Thriving in a slow season

So, you’re having a slow season? For nightclub owners and managers, slow periods of trade are inevitable (but that doesn’t make them easy). Plenty of the drivers of a slowdown you can’t control, but you might be surprised how much you can. Here are some simple process changes we’ve seen work, and the great news is a slow period is the perfect opportunity to implement them.

Collect & leverage data

Great data can reveal a lot about your venue and customers that might have slipped your eye. This can help you get more granular about traffic, demographics, preferences and network dynamics. It can also support your team in the tailoring of promotions, events and music to attract more guests and give them a better experience.

When it comes to VIP, it’s easy to neglect customer information. Here are a few sources of data that get overlooked:

1. The VIP Guest-list

Most venues focus their energy on the booker, collecting only the gender balance of the others. We think this is a big mistake: the other ten people at that table make the experience.

By knowing who they are, their preferences and who they party with you can turn an anonymous plus one into a booker in the future. DQ lets you do this flexibility and unobtrusively, but you can also do it manually; either way, make sure you collect a full guest-list either before accepting the booking or at the front door.

2. Table closure notes

When your VIP host or waiter has spent 3 hours with a group, they are bound to have heard some great stories, noticed what they liked and formed a relationship. And then all that value and information is gone.

Implement a table closeout process which includes brief notes about the experience. This has two benefits: first, it ensures that the nuances of personal interaction can be captured and used to make the next visit more personal; and second, it primes your team to be more guest-focussed with each table.

3. Ask for feedback

When a table leaves, it’s easy to measure success based on spend, but honest feedback is key to continuous improvement.

Send the booker a pleasant email asking for a rating in priority areas. Some examples are:

• The arrival seating experience
• Cleanliness & presentation
• Service speed
• Approachability of your server
• Whether they want to be considered for VIP events and launches

Be sure to include a text field for any other notes.

Shift to Direct Bookings

If your model is “DM to book” or complete an expression of interest form, you are likely missing the window when a guest is motivated to book.

We see the vast majority of our booking enquiries on Thursday night (Pre-Party) and Sunday night (Post-Party). Both are times when your marketing team is out of the office.

By shifting to a direct booking model, you can confirm a table and deposit while the guest is motivated to book. The deposit also reduces likelihood of a no-show.

Want to vet the party first? We’ve come up with a way to have both.

Incentivise Early Arrivals

There’s a tendency for VIP clientele to arrive late, limiting the time you have to serve and upsell, and preventing you from reselling tables. There are two types of VIP table reservations: those looking to splurge and be seen splurging and those looking to more cost effectively secure entry and liquor.

So, depending on your clientele, here are two ideas:

1. Bottle Specials for early arrivals

You’re probably already doing this for general admission with free entry or a drink before 10pm. Consider offering a discount on bottles for earlier arrivals. This gives you the opportunity to resell the table, or upsell when the party finishes their first round.

2. Premium Upgrades

Instead of appealing to price, upgrades reinforce ego and self-worth. Consider swapping a standard bottle for something a bit more premium or unique. The upside of this is that your server gets the opportunity to engage in a conversation about preferences, setting the stage for a premium upsell on the next bottle.

Focus on Customer Experience

In an average venue, a VIP waiter spends 55 minutes per table, per night between the table and dispense. At DQ, we’re focused on making space for waitstaff to repurpose that dead-time for exceptional customer experience.

Look hard at your processes and narrow in on steps that cause unnecessary waste. Investing in staff training or workshopping pain-points with your team are good ways to identify these.

You might consider implementing innovative technologies to provide a smoother customer journey, ensuring that every customer leaves with a positive impression can turn them into regular patrons and encourage word-of-mouth recommendations.

Check out our VIP Playbook for a framework which could support you.

Collaborate with local businesses

A large nightclub we had the pleasure of working with in rural Tuscany brings thousands from remote towns to hit capacity week after week, despite an almost complete absence of public transport. How? They recognised that many of their guests attend pubs and restaurants nearby and that by ensuring waitstaff offer a “where to next” suggestion, they could build regular traffic with only word of mouth marketing.

Forming partnerships like this with local businesses, such as restaurants, hotels, and transportation services, can provide mutual benefits. Package deals or cross-promotions can attract customers who are interested in a more comprehensive night out experience, benefiting all parties involved.

Dont Panic

Slow periods don't have to spell doom for your nightclub. By adopting a methodical approach to data, customer experience and collaborations, you can turn these challenges into opportunities for growth and development.

Remember, the key is to remain flexible, stay connected with your community, and always look for new ways to engage your audience. With the right strategies in place, your nightclub can use the quiet time to bring on the busy time.

If you are interested in any of this, give us a call. We’ve thought carefully about each of the steps above and designed features to automate and facilitate each of them.