ED Publications

November 2012

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Page 58 of 123

Out-of-market events in- cludes an event that's an hour away, to something across the country. In some parts of the U.S., people drive 90 minutes to go to a strip club, or their fa- vorite club. That means girls will travel. For that reason, it can be relevant to promote an event, and have personnel there, etc., at an event that could be 60-90 miles out. Long-distance, out-of-market events include televised events or big sporting events, such as the Super Bowl or the college football bowl games. The questions are, are you going to show the event in your club, what audience is interested in that particular sport, the differences between certain sports and events, etc. With one of these events (Super Bowl, playoffs, etc.), where else can someone in your locale watch that event on TV? In theory, those places are also your competition. During the Final Four (NCAA tournament) in 2012 in one market where I work, I had teams of girls in a major market go to 40-50 sports bars daily, going from bar to bar, selling our brand. We were inviting guys back to the club, and offered free passes, a free ride, etc. I do the same thing with pro football, baseball playoffs, etc. For small-market clubs, you can develop in-club incen- tives to send customers to "big" out-of-market games. Liquor companies may give tickets to clubs (from distribu- tors, etc.) to these events. There are tickets to be had, and they can be used in a promotion to drive business to your club as a ticket giveaway to that major event. In terms of pay-per-view and premium TV, how many people in your locale used to have cable or satellite and no longer have it due to the cost factor? How many peo- ple used to have premium packages for HBO, Showtime, etc., and no longer have it? Wouldn't it be an advantage to a customer or potential customer that you have HBO and Showtime boxing and MMA packages, and showed every major fight that's on these channels? It gives you the abil- ity to give them something besides just a beer and a girl, and it's added value for the customer. In terms of pay-per-view events, there are two major providers: Joe Hand out of Philadelphia, J&J Sports out of Northern California. UFC is in a partnership with Joe Hand and Dana White. These events are an expense, and in some cases very expensive, so what good is it for your club to buy the pay-per-view and then not tell anyone about it? And I'm not talking about the people already in your club. You have to have a budget to spend the money to advertise that you're showing this event in your club. In some markets where I work, I tell the owner to (buy) pay-per-view events, even when I don't think we'll make any money, strictly as a defensive position. Because the clubs in my market that I'm competing with every day that will have that event. I made a mistake three or four years ago; it was a UFC event. I carried UFC for every event at this club, but I stayed away from events that happened on holiday weekends, because people in this market split www.ExoticDancer.com "Some of the girls complain, 'Oh, they're only here to watch the fight.' But what are you doing to keep the guys in the club when the event is over? That's where the girls make their money." — Mike Bianco town on a holiday weekend. I figured I'd save the owners some money—save the time in advertising and promo- tion, social media, etc.—and kept my bullets in my gun on this occasion. I screwed up. One of my competitors had a great weekend, beyond what they normally do, with that event. The two of us carried UFC regularly, and I took my foot off the gas. Once. And it cost us. And I've never picked my foot up again, and it's four years later. Mike Bianco As clubs, when we host a sports-related event, we have to give these new customers or first-time customers an experience that they won't forget. The first thing is to promote within the club; let your customers know what you have going on in the club next week, next month, etc. That includes in-house flyers, DJ announcements, etc. And be consistent. If you're going to have MMA fights, have them all. Let your customers know that you'll always be the club to go to for these events. You have the Sunday Ticket; that means they know they'll have their football every week. Consistency is important for your customers. Staffing is key as well. If it's their first time in your club, you have to give that great first impression, and keep them in there after the event is over. Some of the girls complain, "Oh, they're only here to watch the fight." But are you talking to the customers? Are you getting inter- ested in the event with the customers? What are you do- ing to keep the guys in the club when the event is over? That's where the girls make their money. In between the fights, or at halftime, etc., do give- aways. Get them from liquor vendors or give away your club's shirts; for some reason, these guys love their free T-shirts. Get your DJ on stage and get some excitement going during the lull in the sporting event. Do a dance special, for example, and let them know about what spe- cials you're doing once the event is over. Another thing we do in our sports bar is a $1 food menu. That's $1 hamburgers, hot dogs, tacos, chicken wings, etc. These people come very Sunday because of that. They buy liquor, they buy dances, we make money. And it's consistent every Sunday. Club Bulletin November 2012 59

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