EAR TO EAR BABY, LOOK AT THE SMILE ON MY FACE
By Rich Unger
Why am I smiling?
Because I know clubs, bars, lounges, pubs, that are making serious money for
"SPRING BREAK" while your suffering and sitting there wondering why your
I often chuckle about how some Clubs, Lounges, Beach Bars, even open every
Never have so many establishments been run so poorly, by so many who are so
unfamiliar with "THE FUN" and "THE WOW FACTORS".
And worse are the Owners who place their Room in the hands of inexperienced,
no hands on knowledge, no years of expertise, so called "Club Promoters" who
they entrust with a Friday Night to pack it.
Have you ever asked this so called "Club Promoter" what his education is,
check out his credit rating and criminal background check, where he has
worked, what he has accomplished, what he has promoted, how he has promoted
whom did he target his promotions to, what kind of disposable income did
each of his patrons spend on the average, how many used credit cards, How
many of those he draws are women, what kind of dress code he enforces?
just simple questions that reflect everything you need to know about this so
called "Club Promoter".
A very popular South Padre Island Club contacted me asking if I knew of any
Club Promoters for their Spring Break Concepts?
I responded, "why do you even need a promoter, do it yourselves and save
thousands and make thousands".
The Owner responded "I never thought of
Then a DJ calls me from Hartford, Conn. he is working at a new club that is
opening, it holds a thousand patrons, he is passing out flyers and they are
on radio, the club has no Game Plan, no Promotions Strategy, and he is
panicking about what to do?
First of all, when a New Club opens, that has a capacity of 1000 potential
Clubbers, the most important job in that Club is that of the
Putting flyers on cars in Hartford, not knowing what age, what demographic
the car's owner is, wastes time money and by the way, Flyers don't bring in
When you open a Club that holds 1000 potential patrons, what is the logic
behind passing out flyers and buying worthless radio time?
As I have repeated over and over, these are "THE MONEY MONTHS" where is "THE
FUN", where are "THE WOW FACTORS".
This Club already has a history of being other concepts, so it has an uphill
struggle to begin with, the success rate for a club that has gone through
numerous previous images, is only 5%.
Because of the very reasons, this New Club's DJ is doing what has become
known in the industry as panic promoting.
Unfortunately the DJ was very immature, I hope he spins better than he
thinks he is marketing this New Club.
You don't just, you can't just, you never just open a club with a soft
opening and then proceed to buy radio time and pass out flyers.
It does not
One day someone is going to please tell me why an Owner or group of
Partners, ( Partners are their own worse enemies, if not at first, give it
30 days in this business and watch) will spend tens of thousands of dollars
if not hundreds of thousands of dollars investing in the design and
construction of a Club and it's Concept and then fall flat on it's face when
no one shows up?
The classic response is " I spent thousands on radio".
My instant reply is "WHY"?????????????????????????
Do the "Richie's Right" Math.
If a radio spot costs you "X" amount of dollars, and you take in "X" amount
of dollars, the first money has to go towards paying for the radio ads, then
you can start counting your money.
But Radio listenership has been drastically declining, ask your Radio Rep to
see the latest Arbitron Ratings Book, not the TAPSCAN, but the actual book.
Look up the age and sex of whom you are targeting and tell me that the
station your spending your money on is reaching that market?
Look at their ratings and compare them to last year same time of year.
Radio is worthless, why do you think "Opie and Anthony" are on Satellite as
well as on Terrestrial Radio?
Why do you think for "SRPING BREAK" so many clubs turn to the newest,
latest, greatest new marketing techniques to lure in patrons?
This "SPRING BREAK" should top all sales records for your bar, your club and
If it doesn't then you have NO ONE TO BLAME BUT YOU<<<<<<<<<<<<<<<<
Because you sure didn't call
A PERFECT EXAMPLE OF HOW NOT TO GET INVOLVED WITH A NOT FOR PROFIT GROUP
Clubs have to be smart in whom they form alliances with.
There is a Film Festival in my Community, that wants to have a Beer Sponsor
spend up to $20,000 to underwrite some of the costs of the Film Fest, the
problem is the Director of the Fest is not being forthright about what the
Beer sales or the potential for revenue the Club would derive from holding a
"Beer Event" for Film Festival attendees.
Because the Film Festival attendees and affecinados do not drink beer, they
drink Wine and Liquor.
THEY DO NOT DRINK BEER.
At the most this event would sell 20 cases of beer, if the beer was even the
kind these film fanatics favored. And that is a BIG "IF".?
So how on earth would a "Beer Event" enrich the 1. The Beer Company 2. The
Bottom line: It wouldn't. NO WAY, NO DAY, NO UPSIDE for the Beer Company or
I urge you to beware and be careful with whom you Co-Sponsor any event with,
so that your insue both your Liquor or Beer Vendor and your actual Bar
realistically profit from such Promotions.
This Particular Film Festival Director was very demanding, anytime such an
individual approaches you about Co-Hosting an Afternoon or Night Party that
the focus is on the Brand, research the age, the demographics and the make
up of the actual guests that are going to attend, do they meet the profile
of the beverage being featured, will they patronize your Club, Bar or
Make sure you are not simply paying out, donating, contributing and but most
important, generating revenue as well.
LETTING YOUR CLUB SLOWLY FADE IN OBLIVION
WHY DO SO MANY BEVERAGE MANAGERS SIMPLY LET THEIR LOUNGES, THEIR CLUBS DIE?
WHY DO THEY LAY OVER LET NEW CLUBS, NEW LOUNGES, OPEN WITHOUT FIGHTING BACK?
WHY DO THEY HIRE THE SAME BORING DJ EVERY WEEKEND, AND NOT STOP TO THINK
THAT WHAT THEY ARE DOING IS SIMPLY GOING THROUGH THE MOTIONS, ACCOMPLISHING
NOTHING IN THE WAY OF INCREASED TRAFFIC OR REVENUE?
WHAT PURPOSE DOES A BORING TABLE TENT SERVE?
WHAT EFFECT DOES A FLYER HAVE?
WHAT IS THE THINKING WHEN A CLUB OR BAR OR LOUNGE IGNORES "FAT TUESDAY"
AKA MARDI GRAS AND ST. PATRICK'S DAY?
WHY WOULD AN UPSCALE SPORTS BAR RESORT TO "JELLO WRESTLING" TO DRAW IN
Most of you already know the answers to these questions I pose.
To those of you who don't, why are you even in this business?
I had a very astute Club Owner call me recently and he said " you don't pull
any punches and you sure don't give any bs".
I said "correct, I am a straight shooter, I have zero time for nonsense, I
don't suffer fools".
So, if your ready, I mean you have made up your mind to turn your club, your
bar, your sports bar, your lounge, your outside deck into a crowd packing,
spenders and women attracting, money making hot spot, pick up the phone,
call 941-921-7027 and simply say "Rich I am ready, pack my place now".
Or, just sit there at your bar, stand outside your front door and wallow in
your own lack of drive, vision and consistency.
Remember, the shot glass stops in front of