Nightclub owners and operators worldwide are competing with one another to be “the place to go” within their shared general markets. In the past, patrons would flock to a new nightclub simply because it was fresh. Unfortunately, the days of “if you build it they will come” are long gone.
Although the United States has been enduring a recession for the past several years, total nightclub growth and sales spiraled upward in 2011. Nightlife insiders credit the additional growth and sales to new “post dining” trends; restaurant operators are transforming dining-room floors into nightclubs while hotel resorts are transforming pool properties into dayclubs.
So how do nightclub owners and operators compete for an industry market share? That question can be answered in part with “celebrity entertainment.”
Celebrity entertainment has become a nightlife cornerstone. Patrons are celebrity driven, seeking photos, live sets or just a glimpse of today’s hottest celebrities hanging out at local venues.
Nightclub celebrity guest appearances have been a driving force in Los Angeles, Las Vegas, Miami and New York City for many years. However, it’s challenging for clubs in smaller markets to follow this business model. The celebrity-entertainment path to success requires a large budget to book the likes of Fergie, Justin Timberlake, Beyonce and Lil Wayne.