Party Many nightclubs have become the chameleons of the nightlife scene. From one night to the next, entire venues can go from a strobing, house-party feel to a laid back, lounge-type aesthetic. Venues that work this way can generate big line-ups and drive huge revenues but they may also run into problems. While the vibe of the club is constantly changing, so are the faces. It’s harder than ever to get to know your customers when many of them may only visit twice a month for an eighties-themed night or come in just to see their friend DJ on the odd night. Customer loyalty goes down because people are coming for the theme and could care less about the venue.

On the flip side is the tried and true establishment - think Cheers (without the laugh track) - where customers can go when they’re looking for a comfortable, no-frills evening. Many people out there love to be in a place where they know the owner and guests by name, the menu stays relatively constant and you don’t have to worry about getting hit in the eye by a confetti cannon being run by an entertainment company’s newest employee. Here, getting to know your customers is easy and you can usually count on their continuing patronage. The big difference is sheer numbers but having a loyal customer-base can be a justifiable trade-off to always hosting rotating, theme-driven events.

So how does a nightclub wanting to keep their image strike a good balance? There are a few different solutions. One idea is to try out some events that don’t infringe on your current clientele’s tastes but broaden your club’s appeal to a larger crowd. Also, it never hurts to hire promoters who can tailor their efforts to make sure you’re not stepping on toes. While you don’t need to rely solely on themed-nights, there are many types of “spin” you can use to give yourself an excuse to promote.