How to "UN-Promote" a Successful Nightclub

Today’s Lesson from Riders:
How to differentiate and “UN-promote” a successful nightclub.

 

This lesson was taught to me in two parts.  First, I drove a couple to the club district and heard them discuss the new venue, (we’ll call it “Pi”) and the fate of the previous occupants of the space.

There is a new club in the heart of a popular valley entertainment district.  The space had been operated under a number of names in recent years but had failed to make a foothold, despite being surrounded by a number of very popular night spots.  It was smaller than its neighbors and had limited, street side patio space.  Visitors were also required to climb steps and enter through a door.  Unable to see what was happening inside, customers often opted for the more open, street-level competitors.

A bit later, I gave a ride to a young woman who happened to work at Pi.  Curious, I asked about how the young club was doing and if she was aware that the location had a bit of a jinx.  It is too early to tell—Pi opened only weeks ago—but I predict that it will be the first venture to find great success in that space.

Yes, she was aware that the club had changed hands a number of times.  But, she explained, the owner was employing a new strategy that was turning the clubs liabilities to his advantage. 

• Because the space was indoors and relatively small, the owner used that sense of privacy to create an experience that was very exclusive and intimate.
• Tables could only be obtained by reservation to qualified guests.
• The ratio of male to female guests was closely controlled, based on the desires of women who had been surveyed regarding what they liked most and most wanted to change about their club experiences.
• Similarly, the music mix was tailored to female tastes in order to attract them as well as to further set Pi apart from every other club in the district.
• Hi-top bar tables were replaced with booths and small rounds so as to differentiate the Pi experience and allow guests greater comfort and ease of conversation.
• Pricing was skewed deliberately high, in order to help maintain the exclusivity of the venue, attract affluent male guests and to further build that Pi brand.

Even after only a few weeks in business, Pi was attracting the valley’s most eligible affluent bachelors, professional athletes and other well-known figures.  As a business and marketing strategy guy, I have great admiration the new owner and the direction he is taking.  Very insightful.  Brilliant.  Sheer genius.