Hospitality Industry Resource Center Reference Library

   Nightclub Patron Survey
“What is your #1 reason for choosing a nightclub tonight?”

A while back, we wrote an article, “The Term ‘Bouncer’ Is Dated, Perhaps Obsolete.” In that story, I mentioned a couple of market studies indicating that Security ranks at or near #1 with bar patrons.

The story prompted more calls & emails than any in recent memory, so we posted a survey during a 30 day period on our Web site asking: “What is your #1 reason for choosing a nightclub tonight?” We asked our Web site visitors to choose just 1 response from 6 possibilities:

DJ Music Format
Live Music
A safe, secure place
Drink Prices
No Admission
Atmosphere/sound/lighting

29% answered "A safe, secure place"
23% answered "DJ Music Format"
22% answered "Atmosphere/sound/lighting"

12% answered "Live Music"
09% answered "Drink Prices"
07% answered "No Admission"

Conclusions: 

SECURITY:
This is the third survey in the last 5 years that I've been a part of. In the two previous surveys, patrons (especially females) expressed a need for:

Well lit parking areas that are patrolled by security
A uniformed officer at or near the front entrance to the establishment
A Well organized & thorough ID check at the entrance
The presence of security inside the facility

With respect to the in-house security, the earlier surveys revealed that this same group was often offended by security personnel who were rude, arrogant, overly aggressive & not prone to the concept of service to the guest.

DRINK PRICES:
It's great to see "drink Prices" rate so very low. I've never been an advocate of "Mooch Market Mentality." You know the drill; the guy down the street starts discounting his prices on Wednesday, so you follow suit. Pretty soon, you both realize that you're doings some better customer count numbers, but your bottom line is shrinking!

Wait.... it gets worse. Then your guests start saying, "....why should we pay full price on Thursday? Why not give us those Wednesday prices on Thursdays also? Wow! Is this a great country or what? I lower my prices, do more business.... & loose more $$$! Duh! What's wrong with this picture?

The point here is; We know lots of operators look at price discounting & no admissions as an answer to slow business nights, but  maybe that's not the answer..... maybe there is another approach to at least consider. One that might just be better for business AND the bottom line.

LIVE MUSIC:
If you are considering using live music occasionally, remember this rule of thumb: 
The band AND the advertising have got to pay for themselves out of the door or I DON'T DO THE DEAL! In other words, if a band costs me $1500 & I have to spend another $900 to advertise the event, I need to take in $2400 on the door. If  I expect 400 covers, then I need to charge at least $8 at the door. ($2400 divided 400 =$8)

The next question is: Will my clientele pay $8 to see this band? If not, I DON'T DO THE DEAL!

Now, let's look at what people who participated in our survey are really saying: 
"Hey, give me a safe, secure place, get yourself a really good DJ & a likable format, then spruce up your room, decor, sound & lighting so I have a kewl social atmosphere and, for that, I'll pay full price plus an admission. In other words, as a patron, what I really want is VALUE FOR MY INVESTMENT.

Amazing!! I might even re-think that live music idea &limit it to maybe only one night a month or so as folks seem to still be pretty much into DJs.... if the format is right.

Bottom line: KNOWLEDGE IS POWER! Take a good, look at your entire operation from the parking lot outside to the entire facility inside, including the rest rooms. Then look at your employees..... do they have a good time at work? If the answer is "no," then ask yourself, "why not? 

Finally, look in the mirror & ask that person, "What can I do to make the place more attractive, fun, entertaining?" Maybe you do this last thing first, just so you can set an example, show some leadership & MAKE IT HAPPEN!

Suggested reading: 
"How's Your Image? Blueprint For Success - Creating A New Image"

Source: The 4-Part Manager's Survival Guide, "Bar/Nightclub Management & Marketing" , a   powerful tool for creating traffic & increasing sales using proven marketing, promotions & improved operations techniques.

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