A Measured View (Dec)

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a measured view

contemplating christmas

LIQUID ASSETS, A MEASURED VIEW, DECEMBER 2006, COMMENTS

Last December was a mixed bag for operators. Christmas Eve was quiet as the negative media coverage pre-licensing reform scared the infrequent clubber back to the suburbs. New Year’s Eve was busy with clubbers still eager to see in 2006 in a high energy atmosphere.

With reform now in place and even the Daily Mail having to admit that levels of disorder have not increased, will this festive period see stronger trading? Hopefully yes, though operators will need an offer that is strong enough to pull punters from their sofas, ease them by their local and coax them in to town beyond the increasing number of alternative venues. A tougher task than ever:

* At home we have widescreen HDTVs, hundreds of channels and interactive entertainment systems. Add in cheap food (three party platters for a fiver) and even cheaper alcohol (six, yes six, crates of beer for £48 at one supermarket) and we need never go out again. Incidentally, just how low do the supermarkets have to go before the Government tackles the country’s biggest, cheapest retailers of alcohol?

* Once out, you need to get them to come in to town. Their local might now open to midnight or 1.00am yet familiarity can breed contempt. Contrast a night in the pub staring at the same old faces with the escapist possibilities at your venue.

* Now to get them to choose you over the competition - not easy given the range of venues and the hours they trade. CGA has identified ‘hours creep’ taking place as operators seek an advantage from longer hours only to be matched by surrounding venues. Take Scunthorpe - one club went to 4am and saw an upturn in trade, five more venues have followed and now they are back to square one except with an extra hour of operating costs.

Despite these pressures, operators remain bullish with deals being done, venues bought, sold, refurbished, offers enhanced and investment in people and premises. Why? Because operators know a simple truth - exceed customer expectations and they will keep coming back. Look at recent BEDA Award winners such as Oceana Leeds - a playground for grown ups with the perfect offer whatever your taste - or Oracle Leeds, with its savvy marketing, great use of space (in and out) and unpretentious playlist.

Give the customers more than they expect in a safe, welcoming environment and they will be yours. Good luck, merry Christmas and a profitable New Year!

From: December 2006 Issue

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