How to Run a Nightclub

An attractive neon sign is the first requirement.

Running a nightclub is scary and exhilarating at the same time, since dealing with talent is only half the story. Aspiring impresarios must navigate the intricacies of liquor licenses, local regulations and ensuring a steady enough flow of business to keep the doors open. It's not a faint-hearted person's assignment, but for those who can stomach the boom-bust cycles associated with the business, the payoffs are greater than money.

Things You'll Need

• Advertising/promotion budget
• Contracts
• Doormen/security people (and other employees)
• Entertainment budget
• Entertainment licenses
• Liquor License
• Myspace site (or other online presence)
• Performance calendar
• Press contacts
• Refreshments
• Social connections
• Talent

Instructions

KEEP YOUR PRIORITIES STRAIGHT

1. Determine the audience you want to attract, and make sure it suits the venue that you run. A Christian coffeehouse that caters to families won't stay open till the wee hours; similarly, blues bar patrons might want something stronger than a soft drink. Keep your priorities straight, and you won't go wrong.

2. Using established local talent to draw people is the standard promotional tactic for any nightclub, but look into comedians, open mike nights and poetry slams, too. The more diverse and exciting the calendar seems, the bigger the buzz about the club.

3. Think hard about getting a liquor license, and if food will become part of the equation, too. Both commodities boost the bottom line, but may also trigger local and state regulatory licensing processes, and extra staffing levels to keep up with the demand. For scattered weekend or monthly events, the headaches of securing a license may not be worthwhile.

4. Stick to your schedule once you've found an event or talent draw that works. Shuffling things around only confuses the public. However, don't be afraid to shift gears when something clearly isn't working, because whatever you do affects the club's reputation.

MARSHAL YOUR TALENT LINEUP

1. Finding talent isn't a problem, whether the venue is established, or not. Acts will usually call, email or drop off promotional packages. To avoid getting overwhelmed, route their requests through the booking person, if you hire one, or set up a contact form and specific policies on your club's website.

2. Think carefully about the types of shows you book. Nothing is more deadening to an audience than pairing two, three or more acts that are clearly mismatched. Check out a performer's MP3 samples and website, but try to see them live, too. There's no better way to gauge if the booking will work.

3. Balance the familiar and the unfamiliar. Presenting too many established names in too short a time hurts their local draw, while multi-band bills may offer the best option for less heralded local acts.

4. Never leave talent hanging. Many performers rely on local gigs to make a living. If the booking won't make sense, be polite in saying why. The person you turn down today may fare better elsewhere tomorrow. For those acts that you do book, allow a four to six week window to help build their show.

BUILD UP THE BUZZ

1. 

   Take nothing for granted, promotion-wise. It's not what you spend that matters, but how your club's identity comes across. Stake out a Web presence, either on Myspace, or a similar page, where patrons can post photos or comments. Word of mouth builds the most important advertising.

2. Cultivate online and print media contacts to promote events. Get as much free exposure and media as possible, especially if you're unable to afford significant print and radio advertising space.

3. Work closely with your bands in promoting their shows. Most will be glad to help, but don't expect them to do the job alone. Stay in touch to ensure a consistent look and feel for flyers, posters and other promotional materials.

4. Build loyalty with contests, giveaways and promotional items or "swag," as it's commonly termed these days. Put your club's name, logo and website on them. After all, the audience has to keep your doors open, so why not reward their loyalty? Remember, you're offering the experience of a night at your club.

Tips & Warnings

• Be consistent about policies affecting your club's reputation, from bookings, to door prices, and beyond, especially if you change something. Building a consensus for change is more easily done at the front end, than after the fact.

• Be upfront about expectations and payment policies. If an act's not getting paid, nor coming back, tell them why. Most performers appreciate feedback, even if it's not what they want to hear.

• Don't just treat open mike nights as a loss leader for hungry and thirsty musicians. It's your best, cost-free chance to evaluate future acts.

• Set up a guestbook for patrons to comment on your offerings. This is a more realistic alternative than hiring a polling firm.

• Choose bouncers and doormen for their professionalism. Don't take on your friend who can't wait to start busting heads, which isn't worth the liability. The best security people don't immediately resort to fisticuffs.

• Give serious thought to financing, particularly if the building needs renovations, or you're taking over an existing liquor licenses.

• Expect plenty of long days, especially if the club is starting out. Most events happen at night, so don't expect a nine-to-five lifestyle.

Resources