The Dating Game
Marketing to Singles and Couples Can Bring Triple Success to a Night

Typically, Nightclub & Bar Buzztime Reports cover sports seasons and events, food and beverage trends — but not this time. This issue’s sampling seeks to answer a few revenue-oriented questions about something all bar operators can relate to: dating.

Romance Versus Dance
    When the first question was put to those polled in a sampling of bars and clubs around the country about their primary on-premise objective when out on a date, the results were somewhat unsurprising. This is good news, in fact. Music and dancing  reigns supreme at 35 percent. A close second at 33 percent is drinking. Although more  venues are incorporating food and crowd demographics still affect the date destination chosen, music and drinking are the top date earners for operators.

Where They Go
    The next question posed was, “When you’re single and looking for a date, where do you most prefer to go?” In a bit of a twist, sports bars tied with nightclubs at 29 percent of responses. While nightclubs tend to attract younger crowds and sports bars attract a spectrum, both still are viable. At 26 percent was the dive bar, and only 17 percent polled reported preferring lounges for first dates. So, lounge owners should consider hosting dating promotions or specific events that cater to singles.

Let’s Talk
    Concerning the focus of the majority of respondents’ dates, the results were more concentrated. Thirty-nine percent of those polled focus on conversation, a sizable difference between the next ranking, drinks, which came in at 25 percent. This being the case and music and drinks both scoring high for a date’s entertainment, still don’t neglect to offer some solace for guests to converse away from the noise.
    Dancing came in third at 19 percent ahead of dinner. If you want to entice more daters to your venue, it seems, stay intent on offering quality music, beverages and space for conversation.

Promiscuous Promotions
    Doubtlessly, on-premise operators will be pleased at the result in the last category. A solid 50 percent of patrons zero in on Happy Hour, especially Singles Happy Hour. Operators and promoters, this is your time to shine.
    Next on the scale are wine tasting events geared toward mingling, as reported by 28 percent. This also represents a prime time to push product and introduce patrons. Nineteen percent of respondents also reported that they enjoy crazy contests as a way to meet others and break the ice.
    Lastly, only three percent of those polled prefer speed dating, making it an option to increase traffic but not always a guarantee.                                   NCB