David
12-29-2002, 08:33 AM
Well I've finally decided to do an Industry Night at the Club. We are only going to do it once a month. This way it won't get too stale too fast.
Here's how it will lay out.
* Only people that are actively working in the Industry will be allowed in. They will be able to bring one guest.
* They will need to present a valid ID and proof of employment at the door.
* Industry people include Nightclub and Bar, Restaurant, Hotel and Motel employees.
* The night will be called H.E.L.P Night. Hospitality Employees Lounge Party.
* No cover and some discounted drinks. We don't usually discount drinks. Because the promo is for the Industry people, we have decided to do $1 Drafts, 2-4-1 Well and $2 Domestics.
* We will use one of the DJ's that spin on the weekends to MC the show. He will play music along with Karaoke and games. We have developed a few games that will require the skills that are used in our industry everyday. Similar to the "Bar Wars" games of a few years ago. The business's will compete against each other for a traveling trophy that will be displayed at the winning business for that month.
* I have secured sponsorship with Budweiser, Miller, Captain Morgan, Skyy Vodka, Local Micro Brewers, an upscale Wine Store, two Cigarette Company's, a Movie Theater, most of the Hotels, Restaurants and Clubs. We have also convinced a t-shirt company to provide t-shirts with the nights that the promo runs, the promo name and the sponsors names on them. Each one of the sponsors committed to the promo for six months. They will provide freebies, gift certificates, free drink coupons and their people to help with the party (this saves us labor costs and allows our employees to partake in the fun). The owners of a few of the restaurants will bring a small amount of food that will be placed on tables throughout the club.
To get the major sponsors, I used the following approach.
I asked them if they would be interested in sponsoring an event that would allow them to get face to face with 60 to 80% of their cliental in one building, one night a month? They said that they were. I also informed them that they would be able to break new product on these nights and have free tastings. They jumped all over it. This is something that they do once a year as an industry trade show any how. To be able to do it once a month is more feasible and less costly for them.
If the promo takes off like we think that it will, we will have to move it to a larger location. We already have a contingency plan in place for that type of thing.
You're probably thinking that this promo isn't so special. Everyone does an Industry Night. That's true, but do they do it right? Our night is only once a month instead of once a week. This creates a must attend attitude. We only allow Industry people and one guest to attend the party. This gives the promo an exclusivity and special meaning. We are also allowing the attendees to let their hair down and party with their pier group.
What does this private event do for our club.
1. It allows us to entertain people in our industry on our turf. Then, when our employees go out and about, those same people will take care of our people. That's why I placed this as the number one item. We try and take care of our people first.
2. It gives those in the industry that have never or have been limited to attending our club a chance to visit us.
3. It helps us build a positive attitude towards our club and our people. When Joe Public asks a restaurant, hotel/motel, or other industry employee where a "Good Dance Club" is, they will send them to us.
4. It allows us to build a better relationship with our vendors. By doing this, we will have a first right of refusal to showcase new products and promotions. If a vendor has questions on a new promo or advertising campaign, they can use our H.E.L.P. Night as a testing ground. They can also pass out info about upcoming promos and events.
5. It will get our local industry back on the same page. From time to time, we will have guest speakers that will speak on the current state of affairs of the industry. They will inform us on how we can help to curtail the negative publicity that is currently inundating our industry.
6. Since most of the service industry people have Sunday or Monday off, this allows us to get the most attendance at the promo.
7. As the promo matures, we will introduce new items of interest and games to keep it from getting stale.
Any comments on this idea will be greatly appreciated. If you would like to do or are currently doing a similar promo, place the info on this thread.
Here's how it will lay out.
* Only people that are actively working in the Industry will be allowed in. They will be able to bring one guest.
* They will need to present a valid ID and proof of employment at the door.
* Industry people include Nightclub and Bar, Restaurant, Hotel and Motel employees.
* The night will be called H.E.L.P Night. Hospitality Employees Lounge Party.
* No cover and some discounted drinks. We don't usually discount drinks. Because the promo is for the Industry people, we have decided to do $1 Drafts, 2-4-1 Well and $2 Domestics.
* We will use one of the DJ's that spin on the weekends to MC the show. He will play music along with Karaoke and games. We have developed a few games that will require the skills that are used in our industry everyday. Similar to the "Bar Wars" games of a few years ago. The business's will compete against each other for a traveling trophy that will be displayed at the winning business for that month.
* I have secured sponsorship with Budweiser, Miller, Captain Morgan, Skyy Vodka, Local Micro Brewers, an upscale Wine Store, two Cigarette Company's, a Movie Theater, most of the Hotels, Restaurants and Clubs. We have also convinced a t-shirt company to provide t-shirts with the nights that the promo runs, the promo name and the sponsors names on them. Each one of the sponsors committed to the promo for six months. They will provide freebies, gift certificates, free drink coupons and their people to help with the party (this saves us labor costs and allows our employees to partake in the fun). The owners of a few of the restaurants will bring a small amount of food that will be placed on tables throughout the club.
To get the major sponsors, I used the following approach.
I asked them if they would be interested in sponsoring an event that would allow them to get face to face with 60 to 80% of their cliental in one building, one night a month? They said that they were. I also informed them that they would be able to break new product on these nights and have free tastings. They jumped all over it. This is something that they do once a year as an industry trade show any how. To be able to do it once a month is more feasible and less costly for them.
If the promo takes off like we think that it will, we will have to move it to a larger location. We already have a contingency plan in place for that type of thing.
You're probably thinking that this promo isn't so special. Everyone does an Industry Night. That's true, but do they do it right? Our night is only once a month instead of once a week. This creates a must attend attitude. We only allow Industry people and one guest to attend the party. This gives the promo an exclusivity and special meaning. We are also allowing the attendees to let their hair down and party with their pier group.
What does this private event do for our club.
1. It allows us to entertain people in our industry on our turf. Then, when our employees go out and about, those same people will take care of our people. That's why I placed this as the number one item. We try and take care of our people first.
2. It gives those in the industry that have never or have been limited to attending our club a chance to visit us.
3. It helps us build a positive attitude towards our club and our people. When Joe Public asks a restaurant, hotel/motel, or other industry employee where a "Good Dance Club" is, they will send them to us.
4. It allows us to build a better relationship with our vendors. By doing this, we will have a first right of refusal to showcase new products and promotions. If a vendor has questions on a new promo or advertising campaign, they can use our H.E.L.P. Night as a testing ground. They can also pass out info about upcoming promos and events.
5. It will get our local industry back on the same page. From time to time, we will have guest speakers that will speak on the current state of affairs of the industry. They will inform us on how we can help to curtail the negative publicity that is currently inundating our industry.
6. Since most of the service industry people have Sunday or Monday off, this allows us to get the most attendance at the promo.
7. As the promo matures, we will introduce new items of interest and games to keep it from getting stale.
Any comments on this idea will be greatly appreciated. If you would like to do or are currently doing a similar promo, place the info on this thread.