Lady Gaga After-Party at HEATNovember 16, 2011
Single Promotion/Party/Event of the Year Entry
Name of Club: HEAT
Location: San Antonio, Texas
Ownership/Parent Company: Randy Cunniff
Square Footage: 8,000
March 15 was a night to remember in San Antonio. Lady Gaga was making her first appearance in San Antonio. HEAT nightclub, as San Antonio’s number-one alternative dance club, wanted to make the night one for its patrons to remember. And they succeeded!
The event was planned to coincide with the concert as an after-party until 3 a.m. As Lady Gaga is a fan of Ultimat Vodka, the Patron Spirits Co. was approached to help make the event a success. Produced by HEAT, Glazers Distributing and the Patron Spirits Co., the event was a huge success!
The event was on a Tuesday night. HEAT is normally dark on Tuesdays. For entertainment, we booked local female impersonators and Michael Silas, one of Lady Gaga’s backup dancers. Additionally, we planned a Lady Gaga lookalike contest.
Advertising was accomplished through in-house video screens, large posters, banners on the exterior of the building and social media. The buzz around town grew as the concert date approached. Lady Gaga’s invasion of San Antonio was coming, and everyone in town knew it was going to be a night to remember.
In addition to the main party, two VIP sections were set up in the club. The staff and management of all other major local clubs were invited for the VIP party. The VIP party featured — in addition to a reserved section next to the stage — one room of the club as an exclusive, complimentary, Patron bar. Self-serve bottles of Tequila Patron, Ultimat vodka, Pyrat rum and Patron XO café were on every table. The backbar exclusively featured Patron products. Décor featured extensive use of Patron and Ultimate vodka bottles, and the whole party was bathed in Ultimat blue lighting.
On the day of the event, social media was abuzz that HEAT was the place to be after the concert. Local radio shows broadcasting live from the concert were talking about “the official after-party at HEAT." Within hours, three local radio stations were at HEAT broadcasting live. HEAT was the place to come after the concert according to the local radio buzz.As the event began, lines formed to get into the club. Wrapping around three sides of the building, guests knew that they had to be inside for this event. Eventually 2,400 people showed up. As the crowd grew, security had to be positioned to stop people that were climbing the patio’s 10-foot-high walls for admission into the club.
At midnight, six Lady Gaga impersonators took to the stage to perform her many hits. Crowd enthusiasm grew until Michael Silas entered the stage, fresh from performing with Lady Gaga. When he crowned the winner of the Lady Gaga lookalike contest and presented the winner with tickets to see Lady Gaga the following month in Austin, the crowds were ecstatic.
When the event was over at 4 a.m., 2,400 people had come through the doors of the club. Liquor sales exceeded $10,000 and every guest was excited but exhausted. The promotion exceeded the expectations of the club, the sponsors and the audience. The definition of a successful promotion is one that increases alcohol sales, exceeds guest expectations, drives increased sales in the following weeks, delivers brand awareness and loyalty for the suppliers and exposes new guests to the club. HEATS’s Lady Gaga promotion did all of those things and more.