Category Archives: Sales

The Biggest Opportunity You’re Missing

It’s a story that’s too often told, but it’s arguably the most important story there is. Because it often becomes the difference between life and death of a nightlife venue.

This past weekend, I was invited to a product launch party that was hosted at a third-party cider venue. The place was packed. I’m talking bursting at the seams packed. And they only had 2 bartenders working.

It took over 30 minutes to get our first round of drinks, so I just paid for everyone in my group to ease the burdens of the bartender needing to do multiple transactions. Then it took another 25 minutes to get our second round. At this point, we’ve spent nearly an hour of our time just waiting to get a drink, so we left to go drink somewhere else. We supported the launch like we wanted to, but staying here wasn’t worth our time anymore.

The largest e-commerce retailers spend millions of dollars a year to understand their customers. The nightlife industry has yet to change its mindset that it’s beneficial to have the same solutions that thriving e-commerce companies use, which is available to them at a monthly price that’s less than my one tab. Why are we so stuck in our old ways?

Aside from the issue of being grossly understaffed, there’s a bigger issue at hand for the venue: they have no data to improve. Think about it, the largest e-commerce retailers spend millions of dollars a year to understand their customers’ habits so well that they’re predicting what they’re going to buy next. Amazon alone spent nearly $19 billion in 2019 on their marketing efforts and they achieved 20% net revenue growth.

But we as a nightlife industry have yet to change our mindset that it’s beneficial to have solutions that e-commerce has to experience that level of growth. At the end of the night, this venue is going to look at their POS reports and use it as a guide for how they performed that day, and it’ll tell them a very inaccurate story. They have no idea how many people were inside their venue, which is a huge issue. Here’s why:

  • I paid for all of my friends’ drinks. Their POS has no idea that my friends even existed. It’ll show them the number of transactions that were made, but it won’t show them the number of people that were there.


  • If they knew how many guests were there, they’d know the average amount each guest spent, often known as average cost per transaction (CPT). My tab was $160 total on two rounds of drinks for my group of 10. Their POS is just going to show 1 transaction for $160. But in reality, the average CPT is $8. That’s a huge difference between a CPT of $160 and a CPT of $8. They’re going to operate their business believing every guest spends $160, when in reality, the average spend across all guests is $8.


  • While their labor to sales ratio may look favorable, they would have likely made thousands more dollars if they would have been staffed adequately. A couple extra bartenders would have reduced the wait time for people getting drinks, resulting in more drinks in people’s hands, resulting in more money. But because they don’t know how many people there were, they’re bound to make the same staffing decision for a future launch party looking at incomplete POS reports to guide their decision.

But why does this matter?

It matters because this is the type of information that needs to guide decisions to continue to grow and build their business. And because this was a launch party for a different company, I’d estimate 80% of the people that were there had never been to that venue before. And statistics say that 70% are unlikely to come back on their own. Now add in the terrible experience of waiting an hour to get drinks, and that percentage likely increases.

But what’s worse is because they weren’t tracking who came, they have no log of who was there to be able to reach these people again. Do you think Amazon grew to be an $87 billion company by not knowing who’s on their site and not understanding what drives their sales?

I’ve spent over a decade working alongside venue owners and I know firsthand that many are putting their life savings into their venue. I know they want it to succeed. They aren’t looking to throw all their money into a business that’s going to die in the average 18-month timespan. But I also know that most aren’t thinking about how to grow year after year. They tell me they’re “surviving.” They run without insight, hoping people walk through their doors when they open. They aren’t investing in systems that allow them to experience continuous growth.

The Missed Opportunity

Had this venue been using the Vemos ID scanner at the door, they would have had the exact number of people that attended their venue that day. They also would have the names, gender, age, and geographic location of all of those attendees in their dashboard. And had they connected their POS to their Vemos dashboard, they would have the exact CPT readily displayed to them. They’d know which guests made the transaction and what they purchased. They’d be able to define the type of customers that have the biggest impact on their bottom line, and have a strategy to go out and attract more of those types of customers. They’d know who was a new vs. returning guest, and would have been able to get some of those new guests back in the door.

This system is what allows a nightlife venue to operate within an e-commerce model at a monthly cost that’s less than my tab. It’s not hard. It’s not expensive. But it can make the difference between surviving and thriving.

Finally. A venue management app that’s both powerful and simple.

We at Vēmos are excited to unveil our latest Venue Management app — a project that’s been in the works for months with a critical focus on user experience.

We knew the nightlife industry needed a solution that was robust enough to manage an entire venue from one app, but simple enough that venues didn’t need to worry about more training, all at a price point that made sense. So we set out to achieve this.

And now that product is available.

Introducing the first truly comprehensive solution to manage your entire venue, starting at just $50/month. Reservation management? Check. Guestlist management? Check. Events & Ticketing. Check & check. You can even collect walk-up cover charges at the door with cash, credit, Apple Pay or Google Pay. And yes, you can do all of this by simply toggling between Reservations, Guestlist and General Admission screens to accommodate every guest.


We truly built this with the user in mind. Simplicity on the surface to get up and running as quickly as possible. Complexity behind the scenes so you’re presented with information when you need it most.


Let’s take a deeper look.

VIP Reservation Management

Easily manage all your tables in one view, allow staff to sell available tables, and even take table deposits to reduce no-shows. See full guest details to provide a personalized experience as soon as they arrive. Track table spend and party size so you can make smarter decisions in the future about what type of VIP guests have the biggest impact on your business.


Guestlist Management

Never flip through another piece of paper again. Your guestlist is now digital and always up-to-date. Whether guests are added from promoters, ticket sales, your website, or staff, it all funnels instantly to one place, making check-in a breeze. Plus, all checkins tie back to guest profiles, so you always know what types of guests to attract to keep your nights busy.


Cover Charge Management

Like a POS for your door, the Vēmos GA screen gives you true accountability at your door. Add as many entrance types (aka cover price based on promotions) as you want. All users are automatically added as referrers. Now you can collect cover payment from every walk-up guest, know who’s getting in for free or at a discount, and track which promoters are bringing them in for easy payouts.


Events & Ticketing

Create, manage, and sell tickets to your events, and get paid from your sales as soon as a ticket is purchased. All pre-sale tickets will automatically appear in your guestlist with ticket details displayed. Easily handle walkup sales with Cover Charge Mangement, so all tickets are accounted for no matter when they were purchased. Uncover what marketing efforts reach the best guests, which ticket types drive the highest bar sales, and when you can expect to sell out based on historic trends.


Guest Profiles

All your guest details in your pocket. See each guest’s unique profile from their last visit to what they’ve spent at your venue. Read notes from your staff, and see how to connect with them all at your fingertips. Have a recurring guestlist guest that spends a lot at the bar? Upgrade them to a VIP table next time and make their next experience unforgettable.


Insight Only Vēmos Can Give You

Other systems only track your VIP guests. With Vēmos, you get rich insight on all your guests so you can make smart decisions that drive profitability. Connect ID Scan with your POS to track individual guest spend, and unlock even deeper insights about every guest that walks through your door so you can continue to maximize your revenue.

9 Tips for your New Year’s Eve Party

New Year’s Eve is the biggest event of the year, but it’s also the most competitive. That’s why it’s important to get a head start and get your event planned out so you can have a successful and profitable night.

Follow these 9 tips to ensure a successful New Year’s Eve party.

1. Publish Your Event Now

You need an event page, and you need it to be launched now. This gives you time to market your event and attract customers so they can start making their plans around your party. It’s important to have a section of your website or a specific landing page dedicated to your event. Simply having a sentence description on a third-party ticketing company’s website isn’t going to cut it. People want to know the vibe of your party, understand why they should attend, and get a gage at what they can expect by attending. Plus, having your own page allows for greater SEO opportunities, allowing guests to find out about your event in search results.

It’s also important to make sure customers can buy tickets directly on your website and aren’t redirected to a third-party. Redirects oftentimes lead to cart abandonment, and you can lose out on that customer’s data. Work with a ticketing company that’s built for nightlife events and integrates with your site for the best experience and to collect the most data.

2. Do an Exclusive Pre-Launch

Experience is everything, and it’s what drives your customers to be loyal. Your customers are looking for a personalized experience, especially those that attend on the regular. Consider doing a pre-launch with the customers who have come to your venue throughout the year with an exclusive release before launching your tickets to the public. Reach out to them either via text or email and give them preferential treatment on tables and tickets. This is going to make a big impression on your most loyal customers, and it’s going to drive them to plan their night out with their friends at your event.

3. Use Your Data

Data matters more than you realize. It’s what allows you to understand what does and doesn’t work to set you up for success. Use last year’s data to understand which channels brought in the most guests, and replicate that. If you don’t have access to last year’s data, get a provider like Vēmos that allows you to access all of your information in one central spot.

One of the most important pieces of data you’ll want to track is your marketing channels. You need to track where your customers are finding you and why they’re choosing your event over others. To do this, assign specific links to each channel and staff member. Then, use those links on your various channels (i.e. a different link for Facebook, Twitter, third-party media, digital ads, etc). Also make sure your staff is using their personal link when hey promote your event so they get credit. The results will inform you of what you should and shouldn’t be spending your time and money on.

4. Leverage Marketing Channels

Once your tickets are set up and your trackable links are in order, it’s time to start promoting. Here are a few things for you to consider:

  • Set up your social channels to be in line with your event by updating your images and post cadence
  • Add an events section on your Facebook page that gives full information about your NYE event, and integrate your ticketing page into your Facebook fan page for people to buy tickets directly through social
  • Consider contests or ticket giveaways to build engagement and interaction
  • Run Facebook ads to target a specific segmented audience
  • Get your promoters engaged and turn them into a mobile box office
  • Leverage partnerships with third-party outlets, such as your booked entertainment, sponsors, key social influencers, and media outlets. Partner with them and have them promote your event on your behalf

When you get your marketing channels to work together, you’ll have a bigger audience reach and a higher likelihood of selling out before your event happens.

5. Incentivize Guests to Purchase Tickets Early

Encourage people to pre-purchase their tickets by creating supply and demand. Showing them your price will increase as the event gets closer creates demand for the few supply of early bird tickets. You can set your tickets to increase price by the week, day or even hour leading up to your event. You can also set your tickets to increase by quantity after x amount of tickets are sold. This encourages people to buy early and have time to share their plans with others. Plus, when guests pre-buy their tickets, you’re generating revenue before the night of your event.

6. Strategize Lines the Night-Of

Line strategy is important for the night of your event. Create a different line for a different type of customer, such as a line for your pre-sale customer, a line for customers paying at the door, and a line for your VIP table customers. This is another way to encourage pre-sale and allows your staff handling pre-sale checkin to only focus on that task and increase line speed. On the other hand, it allows your staff selling tickets at the door to only handle that task, aiding in long waits for door sales. The more organized your lines are, the faster your speed of night will be, the happier your customers will be, and the faster they’re through your door to spend money on drinks.

7. Don’t Lose Site of VIP Table Guests

Your VIP guests are important, and you want to make sure they’re not getting lost in the shuffle of general admission purchases. Set up your door to handle tables through a different entrance and check-in process. That way, your highest spenders are getting exclusive treatment right off the bat. Also make sure your staff knows to keep an eye on how many people are sitting at each table. During a hectic night, it’s easy to overlook a party of 10 actually brought 20 people with them. And as a result, you just lost out on payment for 10 extra people. That’s one of the easiest way venues lose money on New Year’s Eve and other big event nights. Having a separate entrance and a reservation system that ties to your events/ticketing system will help alleviate this issue.

8. Train Your Staff

Operations are a huge component for an enjoyable night. Get all your staff up and running on the same system and strategy, and work out any kinks beforehand. Make sure your promoters have their links to sell tickets and are able to sell on mobile devices while on-the-go. Also make sure your door staff are on the same page for a door process and are ready to scan guests in as they arrive, sell tickets to those who need them, or escort VIP guests to their table. All the small details matter, and it’s what leaves a lasting impression.

9. Set Up Safety and Compliance Procedures

It’s easy to lose sight of safety and compliance when preparing for the busiest night of the year. Yet, New Year’s Eve is typically the night where people over consume, which accounts for the highest amount of emergency room visits. Work with your bartenders to make sure they know when to stop serving overly intoxicated guests. Have a door process in place to check IDs and ensure you’re not serving minors. It may no the the fun part of New Year’s Eve, but it’s important to mitigate your liability on this busy night.


Cheers to your successful New Year’s Eve event and hosting a fun party for your guests to ring in 2020.

The official Vemos blog

The Best NYE Ticketing System for Nightclubs

Ticketing companies are a dime a dozen. And with all the choices at your disposal, how do you know which one to go with? The best thing you can do is to choose a system that will set your entire New Year’s Eve event up for success. After all, it’s your biggest event of the year.

Here are the top 5 things you need in your ticketing system.

1. Go Beyond Registration

Most ticketing companies are simply a registration system. They allow people to buy a ticket for your event, and then their offerings end there. They don’t help you connect the dots of what brought your customer to buy a ticket, what they did once they got into your event, and how you can retarget that customer in the future.

Instead, use a ticket system like Vēmos that goes beyond registration. This means following your customer’s journey before, during, and after they walk through your door, and having the tools at your disposal to also manage your event operations.

2. Don’t Redirect Your Customers

A customer comes to your website to buy a ticket. They click that “buy” button and are now redirected to the ticketing company’s website. You’ve now lost that customer’s data, your brand is out of sight, and they’re now getting messages to register for competing events on your ticket buying page. Does this sound like the right experience to you?

Stop redirecting your customers to a different company. Use a ticketing system that functions on your own website without their branding being present. That way, your customers will always feel like they’re purchasing directly from you, and you get to fully control the experience.

3. Connect Your Accounts

You have more to manage for your event than selling tickets. A lot of New Year’s Eve parties have VIP reservations that also need to be managed and marketing systems to promote your efforts. This typically means you’re managing separate tools and systems for each of these functions. Not only is that a hassle, but your’e losing out on data and duplicating information.

We allow you to connect all your accounts together in one dashboard. So not only are you selling tickets to your event, but you can handle all other areas in this one system. Information flows seamlessly between your services automatically so you never have to re-enter or duplicate information in each account.

4. Collect Money Right Away

Most ticketing sites hold your money until after the event to cut you a check, which means your revenue is held up while your expenses continue. Make sure your ticketing provider works with you and your bank account so payments go directly into your account as soon as a transaction is made. This way, you earn your revenue leading up to your event rather than making up for your expenses weeks after.

5. Own Your Data

When your guests are redirected to third-party sites, and when your event information lies in multiple accounts, you’re unable to track all your data. In fact, you don’t actually own that data. Technically, the ticketing provider owns it and they’re going to use it to target your customers for competing events.

Put the power back in your hands. Use a ticketing provider that’s not profiting off your customers, but instead exists to serve you. This way, you’ll collect key information on your customers, staff, and event as a whole to understand what worked and what didn’t for future success.

Have the most profitable New Year’s Eve ever with Vēmos and experience these 5 benefits. You get all the perks of major ticketing solutions with the functionality of nightclub management software in one dashboard. Sell out your New Year’s Eve event in advance. Get money in your bank right away. And have a stress-free door. All at no cost. Get started now.

4 Reasons Data is Your Venue’s MVP

We talk a lot about mixology, music, lights and ambiance in this industry. After all, this is the recipe for your party. And while all of them are important to running your venue, there’s one component that stands out as the true MVP to your entire business’ success: data.

While your party is what brings people into your venue, your data is what allows you to build ongoing success. It’s what enables you to put on more successful parties, to continue driving the right people through your door, and to boost your revenue up based on that combination.

Here’s how you can turn the data that already exists to become your most valuable player.

1. Collect information about your guests

Today’s Reality: Nearly every nightclub and bar has an estimate of how many guests walked through their door on a given night. What they don’t know is who walked through their door. They get people in, serve them, and let them walk away without knowing anything about them.

Data’s Fix: Put tools in place to track what you’re already doing. Instead of checking IDs manually, use an ID Scanner to collect important guest information (hint: you can use this to drive loyalty). Turn your paper guestlist into a digital one to collect guest contact information along with data on what time they checked in, who they checked in with, what brought them there, and any promos they used. Use a system to collect insight on your general admission walk-ins, VIP reservations, and those who bought tickets to your event. Better yet – make sure all of these areas connect into one account so you get the whole picture in one dashboard. And when you connect this system to your POS, you’re able to unearth even more valuable information.

MVP Status: Now you have a database of all your guests, including their name, contact information, how many times they’ve been to your venue, whether they’re a VIP/guest list/event/general admission customer, how much money they’ve spent, and what their most popular drink purchases are. This means you’re now able to better identify your guests, upsell them before they walk through your doors (hint: more $), and provide personalized service (so they spend more $).

2. Increase marketing results

Today’s Reality: Venues end up spending marketing dollars on mass marketing efforts (or sometimes no marketing at all), blasting vague messages to a broad range of people who may or may not be their customers. All because they don’t know who their customers are.

Data’s Fix: With the right system, you can have a complete buyer persona for all of your target customer segments, including demographic, geographic, and psychographic information. Use this to your advantage. As an example, you can segment your audience into a list of females who attend your venue on Friday nights and spend at least $100. You can then send a text message to this list with a message that’s 100% relevant to them. And that’s powerful marketing.

MVP Status: You’re no longer wasting marketing dollars on efforts that don’t convert. Instead, you’re able to drive your most loyal customers back into your venue with personal messaging, you’re able to establish a healthy mix of male and female customers, and you’re able to drive customers who haven’t visited in a while back through your doors. Better marketing results in better guests which results in bigger spending.

3. Improve Operations

Today’s Reality: Nightclubs go into each night without an accurate idea of what the night will hold. And when you don’t know how many guests will arrive for a night, it’s hard to plan and staff accordingly. VIP tables get double booked, the door gets bottlenecked, and staff aren’t communicating to solve the issues. Your guests notice this, and it hinders their experience before they even walk in your door.

Data’s Fix: Systems improve operations, provide metrics, and instill accountability. When you use a single system to sell tickets, manage VIP tables, manage your guest list, and handle general admission walk-ups, you’re able to know how many guests you can expect to arrive. This then helps you staff accordingly and plan out VIP tables. It also helps to streamline your door and optimize your lines.

MVP Status: Putting a bit of strategy and organization can help your speed of night, improve customer morale while waiting in line, and get people through your to start spending money inside your venue faster. Plus, when your door system ties to your guest database, your staff is able to treat each guest with respect and a more personalized service. This in turn means they’re more likely to enjoy themselves and want to stay (and spend more money while they’re there).

4. Know Your Business Results

Today’s Reality: Most venues don’t have the right data to get an accurate gage of how well their venue is performing. Without the right system in place to analyze this data, venues are operating blindly and wasting time and money on areas that may or may not be working.

Data’s Fix: When you use one system to track all areas, you have a clear understanding of exactly what’s happening in your venue without having to log into multiple data systems. Now, you can easily track:

  • How much money you made over a given time period
  • How many customers walked through your door over a given time period (and who they were)
  • How many table reservations you have over a given time period, and how much you earn on average
  • When your customers start buying tickets to your event
  • Which staff members are bringing in the most guests (and biggest spenders)

MVP Status: Venues we work with have seen an average uptick of 30% to their bottom line after switching to a system backed by data. That’s because they know exactly what’s working and what doesn’t, which allows them to spend their money more wisely. They also improved their operations to get their guests in the door faster to get to the bar more quickly, resulting in increased bar sales. When you have absolutely clarity on your venue’s performance, you can do even more to increase your success. Without data, you’re simply just guessing and could be leaving a lot of money on the table.

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