Category Archives: Data

Creating the Right Crowd

People come to your venue for your party. People return to your venue based on that party’s experience. And that experience is heavily dependent on having the right crowd. But getting the right crowd is easier said than done since there’s no one true formula to ensure the right balance. Creating the right mix is a challenge that requires continuous effort and having the right promotions, staff, and influencers in place.

Fortunately, there are some tools available to help you bring in the right crowd to and achieve the right balance. Here’s how you can track your performance to bring in the best people.

1. Put the right tools in place

Technology may not seem like the first place to start, but there are platforms that integrate all areas of your bar into one centralized system so you can get an accurate understanding of how you’re performing. Having this system allows you to collect:

  • The number of guys and girls that walk through your door
  • Which promotions or events are bringing them in
  • What type of drinks they’re consuming

While the technology isn’t responsible for bringing the guest into your door, it gives you the insight you need to determine whether a night was successful and how to recreate it time and again.

2. Choose the right promotions

Promotions and events are a big part of bringing people into your venue. Certain type of events or themes draw a certain crowd. Make sure you know your audience – or at least the audience you want to have – and know what they’re looking for. Nightclub & Bar has a 2015 calendar full of promotional ideas to inspire you.

3. Improve marketing efforts

With the right tools and promotions in place, you’re ready to market to the right audience. Look for a technology platform that has a built in customer relationship management (CRM) system. The CRM system will track important customer activity, which means you’re able to send more targeted, personal and relevant messages to individual guests. Use filters to segment your customers into specific targeted audiences to send messages that are 100% relevant to their habits. That’s powerful marketing, and that’s what continues to drive the right guests into your venue.


Whitney Larson is the president and director of marketing at Vēmos. Contact her at whitney.larson@vemos.io or fill out the form below.

Creating the Right Crowd

People come to your venue for your party. People return to your venue based on that party’s experience. And that experience is heavily dependent on having the right crowd. But getting the right crowd is easier said than done since there’s no one true formula to ensure the right balance. Creating the right mix is a challenge that requires continuous effort and having the right promoters, hosts, and influencers.


Fortunately, there are some tools available to help you bring in the right crowd and achieve the right balance. Here’s how you can track your venue’s performance to make sure your promoters are bringing in the best people.

1. Put the right tools in place

Technology has grown tenfold in this industry over the years, and it’s time to adopt it into your venue. There are platforms that integrate all areas of your venue into one centralized spot so you can get an accurate understanding of how you’re performing.

Look for a system like BookBottles that houses and connects guestlists, reservations, general admission, and event sales together while syncing it all with a customer relationship management (CRM) system. This type of platform automates the work and requires minimal effort on your staff, and will provide you with information for any given time frame you choose to look at, including:

  • Number of guys and girls that walk through your door
  • Number of guestlist parties that arrived
  • Number of table reservations fulfilled and the amount spent per reservation

You will also get in-depth information about any guest through his/her profile, such as the nights they typically attend, past reservations, past liquor purchases, and money spent to-date. This is all valuable information about your guests and will help you understand how to better market to get the best crowd in your venue night after night.

2. Incentivize staff

The above technology also tracks referrers, so you’re able to see which members of your staff – including promoters – are bringing in not only the most guests, but also the best types of guests. With this information, you’re able to incentivize employees based on performance, and can even better decide who is and isn’t right for your staff.

3. Improve marketing efforts

Because your CRM system tracks important customer activity, you’re able to send more targeted, personal and relevant messages to individual guests. This means you’re able to use filters to segment your customers into specific targeted audiences, which in turn means each audience gets messages that are 100% relevant to their habits. That’s powerful marketing, and that’s what continues to drive the right guests into your venue.


While technology will significantly improve your efforts in creating the right audience, you also have to put the right team in place. A mix of good promoters, door staff, and hosts who are using the right technological tools will streamline your guests’ experience to propel your client return rate and your revenue.

4 Steps to Use Data to Increase Profit

The key to measuring the success of your club is by analyzing critical data. Yet, most venues don’t look at their data to get an accurate gage of how well their club is performing. The problem is few venues have a system in place to analyze this data, and even fewer have the necessary time and resources to comb through data points to make sense of it all. As a result, venues are operating blindly and wasting time and money on areas that may or may not be working.


To get a true sense of how your venue is performing, you should be able to rattle off:

  • How much money you made or lost over a given time period
  • Which days of the week are your busiest
  • What type of liquor you sell the most on a given day
  • How many tables are reserved a night
  • Which promoters are brining in the most guests
  • Which servers are upselling the most and making the most tips
  • What types of promotions or events bring in the most traffic

If you don’t have an answer to these points, it’s time to put an analytics system in place. Here are the 4 steps to do just that.

1. Use a platform that collects data on all areas of your venue

Don’t cut yourself short by only turning to your point of sale (POS) system to provide this data. While it’s true that most POS systems collect data, it’s oftentimes presented in convoluted ways. It’s nearly impossible to get a glimpse of your club’s employee performance, promoter performance, individual guest sales, or trending liquor sales. That’s why it’s more important than ever to turn to a system that not only collects, but also reports, the data you need in meaningful ways.

The best systems are fully integrated solutions that collect data from any area of your club and analyze and present it in one central spot in real-time. Make sure everyone who works at your venue has his/her own login and uses the system correctly to capture the most accurate data.

2. Identify what information is crucial to your venue

There’s a lot of data that gets collected on a given night, and there’s a lot of different ways it can be reported. But just because it gets collected doesn’t mean it’s going to be worthwhile information. Define the areas that are the most critical for you to analyze and set a goal for you to benchmark against. The more focused you are, the easier it’ll be to interpret.

3. Use filters to identify strong and weak areas of your venue

Integrated systems that have a filtering process are beneficial in a number of ways, because they:

  • Allow you to identify the audience you want to measure (servers, promoters, customers, overall club performance, or all of the above)
  • Collect data on any given area of your club
  • Provide insight on trending liquor sales, which helps with inventory planning
  • Report key information on individual guests – average spend, total spend, group size, favorite liquors, and top purchases – so you can better serve them
  • Present the results you chose to identify in easy-to-read charts and graphs, which removes the manual labor of you combing through all the data


4. Optimize your efforts to increase profit

Review the data that’s presented, benchmark it against your goals, and optimize your results to work in your favor. If something isn’t working – such as a certain type of liquor isn’t selling well or a promoter isn’t providing results – then fix the problem. The more you now, the more you can do.


Parag Shah is the founder and director of sales at Vēmos. Contact him at parag.shah@vemos.io.

5 Ways to Benefit from an Integrated Technology Platform

The nightclub industry has evolved from inefficient pen-and-paper practices to digital solutions that can manage and track all areas of your business. While these solutions may seem complex and overwhelming, they’re actually quite simple when it’s a fully integrated platform that’s connected into your daily operations. Because when you have a system that’s fully integrated, you’re able to manage and oversee all areas of your venue from one central spot.


Here are 5 ways an integrated technology platform will help you run a better nightclub.

1. Your point of sale (POS) system will provide better data

Integrated POS systems equate to bigger and better data. It takes your club beyond transactional information, giving you insight into rich details of your club’s results, employee performance, individual guest sales, and trending liquor sales. This is the type of information that gives you critical insight into how your venue is performing, allowing you to make better business decisions.

2. You will know your guests on a deeper level

Your guests – especially your VIP ones – don’t want to be treated like a number. They should be greeted at the door, walked to their table, offered their personal top-purchased liquors, and attended to by their favorite server. Having a customer relationship management (CRM) system in place helps track this information to give seamless service from all staff members. What’s more is this CRM system boosts upsales for your venue by recommending items based on the guest’s history and interests. You can also upsell a non-VIP customer before they even walk in your door by identifying them in line. The CRM system will tell you if a guest is a regular attendee, which means you have the opportunity to upsell them to bottle service right then and there. The personal treatment you’re able to offer will provide your guests with a better experience, making them more loyal and more likely to refer friends to your venue.

3. You can better manage VIP reservations

Nightclubs used to operate with pen and paper to manage table reservations. Some have graduated onto email as their medium of choice, but this still results in double-booked tables and other errors. It’s nearly impossible to keep track of reservations using these old school processes. Reservations are coming in from different sources, tables are over promised, and what ends up getting marked down isn’t true to what’s actually going to happen that night. That’s where the reservation management system comes into place. Just give your employees and partners access to the system with their own personal login where they can add a reservation for a specific night and choose tables that are only available for that time-slot. This streamlines your process to maximize efficiency and accuracy.

4. You get to see how your venue is performing through in-depth analytics

This is where that rich data we discussed above comes into play. An analytics system takes the guessing work out of the numbers that are being reported. It shows exactly what you want to know about a given area of your club, including your customers. With this type of system, you’re able to define how much money you made or lost over a given time period, whether an event was profitable, which promoters are bringing in the most guests, and which servers are performing the best. All of this information leads to insight about your club to make better decisions for the future.

5. You can handle every aspect of your club while on-the-go

The best scenario is when all of the above tools are programmed to connect to each other through a mobile application. Why bother with five different technologies if it’s going to add five different processes to your club? Integrated technology groups all of these tools together under one platform that operates both on the web and on mobile devices so you can manage your venue even when you’re not physically there. This also allows you to better manage promoters, improve marketing efforts, and increase sales before the night begins.


Whitney Johnson is the global director of marketing at BookBottles. Contact her at whitney.johnson@bookbottles.com.

7 Supereffective Ways to Run a Better Nightclub

Running a successful nightclub isn’t easy. You have several different areas doing several different things, not to mention an array of staff members to account for. That’s why it’s more important than ever to stay connected, both from a personnel and an operations standpoint. When everything and everyone is connected, you’re able to run a better, more profitable nightclub.

Fortunately, it’s easier than ever to stay connected in today’s landscape, especially with efficient technology solutions. Here are 7 supereffective ways technology can improve your nightclub’s results.

1. Integrate one platform that handles all areas

There are technology platforms out there specific to the nightclub industry that streamlines operations into one centralized spot. This solution increases efficiency across the board by aggregating information from multiple sources while also uncovering key statistics about your business.

2. Use a combination of pre-sales, upsales, and cross-sales to boost your club

A goal of any business is to drive revenue and translate it to money in the bank. With a combination of pre-sales, upsales, and cross-sales, you’re able to not only drive revenue, but also increase the amount of revenue you’re already driving without adding any extra work to your daily operations.

3. Partner with a digital ticketing system

Digital ticketing platforms aren’t anything new, but the way in which you manage them is. Most third-party ticketing vendors don’t give you access to manage a ticketing page, to view sales before the event, to view data after the event, or even to collect money during the whole process. Put that power back in your hands, and work with ticketing vendors that:

  1. Give you your own event page without competing venues or advertisements from which your guests can purchase tickets
  2. Ensures payment goes directly through your own merchant services provider and into your bank account right when a guest buys a ticket online
  3. Has the ability for your promoters to sell tickets on the streets through an integrated mobile app
  4. Will give you full access to your data

4. Manage the flow of tables and servers in one window view

Using pen and paper or even email to manage reservations result in many errors, including double-booked tables. Instead, use a reservation management system that uses an interactive table map that displays reservations, guest information, and servers all in one window view. This streamlines your processes to make sure what’s getting marked down is true to what’s actually happening during the night, all while maximizing efficiency and accuracy.

5. Get insight on guests to give them an even better experience

A robust customer relationship management (CRM) system that’s tied to your point of sale and integrated into your one main platform allows you to give your guests a great experience. With your CRM system, you’re able to better identify guests in line, upsell guests before they walk through your door, provide personalized service, and improve marketing efforts. After all, nobody, especially your VIP guests, wants to be treated like a number. Tracking and understanding guest data allows you to treat every guest as a valuable guest.

6. Review important data on how your club is performing to optimize it for future success

The key to measuring the success of your club is by analyzing critical data – something a fully integrated technology solution can achieve. This system collects data from any area of your club, analyzes it, and presents it in easy-to-read charts in one central spot so you get a better understanding of:

  • How much money you made or lost over a given time period
  • Which days of the week are your busiest
  • What type of liquor you sell the most on a given day
  • How many tables are reserved a night
  • Which promoters are bringing in the most and best guests
  • Which servers are upselling the most and making the most tips
  • What types of promotions or events bring in the most traffic

7. Better manage operations and employees to run the most successful club

Continuing on the integrated system bandwagon, this same system has the capability to provide individual logins to each member of your team for them to better manage their job functionality. Plus, depending on that person’s role in your club, you get to choose what they can and can’t access, helping to keep your data more secure. Giving staff access (even if it’s limited access) to a technology solution that combines information in one spot is an effective way to get everyone on the same page and working together. This interconnectivity between operations and employees is what makes your club a well-run, highly enjoyable, and highly profitable venue.