If your club is successful you probably have front men/women, or bouncers, manning your entrance. They should be doing more than just checking ID's and keeping out the trouble makers. They need to immediately access people who would like to enter the club, judge their attributes or potential problems and get them into the club where they can do what your club requires - money paying customers. They need to be friendly and keep any underage people out so your license never comes into peril. All this must be done with a smile, so the other potential patrons are not disturbed or fearful.
The bouncer walks a fine line, because he or she must keep the trouble down and the place flowing with happy people. The owner and management just want to keep the place open and profitable and sometimes a little controversy is okay. Therefore, the bouncer has to decide quickly who gets in as a regular customer and who to add to the mix as flavor to keep things moving. It's creating that heady mix that makes a bouncer good at what he does. This is front-line public relations.
The first impression of your club is made by the bouncer/door person. They need to do more than just check IDs. They are your image and that should be immediately apparent to people approaching the club. IF you are running at capacity they must also be the entrainment for those waiting outside and it is also a good idea to offer some type of beverage for those who can immediately go inside. While most states will not allow liquor to be consumed outside the building, bottles of water or soft drinks will go a long way to placating those who have to wait. The bouncer then must allow entrance in the proper male/female ratio to keep the club buzz going (for a straight club anyway), and still keep an eye out for your regular spenders who expect to be guided past the lines.
If your bouncer can access a potential clients spending "ability" they are worth their weight in gold. One big spender often makes up for the ten people who nurse one drink for several hours. Remember money is why you are doing all this work and invested the money. Many times the "requirements' of entrance to a club will change as the night progresses. Early on all are welcome till the club fills then fire department capacity controls must set in and later ease up as the crowd thins. Many clients will arrive early just to avoid any selection process at the door. This may, or may not, translate to more spending. You may have to temper your clients throughout the night to be sure the register are humming.
It is not talked about, but bouncers can be bribed because they have to share with the night manager. So the unspoken law of paying to get in, works, especially at high end clubs. Keep in mind if someone is willing to pay a gratuity just to get in your club you probably have a good buzz going - work to keep that!
Author Resource:
Richard Moran is a consultant specializing in marketing and web promotion for business and nite-clubs. He is active with the Langohr Foundation, LLC and writes for many web sites and blogs. You may gain additional free insightful knowledge at the Money-Helpers website where there are hundreds of informational topics and offers to improve your financial health.
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