How can you attract a new crowd? Why not try specialty nights? This one can be tricky, but if you pull it off, it can be enormously profitable. The idea is to turn an off night at your club into a party that caters to a group you do not normally cater to. Examples of these can be Latin nights, Asian nights, Brazilian nights, gay nights or teen nights.
The best way to do this is to do a tie-in with the local radio station that caters to the market that you are trying to attract and go all out in promoting it with them — especially with a live broadcast if you can get one. You would also want to hire local street promoters that know the target market and preferably have a mailing list.
You should hire the best DJ that you can find — even if you have to bring him in from another city just for that night every week. You could even change the name of your club, the décor and the entrance just for this night every week.
It will be expensive to do all of this right, but the return could be huge. We know of a club in Houston that caters to a different group every night of the week and has consistently done over $75,000.00 a week for seven years using this formula.