Category Archives: Trends

The 3 Things Your Bar or Nightclub Needs in 2018

Here we are already in 2018, which means it’s prime time to reflect on the past year and gear up for an even better new year. This could be daunting, time-consuming, and overwhelming, which is why we want to take a step back and make things simple by focusing on one theme: knowledge.


We believe every bar and nightclub should have the knowledge of who their guests are, how they got there, what they’re doing, and how they’re affecting your business. That’s why in 2018, we’re putting our focus on gathering as much information from as many places as possible and presenting it in one concrete area. We want to do the complicated part so you have simplistic knowledge. We’re doing that by ensuring our customers have their three core data hubs set up:

    1. ID Scanning to get knowledge from the first point of entry
    2. POS Integration to gather knowledge on what’s happening inside
    3. CRM System to make that knowledge actionable and profitable



We understand there are many things you need to run your venue, but these three are the core of what you need to have the knowledge to be successful in 2018. Here’s how.

1. ID Scanning

You already ID and verify each person that walks through your door. Take this a step further with license scanning technology that not only scans and verifies each person, but also collects data on each person to build your guest database. This is the only way to know who came into your venue each and every night, complete with your gender breakdown, where your customers are coming from, your age breakdown, and which customers are repeat vs first-time customers. You also have access to your digital 86 list as well as a city-wide ban list to keep your venue safe. This tool acts as your guide in better decision making for a process that was already mandatory. And with a solution like Vēmos – ID Scan, all of this is combined with your CRM system and analytics section to truly have that understanding of your whole business.

2. POS Integration

Speaking of uncovering your true performance, having your point of sale integrated into your operations system is an extremely powerful move. Now, not only do you have the ability to track your VIP table spend automatically, but you also gain insight on your entire bar. “But I can already do that,” you say? Sort of. The reality is POS systems are not in the business of providing their customers with great analytics; they focus on providing a great user experience for your bartenders during the night. Integrating your POS system takes that data and provides you with true analytics that allow you to better understand how your entire venue did rather than just a segment. It can also tie to your CRM system to give insight on personalized spending. With Vēmos, all of this data is automatically collated to show you where you won and where you missed.

3. CRM System

All of this comes back to individualized data. After all, the new name of the game is experience, and personalized experience at that. You can’t provide your guests with personalized experiences if you don’t know who they are. Sure, you may know your top regulars who always come in. And while they’re important, the other hundreds of guests are equally as important to your business. The only way to capture this information is to have all your data tied back to your CRM system. This is what allows you to know each of your customers on a personal level — from how often they come, to how much they spend, to their specific preferences. You can then use this data to filter your guests into like-minded groups to send targeted messages specifically to them. Now you’re able to provide a complete circle of personalized service both online and in-person.


These three tools are the core of what accelerates your capabilities. Having technology a part of your venue is no longer just about a reservation management system. It’s about a comprehensive appraoch that provides you with the knowledge of your venue as a whole. With ID Scanning, POS integration, and a CRM system at your core, you now have the capabilities of providing that personalized service previously only available to the likes of Amazon. Safeguard your venue, target sharper, spend smarter, and create an unbelievable experience for every person walking through your door.

Step Up Your Game in 2018

The end of the year is coming to a close, which means you’re most likely gearing up for your New Year’s Eve party. But in the midst of all this, it’s also the time to a assess your business and set your venue up for even more success in the coming year.

We’re at this critical juncture as an industry of keeping up with the demands of customers, the expectations of general consumers, and continuing with everyday business to keep things afloat. It’s a lot to manage, especially with the busy holiday season.

But in 2018, we as an industry can’t afford to keep pushing out implementing new practices. There have been articles for the past few years claiming nightlife is dying. I disagree. I believe society is evolving, and we’re not evolving with it. We aren’t dying; we’re falling behind.

Think about the experiences your customers have in every other industry. Retail, online entertainment, even coffee shops have all shifted to cater to individual needs based on timing and past habits. Retail stores send emails suggesting items you might like because of what you’ve bought in the past. Amazon reminds you of when you’re likely due to re-buy a household item. Netflix suggests a show you should watch based on what’s trending and what you’ve previously enjoyed. Starbucks knows once you get into the store what they should offer to up-sell you based on your tastes and budget. All of these industries start with tracking your behavior so they can later reach out on a very personal level to get you to spend even more. It’s personal. It’s data-driven. And that’s where we’re falling behind in the nightlife industry.

In 2018, it’s no longer about opening your doors and assuming people will walk in. It’s about guaranteeing people will walk in, and the right people at that. But just like very other industry, it starts with tracking your customers’ behavior. And I mean every customer, not just your VIPs.

Fortunately, tracking your guests is fairly simple with the right system. It shouldn’t add a ton of new processes to your staff, nor take up much more additional time to collect the data. The best solution is a system that has ID scanning, POS integration, and a CRM system at the core of its functionality. Solutions like Vēmos is built with these three at its core, combined with general admission, guest list, tickets, and reservation management features. The reason having the core is important is because you’re now able to track every guest who walks through your door, including their spending habits once inside.

Take this example: It’s Friday night, and it’s Lucy’s first time at your venue.

  • You scan Lucy’s ID with the system to verify legality, but because you’re using a system backed by a CRM system, you have now created her personal guest profile in your database.
  • Lucy then goes to check in with the general admission cashier to pay cover. You now know Lucy is a general admission guest who has paid $20 to get inside, bringing her lifetime value up to $20.
  • Lucy goes to the bar and orders a vodka tonic. The next time she orders a martini. Every time she places an order, it’s added to her guest profile because your system is integrated with your POS and is backed by a CRM system. Her lifetime value in her guest profile rises every time she orders.
  • Lucy comes back with 5 friends as a guest list customer the following Friday. You scan her ID to verify legality, and are notified that this is her second time at the venue and she’s worth $x. You notice she’s brought more people with her. You thank her for coming back and bringing more guests to your venue. This provides personalization and gives her that specialized treatment.

  • Now that you have Lucy’s profile and see that it’s building over time, you’re able to amplify her experience. Does she keep coming back every week as a GA or guest list guest? Upgrade her to a reservation and start her off with a bottle of champagne to thank her for her loyalty. Is there a new concert coming up that you think she’d like? Send her an email or text message to buy a ticket before the concert is unveiled to the rest of the public. Do you think there’s a craft cocktail she’d like better that would earn you more revenue? Promote it to her.

    Because you started with collecting and tracking behavior, you’re now able to later reach out with personal messages to get your guests to come more often and spend even more once they’re there. This is what is going to get you to level up to other experiences in other industries.

    It’s no longer sufficient to make assumptions on how your venue is performing and who your guests are. It’s also no longer sufficient to just focus on the data from one area of your business. It’s about taking a comprehensive approach that provides insight into all of your guests. After all, the more you know, the more you can do. And with a new year approaching, it’s time to garner even better results and higher revenue than the previous year.

    Gearing Up for NYE 2018

    New Year’s Eve is the biggest event of the year, but it’s also the most competitive. A lot of venues start selling tier 1 tickets as early as late September, and sell out of those tier 1 tickets by end of October. That’s why it’s important to get a head start and get your event planned out so you can have a successful and profitable night.

    Follow these 7 tips to ensure a successful New Year’s Eve party.

    1. Publish Your Event Now

    You need an event page, and you need it to be launched now. This gives you time to market your event and attract customers so they can start making their plans around your party. It’s important to have a section of your website or a specific landing page dedicated to your event. Simply having a sentence description on a third-party ticketing company’s website isn’t going to cut it. People want to know the vibe of your party, understand why they should attend, and get a gage at what they can expect by attending. Plus, having your own page allows for greater SEO opportunities, allowing guests to find out about your event in search results.

    It’s also important to make sure customers can buy tickets directly on your website and aren’t redirected to a third-party. Redirects oftentimes lead to cart abandonment, and you can lose out on that customer’s data. Work with a ticketing company that’s built for nightlife events and integrates with your site for the best user experience and to collect the most data to fill your guest database.

    2. Do an Exclusive Pre-Launch

    Experience is everything, and it’s what drives your customers to be loyal. Your customers are looking for a personalized experience, especially those that attend on the regular. Consider doing a pre-launch with the customers who have come to your venue throughout the year with an exclusive release before launching your tickets to the public. Reach out to them either via text or email and give them preferential treatment on tables and tickets. This is going to make a big impression on your most loyal customers, and it’s going to drive them to plan their night out with their friends at your event.

    3. Use Your Data

    Data matters more than you realize. It’s what allows you to understand what does and doesn’t work to set you up for success. Use last year’s data to understand which channels brought in the most guests, and replicate that. If you don’t have access to last year’s data, it’s time to start looking into systems like Vēmos that allows you to access all of your information in one central spot.

    One of the most important pieces of data you’ll want to track is your marketing channels. You need to track where your customers are finding you and why they’re choosing your event over others. To do this, assign specific links to each channel and staff member. Then, use those links on your various channels (i.e. a different link for Facebook, Twitter, third-party media, digital ads, etc). Also make sure your staff is using their personal link when they promote your event so they get credit. The results will inform you of what you should and shouldn’t be spending your time and money on.

    4. Leverage Marketing Channels

    Once your tickets are set up and your trackable links are in order, it’s time to start promoting. Keep in mind it takes an average of 7 touchpoints before consumers consider purchasing, so you’ll want to get in front of them sooner than later. Make sure you use multiple forms of communication across various channels to increase the cycle of those touchpoints and to engage your customers faster. Here are a few things for you to consider:

    • Set up your social channels to be in line with your event by updating your images and post cadence
    • Add an events section on your Facebook page that gives full information about your NYE event, and integrate your ticketing page into your Facebook fan page for people to buy tickets directly through social
    • Consider contests or ticket giveaways to build engagement and interaction
    • Run Facebook ads to target a specific segmented audience
    • Get your promoters engaged and turn them into a mobile box office
    • Leverage partnerships with third-party outlets, such as your booked entertainment, sponsors, key social influencers, and media outlets. Partner with them and have them promote your event on your behalf

    When you get your marketing channels to work together, you’ll have a bigger audience reach and a higher likelihood of selling out before your event happens.

    5. Incentivize Guests to Purchase Tickets Early

    Encourage people to pre-purchase their tickets by creating supply and demand. Showing them your price will increase as the event gets closer creates demand for the few supply of early bird tickets. You can set your tickets to increase price by the week, day or even hour leading up to your event. You can also set your tickets to increase by quantity after x amount of tickets are sold. This encourages people to buy early and have time to share their plans with others. Plus, when guests pre-buy their tickets, you’re generating revenue before the night of your event, helping you cover costs before your event even happens.

    6. Stay on Top of VIP Table Guests

    Your VIP guests are important, and you want to make sure they’re not getting lost in the shuffle of general admission purchases. For New Year’s Eve, we recommend pre-selling tables, either in full or with a deposit. That way, you can have a gauge of your table inventory and number of VIP guests you can expect. It also helps mitigate your no-show rate the night of the event. During the night, make sure you set up your door to handle tables through a different entrance and check-in process. Now, your highest spenders are getting exclusive treatment right off the bat. Also make sure your staff knows to keep an eye on how many people are sitting at each table. During a hectic night, it’s easy to overlook a party of 10 actually brought 20 people with them. And as a result, you just lost out on payment for 10 extra people. That’s one of the easiest ways venues lose money on New Year’s Eve and other big event nights. Having a separate entrance and a reservation system that ties to your events/ticketing system will help alleviate this issue.

    7. Set Up Safety and Compliance Procedures

    It’s easy to lose sight of safety and compliance when preparing for the busiest night of the year. Yet, New Year’s Eve is typically the night where people over consume, which accounts for the highest amount of emergency room visits. Work with your bartenders to make sure they know when to stop serving overly intoxicated guests. Get on board with an ID Scanning system to reduce your liability. Better yet, use an ID Scanning system like Vēmos that syncs with your database, helps to detect fake and invalid IDs, manages your digital 86 list, and syncs with a city-wide ban list so you know who you should and shouldn’t let into your venue. It may no the the fun part of New Year’s Eve, but it’s important to mitigate your liability on this busy night.


    Last but not least, make sure all your staff is up and running on the same system and strategy for smooth operations. All the small details matter, and t’s what leaves a lasting impression with your guests. Cheers to your successful New Year’s Eve event and hosting a fun party for your guests to ring in 2017.

    Step Up Your Game in 2018

    The end of the year is coming to a close, which means you’re most likely gearing up for your New Year’s Eve party. But in the midst of all this, it’s also the time to a assess your business and set your venue up for even more success in the coming year.

    We’re at this critical juncture as an industry of keeping up with the demands of customers, the expectations of general consumers, and continuing with everyday business to keep things afloat. It’s a lot to manage, especially with the busy holiday season.

    But in 2018, we as an industry can’t afford to keep pushing out implementing new practices. There have been articles for the past few years claiming nightlife is dying. I disagree. I believe society is evolving, and we’re not evolving with it. We aren’t dying; we’re falling behind.

    Think about the experiences your customers have in every other industry. Retail, online entertainment, even coffee shops have all shifted to cater to individual needs based on timing and past habits. Retail stores send emails suggesting items you might like because of what you’ve bought in the past. Amazon reminds you of when you’re likely due to re-buy a household item. Netflix suggests a show you should watch based on what’s trending and what you’ve previously enjoyed. Starbucks knows once you get into the store what they should offer to up-sell you based on your tastes and budget. All of these industries start with tracking your behavior so they can later reach out on a very personal level to get you to spend even more. It’s personal. It’s data-driven. And that’s where we’re falling behind in the nightlife industry.

    In 2018, it’s no longer about opening your doors and assuming people will walk in. It’s about guaranteeing people will walk in, and the right people at that. But just like very other industry, it starts with tracking your customers’ behavior. And I mean every customer, not just your VIPs.

    Fortunately, tracking your guests is fairly simple with the right system. It shouldn’t add a ton of new processes to your staff, nor take up much more additional time to collect the data. The best solution is a system that has ID scanning, POS integration, and a CRM system at the core of its functionality. Solutions like Vēmos is built with these three at its core, combined with general admission, guest list, tickets, and reservation management features. The reason having the core is important is because you’re now able to track every guest who walks through your door, including their spending habits once inside.

    Take this example: It’s Friday night, and it’s Lucy’s first time at your venue.

    • You scan Lucy’s ID with the system to verify legality, but because you’re using a system backed by a CRM system, you have now created her personal guest profile in your database.
    • Lucy then goes to check in with the general admission cashier to pay cover. You now know Lucy is a general admission guest who has paid $20 to get inside, bringing her lifetime value up to $20.
      Lucy goes to the bar and orders a vodka tonic. The next time she orders a martini. Every time she places an order, it’s added to her guest profile because your system is integrated with your POS and is backed by a CRM system. Her lifetime value in her guest profile rises every time she orders.
      Lucy comes back with 5 friends as a guest list customer the following Friday. You scan her ID to verify legality, and are notified that this is her second time at the venue and she’s worth $x. You notice she’s brought more people with her. You thank her for coming back and bringing more guests to your venue. This provides personalization and gives her that specialized treatment.

      Now that you have Lucy’s profile and see that it’s building over time, you’re able to amplify her experience. Does she keep coming back every week as a GA or guest list guest? Upgrade her to a reservation and start her off with a bottle of champagne to thank her for her loyalty. Is there a new concert coming up that you think she’d like? Send her an email or text message to buy a ticket before the concert is unveiled to the rest of the public. Do you think there’s a craft cocktail she’d like better that would earn you more revenue? Promote it to her.

      Because you started with collecting and tracking behavior, you’re now able to later reach out with personal messages to get your guests to come more often and spend even more once they’re there. This is what is going to get you to level up to other experiences in other industries.

      It’s no longer sufficient to make assumptions on how your venue is performing and who your guests are. It’s also no longer sufficient to just focus on the data from one area of your business. It’s about taking a comprehensive approach that provides insight into all of your guests. After all, the more you know, the more you can do. And with a new year approaching, it’s time to garner even better results and higher revenue than the previous year.

    2017 Summer Trends

    The summer months are a catalyst for elevating your venue’s offerings, and is what sets the stage of what customers can expect from you all the way through to the end of the year. When you win customers over in the summer, the chances of you getting them back during the booming fall and winter months is even higher. After all, these days people need to see consistent positive experiences to build their trust and loyalty with companies. So while last year’s summer trends were all about enhancing the summer mood with events, cocktails, and polished marketing, this year is all about experiences. And you can thank millennials for that.

    1. Experiences > Possessions

    The millennial generation is driving change across all industries, including nightlife. Defined between the ages of 18-35 — the prime ages to be targeting for the nightlife industry — they value experiences over physical goods, and will prioritize their money accordingly. In today’s nightlife climate, engaging your guests in new, exciting ways is the key to building a strong business. The old ways of doing business with long lines, slow bar service, and apathetic staff is no longer acceptable. This generation is going to go elsewhere to get the experience they want, and we’re no longer talking about just another venue down the street. You’re now competing with sporting events, the theater, movies, Netflix, and even vacations. After all, one millennial interviewed in The Guardian stated “A night out now costs almost as much as a weekend away…and a weekend away looks better on Instagram.”

    So don’t just open your doors and pray that people walk through. Think about the best possible experience you can give your guests. Create themes for your night. Be a part of bigger event opportunities. Think about ways to host interactive events. Transform your space using more design elements. People are more likely to go out when a unique experience is offered, and they’re more likely continue when that experience is personalized. Challenge yourself, get creative, and have fun with the opportunities.

    2. Focus on Details

    Details are an important part of the experience equation, and the lack of details can oftentimes be the driver behind a bad night. This is true for both your VIP guests and your general admission guests. Nobody wants to be treated like a number, and nobody wants to go to an establishment that feels like just another bar. Personally greet your guests at the door. Upsell general admission guests to a VIP guest if you see they visit your venue often. Send personalized marketing messages to your customers rather than mass blasting your entire database. Provide your guest with their favorite drink, or at least interact with that guest to understand what their favorite drink may be. Beyond the customer service details, make sure your bar area, decor, and other areas your venue are also treated with a detailed eye. All of this goes a long way in creating that experience.

    3. Cocktails & Conversations

    People go out to interact with one another and engage in conversation. Yet, one of the reasons millennials mentioned for not venturing out to clubs anymore is because it’s too loud and they aren’t able to have a conversation. Perhaps this generation is boring; perhaps they’re on to something. But one thing is certain: they place the quality of their experience above all else. Couple this desire for conversations with the emergence of the cocktail renaissance, and you have a trend worth offering. The cocktail renaissance has changed the way consumers buy and enjoy alcoholic drinks, and has bred educated, experimental drinkers who would rather pay for a quality hand-made cocktail than a cheap watered-down drink. This summer, add either quintessential summer cocktails or even a signature crafted cocktails to your menu, offer a space for your guests to sip, lounge, and converse, and pay plenty of attention to the service your staff provides.

    4. Festival Vibes

    What goes better with summer than outdoor parties? It’s no secret that music festivals have taken over the market, popping up worldwide and attracting club-goers. Instead of competing with music festivals, join them. The beauty of festivals is the inclusive nature of the experience. Everyone gathers together to experience the music, the outdoor space, and the electric personality of the crowd. Nightclubs & bars of all sizes can capitalize on festival vibes — whether it’s a nightclub hosting an outdoor party with a big performer, or the neighborhood bars coming together to create an outdoor block party with live music. Take a note from the festival playbook and make sure you’re offering that unique experience, are pre-selling tickets to create demand, and are providing on that vision the day of the event.

    5. Humanizing Data

    All of the above is made more possible when you have your data at your disposal. I know, the word data makes most people cringe. That’s why it’s all about humanizing that data. You don’t want to spend your time combing through spreadsheets of data points that don’t make a ton of sense, just to try to connect the dots yourself. Instead, use a system built specifically for the nightlife industry that handles event management, tickets, reservations, guest list, and general admission while being backed by easy-to-understand data and analytics. When all of this is in the same system, you get comprehensive results to truly understand and grow your business. You get insight on how your venue is performing, what your trends are, what your best marketing channels are, and in-depth details about your guests at a click of a button. Do you see something that’s working well? Keep doing it. See something that’s not? Can it. Want to send a personalized message to anyone with a birthday this week? Do it. That’s the power of a system, that’s the power of data, and that’s what allows you to thrive as a business and stay ahead of industry trends.

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