Focus on Nightlife

Nightclubs are featured everywhere in the media these days. There are write-ups in the newspapers, big features on television, and there’s always an abundance of info on the web. But what is the media talking about? They’re not talking about a worldwide increase in bar sales, a great new venue that recently opened in Denver, or a hot new DJ night in New York City. They only seem to pick up on one topic: violence.

Here are just a few recent headlines: “Serious assault in Newcastle nightclub” - “CCTV shows arsonist in torched nightclub” - “Man, 29, charged over Joondalup nightclub brick attack” - “Bystander injured in fight outside nightclub” - “Nightclub shooting victim dies” - “Nightclub Shooting Leaves Three People Hospitalized” - “Man, 21, hurt in nightclub fight”

Leave it to the press to make the nightlife industry seem like a war zone. Whether your club is a dive or a gem (or both), there are a few ways to help make sure your venue is splashed on the headlines for the good reasons.

Stress the importance of ID checks to your staff. The kids that are trying to sneak in to your club are likely to cause trouble if they do get in. Make sure your door staff are up-to-date on identification types and know how to spot a fake.

Invest in some video cameras. Whether you have them inside or out, they are a major deterrent to trouble in and around clubs. While it can be an expensive investment, many owners agree that the benefits of installing security cameras are a huge payoff. Don’t worry about ruining the aesthetic of your club. There are many ways to discretely place cameras so your valued guests won’t feel uncomfortable.

Be active about keeping up your club’s image. It shouldn’t surprise anyone that rough bars attract rough customers. Maybe it’s time to clean up your venue a little bit. The best way of weeding out the seedy nightlifers is to take them out of their element. You don’t have to completely overhaul your space. Embrace the genuine vibe of your club and take pride in it. Make sure your staff are on top of all the routine tasks like keeping the bathrooms spotless, clearing out the empties, and keeping the bar clean.

Young Entrepreneur recently interviewed the CEO of Tatango, a start-up text-messaging service that launched in 2007. For some club owners, text-messaging services have provided significant advantages as far as marketing/promotions and Tantango is looking to join the fray. In the interview, CEO Derek Johnson boasts having already helped send “15 million text messages to a wide variety of groups, including college clubs, religious organizations, non-profit associations, athletic teams and businesses since the launch.” With an easy-to-use interface and unlimited mass-texting at a monthly cost, Tatango might be a good solution for club owners who like to keep it simple.

Competitors like FireText are much more geared to the nightlife scene. Their products include Text to Screen, Bulk Text Messaging to customers, and Private Flirt Messaging - services that the tech saavy club owners could get behind.