It's become apparent that opening a great new nightlife hotspot has become rather difficult these days. Maybe it's the amount of pre-opening hype that a place either strives for or unfairly receives, or maybe the City is really anti-nightlife as so many claim. But no matter what the reason, many owners who are looking to claim hotspot status seem to make the same mistakes over and over again, decisions that seem to ensure the new lounge, club, or bar never becomes the hotspot owners dream of. So to make sure that you don't fall victim to this trap, here now are the Eight Simple Tips For Creating the Next Nightlife Hotspot.
1. No Pre-Opening Press: You've spent a lot of time and other people's money getting your dream place off the ground and you are finally ready to open. The place seems to be generating a good amount of buzz, and you want to capitalize on it with a big feature in New York or the Times Styles section. Do yourself a favor and don't. There is nothing worse a potential hotspot can do that seek attention as the next big thing. Just ask Mister H. This especially goes for venues that don't have all of their permits lined up, as it attracts the unwanted attention of the Community Board. Just ask Westway.
2. No Post Opening Press: In fact let's just say don't do any press at all, because press brings attention, and attention brings the masses, and the masses kill a hotspot. Keep your head down and make it by throwing a great party every night.
3. No Publicists: If you aren't doing press, than you certainly don't need a publicist who will most likely try to generate some press for you. Sure they also can handle some sticky situations, but you are running a nightclub, not a major corporation. A publicist isn't needed. Build a crappy webpage and throw a generic email address up there and answer the important queries yourself. If someone really needs to get in touch with you, they will figure it out.
4. Keep The Door Tight: Your place is supposed to be exclusive, so why not spend the first six months rejecting as many people as you can. It will only serve to build your venue's reputation as the hottest spot of them all. In fact, we would recommend just pretending to open, turn the music on inside, and station a doorman outside to reject anyone and everyone who shows up for the first month. That ought to get some positive attention.
5. Skip The Social Networking: Everyone loves Twitter and everyone loves Facebook, but hotspots should maintain a certain level of mystery. Sending out a Tweet that DJ Ice Cream is booked for the night breaks down that wall, lets the public inside in a way and ruins that mystery.
6. No Photography: This is much harder to control now that everyone carries an 8 MP camera phone, but a venue should ban all professional photographers and anyone else trying to take pictures of anything other than their drunken selves.
7. No Facebook Invites: Hotspots shouldn't have much trouble filling the room most nights a week, so what are you doing letting people send out invitations via Facebook? It is probably a sign that your door person doesn't really have a good grasp of the crowd you want if you are relying on this method to attract a crowd.
8. No Reality Stars: This one is simple. Reality stars aren't stars, and they certainly don't bring the kind of attention that any bona fide hotspot would want. So if you ever get a call that a Real Housewife or the Situation wants to celebrate their birthday at your venue, or that any Bravo show wants to film so and so's charity event there and will splash the name all across cable television, just hang up the phone. Don't even say anything. Just hang up the phone.
· Nightlife Coverage [~ENY~]