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Advice 2: How to open a successful nightclub
The average volume of investment needed to complete the work of a night club in Moscow, is evaluated by specialists in 500 thousand dollars., profitability — in 20-50%. Interestingly, it often happens that the profitability of these institutions has nothing to do with the volume of investments: the club, built for 50 thousand dollars., can be extremely successful, and that, in which is nested a million, will be burned up quickly.
How to choose a room?
In most cases it is the right choice of location determines the success of a nightclub or disco. The fashionable capital club, calculated for middle and upper class, have to be in the city centre, within the Garden ring, but for a more simple, democratic institutions is quite suitable urban outskirts (their visitors are often inhabitants of neighboring houses). And more one important condition — to youth clubs should be easily accessible not only by land but also by metro.
When choosing a room from the list at the outset should be excluded the first floors of residential buildings. If local authorities will allow to place there a noisy night institution (which, in Moscow, for example, is impossible), then you will never provide to work properly indignant residents. And even if your soundproofing is perfect, there are certainly a couple of other of active grandmothers, capable of spoiling any party, simply several times calling the police. So from the very beginning you should look for a detached nonresidential building.
The room itself must satisfy a number of criteria: to have a sufficiently large area (experts advise to do the main ballroom with a size of not less than 250 sqm) and high ceilings, suitable for hanging lighting and sound equipment (4 m).
In the early 90-ies were observed the interesting tendency: for organizing of clubs and discos were actively used former or still working houses and palaces of culture, foyer cinemas and concert halls. While all of them are taken. But in the regions it is still possible to find a similar building, live without a host. Since the mid-90s started to rebuild the former plant idle factories. Their main advantage — a large area at reasonable prices (in Moscow — from $ 200. for 1 sq. m). Such options, in contrast to the construction "from scratch" require a much lower cost: you will only need to dismantle the machines or old chairs, to equip the locker room and a bar, develop a modern design, and most importantly — to install lighting and sound equipment. For small or closed (for occasional visitors) club is fine the basement.
As practice shows, the more years that way five years ago to find a room in Moscow was relatively easy. But now — this is a serious problem that hinders the development of club business.
As for the interior decoration, then the General recipes does not exist. You can spend 2 thousand dollars. at 1 m, creating cutting edge design, but you no will go, but you can limit it to just a hundred dollars per meter, and the club will always be full. The fact is that such institutions sell first of all its the atmosphere, and only in addition to it go interior, dishes, beverages, etc. for Example, the fashionable (and, incidentally, economical, allows you not to buy expensive furniture) tendency of the last years — the use of coarse wood.
Before proceeding to organizational and construction works, you need to make a professional project. And here without the professionals can not do. And we must begin with the development of the overall concept. This will avoid unnecessary costs, constant failures and rework, greatly increasing the estimate. In addition, specialists will analyze your chosen place for compliance with its location chosen concept. They also help to get a list of all permits required for the normal operation of the club. Consultants usually charge for their services from 2 to 5 thousand dollars.
But the organizational functions it is possible to hold the main club of the person who will be responsible for the entire concept (and not only for his program, as is still mistakenly believed by many) — promoter.
Main club man
According to many experts, it is up to the promoter at 80% determines the success or failure of any entertainment.
And actually, most of the closures of clubs (which is not uncommon) has to do with the unprofessionalism. Specialty "promoter" you can't get in any Institute, it can be learned only in the process.
The main task of the promoter is to attract visitors. To do this, he must clearly guide the activities of the institution in line with the developed concept. According to Andrey Fomin (known in Moscow as a promoter and showman, founder of the annual ceremony Night Life Award, which determines the best night clubs of the year), that promoter is responsible for the concept of the club, ranging from musical style and to organizing special parties. And the main task of this man every night to create a feast.
According to Harry Chalasani, one of the most famous Russian promoters (organizer of the club "XIII"), "the West club is only room in which every night some new promoter having his party. In Russia, however, still just don't understand how this Tuesday might play rap music, Thursday — trip-hop, Saturday — progressive house. Now in our clubs is often the owner and Manager, and art Director, and promoter in one person, but businesses that is not helpful".
The orientation of the club
According to statistics, up to 70% of profits bring the club patrons. Therefore, the first phase of concept development it is necessary to determine, on whom will be calculated your institution: to the "gold" young people or the adolescents from the outskirts, the solid businessmen or rockers, members of sexual minorities or naturals. Their target audience is entirely dependent on the interior, music, drinks, prices and even service.
The main visitors of the night places — young people under 35 years. But it varies by age, income, Hobbies, views on life. Conditionally all clubs can be divided into three main categories: expensive, democratic youth (much like disco) and restricted subject. The latter usually differ in musical directions: jazz, rock, pop, etc. There are also clubs for women, gays, etc. Going to open school night, it should be borne in mind, if you try to do something alien to itself (eg, convinced straight guy wants to organize a gay club), it is difficult to hope for success.
The "Golden" youth
To work with the Bohemians and the "Golden" youth, the most enticing visitors expensive clubs, just harder. In addition, the creation of such institutions has its own specifics. Unlike opening high-end restaurants where the big money is spent on repairs, decoration, purchase of expensive furniture and houseware, night club "Golden" boys and girls does not require special material investments. This assertion is well confirmed success opened in 1998 "jazz café" club, organized by the Yugoslav promoter Sinisa Lazarevic, whose rich experience of promotion of similar institutions in Belgrade and Italian towns. The organizers of "jazz cafe" save much on repairs, furniture and equipment and advertising expenses are generally lowered. All the attention they focused on the creation around the institution of an environment of mystery, glamour, elegance and elitism.
The second example — club "XIII". According to his promoter, Gary Chaglasyan, "for our visitors comfort is important, innovation, the pursuit of casual luxury and decadence, and rapidly changing atmosphere, when one night is like another". Some clubs charge money for entry is not accepted, and the profit goes only by the bar. The prices are appropriate: a Cup of coffee — $ 10., cocktails from $ 50. The basic principle of such a club is bought, for example, a bottle of tequila for $ 20., and sold in bulk already for 400. When a large number of bottles, the profit can be enormous. The average visitor to such places for spending the night 100-200 dollars ie, only with hundreds of clients (this is the average number of visitors of one of the parties), the institution helps 10-20 thousand dollars.
An interesting feature of expensive clubs — a short period of existence (no more than two years). When the place is "boring", the owner simply closes the club to open it in a new location and a new name. Another option: the club is closed for renovation, and then opens again in the same place (usually because of lack of space). However, the previous success he likely won't repeat ever.
But have tailored the principle of elitism of institutions, there is one drawback — a small number of potential customers, especially in the provinces. And in Moscow the target audience of the expensive clubs, according to some estimates, exceeds 5 thousand people.
The most wide target audience from democratic youth clubs. According to estimates, only in Moscow about 100 thousand people, mostly from 15 to 25 years, i.e. pupils and students. Usually they are not inclined to buy a drink at the bar, so the fee is per ticket. Its ceiling is 150 RUB this money and are the main income youth clubs.
And then such details as the identity of the amplified promoter and the face control at the entrance, no longer matter. The success of "wide" institution dependent on the light and musical equipment, size and capacity of the room, and most importantly — on the amount of advertising. If the music is loud, the lighting equipment shines brightly, entrance fee in the region of 50-60 rubles., and on the streets are dealt to the flyers-invitation cards with advertising, the influx of visitors is provided. Some, of course, ready to leave 100 rubles in your bar, but you need to accept the fact that the basic dose of alcohol enters the organism of clients even before the doors of the club.
Here, as in the first case, the road design is not required, the majority of costs borne for the purchase of the appropriate power sound and lighting equipment. As for monthly expenses, then the main portion for payment of the invited DJs (DJ): from 50 to 150 dollars. for the evening. Unless, of course, is not a star, who can earn up to $ 500. for that performance.
In the management of such institutions, the main thing — to adhere to flexible price policy. The weekend is much more willing to relax and have fun, so the maximum charge for admission should designate the Friday, Saturday and Sunday. On Monday, after a stormy weekend, the influx subsides, and the majority of clubs either satisfied with the output, or make the entrance free. Experts claim that the institutions working on such a scheme, the profitability is kept at 20-50%.
In the largest cities of the world, actively open up and unwind specialized gay clubs. The first such institution in Moscow began its work in 1995, and today they have five. According to experts, every year the customers leave in the capital's gay clubs to $ 1 million. cash.
According to statistics, 7% of the population prefer to have sexual relationships with people of the same sex. Another 20% of practice bisexual relations. They generally lead an active lifestyle and by nature are curious. To find the right partner to relax and just talk, these people often visit nightlife. It is also noticed that among people with a different sexual orientation is quite a large percentage of the affluent, which makes them interesting clients for the sharks "night" business. In addition, the atmosphere of freedom, fun, permanent holiday and carnival that prevails in the gay clubs, attracts to 50% of your visitors straight. Some owners of such establishments are trying to artificially filter out visitors based on gender, assigning price for the entrance for women is two times higher than for men. In practice, however, this does not stop anyone.
Despite the fact that the sequence of steps in opening the club in General is traditional, it has its own quirks. A key requirement for the management of the club need to look for the administrator, enter in the number of potential customers and knowing "the specific genre". The costs DJs added expenses on the statement of strippers, holding transvestite shows and the equipment of the so-called dark room, where visitors can relax.
Organization strippers — fun is not cheap. Show", the male ballet, etc. are fixed pay: from $ 400-800. for that performance. The upper limit depends on the fame invited the team. Lone conditions dictate the owners of the club. As a rule, they are paid from 50 to 150 dollars. . The first time the work of this institution the influx of visitors is guaranteed, as with gay people love to visit new places. And your main task — to hold them.
Light + sound
Independently choose and install the right format of club lighting and sound equipment an inexperienced person is impossible. When choosing the specialists are guided by such parameters as area, shape, perimeter, ceiling height, and location tables, and the bar scene; of particular importance is the style of music that will sound in the club.
When you create a quality of light and sound in an institution with the size of the main ballroom at 150-200 sq. m it is possible to meet in 15 thousand dollars, of which two thirds will be in the light, and a third on the sound (lights are more expensive and harder to install them).
If ceiling height is limited to four meters, you can save money on buying equipment: instruments, covering up to 4 m, almost a third cheaper, more powerful, able to "overcome" 8 M. If your club planned performances of different kind of show-bands, the scene will require special lighting. For proper operation of the entire lighting system you need to pay attention first of all on the number of hours of continuous operation of the lamps.
If the club has a performance as live musicians and DJ's, will be enough power 7-8 kW. The minimum set of equipment in this case consists of 2 wideband loudspeakers, 2 two-way, 4 woofer, crossover (controller), processing unit (equalizers, compressors) and the location of DJ equipment (remote, Phono). Experts don't suggest (especially where there is a "live" sound) to install its digital sources: the full audio is only analog equipment.
According to Nikolay Hovhannisyan, Director of X-Light, installation of lighting and sound equipment must be made at the stage of rough work. However, many customers start to his selection after all basic work is finished, which is totally wrong. Moreover, such a folly, and even to the famous and expensive clubs.
Installation usually spend 10-15% of the equipment cost and the time it takes a week. The main lights that are necessary for any one club: the so-called "Central" (1,5–2 thousand dollars.) many effects attached to the ceiling; scanners (500-1500 dollars); rotating head ($700.); strobe lights (70-250 USD); UV lamp ($20.); damascina (produced by smoke the most clearly visible light rays — from $ 80.); mirror ball for disco music (40-100 USD); lasers (from 2 thousand dollars). And richer, you can purchase the device for the production of soap bubbles or generators of artificial snow (500-1000 dollars).
Now only in Moscow there are hundreds of companies specializing in the supply of lighting and sound equipment. When purchasing large numbers of vehicles you can expect to save up to 10-15% of the total cost. Checked customers regularly paid for the first purchase, suppliers can offer payment in installments without interest.
Foundations of success
The price of admission is only the tip of the iceberg of the profits of the club. Most of the money, though not in the democratic institutions, made at the bar, because the markup on drinks is able to reach 200-300%. But for the opportunity to hang out and listen to music people are willing to pay.
Today, many manufacturers offer beer bar equipment on its bottling in perpetuity rent-free in exchange for that beer you will buy only from them. In the end, buy bar equipment can be a good save.
Now the average check in the bar of a night club equal to 10-50$. per person, i.e. per night is from 1 to 5 thousand dollars. income all depends on the audience. The main person in the bar, of course, the bartender, he greatly influences the profitability of the institution. In the absence of the owner, the bartender can sell under the counter drinks, cigarettes, chips and a bag of beer nuts. As a result, lost the benefit of the owner. Another way to cause host damage — incorrectly punched check. This problem is solved by installing the camera and the ruthless dismissal of all dishonest employees.
To obtain additional profit by attracting sponsor: when advertising of alcohol and cigarettes is banned on TV, many manufacturers are directing their advertising budgets on advertising at point of sale — where it's still allowed. Sponsorship can range from a few dozen to 100 thousand dollars. for the party.
For clubs playing live music, very actual is the problem of inviting the musicians. The performance of the novice groups is quite cheap: you can get rid of $ 150. for the party. But among them are very rare to come across standing and bad music simply scare the audience. The position can save the invitation of the stars. However to pay they will have up to 10 thousand dollars. for the performance, but all expenses will pay off: for example, the entrance ticket "on star" in a popular Moscow club "16 tons" costs 15-20 dollars and the club holds 600-670. But in the province the performance of the promoted group will cost 1.5–2 times more expensive.
One of the highlights for any club is a reliable security system, because the visitors are very different. Some institutions prefer to create security structure on their own. But it's best to invite professionals, besides their labor is not so dear as it might seem (2-5$. per hour, and 5-6 people at night is enough). The objectives include the protection of not only the protection of the premises and all visitors to the club from outside intruders, but maintaining order in the hall, identification of drug distributors and their "neutralization".
One of the most important stages after the opening of the club is "promotion", which usually takes from one to several months. Its specificity depends on the orientation of the institution. If your main audience — College students, the advertisement campaigns should be carried out in the institutions, "parties", underground passages (in the capital, it is the passage under Pushkin square). One of the most popular types of promotion — distribution of flyers (print these mini-flyers will cost $ 40. for 1 thousand pieces), giving their holders to various discounts on certain days. Typically, distributors receive a percentage of each used for the purpose of the flyers, but the main incentive for them is a free entrance, especially if the fare is high. Also quite effective (and significantly expensive) advertising on popular music radio stations.
However, all the experts in one voice say that the effectiveness of nothing to compare with is "word of mouth". Youth word of mouth immediately spread all the information about the new institution.
In order you could quickly find in the dark streets of Moscow, order of the shining with all the colors of the advertising sign. The most popular neon meter which specialized in advertising workshop costs 10-40 dollars. However, some of the clubs basically do not spend money on advertising or on the sign — they can even hurt (e.g., will come undesirable audience, and and so all know).