Category Archives: Trends

Top 4 Nightclub and Bar Trends in 2016

It’s that time of year again where everyone is writing about their 2016 predictions and trends, and we’re no exception to the rule. After all, staying on top of ever-evolving trends is one of the best ways to make sure your venue stays ahead of the curve.

In 2015, we saw a leap in technology tools, marketing tactics, and ways to make more revenue. We also went through a myriad of mixology trends and tips of dealing with millennials. This year’s going to be even more evolving as nightclubs continue to stay relevant in the millennial-driven technology world.

So, without further ado, here are the top 4 trends for Nightclubs & Bars in 2016.

1. Event-like thinking

Events are a big reason for success in the Nightclub & Bar industry, and toward the end of 2015, venues began to think outside the box. The two most common types of events are for major holidays and for musical acts. But now we’re starting to see venues treating every night — even the average nights — like an event. This allows them to get the most out of every night. They pre-sell inventory before each night, including VIP tables, drink packages, and even cover. This pre-sale revenue not only guarantees money in the bank, but also guests in the door. It also builds buzz around a common night and elevates the venue to one that is highly desired. Increasing the prices of their inventory at the door incentivizes guests to buy ahead of time and bring their friends along with them. Then when it comes time for a traditional event with a musical act, they’re already ahead of the curve with marketing and selling efforts.

2. Personalization

Millennials have indicated rude staff and impersonalization as reasons for not frequenting nightclubs (along with several others). And we don’t blame them. That’s why in 2016, it’s more important than ever to capture these guests by treating them with personalized customer service and marketing messages. Using a digital guest management system that’s backed by a CRM system allows you to collect and review important information about your guests. You can use this information to greet them when they arrive at the door and even upsell them based on their past visits. You’re also able to provide your guests with hyper-targeted marketing messages to get them into your venue through this same CRM system. Simply filter your guests into different audiences, and send each audience messages that are specifically relevant to them. That’s marketing and customer service that’s 100% on target with their habits, and that’s what’s going to make you stand out.

3. Mixology

Cocktails and beverages are always changing based on the season and latest hot trends. In 2016, you can expect to see more specialty beverages entering the game, such as: cocktails with fresh herbs and spices, global infused beverages, spiked-tea cocktails, farm-to-table concept cocktails, elegant garnishes, and, of course, the continuation of craft beers.

4. Systems and Processes

Systems and processes are boring, but they’re essential to the success of your nightclub or bar. And in the past couple of months, we’ve seen venues turn to technology systems to streamline their operations and train their staff on the processes. This is a critical transition, and one that will provide longevity for any venue. When you have the right system in place, you’re able to be more efficient and drive more revenue to the bottom line. You’re also able to focus on what’s more important — giving your guests a great experience every night. And when your staff is trained on this system, you’re able to run efficiently regardless of turnover. So what once was a manual process with room for human error has become automated with much needed data. And that data is what’s going to provide you with the right information to continue driving business through your doors. As a recent Nightclub & Bar article stated:

“Digital services can streamline, sync, track, organize, and maximize your business by boosting efficiency and, in turn, revenues.”

2016 is your year to make this change and see bigger growth.


Whitney Larson is the president and director of marketing at Vēmos. Contact her at whitney.larson@vemos.io or fill out the form below.

Selling Tickets to Your New Year’s Eve Party

Thanksgiving weekend is one of the most popular times for nightclubs to announce their highly anticipated New Year’s Eve parties. If you’re one of those nightclubs and are gearing up to make your grand announcement, make sure you have the following items in place. It’ll help you be organized for the big night and also ensure you maximize your revenue opportunities.

1. Build your event page

It’s important to have a website or landing page where customers can go to find information about 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. Either have a designated page on your website dedicated to this event, or have a landing page that’s built out specifically for this event. Make sure you also include a call-to-acton for users to buy tickets. The best solution is for your customers to buy tickets directly on this landing page and not be redirected to another website. Redirects oftentimes leads to cart abandonment.

2. Set up your pre-sale ticketing strategy

Pre-selling tickets is more than just having a “buy now” button on your website. Customers now make purchasing decisions on multiple platforms and they expect you to be there. The best way to pre-sell revenue is to sell tickets directly on your event page, integrate the event with a mobile app for promoters to sell tickets directly from their device, and sync the events with a Facebook widget to sell tickets directly through your Facebook page and Facebook ads. Contact us if you need help with this. We have one system that handles it all from one central location that you can manage.

3. Use a yielding strategy to increase prices

Encourage people to pre-purchase their tickets by showing the price will increase on the night of the event, and then follow through with that. Have the ability to sell tickets at the door for an increased fee. You can even set tickets to increase price by the hour to encourage people to arrive early. This is your yielding strategy. As the night arrives and more people are in the party, the demand gets higher and you can charge more for your tickets.

4. Make sure money goes directly into your bank

Most ticketing sites collect your customers’ payments in their own banks and hold it until after the event is over, meaning you may not actually get your money until a week after the event has happened (and weeks since your guests even purchased a ticket). Instead, look to companies that ensure payment goes directly through your merchant services provider and into your bank account right from the get-go. That way, a guest purchasing a ticket to your event is the same process as that guest buying a drink inside your venue. With this solution, you have the money in your bank before your event, and are able to pay for your event before it even happens.

5. Get all your staff up and running

Door operations are a huge component for an enjoyable night. Get all of your staff up and running the same system and strategy. The best way is to use a system that works with your ticketing system. That way, you can scan tickets in through the device, sell tickets from that same device, and be able to track arrivals and other important guest information along the way. Whatever you chose, make sure it’s black and white with your staff on how the night is going to run for smooth operations.

6. Optimize your lines for speed night

Many events use one line for everyone, which increases wait time, puts extra stress on your staff, and ultimately boggs down the speed of the night. Instead, put a bit of strategy into your lines. Create a different line for a different type of customer, such as a line for your pre-sale customer and a line for customer paying at the door. This is another way to encourage pre-sale and allows your staff handling pre-sale checkin to only focus on that tasks 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 you 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. Analyze Results for a bigger return next year

Getting access to your data gives you the opportunity to truly understand how your venue and events are performing. If you get on board with the BookBottles system, you life will be significantly easier since it will all be in one spot – not to mention the data will be broken down by individual guests and referrers to truly understand areas of strength and weakness. You’re able to easily identify which marketing channels are bringing in your traffic, which promoters are bringing in your traffic, and how your venue and event performed as a whole. This information allows you to set yourself up for even more success next year.


Whitney Larson is the president and director of marketing at Vēmos. Contact her at whitney.larson@vemos.io or fill out the form below.

5 Fall Trends for 2015

We’re well into fall, which is a great time to reflect on emerging industry trends for the new season. Now that the hot summer trends have died down, we can start to focus on how to provide the best experience leading up to the much anticipated holiday season. Here are 5 fall trends for you to follow to stay relevant in an ever-evolving nightclub industry.

1. Gathering the right crowd

Venues are beginning to realize the importance of having the right crowd in their doors. Many new articles have emerged on the subject this year with tips and tricks to help bars and nightclubs bring in the customers that align with their vibe. This all comes down to knowing who your target audience is, creating a brand, and providing messages to attract the customers you want and condition them to do exactly what you want (even if they don’t really it). Having the right crowd enhances the overall guest experience, which in turn translates to bigger spending. Having an improved door policy that goes beyond dress code and gender ratio also gauges the clientele that walks through your door and adds to the perception of your establishment.

2. Improved door operations

Nightclub in Bar recently published an article that stated studies show millennial aren’t frequenting nightclubs the way the proceeding Gen Y did. There are several reasons to be the case, some of which include long lines to get in and rude staff. Why not improve this for them? In fact, it’s really simple to improve when you use the right system. With a system like Vēmos, you’re able to manage every aspect of your door from one platform, including table reservations, guestlist parties, general admission, and event tickets. With this, you’re able to strategize your lines to increase your speed of night and alleviate that pain point for guests. You’re also able to collect and review important information about your customers to be able to treat them with a more personalized service. That’s two customer pain points solved with one system, plus you’ll see many operational benefits as well.

3. Capturing info along with revenue for parties

There’s no doubt that events are one of the biggest way to get customers through your door. Yet, many venues still rush through the planning process and piece their events together with no strategy in place. With today’s technology, it’s easier than ever to plan ahead for your parties to start earning revenue before the event happens and to collect much-needed data about your customers and event performance.

The best way to maximize your events is to:

  1. Set up a pre-sale ticketing strategy. If you don’t sell tickets, use a system to capture guest list, general admission, and table reservations.
  2. Become a mobile box office to sell tickets or get guests on the party list while directly interacting with them face-to-face
  3. Use a night-of yielding strategy to increase prices
  4. Get all your staff up and running on the right system for smooth operations
  5. Optimize your lines for speed of night
  6. Analyze results for a bigger return next year


4. Digital Technology

We’ve said for years how technology continues to grow in the nightclub industry, and this year is even more prominent than ever. In fact, Nightclub & Bar recently published an article about digital opportunities nightclubs should consider, stating:

“Digital services can streamline, sync, track, organize, and maximize your business by boosting efficiency and, in turn, revenues.”



We couldn’t have said it better ourselves. We’ve seen top nightclubs make better use of platforms that are available to streamline operations and maximize profits, and it isn’t going to slow down anytime soon. Using the right technology tool can give you better insight, increases efficiency and revenue, and ultimately leads to a better customer experience to keep them coming back for more.

5. Spiced fall drinks

Summer was all about complex refreshing cocktails, such as beer cocktails and sparking wine cocktails. But now those are getting swapped out for comforting fall drinks. Spices are the name of the game this fall, featuring cocktails that include cinnamon, clove, baked apple bitters, ginger, and even cranberry sauce . All of these drinks encompass the deliciously-craved fall fruits combined with the comforting yet zesty spices that make the crisp fall that much more enjoyable.


Whitney Larson is the president and director of marketing at Vēmos. Contact her at whitney.larson@vemos.io or fill out the form below.

5 Summer Trends for the Bar & Nightclub Industry

Staying up-to-date on industry trends and offering the best experience in the biz are two of the best ways to stay relevant in an ever-evolving nightlife industry. Stay on top of these 5 hot summer trends to continually wow your guests.

1. Strategic crowd sourcing

Venues are beginning to realize the importance of having the right crowd in their doors. Several new articles have been written on the subject in the past few months with tips and tricks to help bars and nightclubs bring in the customers that align with their vibe. This all comes down to knowing who your target audience is, creating a brand, and providing messages to attract the customers you want and condition them to do exactly what you want (even if they don’t realize it). Having the right crowd enhances the overall guest experience, which in turns translates to bigger spending.

2. Hot summer jams

Electronic dance music (EDM) has had a large commercial appeal in the nightlife industry over the past couple years, and it’s counting to evolve into the relaxing summer months. This upbeat music style brings people into your venue who are looking to have a good time, and it can oftentimes be packaged together with other types of summertime music. Some clubs have even reported mixing slower EDM beats with classic relaxing summer jams for their early-evening crowd, proving to pique interests in patrons who would have otherwise never considered enjoying the EDM genre. Getting creative with summer dance music will allow you to reach a broader audience and connect with your most important guests all while boosting your bottom line.

3. Refreshing summer cocktails

Simplicity is out when it comes to cocktails and drinks, and during summer it’s all about complex refreshing cocktails. Take your standard mojito and spice it up with Malibu Island spiced rum, add a blood orange to your typical margarita to give it a bold flair, or offer a white fruit-infused sangria flora for that tropical burst. Also on trend this summer are the beer cocktails and sparkling wine cocktails. These cocktails are not only going to cool your guests off during the hot summer months, but will also be sure to wow them to want more.

4. Digital ticketing for summer events

Big name events are plentiful during the summer in the nightlife industry, and more and more venues are turning to digital ticketing systems to help them better manage and stay on track. Digital ticketing is an online platform that incorporates ticketing into the rest of your efforts, giving you that full 360-degree look at how your venue is performing. This platform enables you to:

  • Create and manage an online event page
  • Sell tickets to consumers right through the page via an e-commerce system
  • Integrate the event with a mobile app for promoters to sell tickets directly from their devices
  • Track ticket sales and results along the way
  • See how often a certain individual buys your event tickets and for which shows

This type of platform syncs all promoters and marketing efforts together in one centralized spot to maximize ticket sales and revenue. What’s more is you own your ticketing data, allowing you to analyze results to better set yourself up for success in the future.

5. Increased use of technology

With summer parties and increased ticket sales, you can’t afford to slow down your operations. That’s why venues are turning technology solutions that offer the whole gamut in one spot, including guest list management, VIP reservation management, client relationship management, point of sale, ticketing, marketing solutions and, most importantly, analytics. Using this type of technology gives you better insight, increases efficiency and revenue, and ultimately leads to a better customer experience to keep them coming back for more.


Whitney Larson is the president and director of marketing at Vēmos. Contact her at whitney.larson@vemos.io or fill out the form below.

4 Trends to Watch in 2015

The nightlife industry is ever evolving. That’s why it’s crucial to stay up-to-date on industry trends and offer the best experience in the biz. Here are four trends to watch to stay ahead of the curve in 2015.

1. Segmentation

Marketing is an important aspect of building a successful nightclub, yet many venues don’t put a lot of emphasis on their marketing efforts. This is all going to change in 2015. Many nightclubs stated a goal in 2015 is to improve marketing efforts, and industry experts state the best way to do this is through segmentation. Segmentation allows you to capture the right audience at the right time with the right message – essentially leading to a higher conversion rate. The best way to do this is through a CRM system that’s tied to every area of your venue to track customer habits. This is what we call interconnectivity, and it’s what allows a venue to uncover key information about themselves and their customers to offer 100% relevant marketing.

2. Themed promotions

Last year was all about exclusive promotions. This year is all about themed promotions. There are the obvious holidays that have an easy theme, such as Halloween, Valentine’s Day, and St. Patrick’s Day. But there are also pop-culture happenings that, when planned appropriately, lend itself to a great themed-party opportunity. After all, everyone focuses on the big holidays, but not everyone seizes the non-obvious opportunities. Whether you throw a party in line with a popular TV show or film (Downton Abbey, perhaps?), a bar-industry holiday (national tequila day anyone?), or a climate you wish your city had (who doesn’t love a tropical paradise in a frozen January), the possibilities are endless.

3. Digital systems

Technology has come a long way in the nightclub industry in the past couple years. In fact, more and more clubs are turning to it to track results, effectively communicate across all staff members, and offer exceptional client experience. In 2014, many clubs turned to digital guestlist and reservation management systems. And in 2015, companies like Vēmos are pushing the digital envelope and offering even better digital systems. Now, venues can guarantee revenue before an event through digital event and ticketing systems. Promoters can sell tickets on the street and have the sale sync directly to the in-house system. Venues can track all areas of their business from one centralized spot. And all of this ties to a centralized analytics platform to give better insight on how the venue is running and who their best guests are. All of this translates to increased efficiency and revenue.

4. New drinks

Drink trends are ever changing. They change with the month, season, holiday, or for no good reason at all. That’s why it’s crucial to always be on the lookout for the next new fad. But for 2015, drinkers want more body and sales are reflecting just that. Brown whiskey outperformed vodka in sales dollars at the end of last year, and bourbon, rye, and scotch are all enjoying this time in the spotlight by whiskey’s side. Beer is getting creative between the craft beer surge, the cider beer trend, and the re-introduction of beer cocktails. And even punches are making a comeback as liberated mixologists in fancy places are concocting large-format punches that serve a multitude of guests with no limit to servings or ingredients.


Whitney Larson is the president and director of marketing at Vēmos. Contact her at whitney.larson@vemos.io.