Cool It Events

Cool It Events team

operational

Cool it events

services, operational, june 2007, COMMENTS

Leeds graduate John Morris and 15-year student promotions veteran Jason Coleman set up Cool It Events Ltd in December 2002. Together they took the UK by storm with their innovative student club nights in which they worked closely with the leading major leisure operators in the UK such as Luminar Leisure, Regent Inns, Ultimate Leisure and Utopian Leisure in addition to a host of independent operators and students unions.

In March this year, Morris decided to buy out long-term business partner Coleman who intends to concentrate on and develop his extensive property portfolio full time while Morris and his strong team of event managers take full control of the company.

Morris and Cool It Events currently operate 10 weekly club nights in six cities but have previously run as many as 30 student club nights across 12 cities nationally. Morris strongly believes that during his time promoting it is the quality and not the quantity of nights that is important for student event companies. “There are now many student promotion companies and individual promoters trying to run student nights, many spread themselves thinly by trying to operate too many nights without the infrastructure and expertise to deliver what they promise not only to the operator but more importantly to the students”.

“I have seen companies promise the world and not deliver and in retrospect I was sometimes guilty of this. That is why Cool It Events has learned from past experiences and are now dedicated to ensuring that their club nights are managed and operated individually in close partnership with the operator. Of equal importance the student receives the very best content and entertainment to ensure brand loyalty in what it now a very competitive sector of the nightclub industry”.

There is no doubt that student nights are integral to operators so getting the right student brand on the right night of the week with the right level of marketing and promotion is make or break for an operator during the freshers period. If an operator fails in this period to have an impact on the students they risk losing student business indefinitely until the following academic year. Choosing the right student promotion company is also integral as many companies look for a ‘quick buck’ during the freshers period, however it is sustained innovative student promoting by the promoter with strong support from the operator that will keep the students loyal not only to the club night brand but also to the venue.
Cool It Events have eye-catching brands - such as ‘Honeytrap’ for the more aspiring fashion and music conscious student - in addition to a host of mainstream mass market student brands such as ‘Monkey Business’, ‘Jelly Baby’ and their new brand ‘Captain Kinky’s World Tour’ that brings the world biggest club nights from a ‘Miami Funk Party’ to a ‘Tokyo Sumo and Sushi’ party in the form of themed night that generates a real hype and buzz amongst the student population.

As described earlier, the brand is simply not enough on its own and market saturation with flyers and posters in addition to online marketing through e-flyers, SMS, Facebook and My Space are crucial to ensuring that your student night is ‘better seen’ than your competitors. Cool It feel that their high brand awareness in a city and mass marketing and networking with key student bodies is the cornerstone of their success.

In addition to Cool It’s student promotion activity, Morris’ also offers business development and marketing consultancy to the leisure industry. Morris currently works in a business development role for Huddersfield based QBC night time solutions and in a Marketing and Business Development role for Live Leisure Ltd, the company behind Opus who currently have late night entertainment venues in the Printworks in Manchester and the Theatre District in Milton Keynes.

With that all-important Freshers period looming, Morris and Cool It Events are looking for like minded operators who want to dominate student business in their prospective city. Whether you are looking for a dedicated student night or some marketing and business development consultancy please feel free to contact John Morris or Jon Noonan on the numbers below.

John Morris: j.morris@coolitevents.com
07967 374 795

Jon Noonan: j.noonan@coolitevents.com
07789 200 629

From: June 2007 Issue

Subscribe to NIGHT magazine