A good nightclub manager ( GM ) needs not only good organization skills, but sociocultural talents as well. A manger is the individual of the ‘nightclub pyramid’ who works exclusively for the owner, answers only to him, and shares financial and private information only with him.
Nightclub management pyramid
It’s important for the manager to keep the entire staff in order, and to receive reports of their work regularly.
The manager ( GM ) is in charge of; the chief of security who is in control of the security crew, the HR, the club’s PR manager, the Bar Manager who leads the other bartenders, the Floor Manager beneath whom are the other waiters, BHP team (Booking, Hostess and Promoters), the firm’s financial director or account manager, event manager and other staff from the nightlife staff pyramid pictured above.
The manager makes decisions and assumes full responsibility for them.
HR JOB description
HR ( Human Resource ) is a specialist who is responsible for recruiting, screening, interviewing and placing workers.
PR Manager JOB description
PR Manager is a person who creates and maintains a favorable public image for the club. PR Manager deal with promoters, journalists and conventional medias.
Club Marketing Manager JOB description
Club Marketing Manager is responsible for developing the marketing strategy and making sure they are implemented as planed. Club Marketing Manager deals with Bloggers, Influencers, Photographers, Videographers and Social Media.
Notice: PR Managers & Club Marketing Managers are often working together as a team.
Guest Relation Manager JOB description
- Ensuring and providing flawless, upscale, professional and high class guest service experiences
- Analyzing customer feedback and providing strategic direction to continuously improve overall rating
- Responding to guests needs and anticipating their unstated ones
- Making sure that guests feel pleasant and comfortable in club
- Full report to the Club Manager
- Deal with special guests / VIPs
- Establish friendly relationships with common guests
- Listen and resolve complaints
Financial Manager is responsible for the financial health of an organization. He /She is managing the financial reports for the Club Manager or to the Owner himself.
Financial Manager has the full responsibility for the Cashiers.
He / She is dealing with wages and tips ad well as with a club sponsorship agreements.
GM ( General Manager ) = Club Manager
POTENTIAL PROBLEMS AT WORK
Someone could recognize the possibility for extra profit at a nightclub, and decide to introduce drugs into the club via a staff member or guest. You can’t allow that to happen, and must take every measure to prevent it.
You may find yourself in a situation where certain people in the drug business, who have an interest in dealing at your club, offer you compensation, or might threaten you if you oppose them. It’s critical that you have a strong and loyal security crew that will protect you, even in the most dangerous and difficult situations, and will do everything in their power to ensure the safety of the club, its guests, and its staff.
Police raids of a club, which aren’t very common, even non-existent in some countries, happen for one of three reasons.
The first reason being one in which the police department received legal orders to crack down on clubs in general. This is common in places where clubs play music after curfew.
The second reason would be if they were looking for someone, and felt that it would be best to arrest them at the club in the presence of all the guests, making it publically clear that the person is in police custody.
The third instance would be one in which one of your competitors, or someone who’s got a grudge against you, sets up a police raid. The police show up, kill the music, evacuate the guests, and you’re left with a ruined evening and hurt image.
Raids can be devastating for a club, especially if they’re frequent, because quality guests don’t want to find themselves at a club faced with a situation like that. Clubs of this nature don’t last long.
Popular guests are those who create your club’s image. They’re known urban faces; models, actors, singers, athletes, politicians, media figures, and all entertainers for that matter.
The formula states: Popular guests need to be seen on opening nights enjoying themselves and having a good time… the rest of society looks up to these people, often wanting to be like them, and will therefore follow them to the clubs. If your club on opening night is filled with likeable politicians, singers, D.J.’s, businessmen, models, athletes, and such, you can be sure that all of the cities club goers will come to your nightclub, wanting to party amongst the successful and famous. A good and high status opening night can pave the way for an excellent season, but means nothing if high status guests don’t continue to come.
Personal life of a manager
Being the manager of a good club is a very exciting job, with lots of affection from the opposite or same sex, high status in social surroundings and good earnings. Being constantly surrounded by your more attractive half, along with the possibility for constant romantic adventures are just a couple of the pros of bearing the title of manager at a respected nightclub.
The cons of this job are definitely difficulties maintaining a monogamous relationship. After all, it’s difficult for a partner not to become jealous of you coming home in the early morning hours, having been surrounded by supermodel quality girls/ guys all night. This job will create problems in your personal life, and that’s something you have to be prepared for.
Basic roles of a manager
- Control of purchasing drinks and materials
- Maintaining and improving the club’s image
- Supervise - Organization of club events
- Controlling and monitoring the staff, club atmosphere, and flow of money
- Pillar of security and stability for the staff and guests
- Reporting club status and happenings to the club owner
The manager needs to establish their own style, the way they present themselves to succeed and advance in their business, beginning with the way they dress to the way they treat their staff.
The crowds they’re associated with, the places around town they frequent, the car they drive, their wardrobe, all of these factors influence and promote their image and ranking.
Body Language and Seduction
In a nightclub, the music is loud and verbal communication can be very difficult. Charming a guest or client through small talk is nearly impossible, which highlights the importance of body language. Your gestures and movements assume a critical role, you have to be composed and firm. Sloppy body language could leave people with a bad impression of you. Remember, all eyes are on you, you’re the face of the club.
The way you request the waiter to come to you, the way you raise your glass for a toast, looking your guests directly in the eyes, the way you talk to the ladies, all need to be fluid and elegant motions. Your movements need to be graceful and assertive, as those of the leader of the evening’s festivities.
The way you dance has to be seductive and sexy, without seeming too vulgar or obnoxious. It’s important for you to seduce and entertain the guests, but under no condition can you allow your guests to feel lonely and neglected, and even inferior to you. The guest has to feel special and valued. You have to carry yourself with confidence and poise.
As is the case in any field of work, you have to satisfy your own goals and desires. This is done with the help of communication skills and the art of manipulation.
Manipulation is based on the tendency to showcase an event in such a way that we make another individual act or behave to our advantage. It’s the goal of gaining control of someone else to achieve some sort of personal gain, through indirect provocation of certain emotions that will force him or her to act however you choose.
8EXPERT FOR OPENING NIGHTCLUBS
Selection of a target crowd, setting prices according to your clientele, and the quality of products and service are the first steps of creating a club.
A manager should be prepared to collaborate with event managers, and should have a discriminating imagination for new ideas. A successful manager must use logic and creativity when making judgments.
If someone is a big spender and frequent guest at your club, the culture of hospitality suggests that you treat that guest with a bottle of their drink of choice, what do you think? Absolutely, that’s a tradition practiced by every quality host.
If someone sends you a bottle at their expense, you have to decide whether you’ll send something in return. In most cases, social and professional customs dictate that you should, but sometimes a simple message of gratitude delivered by the waiter is sufficient.
Opening a club
The first objective before opening a club is to define a target clientele.
If you’re opening a club for heavy metal die-hards, you would obviously conceptualize something different than you would for fans of conventional house or techno beats.
This also influences the location you should have in mind for the club, as well as the drinks that will primarily be served. You would agree that most heavy metal listeners are fans of beer rather than champagne and expensive vodkas, the latter two being popular among fans of commercial music.
If you’re opting for beer, choose good beers which are popular among your target crowd. If you’re going with champagne and traditional liquors for a mainstream club, buy the best of the best, the crème de la crème, because let’s not forget, we are living in the 21st century, the age of competition and rivalry. Each one of your mistakes and shortcomings will benefit your competitors greatly.
Best place to open a popular mainstream club
Here are some ideas for choosing a location…
Your location doesn’t necessarily have to be in downtown or in the busiest part of the city. People like a little adventure when it comes to clubs. For instance, a penthouse level club which overlooks the entire city, or an industrial rooftop club with no noise limitations because there’s no one to complain, or one with a pool on top of an urban building. There are also the increasingly popular “open air” clubs, which have become a sensation in Belgrade, Serbia. As you’re partying you enjoy a gorgeous panoramic view of the city, with that ultimate experience of partying under the stars. You could also convert an old factory in an industrial zone, or a huge villa with a swimming pool, a beach front club or something rustic in the mountains.
For decisions like this, a nightlife expert could prove to be very helpful.
In order to open a nightclub you need strong financial backing, knowledge of the laws and regulations concerning building codes, as well as a good lawyer who will take care of legalization as quickly and simply as possible.
Obviously you need a staff as well as an entertainment crew, which will define the program of the club.
Above all, you need to carefully study your competition. What are their flaws? What should you do differently? If this isn’t your strongpoint you should definitely hire a nightlife expert, someone who is a proven and effective professional in the field. They’ll need to spend some time at your location to determine what is in demand and the best game plan for a successful club. If you misinterpret your target crowd and club concept, and don’t satisfy the demands of your clientele, you’re destined to fail before you even open your doors.
The club interior should be catered to you target crowd and expected guests.
If you’re opening a mainstream club you need bars, tables, and V.I.P. sections with V.I.P. tables. In practice, the best layout has proven to be one with a single party surface, with high ceilings, and as few walls and partitions as possible. In the middle of the club there should be a large, round bar, surrounded by bar tables or a dance floor, with V.I.P. sections and tables along the walls of the club. With this floor plan, your club is well designed for parties. There shouldn’t be any “blind spots” in the club. Every individual should have a clear view of the party.
People hit the clubs for three reasons: either to be seen… to party… or both.
Partying is a social ritual, a gathering of people to listen to music with each other, to enjoy existing friendships, to create new friendships, and to dance, drink and to have a good time.
Partying is divided into "Soft" and "Hard".
Soft party - when people gather and socialize trough verbal communication, with minimal body movements.
Hard party - when people gather and socialize trough body language communication, with minimal verbal discussion.
A well designed and executed club means nothing if the staff can’t welcome and entertain your guests.
The critical mass, found at all clubs, is the guests who are regularly seen at the club. For whatever reason, they frequently, if not always, go to the same club. Promoters create the critical mass with their guests, and the club attracts people through marketing, while established clubs need very little help in bringing partygoers in.
NIGHTCLUB EVENT EXPERT
What is a Nightlife program?
A nightlife program is the performance of a person or group that an institution hires to attract guests to the club.
The Nightlife program offers:
- Singers or Bands
This is the easiest and one of the most expensive ways to fill your club… booking a famous DJ who will spin at your club, along with the marketing leading up to the event.
Because of the frequency and quantity of good DJs in the club scene, there is less and less interest from customers for events of this nature. It’s simply been done before, and is the most common event.
Singers or Bands
If you book Madonna to sing at your club, with some good marketing you can definitely expect your club to be packed. Popular musicians and bands can very easily fill your club and significantly boost your image.
Events can be Existing or New concepts.
You can rent an existing event for your nightclub.
People don’t only go to hear good DJs, but for the show as well.
Club events are conducted by people whose goal is to entertain the crowd. There could be a single entertainer or a group.
Creating a new event
For instance, create a so-called "Celebrities Night", an event in which well-know figures (athletes, singers, models, actors, television personalities) serve drinks and cocktails from the main bar, collecting donations in large plastic jugs. This is above all a charity event and a humanitarian evening, and all donations go to a good cause. Keep in mind that in the 21st century it’s of critical importance for a club to have celebrity guests who will set the tone and heighten the popularity of the location. V.I.P. guests are a major element of your club’s image.
The celebrities are photographed in the club that evening, and with the help of PR nightclub managers make the headlines of the tabloids showing how they served drinks at a nightclub for charity purposes. For reasons of self-marketing, everyone wants to be part of the “in” crowd..
Club management has brought in public figures, celebrities, the media (the club’s PR rep for the media), and has created a good time for guests.
A preexistent theme or event such as this one could be could be something that you may consider introducing in your country, and into your club culture.
Introducing a new club event is the most creative part of club management. You have to have a vision of what your guests’ desire, and what can be done to cater to their wants and needs.
More about creating a club event
There could be an R&B night, or an 80’s or 90’s night, with matching club décor and music. The staff can dress up in clothes to match the genre, and you can hire an artist from that era to partake in the show, or to simply be seen at the party. All of this, along with a strong effort from your PR team could earn you serious media coverage. If for instance on 90’s night you bring in music stars from the 90s, to party with the crowd, or serve drinks for charity purposes, you should enlighten the media, providing them with pictures and video clips of the evening. This will certainly create an interest, and any future theme parties will grow in popularity. You should always bring in new performers or celebrities to make things even more interesting.
BOTTLE NAMES ACCORDING TO SIZE:
Quarter (not illustrated)
Club guests like to feel a sense of belonging
Guests at clubs such as ‘Pacha’ or ‘Amnesia’ in Ibiza like to purchase t-shirts, hoodies, jackets, etc. wearing the club name, because it gives them a sense of belonging to a particular club or style, or a certain theme night at one of the clubs. On the other hand, punk rockers like to dress in a way that expresses their love for their music.
Mainstream Nightclub psychology
Most of the Nightclub guests always frequent the places where the most popular and famous people can be seen. They’re attracted by public figures, renowned athletes, politicians, businessman, and the accompanying gorgeous models.
That target group is absolutely necessary for a club to become popular.
You have to be able to bring in guests of that caliber from the very opening of your club, if you want it to become the "in" place to be seen.
DISCOTHEQUES OR DANCE CLUBS
Discotheques or Dance clubs are institutions in which hard parties are hosted.
They are divided based on 7 different characteristics.
1. Dance clubs can be Nightclubs and/or Dayclubs:
The difference is in during what part of the day they are hosting parties.
2. Clubs are categorized by infrastructure as follows:
Open Style clubs
These clubs don’t target a “quality clientele” and big spenders, but rather high volumes of people and cover charges. Given their infrastructure, these clubs rarely become mainstreamed. The reason for this is that they don’t provide a V.I.P. section and simply don’t attract a mainstream clientele. The clubs make their money through entrance fees more than through sold drinks.
The price of admission varies between countries, days of the week, events, and the performing DJs. Prices usually range from 5 to 100 $.
VIP Style Clubs
These types of clubs are constructed so that 90% of their surface area is comprised of V.I.P tables, and they don’t have a central area or dance podium. The goal is to make all guests feel V.I.P. equal. These clubs don’t usually have the best club atmosphere, because their guests usually show up just to be seen. V.I.P. style clubs target big spenders, and people who want to show off and flaunt their wealth. They’re known for hosting big shots, celebrities, public figures, and of course attractive young women / guys.
Guests at these clubs don’t pay an entrance fee, reservation list / guest list only, and they are usually required to spend a certain amount depending on what table they request. Often they need to cover the table charge ( credit card details ) ahead of time or as soon as they’re seated, and if they exceed the amount over the course of the evening, they pay the difference at the end of the night. The price of these tables usually ranges from 500 to 10,000 $, depending on the particular night, table location, and the club itself.
There are usually bar alongside the clubs for guests who don’t have a table reservation. These guests are frequently attractive young women who hope that a waiter, manager, or promoter will direct them to one of the V.I.P. tables where they might “coincidentally” meet some people to party with.
VIP and Open Style Club
"Open V.I.P." style clubs are the most common layout.
They have both a central area and V.I.P sections. They cater to standard guests, as well as V.I.P. individuals.
On the podium or central area of a club, there are five possible options. You can have tables (referred to as "bar tables"), a dance floor area, pool, stage or a round-bar in the middle of the club. In some cases where you are dealing with very large clubs, they can have a layout of combined styles.
There’s an entrance fee for standard guests, while V.I.P. guests are welcomed by the frontman who possesses the guest or reservation list.
Standard guests buy drinks at the bar or at bar tables, while guests in the V.I.P. sections are served and are required to spend a certain amount. The price of a table can range from 500 to 10,000 $.
Difference between Guest list and Reservation List
Reservation List is the list with names of the individuals that have booked their table. Guest List is the list with the names of the people who are Friends of the Clubs Staff ( Guest List has to be approved by the manager ).
3. Dance clubs can be divided into Winter and Summer clubs
The difference is in during what part of the year they are hosting parties
4. Clubs are categorized according to music as follows:
Clubs are differentiated by the music they play: commercial house, euro trance, techno, pop, jazz, national domestic, country music, R&B, hip hop, progressive house, minimal house, punk, metal and others.
Notice: some clubs play different music – depends from the event
5. Clubs are fundamentally separated into:
Popular (mainstream), Underground and Unpopular
Mainstream clubs are by definition those that play commercial and popular music (in the states that’s usually R&B and hip hop, whereas in Europe is commercial house or tech house).
Underground clubs are those that play and cater to less common musical selections, which in the 21st century usually include rock, punk or Psy trance.
Unpopular clubs are those that are usually visited by an exceptionally young crowd and less popular clientele. These clubs are found in every city around the world, and are usually those that made some sort of critical error in their developmental stage or in dealing with the competition.
6. Clubs are also separated by whether or not they have a cover charge:
Clubs that charge an entrance fee
At clubs where there is an entrance fee, anyone willing to pay is welcome. "Tickets" cost anywhere from 5 to 100 Euros, depending on the club and particular evening or event. For instance at "Club Pacha" in Ibiza there is a single event hosted every Thursday of the season, “Fuck me I’m Famous”, and the cover charge is ( or was )70 Euros. The cover charge applies to standard guests.
V.I.P. guests are those who booked a reservation via the internet or BHP team, and they get in through the V.I.P. entrance with minimal if any delay. They are identified by the name they provided when booking their table. The frontman then checks the guest list for their name, and the hostess directs them to their table. V.I.P guests don’t pay a cover charge, but are obligated to spend a certain amount of money depending on the exclusivity of their table. This applies to ‘V.I.P. clubs’ and ‘V.I.P. Open clubs’.
Clubs that don’t charge an entrance fee
There are clubs that don’t charge an entrance fee, and confine their guests to a certain section, bar placement, standard table, or V.I.P. table. They are organized in such a way that all available spots are booked in advance, so that with the help of the BHP team they can track a particular guest’s spending tendencies, in order to determine whether or not they’ll grant that guest the same table in the future. Individual spending control is the responsibility of the BHP team, and is conducted at the end of each evening.
Often clubs without a cover charge, whose profit is entirely dependent on drink sales at each table, institute more rigorous spending control measures than clubs with a cover charge.
If someone spends an adequate amount of money respective to their table, they’ll be allowed to make the same reservation in the future. This means that if a guest racked up a 5,000 $ tab at a table with a 4,000 $ spending minimum, that guest will be welcomed with open arms every consecutive time they come to your club. The opposite will happen if a guest doesn’t fulfill the spending requirements for their chosen table.
Mainstream clubs without a cover charge always conduct face and dress-code checks, and make every effort to preserve their image by only allowing appropriate guests to enter. Besides having guests with high spending habits, it’s important to have a well dressed and tastefully sexy clientele. A guest list accounting for all of the tables in the club is mandatory.
7. Clubs can be either local or touristic:
Clubs are often divided as local or touristic, the key difference being the type of guest they attract.
Touristic clubs don’t have regular, or common, guests throughout the season (besides those staying in the area seasonally).
Local urban clubs have regular, consistent guests, who frequent them.
Local clubs are usually open 2-4 nights a week, definitely on Fridays and Saturdays. Touristic clubs on the other hand, are usually open every single day during peak season.
Ordinarily local clubs are structurally either "V.I.P." style or "Open V.I.P." style. Given this the job of the frontman is intensified because there is a need for face-control and dress-code checks. The club’s image needs to be maintained, and its guests need to be of a certain class.
At touristic clubs, all who pay the cover charge and spend accordingly are welcome guests.
Clubs could have one or multiple entrances
Most often clubs have 2 entrances. One is designated for standard guests, while the other is strictly for V.I.P. guests. Both entrances have a frontman / doorman. The frontman is in charge of controlling the guest or reservation list and lets listed guests into the club. The difference is that at standard guest entrances those who are on the list have priority, and are allowed into the club ahead of those who are not on the list. Those on the list should approach the frontman, tell him their reservation name, and he will direct them into the club. These guests are usually outnumbered by standard guests not on the list. At V.I.P. entrances mostly everyone are already on the list, and therefore everyone is welcomed into the club.
Bars are institutions in which parties are hosted. Bars can be divided according to infrastructure, nature and music genre.
1. Bars are categorized by infrastructure as follows:
Open type, Closed type, or Mixed type.
Open type Bar
Open type bars are located outdoors. They are most popular in areas with a warm climate and an attractive landscape. Places where there is little rain during the course of the season and where people can savor the beautiful weather. These are seasonal and dependent on weather conditions.
They are usually located coastally or on the beach, near the ocean, lake, or river but can also be at the Roof Top.
In countries where Islam is the prevailing religion, bars are often connected to hotels making them a sort of "unincorporated haven". This is because Islam prohibits alcohol, and this way the bar is using a legal loophole to its advantage to be able to serve alcohol.
Closed type Bars
Closed type bars are located inside of a facility. They are frequently found in colder climates with less favorable weather. It’s been shown that people prefer to spend time at an indoor bar when the outside temperature is beneath 20 degrees Celsius. "Closed type" bars are found everywhere, from the most urban and metropolitan areas, to rural farm country. They are not very common, however, on beaches and in coastal areas.
Some bars are open during the warm summer months as indoor bars, for the simple reason that there aren’t any open air bars in the area.
Notice: If a crafty hospitality entrepreneur decided to introduce an "open type" bar in a city where there weren’t any, and designed it to be hip and mainstream, rest assured that he’d overcome the competition with ease.
Mixed type Bars
Mixed type bars are the most profitable. During the summer period people enjoy gardens and at the winter people move to the closed part of the facility. It means a lot to be able to cater to guests year-round, with a nice garden in the warm season, and a warm and cozy section for the winter months. These bars are opened in areas where there is a constant flow of guests throughout the year. If for instance you opened up a ‘mixed type’ bar on the Greek islands, where you’d have a purely tourist clientele, you shouldn’t expect to have any guests once the season has ended.
2. Bars according to nature can be:
Bars according to nature can be: Lounge, Striptease, Go-Go, Live music, D.J., Comedy, Neighborhood, Classy, Dive, Hotel, Sports Bars, etc..
The common factor of all bars is that they serve alcoholic beverages, with lounge bars serving food as well.
Many bars are classified as “lounge bars” because they have both drinks and food offerings. These became popular in the early 21st century, and many restaurants today are a sort of restaurant/bar hybrid known as lounge bars.
3. Bars can be classified according to their music genre:
Bars can be divided according to their music genre: house, funk, jazz, pop, rock, metal, disco, etc…
Festivals are nightlife institutions which host nightlife programs (DJs, Events and Singers and Groups). At festivals people party in hard style. Festivals host programs with more than one main performer. Also, festivals in 95% of cases last more than one day and are repeated on an annual basis.
Festivals can be divided according to infrastructure and music genre:
1. Festivals according to infrastructure can be:
Festivals can be Outdoor or Indoor.
Outdoor: held in open air.
Indoor: held within a closed facility.
2. Festivals can be classified according to their music genre:
Festivals can be divided according to their music genre: techno, house, funk, jazz, pop, rock, metal, disco, national etc…
Concerts are nightlife institutions that host nightlife programs ( DJs, Events and Singers and Groups). At concerts people mostly party in hard style. Concerts host programs with one main performer and sometimes with a few different accompanying acts. Concerts don’t last for more than one day.
1. Concerts can be divided according to infrastructure and music genre:
Concerts can be Outdoor or Indoor.
Outdoor: held in open air.
Indoor: held within a closed facility.
2. Concerts can be classified according to their music genre:
Concerts can be divided according to their music genre: techno, opera, classic music, house, funk, jazz, pop, rock, metal, disco, national etc…
MAKING GUESTS HAPPY
Success in the nightlife institution business depends on whether or not you make your guests happy, and whether they leave your place feeling good and wanting to come back. This includes the entire experience, from their satisfaction with your food and drinks, your staff, and atmosphere in general. Ideally, they’ll become your fans and common guests.
Waiter and bartender selling skills have got to be exceptional; otherwise your institution could lose guests and subsequently lots of money. Simply put… your staff must be good salespeople.
The club manager is responsible for employing and training good bartenders and waiters who have a resume and reputation indicating highly skilled qualities.