Focus on Nightlife

The idea of an ecologically-friendly nightclub is coming to fruition in London. Dubbed the “most ecological dance venue on the planet”, Surya has started multiple initiatives to keep their venue and patrons environmentally aware, while creating a self-sufficient club. Here are a few of the things owner Andrew Charalambous has implemented to keep his club green:

• Customers who can prove they arrived by foot, bicycle, or public transportation are granted free cover (as opposed to paying a £10 cover).
• They will be asked to sign a pledge promising to help curb climate change upon entry.
• Surya sells organic spirits in polycarbon cups.
• Charalambous has started plans to start a recycled water system.
• The dancefloor is being designed to generate energy from customer movement.
• Plans to erect a wind turbine on the roof are on their way.

While this is just one example of a “green” nightclub, a few others have started pushing an environmental message to help clean up the world and, just as importantly, drive customers through their doors. For example, Greenhouse in New York collects rainwater, is built from Earth-friendly materials, and uses lighting that will last for 20 years. Hollywood’s first eco-friendly club, Ecco Ultra Lounge, offers free valet for hybrid cars, has power supplied by the LA Department of Water & Power’s Green Power resources and provides superior organic cuisines and liquors.

Of course, there are costs associated with ‘going green’, and every club owner has to look at the financial impact on the business. Luckily, “green” is increasingly becoming a lifestyle issue for clubbers and, within reason, they are often willing to pay a premium for eco-friendly solutions. Building legitimate eco-friendly characteristics into the marketing plan can be a useful point of differentiation and can drive new business through the doors. Done right, going green can be an investment, not just a cost — while also making a real difference on the environment.

Any club owners interested in environmental tips for their own clubs should visit these sites:

club4climate.com

greenhouseusa.com

eccohollywood.com

Venue: Foxtail

Location: 9077 Santa Monica Blvd., West Hollywood, CA 90069

Hollywood’s Foxtail opened earlier this year under the direction of Sam Nazarian and Brent Bolthouse, two of the West Coast’s most well-known nightlife personalities. SBE Entertainment’s newest spot has been called “a supper club for the next generation” by the LA Times.

The owners opted to split the venue into two distinct spaces. On the main floor, Foxtail operates a dining section that serves traditional European Bistro meals well into the night. For the clubbers, a darker upstairs serves as a lounge with a 1920’s vibe.

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.

A London company has organized to give just about anyone the chance to own a nightclub. Myobar (My, Your, Our Bar) is giving the online public a chance to put their money and their ideas into the creation of a new London nightclub. With 5000 shares to be had at £150 each, partners will be able to manage the bar as well as have a say on the name of the bar, interior, food, theme nights, and a bevy of other decisions.

The company posted the following on their Facebook profile:

“From buying just one share you will get to vote on all the major and some minor business decisions online. It could range from selecting the bouncer to the choice of vodka all the way to the colours of the toilets. Or you could just settle in the knowledge that you own your very own bar.”

While the idea is interesting, the chances of success will remain to be seen. Crowdsourcing in the service industry is a relatively new concept. The Washington Post recently ran an article on Elements, an online community that is funding and contributing ideas to build a neighborhood restaurant.