The term "nightlife" is synonymous with partying, fun, and “going out”, both in the evening hours as well as during the day. When someone says that Ibiza is host to a wild nightlife, they’re not only referring to the period from sunset to sunrise, but also to the daily activities on the party island. Nightlife encompasses 24-hour entertainment.
During the 20th century, customers would travel to all ends of the globe with the goal of finding the best ski slopes or the most breathtaking beaches and resorts. In this 21st century we are in, people are still seeking the same exclusive destinations, only now they place great importance on the quality of the nightlife in any potential holiday spot.
Nightlife activities and hotspots include a number of alternatives; Restaurant-bars (better known as "lounge bars"), or traditional restaurants with ethnic bands and local flair. Bars, both daily and evening, with various themes and motifs aimed at different target clientele; The most popular and characteristic nightlife venues are, however, discotheques or nightclubs.
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.
21st Century Universities
Young people in the 20th century decided what college to attend based on the professors, course programs, and the distance from home.
In our present century, the criteria have changed. People choose their academic institutions based on the quality of the social life in the given city. Today, colleges and universities compete via the internet to showcase the best possible nightlife scene, because they are aware that modern students want to party on the weekends… and weeknights for that matter.
Amsterdam city officials in the long forgotten part of the 20th century figured out a way they could successfully market their city as a party destination, and then benefit from the promising profits of tourism. They even went step further and legalized marijuana, hoping to attract an even greater number of visitors… needless to say, they succeeded.
A similar American success story is “sin city”, Las Vegas, Nevada. Vegas was at one time the undisputed champion of incredible nightlife, countless bars, nightclubs, strip bars, and of course, casinos. It earned the image of a mecca for those with deep pockets, and those V.I.P. party travelers searching for a good time. Nevada’s neighboring desert states could’ve replicated what Las Vegas had to offer, but didn’t. Therefore, it seems that Utah’s or Arizona’s leaders weren’t as open-minded.
Thailand, the land of; smiles, gorgeous beaches, breathtaking landscapes, an incredible culinary scene, and a whole lot more, has become the #1 party destination for Western Europeans wanting to escape from the cold and darkness of winter. They’ve also elected to legalize a variety of unusual entertainment programs, such as strip club’s where half-naked women perform various stunts.
Cancun, for instance, is regarded as one of the ultimate spring break party destinations, and is host to masses of college students each year.
V.I.P. sections can be found in most nightlife institution all over the globe. At some clubs there is more than one V.I.P. section. Some clubs have designated V.I.P. sections exclusively for celebrities, and other V.I.P. sections for regular big spenders.
TIPS ON HOW TO GET AHEAD IN THE NIGHTLIFE INDUSTRY
- Be liberal towards alcohol and music regulations in prime areas of the destination
- Surround yourself with the right partners; nightclub experts, nightlife experts, and event experts
- Be prepared to invest in media coverage and good marketing
- Be ready to adopt a new way of doing things
- Make new attractions
WHERE TO FIND A NIGHTLIFE EXPERT?
A nightlife school doesn’t exist. At least it hasn’t until now, where at Nightlife University you can learn the basics of becoming an expert. Everyone who is an expert and successful in this business is someone who made the right decisions at the right time in a given destination. The best experts can be found in places with a rich and extensive nightlife, have significant experience in dealing with the competition, and have a resume filled with proven undertakings in the nightlife industry. Individuals who imagined and created nightclub events are familiar with human psychology concerning enjoyment, are strong manipulators, and know the art of self-promotion.
Nightlife expert ROLE
As is the case with anything else in the world, it's of critical importance for Nightlife Expert to make your institution the most desirable and valued locally, if not on an international scale.
For instance, Belgrade is the only place on Earth or at least the only renowned home to "open-air river clubs", which have become the main attraction for locals and tourists alike. Ibiza decided to advance entirely in the direction of partying, and has therefore become the only island in the world devoted exclusively to partying and everything that accompanies it.
Therefore if you’re trying to create the next big thing as far as tourism is concerned, it’s critical that you come up with something extraordinary and different, that is something that can’t be found or seen everywhere else. Ultimately, you would come up with something that can only be experienced in your destination.
What is it that party or nightlife tourists want?
- A safe and stable city or country in which they can party without unpleasant interruptions
- An extensive selection of good clubs
- Mainstream bars
- A rich nightlife program ( day and night )
- High-grade restaurants
- Unseen attractions
- Attractive women
- Handsome men
- A nice offering of daily activities, whether that being a sea, riverside, artificial lake, or any attraction fit for time spent throughout the day
- Continuous introduction of new happenings
NIGHTLIFE WITH MEDIA AND FASHION
Imagination is therefore the prime tool of nightlife PR. A fearless attitude towards the competition and collaboration with unique people in the nightlife industry are also major components of success.
Fashion and style are well-defined elements of the nightlife. Do you think that people buy suits, dresses, shoes, accessories, and other eye-catching items of apparel so that they can wear them to their workplace or office? No, they purchase them so that they can be noticed at nightclubs and parties, and furthermore build an image for themselves.
The biggest international stars spend exorbitant amounts of money on yachts and private jets, as well as on large bills at popular international clubs.
Armand de Brignac, or Ace of Spades, champagne can cost upwards of 100,000£ in nightclubs around the world, and is characteristic for its design and background story. The target group for drinks of this caliber is none other than V.I.P. party people.
Party individuals don’t necessarily have to be exceptionally wealthy. In fact they’re most often middle or upper middle-class people, who spend a significant portion of their earnings on partying and traveling. They expect to be welcomed into the most popular and hottest parties, bars and clubs without waiting in lines, to get in.
NIGHTLIFE AND POLITICS
City authorities in Ibiza, Amsterdam, and Las Vegas have decided to prioritize party tourists seeking good entertainment. They’ve modified and adapted their laws and regulations according to the needs and desires of fun-loving party people.
The golden equation:
Tourists + Party destination = Money
NIGHTLIFE AND MUSIC
You can compare nightlife and music as you would two brothers. Music is composed so that it would be played and enjoyed at nightclubs, parties, and other events. Good music is the key element in any nightclub. The DJ is in control of the music he will spin, the party atmosphere, and furthermore the general success and viability of the club.
Musicians, or DJs, are closely connected with nightclubs. Most of their earnings are made at nightclubs. In short, clubs, bars, festivals, and concerts couldn’t survive without music… nor could music survive without them.
NIGHTLIFE AND TOURISM
In the 21st century, tourism has grown yet another branch, that being "party tourism". Just as business tourists look for places to host meetings and conferences along with their hotels, party tourists in this day in age look for nightlife hotspots in correlation with where they’ll be staying. Needless to say, destinations which offer this winning combination are much more frequented than those that do not.
The best examples of party tourism destinations are; Mykonos, Cancun, Miami, Las Vegas, Ibiza, Dubai and Amsterdam. Guests and visitors go to these places expecting to have a fun time.
It's simple math. If your city hosts a few million new tourists each year, and if each tourist on average spends a couple thousand $ while visiting, the city’s budget will be significantly greater.
Party tourism is a blossoming branch of tourism and hospitality, and it’s just a matter of embracing and refining it in order to make your destination a global hotspot.
Nightlife tourism, or party tourism, is divided into Budget, Standard and V.I.P. (Luxury) tourism.
The common factor of all three groups is a passion and desire for partying and having a good time.
V.I.P. party travelers seek services which will provide priority entrance into clubs, the best placement and tables, the highest quality drinks and champagnes, and want to be surrounded by the most beautiful young people.
Notice: Majority of V.I.P. travelers are males.
V.I.P. party travelers, besides merely a good party, are in search of interesting accommodations such as top-floor penthouses and party-style hotels.
Lodging of this nature doesn’t exist yet, or at least didn’t until recently. In Ibiza, for instance, the first party hotel in the world has been opened. ‘Ushuaia Beach Hotel’ has created a new segment, and is probably one of the most profitable hotels in the world, during the course of Ibiza’s hit season.
Standard party travelers are people who don’t prioritize luxurious accommodations and the best sections in nightclubs. They’re prepared to pay a cover charge and to drink as much as they want, but they aren’t obsessed with the status that V.I.P. party people crave. They’re perfectly complacent drinking and partying the night away.
Budget party travelers are spenders, who as their label suggests, love to party but are careful of every dime they spend. They are usually situated in hostels and focus on pre-gaming before going to club, in order to build a serious buzz and therefore spend as little as possible on drinks at the nightclub.
When it comes to spending, upper middle-class party tourists of Western Europe are quite often running up serious tabs in clubs, higher than those created by wealthy globetrotters. Upper middle-class tourists are often the more desirable, most demanding, and highest spending party tourists.