Many factors come into play when the prototypical nightlife enthusiast decides to hit the town on any given night. Weather is definitely one. If they feel like rain will get in their way of having a good time, or snow will deter their clear-cut path to the club, chances are they'll stay in. Then there's expendable income. We're not always in the best financial shape to go out and pop bottles, so rather than opt for the lounge whose cocktails will set their wallet back quite a bit, a dive bar is a better option. However, one factor that many nightlife entrepreneurs believe makes the biggest difference for patrons, actually doesn't: location. If you're looking to break into the nightlife industry with a splash, don't focus all of your pennies and efforts into ensuring your place is located in a supreme area of town. There are some big myths surrounding this issue and we've decided to share them with you.
Location determines success
So you've landed the lease on a killer space that's located in what you consider a "dream" location. Great, chances are you'll kick things off with a bang since you're in a high traffic area, but you won't be able to keep that clientele if you don't put the same effort into building a great staff as you did into finding the perfect location. "Being inside a billion dollar hotel that has what seems like thousands of rooms is always a plus, but that in itself does not guarantee success," says Emi Guerra, co-founder of the legendary Space Miami and Guerra Marketing in South Beach. "At the end of the day, a venue's success has more to do with the people behind the project, than the actual location."
Finding a great location is one’s biggest concern.
Are you in an area where there are a lot of competitors? Are you in an up and coming neighborhood where you need to draw the attention of patrons to step foot through your doors? Are there specific nights that may not be appropriate to open up shop due to location? These are all questions you need to answer when it comes to your venue's area and will add to your overall marketing strategy. Simply put, know your marketing and know it well. "You must have a clear line of attack and purpose so your branding and marketing could make an impact and bring the business in," says Richard Barrenechea, director of digital marketing at The Opium Group in Miami. He believes one shouldn't focus their efforts on the area, but instead hone-in on the crowd. "Have a clear idea of how your venue should operate and what audience you want to go after will make it easier than experimenting and changing every few months because something didn't work."
A posh neighborhood will boost your revenue
In the heyday of Miami nightlife, South Beach ruled the scene, while downtown Miami was seen as an undeveloped risk to many entrepreneurs. However, many took the risk of opening up shop, and slowly it became a powerhouse area that competes with the land over the bridge. Yes, SoBe still garners much of the attention from visitors, but now downtown is drawing just as big of a crowd. Point being, when it comes to location, you either carve your own path, or join the competitors in a race to stand out. "Venturing off the normal routine and being a customer that 'discovered' something and telling your friends about it is part of the experience," Guerra says. "In Miami alone, we can name dozens of places that opened in neighborhoods that aren't in the 'nice part of town' yet are still very successful."