3, 2, 1... 5 Promotions to Inspire Your New Year's Event

Image Source: Boston Magazine

We are down to the wire, people! The ball is basically about to drop and 2016 is breathing down our necks. Are you ready?

If your guests haven’t already solidified their plans, they are danger close to doing so. You need to not only be a part of the planning conversations they’re having with their friends, you need to be the focal point of those plans. Whether you decide to go huge with high-dollar packages or make things reasonable but exciting, you have to have a plan in place to entice your guests to spend one of the biggest party nights with you and your staff.

Here are some of our favorite New Year’s Eve events to inspire you.


This upscale heavyweight that regularly lands itself on top 10 nightclub lists is going with top tier talent, a stellar reputation and the infamy of ringing in the New Year in Las Vegas to attract guests. While general admission tickets are only $50 to $100, they’ll be charging a premium (super premium, really) for VIP packages. The big draw? Alesso. XS has made NYE a bit more special by making this party the launch of Alesso’s 2016 residency.

Bars and other nightclubs can throw a similar promotion. Have a new resident DJ or house band starting in January 2016? Planning a new promo night for the 1st of January? Make NYE your launch!


This Chicago hot spot is pulling out all the stops, even for their general admission ticketholders. A $70 ticket gives guests access to: a 5-hour top shelf cocktail reception (starting at 9:00 PM), all-inclusive premium amenities and service, unlimited cocktails from 9:00 PM to 2:00 AM (this means ticketholders are not paying for drinks), a variety of hors d’oeuvres and desserts, a New Year’s Eve photo shoot, a midnight Champagne toast, Red Bull, premium spirits and Champagne, and more. Those who spend just $25 more for a VIP ticket get everything a general admission ticketholder will get, but are given earlier admission and therefore an extra hour at the open bar.

Just about every venue that’s allowed to host an open bar can take advantage of this type of NYE promotion. Even bars that are not able to give away free drinks can create packages to offer guests: simply come up with packages and perks for various ticket prices. You don’t even need to make the packages vastly different, you just need to make the higher ticket price attractive.

Jackson Brewery Bistro Bar

Located in the oldest and most famous New Orleans neighborhood – Vieux Carré aka the French Quarter – Jackson Brewery Bistro Bar has come up with an excellent way to create an attractive, upscale promotion. While the ticket price for the premium open bar event is affordable at $85, JAX is enforcing a dress code. The brewery is stopping short of hosting a black tie event but is requiring gentlemen to wear at least a blazer to enter the party. Women are expected to show up in their finest dresses.

This type of promotion will help to draw a more upscale clientele to your event, clientele more likely to have no problem parting with their cash to gain access to a New Year’s Eve party. However, you can certainly get creative with a dress code. A similar concept is a theme party, such as Roaring 20s or 1999.

The Southern

There are those revelers out there who aren’t looking to show 2015 the door in a crowded bar. Some people would like to gather with a few friends, have a great meal with some wine and maybe cocktails, and raise a glass of Champagne at midnight. This also appeals to people who perhaps have to work on New Year’s Day.

The Southern in Nashville is hosting a 3-course prixe fixe meal created for them by executive chef Matt Farley and chef de cuisine Paul Brantly. Reservations are required and The Southern is offering 3 different seatings: 5:00 PM to 6:30 PM at $65 per person, 7:00 PM to 8:30 PM for $85 (price includes a glass of sparkling wine), and 8:45PM to close, priced at $95 (includes a glass of sparkling wine).

Requiring reservations provides you with contact information for guests and a number of how many people you can expect. If your venue can succeed with multiple seatings, even better. If your target demographic likes to keep things a bit low-key, this type of promotion is for you.

Treadwell Park

Newly opened, Treadwell Park is dedicated to craft beers and ciders, artisanal cocktails, and celebrating the independent distiller. This Upper East Side bar offers 20 rotating draughts and an inventive menu with items such as bacon lollies, macaroni and cheese with gorgonzola, asiago and cheddar cheeses, smoked crispy wings, and plenty of sandwiches and burgers. The space also has ping-pong tables, pinball machines, and a fireplace.

The reason we like Treadwell Park’s NYE event is that they’re a new venue throwing themselves into the fray. This beer hall just recently opened their doors and they’re not afraid to leverage their status as the new kid on the block by trying their hand at one of the biggest party nights of the year. Also, they’ve chosen to use online event services Eventbrite and NiteTables to sell tickets in a wide price range. For instance, one of their packages is called Sweethearts and costs $79. Guests who select this package are given admission and a table for 2 along with a 2-hour open bar, free Champagne toast at midnight, party favors, and a live feed of the Times Square Ball Drop.

From over the top to upscale, we hope these events get your creative promotion and marketing juices flowing. Cheers to a gret 2015 and an amazing 2016!

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