WHY
DO NEW CLUBS FAIL?
By
RichUnger@promotingnightclubs.com
From Texas to California, from Orlando to
Cleveland, people are spending from tens of thousands of dollars to
hundreds of thousands of dollars, developing their dream what a bar
or club should envision.
The typical tale goes from building or
renovating or remodeling a bar or club, then opening with
live radio remotes, and paying local DJs
"Talent Fees" for their personal appearance.
The bars and clubs have a decent crowd for
their Grand Opening, but then a few weeks down the bar, all of a
sudden wonders why "The First Night's Crowd" is now off by 75%.
It's only been three Fridays, since the Grand
Opening and the Club is next to dead.
Then the blame game and the panic mode sets
in.
Owners, General Managers, turn back to radio
thinking "yeah that's the ticket", so they spend and spend, they
give the bar away, only nobody comes.
So they "Panic Promote" working with club
promoters who attract the trash crowd, and destroy any opportunity
this bar or club had of thriving.
This happens every week of every month.
Is it preventable?
Of course it is.
Why would any new Bar or new Club waste money
on a radio remote?
Why would any new Bar or new Club pay a DJ a
"Talent Fee", when all
they are, is a local DJ, they are not Howard
Stern, they are not Opie and Anthony, they are not Ryan Seacrest.
Why are they being paid in addition to the
$1500 to $2000 to $3000 you are paying for the actual remote?
A Promotions Manager in Georgia, assumes her
job from the Grand Opening of a Club, her strategy is way too basic,
she is going to hand out flyers,as well as hire street teams, ( what
a colossal mistake) she is going to invite her friends and she is
going to play "Hostess with the Mostest" when she is in for a rude
awakening this alone will not pack nor even draw a decent crowd.
The problem is, her Club has no, I mean no
presence on the web of any kind.
She says, "I know what I am doing, I have
been a restaurant assistant manager and also handled private parties
at a banquet hall" I responded, "Excuse me, but this is no
restaurant, and your banquet hall skills are not going to pack this
club, you are a deer in the headlights, and you should learn before
you think you can even attempt to DO".
The Owner has placed his investment, his
club, his entire format in her hands, I don't know if they are
romantically involved, ( worse mistake is putting someone you are
intimate with in charge, sorta like seeing Whitney Houston in
concert right now, sadly a total disaster and heartbreaker.
This young lady has no strategies that will
result in packing this club.
The General Manager is sold on Radio Remotes,
( the radio sales rep is a hottie, playing him) The Promotions
Manager is in way over her head.
So, once again, a Club that just opened goes
down slowly, because of total arrogance and ignorance.
As for radio, this is so typical in 2010,
but, this is not ten years ago when radio ruled bars and clubs.
Those days are long gone.
Clear Channel is loaded down with debt and
pushing 30 second spots on bars and clubs, that far too often are
voiced over by the Production Person, who's voice is on every bar
and club spot, this radio station runs.
Typically, the bar or club is tight on funds,
so instead of planning a logical, take no prisoners approach, this
female Promotions Person prints up flyers, pays strangers to hand
them out, ( to who, nobody knows) they give the bar away, they let
ladies drink free, they simply have no clue and refuse to listen,
learn and leap back to attracting Women and Spenders.
Oh sure, they have a DJ, Lights, Sound, but
absolutely no FUN none, definitely no WOW, none.
When you go into "McDonald's" no matter where
it is located, you expect the same exact "Big Mac and Fries", but
just the opposite should be true when a clubber or bar patron goes
into their fave club or bar.
Each night cannot be the same,
typical, predictable, stale format.
Look at the faces on the employees and they
tell the whole story, " BORING".
Why hire the old DJ back, the old Manager
back, the old Bartender back?
your thoughts on these comments, or call Rich
@ 941-921-7027
WHY IS YOUR DJ HIDDEN IN
A CORNER OR BEHIND A WALL OF WOOD?
IF YOUR BAR OR CLUB IS
DEPENDENT UPON A DJ NIGHTLY, WHAT PURPOSE DOES IT SERVE TO HIDE HIM,
TO PUT FOUR WALLS WITH A DOOR AROUND HIM, TO MAKE HIM TOTALLY OR
ALMOST IMPOSSIBLE FOR CUSTOMERS TO COMMUNICATE WITH HIM?
HE IS NOT THE WIZARD OF
OZ , HE IS THE CENTRAL FOCUS OF YOUR NIGHT LIFE.WHY DOES HE DRESS
LIKE A SLOB, ( NO TSHIRTS, NO JEANS EVER) WHY DOES HE USE FOUL
LANGUAGE ON THE MIC, ( NEVER EVER) WHY DOES HE NOT INTERACT AND GET
OUT THERE WITH THE CUSTOMERS AND CREATE A BOND, A LINK, A
CONNECTION???
TEAR DOWN THAT DJ BOOTH,
MR BAR OWNER, MR CLUB OWNER AND USE A "DJ TRUSS TABLE", LET YOUR DJ
SHINE IN THE SPOTLIGHT, NOT HIDE IN THE BACKLIGHT.
IF HE HAS AN ATTITUDE,
LET HIM TAKE HIS SPINS, MIXES, AND LEAVE, HIRE A FEMALE DJ AND ADD
BEAUTY AND THE BEATS.
_______________________________________________________/
WHY ARE SPORTS BAR AND
NIGHTCLUB OWNERS ALWAYS AMAZED THAT I CAN TELL THEM EXACTLY WHAT'S
WRONG WITH THEIR ESTABLISHMENT?
JUST BECAUSE I AM IN FLORIDA,
HAVING BEEN IN THIS INDUSTRY FOR 44 YEARS, I DON'T NEED TO LIVE IN
SCOTSDALE, TO TELL YOU WHY
YOUR SPORTS BAR IS DEAD?
I DON'T NEED TO HAVE VISITED
ATLANTA, TO TELL
YOU WHY YOUR CLUB IS
ATTRACTING NOTHING BUT TROUBLEMAKERS?
FOR GIVING ADVICE, I HAVE
BEEN AT THIS FORTY FOUR YEARS, ANN LANDERS BEAT ME, BY ONLY 12
MORE YEARS
THE GAME IS NOT SAME, THE
NEW, NORMAL AND RICHIE RANTS:
MAKING MONEY IN THIS
RECESSION, IT'S NOT ABOUT SERVING BREAKFAST WHEN YOU NEVER HAVE
BEFORE, IT'S NOT ABOUT CREATING MORE "MEAT DISHES", IN FACT MEAT
SERVINGS ARE DOWN, DINING OUT IS DOWN, NO NEED TO DESPAIR, THE
ANSWERS ARE RIGHT IN FRONT OF YOU.
WITH REGARD TO YOUR BAR, THE
MOST SUCCESSFUL PROMOTIONS FOCUS ON WHAT ARE FRESH "FUN" AND "WOW
FACTORS", NO LONGER CAN YOU KEEP DISCOUNTING, AND GIVING AWAY THE
BAR.
AS FOR YOUR FOOD SERVICE AND
CUISINE,YOUR FORMAT IS PUTTING YOUR PATRONS FEET TO SLEEP.
YOUR MENU COULD AND SHOULD BE
REDUCED BY 25% WITH THE IDEAL DISHES BEING THOSE THAT SELL, TAKE FOR
EXAMPLE "OUTBACK" OFFERING A "RACK OF LAMB". THERE IS NO LOGICAL, NO
FINANCIAL, NO MASS APPEAL REASON TO KEEP THIS COSTLY ITEM ON THE
MENU.
HAVE YOU EVER SEEN AN "OUTBACK"
TV SPOT FEATURING THEIR "RACK OF LAMB" OF COURSE NOT, SO WHY EVEN
MAKE OPERATORS BUY IT, STOCK IT, AND OFFER IT?
YOU SHOULD SEE IT'S
PRESENTATION, THE LAMB LOOKS LIKE IT WAS NUKED AND THEN SHRUNK DOWN
TO FIT IN THE PALM OF YOUR HAND.
IT'S A TOTAL NEGATIVE FOR
"OUTBACK", BUT SOME "SUIT" OR "BEAN COUNTER" SEEMS TO THINK PEOPLE
WANT TO PAY OUTRAGEOUS MENU PRICES FOR A SO CALLED "RACK OF LAMB".
THIS IS A MAJOR MENU MISTAKE.
TAKE IT OFF THE MENU AND SAVE
THE $$$$$$$$$$$$$$$$$
AFTER READING, RESEARCHING AND
REVIEWING "SUBWAY'S"NEW BREAKFAST STRATEGY, IT'S ALL WRONG.
IT HAS NO APPEAL, THE $2.50
DEAL IS NO ENTICEMENT AT ALL.
BETWEEN THE LABOR COSTS, THE AD
COSTS, THE FOOD COSTS, "SUBWAY" WOULD HAVE BEEN FAR SMARTER, TO ROLL
OUT A DELIVERY CONCEPT, AND GO AFTER THE HUGE "BRING IT TO ME"
MARKET FOR LUNCH AND DINNER, THAN TO ATTEMPT TO GARNER MARKET SHARE
FROM EVERY LONG TERM FAST FOOD BREAKFAST OPERATOR.
WHY "SUBWAY" NEVER DEVELOPED A
DELIVERY CONCEPT IS ONE FOR THE GREAT FAST FOOD UNKNOWNS.
IN MY DOWNTOWN AREA ALONE,
"JIMMY JOHN'S" SANDWICHES HAS SIX, COUNT EM SIX BICYCLES THAT THEIR
DELIVERY PEOPLE USE TO PEDAL THOSE SANDWICHES TO LOCAL BUSINESSES
FROM LUNCH TO EARLY EVENING.
SIX BIKES IN A SMALL DOWNTOWN
MARKET.
TOTAL BRILLIANCE.
HIGH END STEAKHOUSES ARE FACING
RAW NIGHTS.
"OUTBACK" IS ACTIVELY SEEKING A
BUYER FOR IT'S "FLEMINGS" UPSCALE STEAK FORMAT.
"LONGHORN" HAS A NEW TV SPOT
OUT, FEATURING A NUMBER OF DIFFERENT DISHES, THE ONLY PROBLEM IS,
THEY DON'T ADVERTISE A PRICE.
THE DAYS OF SIMPLY SHOWING
GLOWING DISHES OF MEAT AND TATERS, EXPECTING LINES AT YOUR HOSTESS
STAND ARE OVER, GONE, FOREVER.
NEVER HAVE SO MANY CHAINS, FROM
CASUAL DINING TO UPSCALE DINING WASTED SO MUCH MONEY ON TV ADS THAT
ARE TOTALLY INEFFECTIVE AND UNPRODUCTIVE.
I DON'T KNOW WHO THE POTENTIAL
CUSTOMERS IN THESE "FOCUS GROUPS" ARE COMPRISED OF, THAT THESE AD
AGENCIES AND RESTAURANT CORPORATIONS ARE RUNNING THESE ADS BY? BUT I
DO ASK THIS QUESTION, WHEN WAS THE LAST TIME THE CEO OF "TGIFRIDAYS"
OR "CHILI'S" OR "RED LOBSTER" OR "OUTBACK" ( CEO FORMER HEAD OF
AVON) VISITED AT LEAST A DOZEN OF THEIR ESTABLISHMENTS WITHIN A
WEEK, AND SERVED CUSTOMERS, WORKED THE KITCHEN, SEATED GUESTS AND
GOT IN THE TRENCHES WITH THEIR DAY AND NIGHT EMPLOYEES TO ACTUALLY
UNDERSTAND THE CULTURE OF TODAY'S DINING CUSTOMER?
SURE "DARDEN" USES "I DRIVE" IN
ORLANDO THEIR CORPORATE CITY, TO OPEN UP TEST UNITS AND SEE WHAT
DOES AND DOES NOT WORK.
BUT WITH REGARD TO EXISTING
UNITS, FORGET THE DISTRICT MANAGERS AND AREA SUPERVISORS, IT'S TIME
THE EXECUTIVES IN THE $400 LEATHER BACK CHAIRS GOT OFF THEIR TUCHUS
AND WENT FACE TO FACE WITH THE VERY CUSTOMERS WHO PAY THEIR
SALARIES.
THEY ARE SO OUT OF TOUCH, THAT
IS WHY THEY WASTE MONEY, TIME, AND COST EMPLOYEES THEIR JOBS.
TAKE "TGIFRIDAYS" TAKE
"CHILI'S", INSTEAD OF EXPANDING THEIR REALM OF INCOME BY GOING AFTER
THE NIGHT LIFE AND PARTY HOURS, THEY SIMPLY OPERATE THE SAME BY
NIGHT AS THEY DO BY DAY.
NO VISIONARIES AT THESE TWO
COMPANIES.
BOTH JUST GOT SMACKED DOWN ON
"THE TODAY SHOW", ( FIVE MILLION PLUS VIEWERS) FOR SODIUM,
CHOLESTRAL AND CALORIES.
MILLIONS OF PEOPLE WATHING
"TODAY" AND NEITHER COMPANY TOOK ANY POSITIVE PR TO COUNTER THE
TOTALLY NEGATIVE FACTUAL INFORMATION GIVEN OUT.
SOMETIMES IN THE FOOD AND
BEVERAGE INDUSTRY TOO MUCH CORPORATE STRUCTURE WILL COST COMPANIES
MILLIONS IN BOTH LOST REVENUE AND PROFITS.
THE GREAT JERRY WEINTRAUB, THE
EXTRAORDINARY HOLLYWOOD, PRODUCER,MANAGER, LEGEND OF ALL HOLLYWOOD,
SAID RECENTLY " HEY I DON'T NEED PEOPLE TO SCREEN MY CALLS, I PICK
UP THE PHONE AND TALK TO ANYONE WHO CALLS ME, WHY MAKE IT IMPOSSIBLE
TO REACH ME".
YET THAT'S EXACTLY WHAT THE TOP
SUITS AT CASUAL DINING AND UPSCALE DINING COPORATE OFFICES DO.
WHEN YOUR OUT OF TOUCH, YOUR
OUT OF THE LOOP.
WHAT MANY OF THESE "SUITS" DO
COMPREHEND IS, THIS IS THEIR DIRECT INSIGHT TO THE PULSE OF THEIR
BUSINESS.
THUS THE TURNOVER IN THE IVORY
TOWERS IS CONSTANT.
THE NEW NORM IS TOTALLY
TRANSPARENT, AND SO MANY OF THE OLD WAYS NEED TO FADE AWAY. AGREE OR
DISAGREE, LET
RICHUNGER@PROMOTINGNIGHTCLUBS.COM KNOW WHAT YOU THINK OR CALL
RICH @ 941-921-7027, BUT I TRULY ENJOY EMAILS MORE.
__________________________________________/
Once again Congrats to "TAO LAS VEGAS
RESTAURANT & NIGHTCLUB for being named the #1 Independent Food and
Beverage Operation with over $59million in sales.
Sharp, On The Cutting Edge, Ahead Of
The Pack, Not Afraid To Take The Shot".
Exactly, how I think and have thought
my entire life in this industry.
_________________________________________________/
YOUR BAR OR CLUB SHOULD BE
CLASSY AND BRASSY, NOT TRASHY AND MASHY.
EVEN SPORTS BARS NEED TO
JOIN THE MAJOR NIGHT LIFE LEAGUE.
WHEN YOU CAN WALK INTO A
BAR OR CLUB OR SPORTS BAR AND SEE THE LACK OF ATMOSPHERE, FEEL THE
LACK OF ENERGY, OBSERVE THE SLOPPY WAY CUSTOMERS DRESS,
THE RUN DOWN CONDITION OF
THE REST ROOMS, AND SMELL THE WORN AND BEATEN CARPETS, YOU ARE IN
THE TYPICAL "TRASH AND MASH" ESTABLISHMENT.
IT'S TIME TO "REBRAND", TO
BRING ON THE CLASS AND THE BRASS.
WHY TOLERATE THE TRASH AND
THE MASH?
WHY DO SPORTS BARS OFFER
FREE BILLIARDS, BANDS WITH NO COVER CHARGE, THUS PLACING THE ENTIRE
COST OF THE BAND ON THE BAR, ATM MACHINES, WHEN EVERYONE HAS SOME
FORM OF PLASTIC AND SHOULD NOT HAVE TO PAY SOME MACHINE TO OBTAIN
CASH TO SPEND IN YOUR SPORTS BAR.
WHAT ARE YOU THINKING?
WITH REGARD TO THE QUALITY
OF CUSTOMER YOU ATTRACT,
FROM FIGHTS, TO VIOLENCE,
FROM FEMALE CUSTOMERS BEING HASSLED TO CUSTOMERS NOT TIPPING, WHY
WOULD YOU ACCEPT THIS KIND OF NIGHTLY NIGHTMARE?
941-921-7027
FAR TOO OFTEN IT IS THE
RESULT OF COMPLACENCY AND LAZINESS ON THE PART OF A SPORTS BAR
OWNER, WHO JUST WANTS TO PUNISH HIMSELF, HIS STAFF AND HIS SPORTS
BAR BY NOT TAKING ANY POSITIVE STEPS TO REVERSE THE NEGATIVITY.
I JUST DON'T GET IT?
______________________________________/
BEWARE OF NEW CLUB DRUGS
1. PROTECT YOUR FEMALE CLUBBERS, WHEN THEY
LEAVE THE BAR TO DANCE OR TO THE REST ROOM, COVER THEIR DRINK AND
MAKE SURE NOBODY DROPS ANYTHING IN THEIR DRINK.
2. ALERT YOUR SERVERS TO BEWARE OF ROVING
MALE PATRONS WHO ARE HANGING AROUND TABLES, WHERE THE FEMALE
PATRONS ARE ALL ON THE DANCE FLOOR.
3. ESTABLISH A "ZERO TOLERANCE" FOR DRUG
USE OR POSSESSION IN YOUR CLUB AND POST SUCH A SIGN.
4. MONITOR BOTH RESTROOMS, THE HORROR
STORIES OF NOW CLOSED CLUBS IN NYC SIMPLY TOSSING OVERDOSED DRUG
PATRONS ONTO THE STREETS IS VERY WELL KNOWN. PROTECT YOUR
CUSTOMERS, AND YOUR EMPLOYEES BY BEING VIGILANT.
5. DO NOT TOLERATE DRUG USE BY EMPLOYEES,
BE THERE TO HELP THEM SEEK TREATMENT AND GUIDANCE. DO NOT IGNORE
IT.
6. IF YOU WORK FOR AN OWNER WHO DOES DRUGS,
QUIT.
Mephedrone sought to be banned
in the UK and the United States should follow suit
Underground drug cultures worldwide have continued to find,
develop and market new designer drugs to clubgoers and the latest
drug, mephedrone, has recently been linked to hospitlizations and
even death in clubs all over the World..
Mephedrone is commonly known as “bubble”, “drone”, “meow
meow” or “legal high”. It is imported mainly from China and
sold as a plant fertilizer online, according to British police.
The drug is reportedly already illegal in some nations, and
British authorities are seeking to have it banned in the UK, where
it has become increasingly prevalent in recent months. Use of the
drug can result in severe nose bleeds, nose burns, hallucinations,
blood circulation problems, rashes, anxiety and paranoia, fits and
delusions.
According to Wikipedia, mephedrone is also known as
4-methylmethcathinone (4-MMC), or 4-methylephedrone. It is a
synthetic stimulant and has psychoactive properties similar to
ecstasy (MDMA). Mephedrone can come in the form of capsules,
tablets or white powder that users may swallow, snort or inject. .
While the drug has been found in the United States, its use is not
widespread yet, a search on the Drug Enforcement Administration’s
(DEA) website turned up limited results, although it stated that
mephedrone had been confiscated in Oregon.
SADLY, I KNEW THIS BAR/CLUB/RESTAURANT
WAS GOING TO CLOSE
In my Community a very
nice Couple opened a multi food-beverage-entertainment
establishment called "NEW YORK, NEW
YORK".
But I knew from day 1, they were not
going to make it.
First, they had no "FUN", no "WOW".
Second, they catered to a much older
demographic that does not spend, does not frequent on a daily basis
and does not bring in large groups of spenders.
Thirdly, this establishment ran weekly
ads in both the entertainment section of the daily newspaper as well
as in the weekly alternative newspaper.
Fourth, The ads had no energy at all.
Their ads were so basic and boring.
Fifth, The cost weekly between both
ads had to be close to $800 a week.
In these "FORK THE ECONOMY" dining
times, to have an $800 dollar advertising gorilla on your
outstanding bills pile every single week, for "PRINT ADS" that do
not work, is operating with one hand tied behind your back,
But this Owner would not budge from
his mind set, and thus he lost his entire business, food,
liquor, night life.
He didn't last one year.
He wasted money attempting to target
the 60 plus demographic, the problem with this age group is they
eat, they may, may stay for a drink and they are in bed by 10.
I asked him why he was targeting such
an older market for Night Life, that is not known to stay late,
spend more or are even considered a "Prime Market", but he was
adamant about his course of marketing.
Thus, he closed, it is heart breaking
when Owners refuse to open their thinking, and embrace the trends,
the culture, the right genres of music, the specific marketing of
this new era in food and beverage enticement.
PLEASE NO CLUB PROMOTERS.......THANK YOU.
SUNDAYS IN THE SUMMER
SHINE WITH CASH
BESIDES PRE SEASON NFL,
HOW CAN YOU LET "SUNDAYS" JUST PASS YOU BY?
NIGHTCLUBS
LOUNGES
BARS
SPORTS BARS
RESTAURANTS WITH PATIOS
BEACH BARS
BARS WITH BEER GARDENS
ESTABLISHMENTS ON THE
WATER
THESE ARE YOUR MONEY DAYS
AND NIGHTS.
THERE ARE BARS ON THE EAST
COAST OF FLORIDA THAT DO $25,000 ON SUNDAYS ALONE.
THAT'S RIGHT.
YOU HEARD ME.
25K ON SUNDAYS ALONE.
YET, YOUR LUCKY IF YOU DO
THAT MUCH VOLUME IN A WEEK.
BUT THE DIFFERENCE BETWEEN
THEM AND YOU IS, THEY DO WHAT IT TAKES, THEY ARE NON STOP POWER
PROMOTING, THEY NEED NO CLUB PROMOTERS, NO NEWSPAPER ADS, THEY
DOMINATE WITH THEIR FOOD, THEIR LIQUOR, THEIR SERVERS, THEIR
ATMOSPHERE, THEIR FUN, THEIR WOW FACTORS, THEIR ENERGY.
YOUR CLOSED ON SUNDAY OR
SIMPLY LET PATRONS WATCH GAMES ON FLAT SCREENS DRINKING BEERS,
EATING WINGS.
WOW, IS THAT THE BEST YOU
CAN DO?
"HOOTERS" HAS A FORMAT
THAT HAS WORKED FOR THEM FOR YEARS, BUT EVEN THEY NEED TO REBRAND
AND RECALIBRATE.
SUMMER SUNDAYS ARE BONUS
BAR DAYS.
IF YOUR GOING TO COP AN
ATTITUDE AND YOUR TYPICAL SKEPTICISM THEN BY ALL MEANS SIT AT YOUR
BAR AND CRY IN YOUR DRAFT BEER.
BUT, IF YOUR TIRED OF
LETTING OTHER BARS TAKE THE DAY AND THE MONEY, AND THE CUSTOMERS
AWAY, ASK RICH WHAT HE THINKS?
IT'S A
LONG................................HOT...................SUMMER
