Category Archives: Technology

9 Steps to Throw a Good Party

Without a great party, you don’t have an audience. And without an audience, you don’t generate revenue. Follow these 9 steps to throw a good party for your guests while also generating profit.

1. Know your audience

The people you are throwing the party for should define your business model. This means you need to know your customers inside and out. It’s not enough to have a basic understanding of only demographics. You need to discover their idea of a good party, the music they like to hear, the alcohol they like to drink, and even the servers they prefer. Do your research and work with a partner like Vēmos who can offer these valuable insights.

2. Plan your event

Planning is one of the most important aspects of throwing an event. You need to first identify what you want to get out of the event, and plan accordingly to achieve it. The best questions to answer during this step are:

  • What is your goal?
  • What is your budget, and how much can you spend in each area of the event?
  • Is this going to be an event tied to a holiday or time of year?
  • How will you get the word out about this event?

Once you answer these questions, you have a better way of moving forward. You know exactly how may promoters you need, what staff members are responsible for, how much money you can spend on talent, what type of talent you need to hire, if you can offer drink specials – the list goes on.

3. Hire the right talent

Talent is a big portion of what lures people into your venue. But you need to make sure you hire the right talent. Do your guests prefer a headlining DJ or a local band? What type of lighting and sound equipment do you need to enhance the experience for your guests? Stay within your budget and plan for your audience to maximize profits and achieve your goal.

4. Price tickets accordingly

When it comes to a good party, it’s the experience – not the deal – that attracts guests. It’s critical to understand what your customers will pay in return for a good party. Make sure you don’t sell yourself short and maximize your revenue when at all possible. People understand and have been programmed to pay top dollar for major events, within reason. Take note, not advantage, of these opportunities if you seek long-term success.

5. Get the word out

You can’t spread the word until you’ve defined your audience. After all, it’s much easier to market and promote your party when you know exactly whom you’re trying to reach. The best strategy is to always keep your customers informed while maintaining a clear and consistent message in all your efforts. Use a multi-channel strategy to get the word out, such as text-message marketing, printed collateral, email updates, and social media. Just using one channel – such as printing flyers – will not do. Diversify your efforts, track returns, and adjust focus based on results.

6. Generate revenue, even before the day of the event

We’re talking about pre-sales. Every event or venue, regardless of size, benefits from the pre-sale of tickets and inventory. The best way to sell tickets in advance is to get everyone on board with a single platform. There are platforms available that allow you to create and manage an online event page, publish the page for consumers to purchase tickets, have the page integrate with a mobile app for promoters to sell directly from their devices, and track ticket sales and results along the way. This type of platform syncs all promoters and marketing efforts together to maximize ticket sales and revenue.

7. Avoid double-booked VIP tables

The best way to keep track of reservations to mitigate double-booked table is through a central technology platform to which everyone has access. This means any of your employees or partners can log into the system with their personal username and password, add a guest reservation for a specific night, identify remaining tables for the night and select the most appropriate one. Tables that are already reserved won’t show up in the system, which means they’re never double-booked. Not only that, but the person who refers a guest for a reservation (ex: a promoters) is the person who makes the reservation. They don’t need to email anybody to make it happen or jot it down on a piece of paper to hand to the hostess. It’s all streamlined and centralized to maximize efficiency, accuracy, and customer satisfaction.

8. Be a good host

Your event efforts must continue, and perhaps even spike, during the night of the event. Treat everyone like VIPs, from the bottle buyer to the general admission guest. Focus on service levels and make them feel appreciated no matter what. Your guests will not only continually come back, but they’ll also tell everyone they know about their experience. This sets you up for success for the long run.

9. Analyze results to better prepare for the next event

The only way to know whether your event was a success is to analyze the data. If you got on board with the aforementioned platform, your life will be significantly easier since it will all be in one spot – not to mention the data will be broken down by individual guests and staff members to truly identify areas of strength and weakness. Once you know how well you did, you’re able to better set yourself up for success for your next event.


At the end of the day, revenue is a byproduct of the value of your party. Make sure you first and foremost throw a good party, then be constantly aware of your guests, surprise them from time to time, and treat them with the service they deserve to keep them coming back.

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.

How to Properly Manage Your Promoters

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 too many venues are giving promoters too much operational responsibility, which actually hurts your night’s results instead of enhancing them.


The biggest mistake we see venues make when it comes to their promoters is giving them access to the club’s general inbox to communicate with guests. This is an issue for a number of reasons, such as:

  • They have their own interest in mind and not your venue’s as a whole. This damages your reputation and brand image.
  • They may not pass information on to management that should be passed on. This is when tables get double-booked, reservations are uncounted for, and guests aren’t given the experience they expect.
  • They don’t know who your high-profile guests are or how to communicate with them in your brand voice, again damaging your reputation and brand image.
  • They may offer other services that benefit them personally, rather than upselling customers on specials your venue is running. This decreases your profit opportunities and hinders customer loyalty.



Instead, venues should loop promoters in with their overall business by training them on operations, informing them of business goals, and providing them with the right tools – such as an integrated platform with a way to track referrals.


There are systems available that give all staff members – including promoters – a personal login to handle guest management and point of sale. Through this type of system, promoters can add guests to the guestlist, create a VIP reservation, or even sell a ticket to your event. It’s an easy solution for your promoters to sell in real-time and generate instant sales for your club without having them access your general club’s inbox and operational processes.


What’s more is this system has tracking measures in place to help you truly understand how well you promoters are working for you, tying an individual customer’s attendance to a promoter’s work. The system tracks 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 makes it easier for you to identify not only who’s bringing in the most traffic, but also who’s bringing in the best traffic.


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 brining in the most customers, the best customers, and even the most money. All of this allocates you to make better, more logical business decisions while still keeping your brand intact.


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

5 Steps to Technology Success

We understand: technology can be overwhelming, especially while implementing a new technology system in your club. Not only do you have to make sure the system actually works for your needs, but you also have to train all employees on how to use it. This is why we recommend taking small steps that help you realize how technology can significantly increase efficiency, profitability, and security.


Many venues see success with the small-step approach. In fact, it oftentimes allows you and your staff to focus more on your customers and less on back-end technological issues. Below are 5 tips to help you succeed when switching to a new technology system.

1. Understand what you want to get out of your new system

It’s critical to know what your goals and expectations are from a system. Without having these defined in the beginning, you have no idea how well the system is working. Perhaps you want to increase the speed of the night, discover insights about your guests, understand how your club and employees are performing, or even generate more pre-sale revenue. All of this is possible with technology. The more you know about why you want to go down the route, the better technology partner you’ll find and the easier time you’ll have in getting staff buy-in.

2. Find the right partner

The best thing you can do is find a company who will act as a true partner in making your club more profitable. They should fully understand your club’s operations and strategies to provide the best solution to your needs. Also consider using a system that has multiple solutions on one platform. Not only does this reduce the number of vendors you have to work with on a daily basis, but also better integrates data about your club’s performance.

3. Start small

The reason technology, or any new system for that matter, seems overwhelming is because people think of it as one big overhaul rather than a series of small steps. Adopting technology is a marathon, not a race. Pick the technology solutions that you absolutely need today and blend it into your current operations. Once you get the hang of the new features you added, you’ll feel more comfortable about what technology can do for your venue and will be ready to add more necessary features.

4. Get staff on board

Staff rarely like disruptions in their work routine, so make sure to onboard them before the new system takes over. It’s best to get all staff members together who will be interacting with the new software to introduce the system, show them how it works, and answer any questions they may have. It may also be beneficial to bring in the company with whom you’re partnering to clarify any points or walk through the system. The more in-tune they are with working with the system, the better the system will work for you.

5. Show continuous support

Support must come from the top. If you don’t believe in the system, why should your employees? Employees buy into new processes and are more likely to ask for any needed help when upper management shows a level of investment in the product. This ensures your club runs like a well-oiled machine and sees better results.


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

How to Increase Profit with Event Ticketing

There’s a common issue we see in the nightlife industry, and that’s lack of data sharing – especially when it comes to ticketing. Very few third-party companies are willing to give up their most valuable asset: data. And chances are, you’re suffering from this more than you know. Let’s take a look:


You’re gearing up to host a big event. You know you need to charge for the event, and the best way to do so is through ticketing. You choose a prominent ticketing company to handle the set-up, promotion, and distribution of your tickets. People come to your event and all seems well. But when the event is over, it’s over. The ticketing company didn’t give you access to your ticketing sales. You have no idea who came into your venue, where they were from, what they did while they were there, or how much money you made. All you know is you hosted an event and people showed up.


We at BookBottles knew this needed to change. The only way to know whether your event was a success is to analyze data, which is very hard to do when you don’t get access to your own data. That’s why we believe you should have full control of your events. So we created a platform that incorporates ticketing into the rest of your efforts, giving you that full 360-degree look at how your venue is performing. This platform enables you to:

  • Create and manage an online event page
  • Sell tickets to consumers right through the page via an e-commerce system
  • Integrate the event with a mobile app for promoters to sell tickets directly from their devices
  • Track ticket sales and results along the way
  • See how often a certain individual buys your event tickets and for which shows



This type of platform syncs all promoters and marketing efforts together in one centralized spot to maximize ticket sales and revenue. What’s more is you’re able to analyze results to better set yourself up for success in the future. After all, optimization is the key to long-term success.


Stop selling yourself short by only handling the front-end side of selling tickets. Get access to your data and learn whether your event was a success and which areas need improvement. The more you know, the better results you’ll have. And with better results comes bigger profits.


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