Lifecycle of a Successful Nightclub - Research Paper Example

? Lifecycle of a Successful Nightclub Lifecycle of a Successful Nightclub Introduction This paper will define what makes a successful nightclub. It will also address the factors that affect the life cycle of a nightclub with close reference to the case study on Marquee, a nightclub in New York. Indeed, the paper will rely on Marquee’s stages of development to define a successful nightclub. In Europe and the USA, the would be nightclub venues sprung in the early 20th century where they sold alcohol, promoted entertainment, encouraged dancing , comedy, and stage performances.Initially, from the 1950s through the 20th century, there has been immense growth of nightclubs in number and variety subject to modernization in youth cultures, music, fashion, and the growing need for entertainment. Nightclub goers seek fun, refreshment, entertainment, food, and accommodation. A successful club should have the potential to attract new club goers and maintain the patronage of the occasional club goers. As such, the nightclub should situate in a secure location and possess the required club and liquor license. At the same time, the nightclub should possess a unique “club” mood that makes it stand out from the rest. Most importantly, the employees of the nightclub should be hospitable. Notably, several factors affect the nightclub life cycle and nightclubs go through different development stages to become successful. Indeed, some nightclubs are more popular than others are as seen in the Marquee’s case study where Marquee succeeded where other clubs failed. Hence, there is need to understand the basics of the nightclub business and its lifecycle for enhancing a longer profitable life of a club. Body 1 The personnel of operating a nightclub as seen in the Marquee’s case study involves managers, security people, bar backs, waiters and waiters, door attendants, bartenders, and a DJ (Elberse et al., 2009). For a nightclub owner to establish a successful nightclub, it is necessary for them to try other forms of entertainment like restaurants to understand the entertainment business (Klebanow, 2007). Indeed, Tepperberg and Strauss were initially event promoters where they established a good customer base that later came to Marquee nightclub. Moreover, there is need for clear bar business concept for the nightclub. Additionally, we should do a market research (Earth Bar, 2013) to derive a clear understanding of the nightclub business (Klebanow, 2007) just as Tepperberg and Strauss spent their time in major hotel, restaurant, or club opening in Vegas. More so, for a successful nightclub we should not be mean in spending (Klebanow, 2007) and should strive to create attractive and appealing environments. As such, there is need for adequate space, amenities, lighting, parking, and other club aspects. Indeed, we can see how Marquee stood on a space that was functional and efficiently laid out to accommodate drinking, entertainment, dancing, and special events (Elberse et al., 2009). Notably, a successful nightclub should cater for different types of people as seen in the case of Marquee, which had three separate spaces for professionals, socialites, filler crowd, and bottle service customers who were mostly celebrities. Indeed, the club has seven different kinds of bars located in the main room, the library, and the Boom box area (PartyLasVegas.us, 2013). Notably, to sufficiently carryout these operations, there is need for a well-trained staff (Earth Bar, 2013) to offer hospitable, excellent, and clean services. Indeed, we can see that Marquee had trained staff, which offered exceptional services, which made the nightclub a one-stop shop for hospitality in New York (Elberse et al, 2009). A professional DJ to provide entertainment and play the right music is also very significant in a nightclub. Marquee had invested heavily on a top class DJ. Most assuredly, any nightclub must offer a wide variety of alcoholic drinks to its different types of customers. Notably, Marquee offered different alcoholic drinks to different customers at different prices thus satisfying all customers’ needs. Furthermore, to succeed in the nightclub business, a nightclub should initiate frequent and consistent promotions for the club. Indeed, Marquee employed various promoters who had the mandate of attracting a crowd that fits the image of a given night event and establishing relationships with such customers. In fact, Marquee hosted various promotional events including anniversaries. Nightclubs should equally, establish consistent entertainment atmosphere and product quality by hosting various events for the right crowd in different days. This maintains a constant customer base. At the same time, the nightclub should offer specials, price discounts, and alcohol promotions to attract more people to the club. Indeed, Marquee hosted various celebrities’ performances and special events for them like after parties for premieres, birthday parties, and holiday parties. Christina Aguilera, Justin Timberlake, and Derek Jeter are some of the celebrities whose special events took place at Marquee (Elberse et al., 2009). Another factor that defines a successful nightclub is price. In this case, clubs should not overcharge customers (Klebanow, 2007) but should also maintain the high-profile customers by creating their own platform as Marquee did. Indeed, in Marquee nightclub, bottle service customers had their own space at the club where they had to pay a $150 service charge and purchase two to three bottles of top-shelf liquor (Elberse et al., 2009). In addition, a successful nightclub must pay attention to the details of the business by interacting with the customers just as Tepperberg did in Marquee. The nightclub should as well be flexible to any environmental and customer demand changes. It should also maximize the available space as seen in Marquee’s case. Notably, a successful nightclub need not open in all days of the week but should limit its opening days and put as much effort in those nights. Furthermore, Marquee only opened for four days a week but maximized on those days to maximize profits. Most of all, security is very significant factor that defines the success of a nightclub. A nightclub must guarantee the security of the customers and their properties while having fun at the nightclub. Indeed, Marquee had twelve security men available for the clubbers. However, increased competition at Marquee’s neighborhood increased the options for Marquee’s customers thus demeaning the success of the nightclub. The club had a challenging in meeting the operating costs and keeping a constant flow of people (Elberse et al., 2009) thus leading to its demise. Notably, the club has limited space where at times, the management had to turn the huge number of guests away after the club reaches capacity. More so, the long queues experienced in accessing amenities and the restrictions on drinks significantly undermined the success of the nightclub (The Daily Telegraph, 2012). Body 2 For a club to be successful, it should learn from Marquee's and do everything that they did correctly and not repeat some of their mistakes. Personally, I feel that for a nightclub to be successful it should follow a perfect and researched bar business plan. Such a plan includes doing enough research and gaining experience of the dynamics in the entertainment industry and does a subtle market research on nightclub business. Additionally, one should device a clear business concept that accommodates all the clubbers needs. In implementing this concept, one should invest the required resource’s to ensure the nightclub offers enough space, entertainment, alcoholic drinks, and security to the satisfaction of the different types of customers. Indeed, it should consider and satisfy the needs of all customers by hosting promotional and special events for the right crowd. Ultimately, the club should train its staff to ensure hospitality, cleanliness, and high quality service to the revelers. This way, the nightclub will operate and be profitable as long as possible. Conclusion Initiating, operating, and ensuring the continued profitability of a nightclub is very challenging. Hence, there is need to understand the basics of the nightclub business and its lifecycle for enhancing a longer profitable life of a club. A successful nightclub has a competitive advantage, satisfies its customers’ needs, has goodwill, and remains profitable for a longtime. Marquee's is one of the successful clubs in New York. Different types of people attend nightclubs that should provide entertainment, alcoholic drinks, foods, and fun. To establish a successful nightclub there is need for sufficient knowledge and experience of the entertainment and nightclub business. To achieve this we need a market research and a clear bar business plan/concept. Additionally, one needs huge resources to ensure the nightclub offers enough space, entertainment, alcoholic drinks, and security to the satisfaction of the different types of customers the club should also host different promotional and special events for the club and its customers. Well-trained personnel are significant in establish consistent entertainment atmosphere, hospitality, cleanliness, and high quality service to the clubbers thus promoting the club’s success. This guarantees the going concern, competitive advantage, and profitability of the nightclub for a long time. References Earth Bar. (2013). Opening a new bar, nightclub or cocktail lounge. Retrieved from http://www.earthbar.org/barOpen.htm Elberse, A., Barlow, R., & Wong, S. (2009). Marquee: The business of nightlife. Harvard Business School. Pdf. Klebanow, A. (2007). Making nightclubs work. Retrieved from http://www.gamingmarketadvisors.com/publications/07%2005%20Making%20Nightclubs%20Work.pdf PartyLasVegas.us. (2013). Las Vegas Marquee Nightclub. Retrieved from http://www.partylasvegas.us/lasvegas/nightclubs/marquee/ The Daily Telegraph. (2012). The Star's new nightclub Marquee turns away 250 invited guests from its opening night. Retrieved from http://www.dailytelegraph.com.au/entertainment/sydney-confidential/the-stars-new-nightclub-marquee-turns-away-250-invited-guests-from-its-opening-night/story-e6frewz0-1226315945140 Read More