People are paying to come into a space and be entertained, so you have to create an illusion. They want something that will take them away from the humdrum, if only for a night. So probably the most important thing in the creation of this illusion is the location. Unfortunately, that s about all you can hope to get at the start so you will have your work cut out for you. The most important moment of all is your opening night.
People love a new place to go as they are usually bored of going to the same locations all the time.
If you are offering something different then you can get them in. Apart from all of the usual sources of promotion, which we will go into in a moment, word of mouth is one of the most powerful forces in clubland. You want people to go away from your opening and rave about how good it was, This will make anyone who didn t go want to go along next week. Result You might bring over a guest act or DJ for your opening night as it is probably the best way to get publicity in the local press. So many club nights start up that a new venture will rarely be mentioned unless you have a big name.