4 Valentine's Day Promotions to Seduce Guests and Spark Sales
By Mandy McAnally
There is only one day a year when Cupid declares lounges, bars and clubs the world's official matchmakers. And the best way for owners to profit from this Valentine's Day role is to share the love. Creative new giveaways and getaways are profitable ways owners can show their guests a good time and promote a little love connection. So hook them up and get them out on the town or out of town, and maybe Cupid will reward you handsomely.
The French Kiss
A French kiss and a night's stay at a five star hotel was enough to draw a slew of Chicago couples and singles to the Encore Lunch Club and Liquid Lounge's Valentine's Day Liquid Therapy last year.
Those seeking love and liquid therapy were given a pair of French Kiss Martinis, the lounge's Valentine's Day aphrodisiac with Remy Red, Cointreau, a splash of fresh lemon-lime juice, an order of chocolate-covered strawberries and a raffle ticket for $12.
The winning raffle ticket gave one lucky patron an indulgent night's stay in an Allegro Hotel suite. Contestants mingled, Martinis in hand, from 1 p.m. until 7 p.m., when the winning name was called out.
"I'd have to say on Valentine's Day we sold around 80 of those tickets," says Ralphi Carbajal, manager of Encore's Liquid Lounge, "so that's 160 Martinis, if that tells you anything about business that night."
Encore's staff began promoting the event mid-January by posting fliers in different areas throughout Chicago and sending e-mails using customer list serves. Carbajal says his staff put in a lot of legwork to spread the word about the raffle. The lounge also took reservations a week in advance and doubled the number of employees working that night to accommodate the love-crazed crowd.
As a result, Carbajal says their February 14th celebration was a huge success. "We've seen a lot of repeat business since then," he says. He also plans to use the same basic idea this year for Valentine's Day, only target the event more toward couples and bring in live entertainment. The lounge also has expanded the idea into a monthly raffle drawing for a night's stay at the Allegro, which has added to their exposure.
The Gold Star
If you still remember the value of a gold star, then you'll understand why Watertown's star-struck Valentine's Day contest roused the childhood desires of Seattle's singles. The club's gold star Valentine's Day contest was targeted at the holiday's minority — singles who had the chance to make a love match by pasting a gold star on their respective crushes.
"We actually geared (the night) toward singles as opposed to couples because everything around Valentines is really couple driven," says Patrick Haight, general manager of Watertown. "Obviously we're a dance club, so we're into promoting the single life."
Each single was issued five to 10 gold stars at the door before the night began. To make a love or lust connection, contestants had to lick and stick their gold stars to the bodies of their crush. Haight says he saw stickers covering every body part from foreheads to chests to cleavage.
The sexy guy and girl who had earned the most gold stars by the midnight drawing each won a night's stay at a Seattle hotel, a limousine ride and a chance to choose a date for their Valentine's Day rendezvous.
A local Seattle radio station spread the word about Watertown's Gold Star contest a week before the big day. "We saw a lot of people we'd never seen before come into the bar," Haight says. "We also had a lot of people who just came in by themselves, which was interesting."
Second Honeymoon
"Aruba, Jamaica, ooh I want to take you..." The lucky guest who wins the Valentine's Day giveaway at North Park Club House in Pittsburgh this year will be going on a trip for two to Aruba. How's that for a romantic weekend getaway on the house?
Customers who eat at North Park February 14th for lunch or dinner will automatically be registered to win. The drawing takes place at 10:00 p.m. that night, and the winner must be at least 18 years old and present at the restaurant/bar when the drawing take place.
The prize, which includes airfare and accommodations, is valued at about $500. North Park Club House owner Greg Maggio says bar and restaurant sales have increased 15 to 30 percent, bringing in $1,000 to $1,200 extra dollars every Wednesday. "It's what we're known for now, says Maggio. "Before you would see 50 people in the bar on a Wednesday, now there are 150." Maggio is expecting a great turnout for the Valentine's Day event.
Hop into Bed
A normal evening in Miami's B.E.D. tempts the taste buds and the senses with its sexy décor and crowd-pumping entertainment. It means dining on lump crabmeat and poached shrimp remoulade and guacamole with mango vinaigrette mesclun salad in your luxurious pillow-filled bedchambers, or sipping cocktails until dawn while DJs spin house favorites.
Last year, B.E.D.'s staff used Valentine's Day as a chance to make guests swoon with everything from their seductive setup to their delicious dessert.
Luring couples to B.E.D. on February 14th was no problem for this super-chic nightclub/restaurant. "We had a full house for both dinner sittings we offer and then some," says Candice Ferreira, director of marketing and public relations, but once inside the experience was one beyond even Cupid's imagination.
From floor to ceiling, B.E.D. was covered in decorations to celebrate the event. Sweet smelling rose petals covered the beds, heart-shaped balloons floated in the air, red and white satin draped the room, and fuchsia and gold lighting set the room's tone.
The staff even gave every woman a rose before dining.
Chefs celebrated the couple with their special four-course prix fixe "His & Hers" menu. The two chocolate molded mousse cakes bound by raspberry coulis was a dessert finale to be enjoyed together. Ferreira says profits have increased 25 to 30 percent with the Valentine's Day promotion. She says it's so popular with guests there has been a marriage proposal every year.
