When people think about having a night out, the place that comes to mind is a nightclub. Clubs have been offering people a place to relax and dance the night away for decades, from laid-back swanky cocktail clubs to high-octane thumping music clubs with crowded dance floors.
Nightclubs attract a diverse range of people, all seeking a unique experience and there are many different types of establishment. You might think that running a club is as simple as ordering in plenty of alcohol and playing some music but there’s actually a lot of work and skill involved to run a successful nightclub. Here are some important factors that effect the success of a club:
The Location
We’ve all heard the saying ‘location, location, location’ in relation to private property but the same goes for nightclubs too. A nightclub is not going to be a success if it’s not centrally located with easy access. They need to be situated in high-traffic locations to attract passing trade as well as those who travel specifically to the club. The location should be straightforward to find, have good transport links, be large enough and have lots of facilities. An example of perfect locations is Cheltenham Nightclubs like www.undertheprom.com/
The Concept
A theme or concept is another factor that can help make a club more successful. By having a concept, you make it easier for people to identify or connect with your brand/business, you can target your desired audience more effectively and ride out the changing trends and fads in the industry. It’s important to have a concept that fits in with the location of the club. For example, a swanky cocktail club might not fare well in a predominantly working-class location.
Marketing
Whilst it’s easier to attract custom on the big nights of the year, such as Valentine’s Day, Sporting finals, Christmas and New Year – a nightclub owner must concentrate on attracting customers for all the remaining days of the year as well. On days when traffic is usually slow, it’s important to run promotions to encourage people out into the club. This helps to boost profit levels and keep the business afloat. Promotion ideas include events like karaoke nights, happy hour, quizzes and themed music nights. Such events are ideal for giving people something fun to do during the week and creating a revenue source for the club on an otherwise slow-traffic day.
The Staff
All that’s involved in running a club cannot be covered by one manager alone. Great staff can be a business’ best asset. A club needs waiting staff, bar staff, security and maintenance workers to provide the best and most seamless experience for customers. Venues that focus predominantly on music will require sound and lighting engineers to achieve the best acoustic and visual experiences. Other considerations for a club owner include whether to have live music, a resident or visiting DJs and even dancers to create the atmosphere they are seeking.
