How to start a club promotion company

Written by erick kristian
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How to start a club promotion company
Club promoters always work weekends. (In the club image by Stanislav Savelyev from

A club promotions company is a company that clubs hire to attract visitors to their venue. Most club promoters are active clubbers who have a large network of contacts in the clubbing community. Starting a club promotions company requires fairly low start-up costs but can be time-intensive. This type of business requires a special personality; the business owner must be extremely outgoing and social, always attending events, networking and making contacts.

Skill level:

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Things you need

  • Flyers
  • Website with event photos

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  1. 1

    Create a business plan and research the type of promotions company to run. What age group, demographic or musical taste will the company be geared to? The image of the promotions company is very important, and music should be synonymous with a certain style of club and party. This consistency will help build a brand and attract people looking for that particular scene.

  2. 2

    Build a list of contacts; these are the company's best resources. Your network of contacts will help you figure out how many people would actually show up to an event at the promotion company's request. Partner with popular local partiers who have a large list of contacts. These often include promotional girls or dancers as well as high rollers who typically spend a lot and are well-known. Invite these people to the parties and give them incentives for inviting their friends. Incentives can be as basic as free cover or a comped drink.

  3. 3

    Create an attractive offer. Contact club owners and pitch the idea of throwing an event at their club. Typically, a new promoter will be partnered with another promotions company for a night before being given its own evening. Depending on how many people the promoter can bring in, the club may decide to offer the company its own night. The promoter will either rent out the venue for a fixed fee and capture all of the bar and door fees, or will take a percentage of door and bar sales. Always start with a small party and build up.

  4. 4

    Avoid burning bridges. Maintain your reputation. The promotions business is one in which image counts for a lot, and burning bridges or getting a bad reputation could not only ruin the promotions company but also the personal reputation of those involved with it. Be careful of whom to trust, and be alert to back-stabbing and back-room deals among club owners, promoters and those associated with the industry. Being a club promoter requires a thick skin and the ability to put in long nights.

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