An investment in knowledge always pays the best interest... Nightclubbiz.com

Despite the increasingly complex needs of the social entertainment consumer, many operators continue to fixate on nonessentials, such as décor, light shows, DJ's, promoters -all things that have little to do with the 'core' entertainment concept or its fundamental purpose.

Seems many still believe they can dazzle today's entertainment consumer into high spending and loyalty through a lot of low substance yelling, screaming, and gimmick based approaches. An 80's like model… But may yield some success with a 24 and under aged audience. Unfortunately, this segment makes up less than 6% of the broader level social entertainment demographic.  We're not saying these attributes are not important --just that there's more to building a race car than shiny paint and hot looking rims.

What is the fundamental purpose of social entertainment?

In summarized form:

• A place of social gathering

• An environment, which makes it "easy" for people to socialize with others

• An environment, which stimulates a sense of social comfort

• An environment that provides a sense of belonging

• An environment rich in social interaction

• An environment that has a clear purpose

To some readers, this may seem ideal, but the truth is… The above attributes are the 'required basics' of anything that could be remotely termed 'social entertainment venue' and as most would probably agree, the vast majority of nightclubs or bars would be doing well if they could so much as meet 'one' of the above criteria. Consequently, this is why they're meager performers in what has become… An aggressively evolving social entertainment landscape.

Are we selling an tangible or intangible product?

There is little tangible about a nightclub or bar, when defining "core entertainment concept". Outside of your conventional 21 to 24 age following, 94% of today's social entertainment demographic could care less about your DJ's, sound, or lights, and if they do… It will be short lived. Like a shiny new toy, the novelty fades quickly. You are not selling booze and music… You are selling an 'emotionally based' experience, which must meet the above objectives.

So the question is… Can your create an environment with purpose? Or will you merely overwhelm your audience into loyalty and spending with a relentless flood of extraneous sensory information? Again… Bear in mind that nightclubs and bars remain at the 'bottom of the totem pole' as an option for a singles marketplace now exceeding 100-million.  More specifically, less than .1% of singles surveyed would not consider so much as setting foot in a nightclub or bar at this point. Anyone see something wrong with this picture?

So why doesn't the old school nightclub industry get with it?

Because engineering a physical environment is elementary… Engineering environments designed to stimulate 'specific types' of social behaviors can be a little more involved. From a concept development perspective, you'd need to… At very least posses or acquire a basic understanding of how environmental stimulus can highly influence the mood, purpose, and direction of a social environment.

The days of establishments offering little more than flashing lights inside a boom box are long gone…

Guess what nightclubs… You now need to work for your money.  Your environment must have meaning. The market wants something in return for their money and it's not booze, promoters, and DJ's. The market will pay substantial amounts of money if… You can give them something they very much want /need. Can you figure out what this may be?

How do you approach the equation? From the outside in… Or inside out?

The majority of those pondering a nightclub or bar concept will generally approach the equation from the "outside in". Nightclubbiz.com approaches it from the "inside out". More specifically, we're highly focused on the 'intellectual components' of social entertainment concept development, in stark contrast to the antiquated model, generally premised on toys, bells, whistles, and heat of moment trends. Our first question from the start is… How will what we do affect the mindset of an audience? The cause and affect factor...

Can you really anticipate the outcome of a social entertainment concept?

Based on the types of entertainment venues that continue to emerge, the answer (at least for these operators) is no. They seem to proceed on a wing, prayer, and hope for some type of good luck. How can you tell? Easy… Walk into the place and within 5 minutes, are you getting it? Any idea of what their focus is? Any idea of what their product is? Any idea of what their purpose is, other than yet another 7,500 square foot room with a million or more invested into décor, and an atmosphere, which encourages pretentious behavior, while demanding big dollars for a low octane experience?

Now imagine this....  You enter a social entertainment type of venue and… BAM!! It's strikes you like lightning… You just… GET IT! While you can't articulate it into words… It has a vibe that feels out of this world! Emerging from this environment is a defined purpose… Function… And clarity. How amazing… Instead of being dizzied by the likes of erratic lighting and obnoxious music… The mindset you're encountering right at this moment is… Nothing short of enchanting. No, not unusual… Cruise lines do it… Resorts do it… Restaurants do it, yet nightclubs still appear lost in the deep woods on this part of the concept.

What is so different about the Nightclubbiz.com approach?

Site founder and concept developer Dave H, has invested considerable study into the fields of behavioral science, social science, and social neuroscience in efforts to 'better understand' the needs of an increasingly complex consumer. The objective: To build entertainment concepts, which are actually engineered to facilitate and appeal to the "actual needs" of a massive and quickly evolving 21st century entertainment consumer.

Some of you may be thinking yeah… But I know what my market needs. There's no techno club or there's no country bar, so I should fill the void, right? And yet others believe that… If there are already 4 big dance clubs on the block… Mine will be better and besides… There is always room for one more, right?

Silly wabbits…. If you're approaching today's marketplace like this, you're in big trouble. This is no longer a mom and pop 'let's play nightclub operator game'… Get it through your heads… There is absolutely no doubt that demand well exceeds supply right now at the broader level, but accessing this billion-dollar marketplace is not as simple as dressing up a big box with décor, sound, and lights. Sort of like baking a cake, except skipping the cake part, while you offer your guests a big plate of icing. One mouthful and they'd be leaving the table already. Food for thought…