What Makes Your Club Different and Why?
By Rich Unger
Everytime I am hired by a club, or bar, or pub or lounge or restaurant to review their
entire operation, I find the same flaws, over and over. The operation is the in the
same rut, never changing, never evolving, never capitalizing on it's strengths and never
minimizing it's weaknesses.
For instance, housebands, if you have a houseband and they are not learning new
material on a BI - weekly basis! House bands are just that, and to keep it fresh and
keep it real and keep it current, it is mandatory that they learn the latest fad songs and
the latest romantic hits.
Yet, time after time I find house bands to be lazy and inconsistent in their learning
of new material and in keeping it hot! Why do bars offer the same specials over and
over without ever mixing it up with an entertainment special and a strong promotion?
I always use the "Richie 3 Way" approach to rebuilding and reestablishing
clubs and their traffic and volume. I incorporate a strong promotion, a red hot
drink special and a hot music tie in all at once, all on one night and all together in a
blend of a power packed promotion.
Most club managers, beverage managers and owners have no clue or have no idea how to
embrace and grasp this concept. Bennigans, Chilli's, Applebees, boring, stale and
dead! They offer nothing new besides menu items for a limited time.
Their same store sales are drifting and have leveled, due to their inability to expand
and broaden their current market share.
It is so amusing to see the faces of my clients when I provide them with twenty pages
of what they need to do, stop doing and change, and their first comments are
always,,"Yeah, your right."
Of course, I am right, as an outsider looking in, I can see very clearly why you are
not packing them in anymore and why they are flocking to your competition.
Another example, why do restaurants ignore the night life facet of the biz?
Why simply serve food and then tell your patrons go someplace else for fun?
Why do nightclubs only do biz after 10pm, when if they followed my direction and my
input and synergy they would be packed from the moment they opened their doors?
Where is the fun, the excitement, the thrills and the chills in your operation?
Where is the consistency in your traffic and volume night after night?
The key is you need an infusion of new blood, new ideas, new concepts, new promotions,
new formats, you need "New Life."
I ask you, e-mail me and tell me what makes your club different?
Rich Unger, Ph: 941-921-7027, Fx: 941-921-7278 E-mail: RichUnger@promotingnightclubs.com |
