Category Archives: Trends

Author Whitney Larson Posted on

4 Trends to Watch in 2015

The nightlife industry is ever evolving. That’s why it’s crucial to stay up-to-date on industry trends and offer the best experience in the biz. Here are four trends to watch to stay ahead of the curve in 2015.

1. Segmentation

Marketing is an important aspect of building a successful nightclub, yet many venues don’t put a lot of emphasis on their marketing efforts. This is all going to change in 2015. Many nightclubs stated a goal in 2015 is to improve marketing efforts, and industry experts state the best way to do this is through segmentation. Segmentation allows you to capture the right audience at the right time with the right message – essentially leading to a higher conversion rate. The best way to do this is through a CRM system that’s tied to every area of your venue to track customer habits. This is what we call interconnectivity, and it’s what allows a venue to uncover key information about themselves and their customers to offer 100% relevant marketing.

2. Themed promotions

Last year was all about exclusive promotions. This year is all about themed promotions. There are the obvious holidays that have an easy theme, such as Halloween, Valentine’s Day, and St. Patrick’s Day. But there are also pop-culture happenings that, when planned appropriately, lend itself to a great themed-party opportunity. After all, everyone focuses on the big holidays, but not everyone seizes the non-obvious opportunities. Whether you throw a party in line with a popular TV show or film (Downton Abbey, perhaps?), a bar-industry holiday (national tequila day anyone?), or a climate you wish your city had (who doesn’t love a tropical paradise in a frozen January), the possibilities are endless.

3. Digital systems

Technology has come a long way in the nightclub industry in the past couple years. In fact, more and more clubs are turning to it to track results, effectively communicate across all staff members, and offer exceptional client experience. In 2014, many clubs turned to digital guestlist and reservation management systems. And in 2015, companies like Vēmos are pushing the digital envelope and offering even better digital systems. Now, venues can guarantee revenue before an event through digital event and ticketing systems. Promoters can sell tickets on the street and have the sale sync directly to the in-house system. Venues can track all areas of their business from one centralized spot. And all of this ties to a centralized analytics platform to give better insight on how the venue is running and who their best guests are. All of this translates to increased efficiency and revenue.

4. New drinks

Drink trends are ever changing. They change with the month, season, holiday, or for no good reason at all. That’s why it’s crucial to always be on the lookout for the next new fad. But for 2015, drinkers want more body and sales are reflecting just that. Brown whiskey outperformed vodka in sales dollars at the end of last year, and bourbon, rye, and scotch are all enjoying this time in the spotlight by whiskey’s side. Beer is getting creative between the craft beer surge, the cider beer trend, and the re-introduction of beer cocktails. And even punches are making a comeback as liberated mixologists in fancy places are concocting large-format punches that serve a multitude of guests with no limit to servings or ingredients.


Whitney Larson is the president and director of marketing at Vēmos. Contact her at whitney.larson@vemos.io.

Author Whitney Larson Posted on

4 Fall Nightclub Trends

We’re gearing up for fall, which is a great time to reflect on emerging industry trends for the new season. Now that the hot summer trends have died down, we can start to focus on how to provide the best experience leading up to the much anticipated holiday season. Here are 4 fall trends for you to follow to stay relevant in an ever-evolving nightclub industry.

1. Improved door policies

Rules, regulations and policies are sometimes what makes or breaks a venue’s business. As Nightclub & Bar pointed out, “whatever door policy you implement will ultimately gauge the clientele that walks through the door and adds to the perception of your establishment.” Where previously nightclub door policies were moreso aligned with dress code and gender ratio, nightclubs are now turning their attention to focus more on behavioral conduct. Any guest who arrives in an unstable condition is a liability to your venue, so turning these folks away (even if they’re VIP) will maintain the experience every other paying guest in your venue expects and deserves.

2. Increased use of technology

Technology continues to grow in the nightclub industry quarter over quarter. More and more nightclubs are turning to it to track results, effectively communicate across all staff members, and offer exceptional client experience. This year alone, we’ve seen top nightclubs make better use of platforms that are available to streamline operations and maximize profits, and it isn’t going to slow down anytime soon. The solutions they’re seeking are ones that offer the whole gamut in one spot, including guestlist management, VIP reservation management, client relationship management, point of sale, ticketing, marketing solutions and, most importantly, analytics. Using this type of technology gives you better insight, increases efficiency and revenue, and ultimately leads to a better customer experience to keep them coming back for more.

3. Planning ahead for big events

Hosting events is one of the best ways to get people through your door. In the past, many venues would rush through the planning process and piece their events together with no strategy in place. But with increasing use of technology, nightclubs now have access to their data and are able to plan ahead for their events. This means they’re able to incorporate ticketing into the rest of their efforts, giving them that full 360-degree look at how their event is performing. On top of this, they’re able to:

  • Create and manage an online event page
  • Sell tickets to consumers right through the page via an e-commerce system
  • Get access to a white-labeled widget so their online ticketing page looks identical to the rest of their website
  • Integrate the event with a mobile app for promoters to sell tickets directly from their devices
  • Track ticket sales and results along the way

With this type of a strategy, venues can now synch their promoters and marketing efforts together to maximize ticket sales and revenue before the night of the event and are able to ensure that their event lives up to what their guests expect.

4. Delicious fall drinks

Summer was all about complex refreshing cocktails, but those are getting swapped out for comforting fall drinks. Spices are the name of the game this fall, featuring cocktails such as butternut & falernum, ginger smash and Madagascar, the honey dove, big apple cobbler, pumpkin pie martini, and spiced pear cocktail. All of these drinks encompass the deliciously-craved fall fruits combined with the comforting yet zesty spices that make the crisp fall that much more enjoyable.


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

Author Whitney Larson Posted on

3 Hot Summer Trends

Staying up-to-date on industry trends and offering the best experience in the biz are two of the best ways to stay relevant in an ever-evolving nightclub industry. Stay on top of these 3 hot summer trends to continually wow your guests.

1. Continued emphasis on dance music

Electronic dance music (EDM) has had a large commercial appeal in the nightlife industry over the past couple years, and the trend isn’t going away anytime soon. This upbeat music style brings people into your venue who are looking to have a good time, and it can oftentimes be packaged together with other types of summertime music. Some clubs have even reported mixing slower EDM beats with classic relaxing summer jams for their early-evening crowd, proving to pique interests in patrons who would have otherwise never considered enjoying the EDM genre. Getting creative with summer dance music will allow you to reach a broader audience and connect with your most important guests all while boosting your bottom line.

2. Impressive drink selection

Simplicity is out when it comes to cocktails and drinks, and during summer it’s all about complex refreshing cocktails. Take your standard mojito and spice it up with Malibu Island spiced rum, add a blood orange to your typical margarita to give it a bold flair, or offer a white fruit-infused sangria flora for that tropical burst. These cocktails are not only going to cool your guests off during the hot summer months, but will also be sure to wow them to want more.

3. Digital ticketing for summer events

Big name events are plentiful during the summer in the nightlife industry, and more and more venues are turning to digital ticketing systems to help them better manage and stay on track. Digital ticketing is an online 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 own your ticketing data, allowing you to analyze results to better set yourself up for success in the future.


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

Author Whitney Larson Posted on

4 Trends You’ll Regret Not Following

Maintaining a lucrative business in the nightclub industry isn’t easy. You need to stay up-to-date on industry trends and offer the best experience in the biz. Yet, many clubs fail to do so. Don’t fall into this rut. Out of all the changes and trends that are out there, here are four you’ll regret not following.

1. Offering exclusive promotions

Exclusive promos have the opportunity of driving business because you’re offering something that other venues don’t have. This sets you apart and gives customers a reason to want to party at your venue. But like everything else, timing is everything. Do these frequently enough that your customers are aware of these events and have something to look forward to, but infrequent enough that it doesn’t become routine and standard. Your goal is to turn relatively ordinary experiences into extraordinary ones while using the elements you originally set out to accomplish when you first opened.

2. Focusing on your brand

Did you know the industry loses 5% of regulars every year? Guests connect with brands, and if you don’t have one, they’re more likely to jump over to the next hyped-up club. Your brand needs to represent your club’s reputation through your attributes, values, purpose, strengths and passions. It should clearly differentiate your from the club down the street or even across the country. Define your vision, create the essence you want your customers to experience, and design everything – from your logo, to your interior, to your messaging – around these items. Never lose site of your brand, and always work to strengthen it online and inside your doors.

3. Better implementing technology

Technology has come a long way in the nightclub industry. More and more clubs are turning to it to track results, effectively communicate across all staff members, and offer exceptional client experience. In the past few months, we’ve seen top clubs make better use of platforms that are available to streamline operations and maximize profits. The solutions they’re seeking are ones that offer the whole gamut in one spot, including guestlist management, VIP reservation management, client relationship systems, point of sale, ticketing, marketing solutions and, most importantly, analytics. Using this type of technology gives you better insight, increases efficiency and revenue, and ultimately leads to a better customer experience to keep them coming back for more.

4. Boosting trendy drinks

Drink trends are ever changing. They change with the month, season, holiday, or for no good reason at all. That’s why it’s crucial to always be on the lookout for the next new fad. But for 2014, industry experts are predicting four major drink trends: 1) cider will be more widely accepted as a drink of choice as more brands and styles begin to emerge; 2) alt-whiskey that was an experiment a few years back will come of age; 3) vodka is falling by the way-side, especially flavored vodkas, and are being replaced with whiskey and bourbon; 4) barreled cocktails are a thing of the past, as cocktails with an edge come into light.


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

Author Whitney Larson Posted on

4 Trends to Watch in 2014

Maintaining a lucrative business in the nightclub industry isn’t easy. You need to stay up-to-date on industry trends and offer the best experience in the biz. Here are four trends top nightclubs use to stay ahead of the curve in 2014.

1. Offering exclusive promotions

Exclusive promos have the opportunity of driving business because you’re offering something that other venues don’t have. This sets you apart and gives customers a reason to want to party at your venue. But like everything else, timing is everything. Do these frequently enough that your customers are aware of these events and have something to look forward to, but infrequent enough that it doesn’t become routine and standard. Your goal is to turn relatively ordinary experiences into extraordinary ones while using the elements you originally set out to accomplish when you first opened.

2. Focusing on the brand

Did you know the industry loses 5% of regulars every year? Guests connect with brands, and if you don’t have one, they’re more likely to jump over to the next hyped-up club. Your brand needs to represent your club’s reputation through your attributes, values, purpose, strengths and passions. It should clearly differentiate your from the club down the street or even across the country. Define your vision, create the essence you want your customers to experience, and design everything – from your logo, to your interior, to your messaging – around these items. Never lose site of your brand, and always work to strengthen it online and inside your doors.

3. Better implementing technology

Technology has come a long way in the nightclub industry in 2013. More and more clubs are turning to it to track results, effectively communicate across all staff members, and offer exceptional client experience. 2014 will continue to push this trend forward as top clubs are making better use of platforms that are available to streamline operations and maximize profits. The solutions they’re seeking are ones that offer the whole gamut in one spot, including guestlist management, VIP reservation management, client relationship systems, point of sale, ticketing, marketing solutions and, most importantly, analytics. Using this type of technology gives you better insight, increases efficiency and revenue, and ultimately leads to a better customer experience to keep them coming back for more.

4. Boosting trendy drinks

Drink trends are ever changing. They change with the month, season, holiday, or for no good reason at all. That’s why it’s crucial to always be on the lookout for the next new fad. But for 2014, industry experts are predicting four major drink trends: 1) cider will be more widely accepted as a drink of choice as more brands and styles begin to emerge; 2) alt-whiskey that was an experiment a few years back will come of age; 3) vodka is falling by the way-side, especially flavored vodkas, and are being replaced with whiskey and bourbon; 4) barreled cocktails are a thing of the past, as cocktails with an edge come into light.


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

1 2 3 4 5