How To: Host Private Events in Your NightclubJune 17, 2014 By: Kristen Santoro
For nightclub owners, late night weekend sales are great, but how can you boost sales before 9PM and during the week? How can you get more business from private parties, corporate events and special events?
If you find yourself asking these questions, then it's time to start thinking about unique private events that will help you gain revenue on off- or non-peak nights.
Here we’ll discuss the basics to setting up a special events infrastructure, rate card and budget to sell your space.
You might be asking yourself, "What is an events infrastructure and how do I set one up for my business?" In order to make your nightclub the go to destination for private events you need to, first, find out how much is it going to cost.
Putting together a budget and forecast is an absolute must for finding out if hosting private events is financially sound. Ask yourself:
- What are the upfront marketing and implementation costs?
- What are your payroll and overhead costs per event?
- How much are you going to charge per private event and can your marketplace handle that fee?
After answering these questions and determining that your business can profit from hosting private events, you’ll need to create internal and external supplemental documents and information.
Internal information includes but is not limited to:
- Events calendar already marked with holidays, conventions in town, major sporting events, concerts, and festivals. This allows you to schedule and plan accordingly; placing private events around these already profitable nights.
- Rate Card – determine minimum F&B requirements per person, per event, per day of the week and per hour of the day. Looking at your sales history will help you to determine what nights are more profitable, in turn allowing you to establish your price points and room rental more accurately.
- Staff training documents, uniforms, banquet pay and event memos.
- Catering setups and inventory lists including tables, linens, chafing dishes, tray-passed, food stations, sit-down vs. cocktails, etc.
- Preferred vendor list including photographers, DJs, florists, AV, party rentals, etc.
External information includes but is not limited to:
- Professional photos that showcase your space, versatility and culinary creations. If you don’t have a kitchen make sure to partner with a reliable catering company.
- An event sales kit that includes a venue description with types of events you can accommodate (i.e. cocktail parties, wedding receptions, corporate sit-down dinners, fashion shows, etc.) and how many people (20, 200 or 2,000). It’s also important to include AV capabilities, capacity and floor plans, catering menus, bar packages and fees.
- Create an area on your website that is dedicated to hosting special events and include an inquiry page where you can capture customer information and provide a contact for interested clients.
In addition, when launching private events it is important to create partnerships throughout the area that bring in large groups (i.e. hotels, convention centers, business districts, professional networking groups and media outlets).