Category Archives: Data

Author Whitney Larson Posted on

Tying Promoters Into Your Business Results

There’s no doubt promoters are a critical component to making the night a success. They’re charged with bringing the right people in on a consistent basis, building relationships with customers to keep them coming back, and marketing your major events. But how do you know if they’re excelling at these tasks?


Without tracking measures in place, it’s nearly impossible to truly understand how well your promoters are working for you. Sure, you can see the type of audience within your club on a given night and you can look at your point of sale (POS) system to get stats on sales. But there’s not a clear way to tie an individual customer’s attendance to a promoter’s work.

This is where integrated technology can play a huge role in determining not only the success of your club, but also the success of the moving parts within it. Today’s technology can track the referrer of an individual customer, VIP reservation, or guestlist party, making it easier to identify who’s bringing in the most traffic. Once these customers are in the club, the technology can continue to track spending habits such as product type and amount.

This type of referrer system only works if promoters are able to access the integrated technology. There’s technology out there that does this without breaching club security. Promoters are simply able to add a customer to the guestlist or VIP list for a given night from any device, and the system knows to automatically attach that promoter to that guest. It’s a seamless process the promoter, the club, and the analytics system.

Information about specific customers is clutch in understanding what is and isn’t working at your club. Information that ties back to each one of your promoters is even more valuable. This gives you more insight on which promoters are bringing in the most customers, the best customers, and even the most money. All of this allocates you to make better, more logical business decisions.


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

Author Whitney Larson Posted on

The Power Of Data In Your Venue

The key to measuring the success of your club is by analyzing critical data. While many club owners agree with this statement, few have the necessary time and resources to comb through data points and make sense of it all. That’s why it’s more important than ever to have a system in place that not only collects, but also reports the data you need in meaningful ways.


Most club owners look to their 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. Sure, you can find all this information out, but it’ll take time – and a lot of it.


Here are 4 steps to quickly get the data you need to keep moving your club forward.

1. Identify your goals

You can’t fully understand the importance of data if you don’t have a goal to benchmark it against. A goal needs to be more than “we want to make more money” or “we want to sell more Vodka.” You need to define your subject, a tangible number to reach, and an allotted time to reach it. Then, and only then, are you able to truly measure the success of your club.

2. Know what information is crucial to your club.

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 figure out what that information looks like. The more focused you are, the easier it’ll be to interpret.

3. Put a system in place

You need a way to measure results against your goal, which means you need to have a place where data is collected and analyzed. 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. These systems 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
  • Presents 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

Review the data that’s presented, benchmark it against your goal, 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 know, the more you can do.


​Whitney Larson is the president at Vēmos. Contact her at whitney.larson@vemos.io.

Author Whitney Larson Posted on

The Value Of Id Scanners In Nightclubs

Checking IDs is commonly considered a necessary evil of serving alcohol. It’s not sexy. It’s not exciting. It’s a nuisance. But this nuisance is actually a huge asset to your nightclub, especially with the right technology. It’s no longer a matter of crossing your t’s and dotting your i’s. Using advanced technology to check IDs is the new way to protect your club while driving profit.

The Legal Aspect

More than 250 ID changes are made annually in the United States alone, and the creation of fraudulent IDs will continue to advance. This is a deadly combination. It’s neither smart nor fair to leave the burden of identifying outdated or fraudulent IDs with your doormen. Once a minor is approved and served, litigation may be right around the corner.

While legal repercussions vary by state and circumstances, the license holder found in violation of alcohol furnishing laws can receive anything from a fine to a suspension to a revocation of the liquor license. This liability begins with the first drink. It doesn’t matter whether or not a minor exhibits signs of intoxication, if there’s alcohol in the blood system, then your nightclub is liable. And should your license get revoked, you’ll have to wait at least six months before you can apply for another, which will likely be more difficult and costly due to the revocation on your record.

Maintain a Secure Environment

Not only can electronic ID scanning systems deter minors from entering your club, but they can also mitigate risks associated with unlawful incidents. Advanced ID scanning systems have the functionality to:

  • Keep track of people who might become too intoxicated, start fights or commit other crimes
  • Identify involved parties, including staff, when an incident occurs
  • Provide past incident information to help make more educated decisions on who does and doesn’t get into your club

Maintaining a secure environment minimizes costs associated with insurance, repairs, fines, and enforcement. What’s more is it provides an enjoyable atmosphere for your patrons, which translates to a more profitable establishment.

Improve Customer Relationships

Better data means better business, and better business starts with great customer service. The more you know about your customers, the better you can communicate with them and develop lasting relationships. Electronic ID scanners allow you to collect information in the blink of an eye, such as customer demographics, frequency of visits, male to female ratio, and customer contact information. This information leads to better communication, management and, ultimately, profit.


​Whitney Larson is the president at Vēmos. Contact her at whitney.larson@vemos.io.

Vemos Nightlife Platform
Author Parag Shah Posted on

The Benefits Of An Interconnected Club

Interconnectivity is one of the hardest and most difficult areas for venues, from both a personnel and technology standpoint. Nights get busy, staff becomes overwhelmed and the implemented technology systems work independently of each other. And when nothing is communicated between the necessary personnel or technology, operations, customer service and revenue suffer.

Here are 3 tips to use interconnectivity to your advantage.

1. Technology as efficiency tools

The list of technology available is impressive. There are point of sale systems, reservation management software, employee scheduling programs and customer relationship management systems. But unless these technologies are programmed to connect to each other, the data and processes will ultimately be useless. Why bother with 4 different technologies if it’s going to add 4 different processes to you club? Technology should not be complicated. In fact, it should be used as a tool to save time and money while enhancing customer experience.

Look for technology solutions that improve efficiency across the board. These solutions should interact to correlate information from multiple sources and uncover key statistics about your business. When you have multiple areas of your club, or even multiple clubs for that matter, you need a solution that combines everything into one central spot to save and possibly even increase your time and money.

2. Information sharing

Many clubs suffer from a lack of information sharing. Everyone should be looped in at some level on important club-related information, such as expectations, guidelines, new processes, and new technologies. Even collected club data can help staff understand what is and isn’t working and how to improve. Giving staff access (even if it’s limited access) to a technology solution that combines information in one spot is an efficient way to get everyone on the same page.

3. Inter-staff communication

Your customers interact with multiple members of your staff on any given night. That’s why it’s crucial for each staff member to be adequately trained to handle any type of customer, including VIP customers, and work with one another to give the impression that your club is well run. Your VIP customer will likely encounter your door host, waitresses, bottle service host, security personnel, bus boys and any other support staff during the night. Customer experience is elevated when each one of these staff members knows the customer and is trained to serve him/her. When VIP customers are stopped at the door due to lack of communication or aren’t treated with VIP status from staff, they’re unlikely to return. Technology that houses information about customers, reservations and analytics, and is available to appropriate staff, aids in this communication and experience.


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

1 … 11 12 13