VIP³

Everyone wants to be a VIP, and they will pay, but there are right ways to go about it. So here’s some insight on ways to make your special customers feel like celebrities, be it with bottle service or other acommodations.

Drawing from the experience of leading nightclubs in Las Vegas, the city that perfected the concept, allow me to help you make your club the next VIP destination and increase your VIP profits.

If you don’t take VIP seriously, neither will your customers. The words “VIP” and “love” go hand and hand. They get thrown around so often that they lose their meanings. In the nightlife industry I see that, in most cases, the word “VIP” is used as a cheap marketing ploy or an advertising fluff word smeared across the pages, screaming out as the equivalent of another term: BS.

So you offer bottle service. So you have another room/area called “VIP.” Those aren’t “VIP” in and of themselves; it’s your staff! Only they, not just a service, area or product, can create a VIP experience. Again, VIP is like love. It’s the things that are done, not said, that prove it. Actions always speak louder than words.

1. VIP Atmosphere

I call a VIP program a VIP3 (Very Important Person Profit Program). Here are some basic concepts and factors to consider.

Whether your club is a large one or a really small one, your VIP customers will need “real estate.” Let’s say your venue is small — and by small, I mean that it is only one room. Don’t lose hope or ignore the VIP concept. You have a corner in the room right? Great, now put a table in it, place a table cloth over it and an LED candle on it, with a single rose or orchids in a vase, and finally place a reserved sign on it. Now run bottle service or a minimum tab for that table.

Voila! I give you a VIP area/table. Your other customers will take notice. It’s very simple and crude, but you get the point.

If you have the luxury of a room or an area of dedicated square footage, the sky is the limit. Make sure that the seating and décor are premium. Just because it is separated for a little more privacy, this does not make it VIP. That’s private, not VIP. Try to remember perceived value. The devil is in the details.

2. VIP Products, Services and Menus

How will you attract VIPs when, and if, you can’t cater to their needs or desires? When was the last time you evaluated your products and services? Do you have what they want or what they need?

For starters, do you have a separate menu for bottle service (if permitted by your liquor laws)? Also consider high-end waters, sparkling waters, specialty drinks and some edible garnishes such as fresh passion fruits and/or chocolates, etc.

What are your competitors offering? What are the major markets closest to your venue doing or offering? Simply having these higher-end products doesn’t cut it; remember that product is only half of the story. The onus is in the flare of how these products and services are presented and displayed by your staff. Pay attention to detail. Your guests will notice.

Give them the attention they will pay for. Again, if they feel VIP, they are more inclined to act like VIPs and spend more money. A major aspect of your VIP products and services is the staff.

3. VIP Staff

There are many important reasons guests come to your club or that will make them return more often, but the most important is your staff. And when I say staff, I mean literally from a parking lot attendant or bathroom attendant up to your GM, and ultimately to yourself.

Make sure that VIP staff members are your best. Designate, organize, and train these staff members to be part of your VIP program staff. If your VIP staff members don’t have personality, don’t use them. Nothing is more damaging than a staff member who thinks he or she is “better” than a customer or has an attitude. Have management pay attention to the character and personality of your staff. Your profits depend on it.

If you are serious about this, you will create a team of which all other staff members will strive to be a part. This team should be involved in compiling and maintaining your list(s) and developing your VIP areas, products and services.

Make sure they are dressed differently (better), as designated VIP staff members. For instance, you can make your female VIP servers wear distinctive fishnet stockings with patterns and corsets. Another example is your bouncers/security, who now become “hosts” or “attendants.” If you have a designated security staff member watching a VIP person or area, make sure they too are designated to be “better” by uniform or dress. For instance, try a different color neck tie or collared shirt.

Now your staff is “telling” everyone who is running the VIP service, without saying a word. Now you have added an entirely different dynamic to your venue.

Don’t only make these staff members dress the roles; make sure they know their roles. Have a member of your management create and maintain a standard operating procedure for your VIP program. A good manager should manage your VIP program like they should be managing great and consistent promotions (that’s another story). If you maintain consistency with your VIP program, your venue will gain the reputation of having the best VIP services and accommodations.

You will know this by the increased number of special occasion parties (i.e. birthdays, business outings, bachelor/bachelorette parties, divorce parties, etc.) and increased revenues. You may also measure your VIP program’s success when your staff members are scrambling to become part of the VIP team, as they will be making great tips.

4. VIP Clientele and Relationships

A VIP is not just a celebrity or a well-known member of the community. So who is a VIP? The owners’ friends? The GM’s friends? Sure. And of course, VIPs are the customers that spend more money than your average customer does.

So where do you find or start a VIP clientele? A good place to start is to imagine that you are opening a new venue and you are going to have a private grand opening. Make that list! Once you figure out who your existing VIPs are, ask them to refer a few friends or associates, as you are extending them access to your VIP “list.”

Now here’s something I know you haven’t done, but it is simple: Ask your staff for referrals! They know people or customers who spend money. Define to them criteria for identifying VIPs. They also may know of some top local businessmen and who’s who in your market.

Offer an incentive for referring your VIP services. Build into the price of table or bottle service a flat fee if any employee refers a bottle service customer. Just make sure they document this with management before their shift or before their customer comes in. Even when your staff is not working, they will refer customers if they know they will be compensated. Trust me, it works.

It is also important for your management to notice VIPs and interact with them. A member of management always should approach them and introduce himself or herself and extend thanks. If possible, get a business card or contact. This will help build a great VIP customer database.

GMs must show their shift managers how to communicate and extend a proper greeting/introduction. This introduction and continued interactions with the customers create a valuable relationship. As nightlife patrons like to visit multiple venues, this rapport with your staff gives them a sense of belonging and breeds loyalty to your venue. If your staff has done their job with your VIP guests, they will create a comfort zone that your guests will favor, making your venue their favorite VIP destination in your market.

Make it a policy to learn VIP customers’ names and use them. Every staff member constantly should be courting these customers to make them feel at home. If your customer feels, and is, treated differently (better) than other customers, they will spend more and tip bigger. You want to build this type of customer base, and when you treat them right, they will refer and send their friends and associates.

5. VIP Recognition System

In short, this is a VIP list.

Of course, the owner or GM decides who gets “instant” VIP status. But what happens when the GM is gone? I am amazed how many clubs do not have a true VIP guest list.

Next to the guest’s name, place the date of his or her last visit. After 30-60 days, use their contact to let them know they are missed and offer them an incentive to drop back in to visit. Their response may surprise you. Be prepared to hear of a negative experience. But at least you will notice they are gone and have a chance at getting them back in. A good manager should manage this.

In the nightclub business, clubs must have multiple guest/VIP lists — one for the owner/partners, one for the management, one for the staff and even one for your vendors or related industry heads. Even consider asking local trendy related businesses (restaurants, bars, clothing stores, etc.) if they have referrals and extend your list to these owners/managers. If they are semi-professional, they will refer only customers who spend good money and treat your staff right.

Consider local industry promoters VIPs. These guys will swarm in with a crowd if they know you will treat them right, even if they are working with competing venues. Always have open arms to them. They understand and practice professional industry courtesy.

With a well-supervised and managed list, good management will see this is a gold mine. In bigger cities, VIP hosts pay thousands of dollars for these lists and contact info. They are just as valuable to you no matter where your club is.

Now that you have these lists, what do you do with them? If you want to impress VIPs, leave a few key notes near their names so that your door staff know who they are and what profession they are in, and don’t forget to document birthdays etc. Make sure updated lists are present at the door and have back-up copies at the door.

Make sure your door staffers make notes on lists and use names and always address VIPs properly at the door and communicate with management that a VIP guest has arrived and/or has been seated. Have a member of management always find time to greet these customers at some point during their visit. NCB

Robert Casillas is the owner of Monsoon Group, which operates concepts in Las Vegas, California and Arizona. Casillas is the conceptualist and creator of Sapphire Lounge in downtown Tucson, Ariz. He is a frequent speaker at International Hospitality Week in Las Vegas and will be speaking at the Nightclub & Bar Convention & Trade Show East Coast, October 13-15 in Atlantic City. Visit him online at www.monsoonlv.com. For more information about the East Coast show, visit www.nightclub.com.