Nightclubs have to get people in the doors to stay alive. It's not uncommon for a club to have a different theme for each night of the week to encourage repeat visitors. In "the Professional Bar and Beverage Manager's Handbook," Amanda Miron and Douglas Robert Brown say that customers "migrate night by night to different places" for variety. To attract different demographics, club owners hire help.
A nightclub promoter's main job is to fill the club with bodies. He may also be required to create and manage special entertainment events to entice crowds to come to the club. Special events can include concerts, charity events or sponsored events. He manages the production of promotional materials such as flyers, e-mails and invitations. In some instances, he's responsible for ticket sales prior to events.
Most nightclubs opt to hire promoters as independent contractors. A commission basis of £3 to £6 per person in attendance is common. Promoters can also negotiate to be paid on a tiered system in which their commission increases for every 50 people. They can also be paid a fixed rate per event. The pay is negotiable and is due no matter the attendance outcome. Owners can opt to give promoters 100 per cent of the admission costs instead if the bulk of the owner's business comes from the bar. A club promoter can negotiate a percentage of the bar receipts at clubs that don't charge admission.
A university degree isn't necessary for a career as a nightclub promoter; however a Bachelors in Marketing degree doesn't hurt. Public relations courses and speech communications classes at the local community college are ideal preparation for the job. In "How to Become a Nightclub Promoter," Anthony J. Coe advises that the best education is on-the-job experience, which can be gained by volunteering to provide services to club owners for free. Volunteering serves as a learning phase for testing strategies and building up credentials.
Tools of the trade
Networking is the most important tool of the trade. Online social media networks make it easier for club promoters to market their events. They have to use these strategies to build relationships with the people they intend to market to. Friends in the media are essential tools. Networking with persons connected to alternative media rags helps to get stories written about planned events. Graphic designers and copywriters can also help with creating promotional materials.
Experience and word of mouth work better than any resume. It helps to live in party cities like London, Manchester, Edinburgh or Newcastle; however, most cities have potential clients. Promoters should approach club owners with letters of recommendations or a list of contacts and statistics on previous events. Coe suggests "Explain briefly that you are a promoter and explain briefly the type of event you want to put on. Ask for the best time to meet in person and talk in greater detail." Negotiate pay structure."
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