Author Archives: Whitney Larson

The official Vemos blog

The Best NYE Ticketing System for Nightclubs

Ticketing companies are a dime a dozen. And with all the choices at your disposal, how do you know which one to go with? The best thing you can do is to choose a system that will set your entire New Year’s Eve event up for success. After all, it’s your biggest event of the year.

Here are the top 5 things you need in your ticketing system.

1. Go Beyond Registration

Most ticketing companies are simply a registration system. They allow people to buy a ticket for your event, and then their offerings end there. They don’t help you connect the dots of what brought your customer to buy a ticket, what they did once they got into your event, and how you can retarget that customer in the future.

Instead, use a ticket system like Vēmos that goes beyond registration. This means following your customer’s journey before, during, and after they walk through your door, and having the tools at your disposal to also manage your event operations.

2. Don’t Redirect Your Customers

A customer comes to your website to buy a ticket. They click that “buy” button and are now redirected to the ticketing company’s website. You’ve now lost that customer’s data, your brand is out of sight, and they’re now getting messages to register for competing events on your ticket buying page. Does this sound like the right experience to you?

Stop redirecting your customers to a different company. Use a ticketing system that functions on your own website without their branding being present. That way, your customers will always feel like they’re purchasing directly from you, and you get to fully control the experience.

3. Connect Your Accounts

You have more to manage for your event than selling tickets. A lot of New Year’s Eve parties have VIP reservations that also need to be managed and marketing systems to promote your efforts. This typically means you’re managing separate tools and systems for each of these functions. Not only is that a hassle, but your’e losing out on data and duplicating information.

We allow you to connect all your accounts together in one dashboard. So not only are you selling tickets to your event, but you can handle all other areas in this one system. Information flows seamlessly between your services automatically so you never have to re-enter or duplicate information in each account.

4. Collect Money Right Away

Most ticketing sites hold your money until after the event to cut you a check, which means your revenue is held up while your expenses continue. Make sure your ticketing provider works with you and your bank account so payments go directly into your account as soon as a transaction is made. This way, you earn your revenue leading up to your event rather than making up for your expenses weeks after.

5. Own Your Data

When your guests are redirected to third-party sites, and when your event information lies in multiple accounts, you’re unable to track all your data. In fact, you don’t actually own that data. Technically, the ticketing provider owns it and they’re going to use it to target your customers for competing events.

Put the power back in your hands. Use a ticketing provider that’s not profiting off your customers, but instead exists to serve you. This way, you’ll collect key information on your customers, staff, and event as a whole to understand what worked and what didn’t for future success.

Have the most profitable New Year’s Eve ever with Vēmos and experience these 5 benefits. You get all the perks of major ticketing solutions with the functionality of nightclub management software in one dashboard. Sell out your New Year’s Eve event in advance. Get money in your bank right away. And have a stress-free door. All at no cost. Get started now.

8 Facts about Fake IDs and Serving Minors

It is illegal to knowingly serve alcohol to a minor, and anyone who does can be held responsible. Many in the industry believe fake IDs are the primary problem since they’re considered the gateway to a minor getting access to alcohol. But how do fake IDs play into getting caught serving to minors? What are the repercussions? And who’s ultimately the person legally responsible when a minor is served?

To answer some of these questions and more, we put together 8 facts about the liability of serving minors and the risk to you when it’s a fake ID.

1. Stings are a result of human error, not fake IDs.

When authorities orchestrate a sting and check to make sure you aren’t serving minors, they legally cannot do so by using a fake ID or purposefully deceiving you. They’re typically checking to make sure you’re properly asking for identification. Most sting fails are a result of not asking for identification, or asking for identification but incorrectly calculating someone’s age based on their date of birth. When these human errors happen, you’ll fail the sting and both the server and the establishment will be presented with the ramifications.

2. Not asking for any ID is the most common reason a minor is served.

In most cases, minors are served as a result of an establishment not checking IDs. While fake IDs are in the mix of minors trying to get alcohol, establishments don’t catch them because they simply aren’t checking IDs at all.

3. Incorrectly calculating age is another top reason a minor is served.

Honest math errors happen, especially when it’s a busy night and there’s a lot on the brain. It’s easy for people to miscalculate the year 21 years from today to determine if the person presenting the ID is of legal drinking age. Many establishments use tools such as ID scanners to help combat this risk factor.

4. The person who makes the sale to a minor is legally liable.

The seller is the one liable for serving the minor, which oftentimes carries the same penalties as the person who holds the liquor license. As a bartender or server, you are responsible for checking the ID of your customers even if another person has previously checked it. In these situations, there are oftentimes separate penalties given to the parties involved, including the licensee (the owner of a bar) and the person who makes the sale (the bartender who serves a minor). Depending on the severity of the situation and state laws, the penalties can range from a fine to jail time for the person who made the sale.

5. When a fake ID is thoroughly examined but still gets by, the minor carrying the fake become legally liable.

When a minor is served, you need to prove you did the steps to the best of your abilities to not purposefully serve that person. If the guest presents a realistic ID that says he or she is of drinking age, and you did everything to the best of your ability to not purposefully serve him/her, the liability on the server and establishment is decreased significantly in most cases. In these cases, the minor with the fake ID is the one liable for crimes such as fraud, criminal possession of a forged instrument, or identity theft, which range in penalties from a Class B Misdemeanor to a Class D Felony. However, if it’s obvious that the ID is fake or if that ID clearly does not belong to the person presenting it and the server did not catch it, then the establishment and the person who served that minor also becomes liable.

6. Fake IDs include a newly manufactured fake ID, altered real IDs, and a borrowed/stolen real ID.

One of the most common methods for underage persons to try to get into an establishment is to use a borrowed ID of someone over 21. This is a form of a fake ID, and carries the same liabilities as a newly manufactured fake ID. In these instances, it’s important for bartenders and servers to review the ID and do everything to the best of their ability to not purposefully serve that minor.

7. There isn’t a system on the market that can catch 100% of fake IDs.

Any system that claims to catch 100% of fake IDs or uses the word “guarantee” is lying. A system can certainly assist in spotting some newly manufactured fake IDs, but many are so advanced that it would pass the test of a system reading a barcode on the back of an ID or doing an OCR scan of the front of the ID. Furthermore, a system wouldn’t register an ID as fake if it’s a borrowed/stolen real ID. The importance of human interaction with detecting a fake ID will always remain a priority.

8. An ID scanner will drastically reduce your liability of serving to minors.

While it’s true that an ID scanner won’t catch 100% of fake IDs, it still will drastically reduce, if not eliminate, your liability of serving to minors. When you use an ID scanner to scan every guest’s ID, you solve the two most common reasons that minors are served — 1) not checking the ID at all; 2) incorrectly calculating the age from the ID. Having a quick license scan double verifies the guest’s age with a simple color coded alert of whether they’re over 21 or under 21. It makes it foolproof even under high stress situations. It also serves as your paper trail to prove to authorities you didn’t purposefully serve that person and did the best of your ability to be compliant.

Vemos Receives 2019 Best of Minneapolis Award

Vemos LLC has been selected for the 2019 Best of Minneapolis Award in the Night Clubs category by the Minneapolis Award Program.

Each year, the Minneapolis Award Program identifies companies that we believe have achieved exceptional marketing success in their local community and business category. These are local companies that enhance the positive image of small business through service to their customers and our community. These exceptional companies help make the Minneapolis area a great place to live, work and play.

Various sources of information were gathered and analyzed to choose the winners in each category. The 2019 Minneapolis Award Program focuses on quality, not quantity. Winners are determined based on the information gathered both internally by the Minneapolis Award Program and data provided by third parties.

About Minneapolis Award Program
The Minneapolis Award Program is an annual awards program honoring the achievements and accomplishments of local businesses throughout the Minneapolis area. Recognition is given to those companies that have shown the ability to use their best practices and implemented programs to generate competitive advantages and long-term value.

The Minneapolis Award Program was established to recognize the best of local businesses in our community. Our organization works exclusively with local business owners, trade groups, professional associations and other business advertising and marketing groups. Our mission is to recognize the small business community’s contributions to the U.S. economy.

3 Ways to Boost Your Marketing ROI

I get it: it’s hard to set aside your hard-earned money for marketing efforts. It seems like you’re blowing those dollars away and not knowing what you’re getting in return. But that’s the issue in and of itself; your marketing is seen as an expense instead of an investment.

Marketing used to be about blasting mass messages on channels that were expensive and nearly impossible to track. And in that case, marketing was an expense. But today, you can track nearly every marketing effort to understand what’s bringing in the most guests and the biggest spenders (both to your website and your venue). You’re able to easily see what you get in return of what you put in. This not only saves you from wasting your dollars, but helps to bring in more money than before. Even the smallest of budgets can see advantages from smart marketing.

To get your marketing numbers down to a science, you’ll need a few simple tools to help you track and analyze your efforts. What is your investment going toward? Which channels are and aren’t working for you? How do you replicate the efforts that work to get even a bigger return? You’ll be able to answer that and make sure you’re spending your money in the right places and getting the results you want.

1. Digital Referral Links

Using digital referral links is going to allow you to track all your online marketing efforts. Every channel and every staff member should have its own link to use in promotions. You can even create links for different types of posts on the same channel, including one link for your Facebook cover photo, another for an organic Facebook post, and another for a Facebook ad. As your links get used, you’ll be able to see which efforts (and which staff members) are garnering the results you want to see. We at Vēmos have referral links built into our system, so you’re able to track not only clicks on your link, but also if that click resulted in a purchase. After all, getting 1,000 impressions or clicks doesn’t mean much if it didn’t result in anyone taking the action you wanted. Now you can track both and truly understand which channels, staff, and efforts are driving the most traffic. You can then compare your cost to your return to understand your ROI.

2. Front of House Tools

Along with tracking digital efforts to drive guests through your door, it’s also important to track day-of results as well. There’s a combination of front of house tools that will allow to track every guest who walks through your door — who they are, what brought them in, what type of guest they are. It’s all important information to understand your night and to understand if your marketing played a hand at it. Use a system at your door that tracks guest list, reservation, and general admission arrival all in one. You can even set this up so you’re able to track which promotion or referrer brought a general walk-up guest. Then, over time, you’re able to compare your results to identify consistencies and become more predictable with your marketing investment.

3. Customer Database

It may not seem like a customer database is a tool needed to be successful in marketing, but it’s one of your biggest assets. Make sure all of your digital referral links and front of house tools are equipped to create an individual guest profile once that guest converts. After all, this is how you provide personalized marketing. Each guest should have a profile that shows their lifetime spend, average spend, lifetime number of check-ins, and whether they’ve checked in as a walk-up guest or a VIP guest. What tickets have they bought in the past? What are their favorite liquor types? All of this comes back to individualized data that you can use for targeted, trackable marketing. When you have this detailed of a customer database, you can use it to filter your guests into like-minded groups to send targeted messages specifically to them, tracking the open, click, and conversion rates along with that targeted message. Now you’re able to provide a complete circle of personalized service both online and in-person.

Once you have your marketing down to a science, start experimenting with your budget to get even more out of your marketing efforts. A good rule of thumb is the 80/20 rule, where 80% of your budget goes into channels you know work for you, and 20% is to experiment with new channels and new audiences. This is how you continually evolve your marketing efforts and turn it into a smart investment without being afraid of wasting your marketing dollars.

Top Tools to Help You Navigate the Personalization Shift

Your customers have gotten accustomed to the savviness of online businesses sending recommendations based on past habits and reminders based on timing. It’s personal. It’s experience-driven. And now they’re driving that change within nightlife. They expect personalized service, and are making decisions on where to go because of it.

Now it’s your turn to navigate this shift and provide the personalized experience they have come to expect. But how do you do it? The best thing you can do is find a system that encompasses all areas of your operations into one dashboard. This is what allows you to see transparent data across sections as well as get deep insight on all your guests. When you use separate tools for each area (ex: one system for reservations, another for tickets, another for gueslist, etc), you’re only getting a chunk of the picture. Data lives separately and you only see information on some of your guests, not all of them. And that makes all the difference when keeping up with this personalization shift.

Here are a few core tools you’ll need to set yourself up for success, followed by recommendations on how to get your staff to execute.

1. Guest Database

A survey conducted by Accenture discovered that 85% of their participants are willing to provide their information to trusted retailers in exchange for targeted, personalized information. Use this to your advantage. Your customers are not only willing to give their information to you, but they’re conditioned to do so. This is especially true when pre-purchasing items online. There are systems specifically for the nightlife industry that are built with your guest database at the core. Now, you can use guest list, ticketing, or reservation forms on your site so your guests not only begin to buy in advance (note: more guaranteed revenue), but also so that you can collect their information and have it sync back to their profile in your database.

You can also capture this information during your night at your door using a digital ID Scanning system. That way, you’re able to safeguard your venue by having a tool to help check IDs as well as collect data on every customer that walks through your doors. And when you connect this to your point of sale system, you’re able to unearth even more valuable information. This means you have a database of all your guests, including their name, contact info, how many times they’ve been to your venue, whether they’re a VIP/guest list/event/general admission customer, how much money they’ve spent, and what their most popular drink purchases are.

2. Segmented Marketing

With your database, you now have a complete buyer persona for all your target customer segments, including demographic, geographic, and psychographic information. This means you have the opportunity to get personal with your marketing. You can send a specific message catered to a specific group of people, such as sending a birthday text message to anyone celebrating a birthday this week and inviting them to celebrate with you. Or you can target customers who have attended a certain event in the past, and send them an exclusive invitation to an upcoming similar event before tickets are released to the public. Making your customers feel like you know what’s happening in their life, or like you understand their interests, is what makes your messages personal and powerful. They’ll feel like insiders and will naturally establish a deeper connecting with your venue. This also helps to make sure the time and money you’re spending on your marketing is spent wisely and giving you a return on investment.

3. Staff Execution

Your personalization shouldn’t stop at marketing. You can and should keep this experience going the second your customer gets to your door. That’s where staff execution comes into play. Remember, technology is a tool to help your staff raise the level of their service; it doesn’t replace your staff’s efforts. Make sure you train your staff on your system so everyone is using it correctly and know what cues to use to raise their level of personalization. Greet your guests by name when they arrive. If you see that a customer is a regular general admission customer who comes to your venue every week, upsell them to a VIP table and provide a complimentary bottle of champagne as a thank you. Or, offer them their first round of their favorite drink on the house at the bar. This costs you very little, but means a lot to them. It’s a simple gesture that’s perceived by the guest as a premium, highly personalized level of service. It shows that person how much they are valued and entices them to stay longer, spend more, bring more friends, and come back more often.

Treating guests like the individuals they are and catering your experience to their needs isn’t hard. All it takes is a system that captures all your information in one place, your staff to use that system so it automatically pulls necessary information on the guests walking through your door, and your ability to execute on providing that exclusive experience. It’s the little things that make the biggest difference to your guests and brings the biggest dollar to you.With all of this at play, you’re able to spend smarter, target sharper, and create an unbelievable experience for every person walking through your door.

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