
DEGREES OF SEPARATION/YOUR MUSIC/YOUR CONSISTENCY.
BUT YOUR NOT INTERESTED, YOU WOULD RATHER STRUGGLE WITH FOOD
COSTS, WITH INCONSISTENT FOOD PRESENTATION AND SERVICE.
YOU DON'T WANT TO DOUBLE, TRIPLE YOUR CASH FLOW BY USING
YOUR BAR, YOUR ENTIRE ROOM FOR THE "MONEY MAKING HOURS".
IT DOESN'T MATTER IF YOUR A DELI, A PIZZERIA, A SUB SHOP, A
SPORTS BAR, A BISTRO OR EATERY,, WHAT IS STOPPING YOU FROM BUILDING
UP YOUR "NIGHT LIFE BUSINESS"?
YOU DON'T NEED A CHEF, YOU DON'T NEED A COOK, YOU DON'T NEED
A BACK OF THE HOUSE, YOU DON'T NEED A HOOD, A GRILL, A DISHWASHER,
YOU DON'T NEED A PREP PERSON, YOU DON'T NEED ANY OF IT.
THINK OF DOING BUSINESS FOR FOUR HOURS A NIGHT AND TAKING IN
THOUSANDS OF DOLLARS?
YOU DON'T WANT NEWSPAPER ADS, YOU WON'T NEED RADIO SPOTS,
FLYERS ARE AS EFFECTIVE AS TOYOTA GAS PEDALS.
YOU EITHER ARE GOING TO SOAR THROUGH 2010 OR YOUR GOING
SNORE.
THE CHOICE IS YOURS?
STEADY, INCREASING PROFITS= AFTER FOOD SERVICE HOURS.
OWNERS DESCRIBE THEIR NIGHT LIFE REVENUE AS
"UNSURPASSED", "AMAZING", "MASSIVE".
WHEN WAS THE LAST TIME YOU USED SUCH POWERFUL
DESCRIPTIVE TO HAIL YOUR NIGHT LIFE?
MOST OF YOU NEVER HAVE, SOME OF YOU NEVER WILL.
TYPICAL SPORTS BAR MENTALITY:
Feature Flat Screens everywhere
Offer Beer Specials Daily & Nightly
Serve Wings
Have Sports Memorabilia as your Atmosphere
Maybe have a pool table
Hopefully have some beautiful Women Employed
BUT
What Sports Bars Overlook that would Triple Their
Profitability:
A Dance Floor
A Fun & Wow Format
A Party Hours Atmosphere
A "REBRAND" when there are no games on OR THIS YEAR WHEN
MANY NFL TEAMS WILL NOT BROADCAST THEIR GAMES LOCALLY WHEN THEY PLAY
AT HOME DUE TO POOR TICKET SALES, THE NFL RULES ARE, A GAME MUST BE
SOLD OUT 72 HOURS PRIOR TO GAME TIME, SO I STRONGLY URGE AND SUGGEST
SPORTS BARS MAKE ALTERNATIVE PLANS WITHIN THEIR FORMAT TO COUNTERACT
THE PROJECTED LOSS OF HUGE REVENUE WHEN ON GAME DAY, NOBODY CAN
WATCH THE GAME LOCALLY.
REMEMBER, I TOLD YOU SO NOW IN APRIL.
and the hits just keep on comin,
A Completely different image that everyone is aware of, when
you go from "SPORTS" to "ENERGY".
Both "Hooters" and "The Wing House" Chains could and should
recalibrate their Night Life, but instead they stay the
same.
Known for Wings, Women and Sports is fine, but they totally
ignore
"The Party Hours".
"Hooters" had a great opportunity in Las Vegas to take their
concept and expand it, but instead it went bust.
"Hawaiian Tropic" had a great name and reputation but when
they attempted to convert it into food and fun in New York City, it
went bust.
Now "Rolling Stone Magazine" is going to try it's hand at a
"Restaurant/Lounge" in NYC, I don't know what Jann is thinking, but
it's not going to be about "THE MUSIC" which made "Rolling Stone"
the Premier Magazine of it's time, it will be totally off key.
The challenge of consistent quality food, service, ambiance,
Price, Night Life, are Five Factors that many Corporate Owners as
well as Partnership Groups and finally Individual Owners cannot
grasp.
DJ vs BAND, BAND vs DJ
The problem is not which to feature, but who will pack your
bar or club?
WHICH MAKES FINANCIAL SENSE?
Hey, maybe even both!
Stop relying on jukeboxes and satellite music for your night
life hours.
Sure during afternoons, Happy Hours, use the least
expensive, easiest method to provide music.
BUT, when the "Party Hours" roll around, it's time to cut
loose with "THE SOUNDS".
There is no reason why you cannot hire a young, aspiring,
polite, and willing to please DJ who
will dress, spin, mix, and play to the Crowd by packing the
dance floor in between band sets.
He or She takes the wireless microphone and breaks out from
behind the walls of wood he
spins from, he is the Energizer for those breaks.
Issue a simple ultimatum, The Band either learns five new
songs since the last time they played your place or they
don't perform on your stage.
So, now after the DJ has got them movin & groovin, The
Band returns to a fired up Crowd.
Ever notice when you implement prerecorded music between
band sets, the entire energy of the
ROOM disappears.
Ever notice when you bring the same band back time and time
again without them learning new
material, the number of customers declines big time.
You would see a dramatic change in a band's appearance,
attitude, performance, song list, and
overall stage presence, if their pay was based entirely on
what the door revenue was.
Your DJ very simply does not curse on the mic, he does not
drink during his breaks, he does
not spin rude and crude hip hop, he plays to those that are
generating his pay, he spins for
the crowd.
But he follows the Owner's instructions.
Nobody is going to miss Foul Language, Female Degrading Crap
Hop.
You can feature both a DJ and a Band providing they meet
your criteria.
Booking the same basic, boring, same songs in the same sets
Bands over and over
are not going to pack your place.
Your missing out on the best types of bands when all you do
is book the locals again
and again.
Your DJ needs to understand he is an "Entertainer" he should
dress the role, play the role
and act the role.
Saving money by using pre- recorded music, satellite music
and jukebox music during the
Party Hours shows a cheap owner who has no regard for
his Party Patrons.
IT can bury a bar or even a club who has the same DJ with no
ENERGY who simply
spins through the nights with no Change Up in his nightly
format.
thinks, having booked hundreds of bands, hired over 100 DJs,
maybe he has the answer? Or call Rich Unger @ 941-921-7027
Remember nobody walks into a club and looks to see who is
spinning, they walk in and
listen to what's being spun to hear if it's dance or dull.
Remember nobody wants to hear the same local band play an
entire night of four
45 minute sets of the same songs every performance.
The customer is just as tired of hearing the songs, as the
band is of playing them.
___________________________________________________________________/
THERE ARE FRESH NEW ALTERNATIVES TO BOTH THE SAME DJ & BANDS
NO NOT SOME LAME, DISORGANIZED,
EXPLOITING BIKINI EVENT,
NO WONDER YOUR CONTESTS ARE SO
UNSUCCESSFUL.
WHEN ARE YOU GOING TO REALIZE
THAT IT'S 2010 AND STYLE,
TRENDY, SOPHISTICATED SWIMSUIT
EVENTS ARE TOTALLY "IN"?
SO FORGET BIKINI EVENTS YOU
HAVE NO CLUE ABOUT AND KEEP THE NEXT TO NO ONE IN YOUR CLUB NIGHTS
GOING.
WHY TAKE FULL ADVANTAGE OF THE
SUMMER AND SWIMSUITS?
WHY HOST PAGEANTS, FASHION
EVENTS, MODEL SEARCHES, TOO MUCH FUN FOR YOUR CLUB HUH?
====================
LET'S MOVE ON TO THE ONE
PERCEPTION, PRECONCEIVED MINDSET OF STRIP CLUBS.
Call them "ADULT ENTERTAINMENT
CLUBS", call them "GENTLEMEN'S CLUBS", but bottom line they are
'STRIP CLUBS".
Why do THEY RELY ON ONE MAIN
FACTOR TO SURVIVE?
THEIR DANCERS, THEY EITHER HAVE
A FULL STAGE OF GREAT LOOKING DANCERS OR THEY HAVE A PACKED
STAGE, WITH NOTHING TO WRITE HOME ABOUT TALENT.
WHAT THESE STRIP CLUB OWNERS
DON'T GET IS, BEYOND THE DANCERS, IS A WORLD OF 'FUN' AND 'WOW
FACTORS', THAT CAN OPEN AN ENTIRELY NEW FORMAT TO STRIP CLUBS THAT
ADD, ENHANCE, EXPAND, BROADEN, BUILD ON, AND CREATE NEW ENERGY THAT
ATTRACTS WOMEN CUSTOMERS, COUPLES, AS WELL AS THE USUAL MALE
REGULARS.
WHICH ALL PUTS CASH AND MORE
CASH IN THEIR REGISTERS.
BUT THESE OWNERS JUST DON'T GET
IT..........................
IF ANY TYPE OF CLUB IS LOST IN
IT'S OWN REPETITION, IT'S THE TYPICAL STRIP CLUB.
LAP DANCES..............YAWN
SAME DJ & BARTENDERS EVERY
NIGHT ......SNORE
THE VIP ROOM...............EYES
ROLL
IT'S SO PREDICTABLE BECAUSE
STRIP CLUB OWNERS ARE SO EMBEDDED IN THEIR WAYS, THEY HAVE NO CLUE
THAT THE INDUSTRY IS ALL NEW, THEY KEEP DOING THE SAME BASIC BORING
STRIP CLUB CONCEPT, AND THEY TOO WONDER WHY THEIR NUMBERS ARE DOWN,
THE SPENDERS NO LONGER SPEND, AND THEIR PARKING LOT IS
EMPTY?
THEY YELL AT THEIR MANAGERS WHO
ARE SO BUSY JUST KEEP THE DANCERS IN CHECK, SO CONCERNED WITH
PATRONS ATTITUDE, THAT THEY HAVE ZERO CREATIVE JUICES.
SO THESE STRIP CLUB OWNERS TURN
TO BEGGING FOR BUSINESS, GIVING AWAY DRINKS ON THE CHEAP AND STILL
NO INCREASE IN CUSTOMERS OR CASH FLOW.
THEY CHANGE THE NAME, THEY
REDECORATE, BUT YET THE BASIC PROBLEM IS NEVER ADDRESSED.
ASK A STRIP CLUB OWNER THE LAST
TIME THEY CAME UP WITH AN ORIGINAL PROMOTION THAT BROUGHT OUT THE
MONEY MEN AND THE HOT WOMEN, WALL TO WALL?
THEN PLEASE, BY ALL MEANS TELL
ME.
ALL OF THESE
SO CALLED PROMOTIONS ARE PATHETIC, DESPERATE AND MORONIC:
1. Why does a brand new Grill/Bar on
Siesta Key, Florida a beautiful interior and LED all around BAR,
offer "SINK OR SWIM" on Thursday Nights, attracting the worse crowd,
no women, just "F BOMB" males who want nothing more than to pound
away beer or drinks all night long?
How does this build up a "HOT SPOT"?
It Doesn't, it creates a reputation of
negativity.
2. Why do bars think "Corn Hole" is the
way to go?
I mean this new version of "Horse Shoes"
is not
going to attract Women, nor is it going
to add a
single aspect of "FUN" for your entire
bar.
When you have to resort to "Corn Hole"
as the "Next
Best Nightly Event, you are simply
lowering the image of your bar to the bottom level.
3. When bar cash registers continually
come up short or over, it's time to reduce the days or nights those
specific bartenders are working, install cameras, send in spotters,
and defuse the thefts by discarding the
thieves.
There is no excuse for over pouring,
under pouring, coming up short or over in cash, NONE.
4. When your liquor or beer vendor tells
you they cannot provide any support to you because of State Law,
very simple solution.
Call your State Beverage Board and ask
them exactly and specifically what Liquor/ Beer Distributors can and
cannot do to support on premise establishments.
A recent bar owner emailed to tell me,
he has just called the North Carolina Liquor Board, while his
Salespeople said they were limited by law, actually they could do
1000% more than they were doing and legally.
5. Why do bars/clubs offer "Ladies Drink
Free Nights" for two hours or longer?
What is the logic in attracting large
numbers of Women by offering them "Free Drinks"?
There is not a single Woman in any bar
or club who does not know how to have a male customer "BUY" her a
drink, why devastate your liquor costs, even though your pouring the
cheapest brands you can buy, to serve these ladies?
So what if you have 100 or 200 Women in
your bar/club who are not spending a penny! Quite often some of
these women are also passing along their drinks to male friends and
acquaintances. There is no logical benefit to being so desperate in
such despair as to destroy your night by giving women as many drinks
as like for free. The newest version of "Ladies Night" that I have
designed has nothing to do with free drinks or any drink specials.
Once again, place the center of your
"NIGHT" on your "FUN" and your "WOW FACTORS" , nobody will care
about free drinks, especially Ladies. Your bragging
about being packed on a Weeknight, but
what your not being honest with yourself about is the cost, the
despair, the desperation it takes to have that mostly female crowd
AND YOU KNOW IT.
------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------/
WHY DON'T YOU HAVE A
DRESS CODE?
WHY DON'T YOU HAVE ANY
NEW "BAR FUN", NEW "DANCE FLOOR FUN" NEW "ATMOSPHERE"?
WHY DO YOU BATHROOMS
LOOK DISGUSTING, WHICH IS A DIRECT REFLECTION OF
YOUR TYPICAL CUSTOMER?
WHY DO YOU ALLOW YOUR
STAFF TO WEAR WORN OUT, FADED JEANS AND TSHIRTS TO WORK IN?
WHY DO YOUR BARTENDERS
DIG A GLASS IN THE ICE BIND RATHER THAN USE THE SCOOP TO PUT THE ICE
IN THE GLASS?
WHY DO YOUR DOOR PEOPLE
LOOK LIKE EX CONS AND DRESS LIKE IT?
WHY DO YOU STILL TRY,
TRY, TRY TO SELL BOTTLES FOR $200 AND $250 WHEN YOU KNOW THEY ARE
NOT SELLING?
WHY DO YOU LET YOUR
MANAGER DRINK WHILE WORKING, WHY DO YOU LET YOUR EMPLOYEES DRINK
WHILE WORKING?
WHY DO YOU NOT GIVE
EVERY GIRL WHO ENTERS A FREE $75. FASHION BIKINI THAT YOU BUY FROM
DIANE C FOR JUST $18.99
CALL HER AT 941-266-7869
OR CLICK ON "CONTEST BUILDER" ON THE HOME PAGE AND SEE HER STYLES
AND PRINT SAMPLES.
WHY DO YOU SHOW UFC
FIGHTS AND ALLOW YOUR MALE PATRONS TO CAUSE HAVOC AFTER THE FIGHTS?
WHY DO YOU HANG UGLY,
HAND WRITTEN FLYERS UP ON YOUR WALLS?
WHY DO YOU STILL SELL
TOTALLY OUT OF DATE JELL-O SHOTS?
WHY DON'T YOU HAVE A
GAME PLAN, A PROMOTIONS PATH, A DIRECTIONAL FORMAT TO FOLLOW,
IMPLEMENT AND PROFIT FROM?
PLEASE,EMAIL ME AND TELL
ME WHY?
