Nightclubs offer a way for people to relax, meet friends and socialize. Nightclub and Bar Magazine reports that their selected "Top 100 Nightclubs and Bars of 2011" had a collective turnover of more than $1.3 billion. The nightclub industry in the United States is competitive, with particular cities, including Las Vegas, New York, Chicago and Miami, having a high density of nightclub businesses competing for clientele.
Use your buying power to negotiate a good rate on a specific drink brand for a limited time. Call suppliers and ask them if there are any brands that are new to the market or are still in the market testing phase. Your supplier is more likely to sell you lesser-known brands at a better price. Once you’ve secured the discounted products, you can offer them at a promotional price; for example, a "2 for 1" offer on specialty cocktails. Include an energy drink in your offer for those serious clubbers who want to dance all night.
Bottle service is a hospitality concept that blends the formal service method of waited tables with the less formal environment of a nightclub. Your customers get the attention and service they’d normally experience in a restaurant combined with the atmosphere of a nightclub. Staff brings drinks, typically in bottles rather than mixed, to the table. They mix and serve at the table, adding an element of spectacle to the evening. Bottle service can be used to drive sales. Because customers taking advantage of bottle service don’t need to queue, they are likely to purchase more.
Invite a local celebrity to your club and offer them a VIP booth for their friends. While you may take a hit on the free drinks in the early stages, once word gets out that the star of the local baseball team hangs out at your club, people will typically come in to check out your venue. This isn’t a quick fix to getting more regular customers. Unless your club has great service and desirable drinks, people will soon move on. Some celebrities may command a fee for personal appearances.
Online social networking sites provide a convenient platform for communicating with your customers. You can communicate directly with customers, timing those communications to be more effective by sending a message to online followers on a Friday afternoon, for example. Use the club's website or social networking site to post photos from previous evenings and events. Invite customers to comment or "tag" themselves in the photos. Use online music-sharing services to post clips from the DJ set in order to showcase your club's particular music vibe.