In this series I have been discussing top reasons given for why millennials are not going to nightclubs as frequently as they used to and how a bottle service can turn the trend around. Millennials were concerned about waiting in long lines to enter nightclubs. This on top of the issue of paying high cover charges can discourage anyone from going to a local hotspot. The bands and DJ’s may be good, but if entering is going to empty pockets or require standing outside for an unreasonable length of time, customers are going to go elsewhere or find other things to do. A bottle service is a great way for customers to book a reservation and walk past those lines and enter as VIP’s.
A well thought out bottle service will allow an owner or manager of a club to provide reservations for groups or parties and prepare all of the essentials to make a night memorable and generate returning clients. A patron can go online to the club website, reserve the type of service they would like and pay in advance by credit card. There are ample nightclubs that offer these services so obtaining ideas is not a difficult task. The key is to have the proper space and the right staff available to make your plan work. Once the party arrives they should be met by their host, escorted to a table where the bottle server for the evening has their table, booth or room ready with the pre-ordered drink bottle(s) secured with a bottle lock.
The bottle lock is important for several reasons, it allows the patrons to leave the table and dance or mingle and no one can pour from their liquor bottle. The server has the key for the lock and dispenses and mixes drinks. Over pouring is avoided and it also helps the server to know who may be getting too much to drink, so they can help keep a party member from going overboard or getting too intoxicated.
But, back to the issue at hand, the waiting lines. A customer may be willing to wait in line for a specific thing that they are anticipating. For example, amusement parks tend to have long lines for rides, but people will wait in a line with anticipation of getting on the ride. When patrons perceive that people are cutting lines or they just feel like they are bored they will tend to leave a line and not go into an establishment. In a paper written by David H. Maister, “The Psychology of Waiting Lines”, Mr. Maister states, “Occupied Time feels shorter than unoccupied time”. As William James, the noted philosopher observed: “Boredom results from being attentive to the passage of time itself.” Maister goes on to point out one of the tactics used by restaurants is to hand out menus to people in lines to occupy their time as a filler. It also serves to shorten the time once the customers are seated because they are ready to order. Some restaurants will serve drinks at a bar while customers wait. “…service-related time-fillers is that they convey the sense the ‘service has started: we know that you are here’”. www.columbia.edu/~ww2040/4615S13/Psychology_of_Waiting_Lines.pdf
If millennials are not willing to wait in lines, you MUST overcome that by being creative. Find things that will occupy the time of those who ARE in a line. In this generation of video, and technology, electronic menus, exterior monitors of the activities in the club, etc. can grab the attention of a customer and build the anticipation of getting inside. Having a red carpet out for a party that has ordered the bottle service and patrons watching them being escorted in, past the line will get them asking about the service. Electronic advertising of your VIP service after a group has entered will make those in line aware of your program and that it is a service THEY can purchase too.
Don’t let your nightclubs start to die or stagnate simply because people have the perception they will have to wait in long lines to get in. Offer a bottle service that promises a VIP experience with superior customer focus. Advertise the benefits of not waiting in line, security that comes from a bottle lock and a dedicated server, and the fact they will get one of the best seats in the house!
Need information on bottle service? Give us a call at 1.866.914.2567 now.