The manager of Rumours Nightclub, Tobi Ashiru, has
complained about the slow pace of business and the near absence of big spenders
at the leisure facility.
Ashiru told newsmen on Tuesday in Lagos that the lull had
made most club owners to explore more creative approaches to boost their
businesses.
“One of the biggest challenges for nightclub owners is
not just attracting crowd, but getting the biggest spenders through the door.
“The difficulty comes though, not only from getting
customers in the door, but maintaining profitable margins at the same time.
“There is an old
saying in the club business, which I’m sure, applies to most businesses,
turnover is vanity, margins are sanity,’’ he said.
The manager told newsmen that payment of salaries and
other expenses are being affected by the slow pace of business. “We have to
worry about the health of the businesses, and managing all of our employees,
while also trying to find new ways to attract the best crowds and the biggest
spenders.
“With so much going on, it can be very easy for things to
fall out of place or to get overlooked. “Re-invention and thinking outside the
box in order to drive up falling sales is certainly the best and possibly the
only way to survive in the hospitality business at the moment,’’ he said.
He told pressmen that the prevailing situation had made
it mandatory for nightclub owners to continuously adopt bold and creative
measures to build profit margins. “I believe that having repeat guests or
regulars; can help build one’s profit margin because there is no incremental
advertising or marketing expense to bring them in.
“Additionally, providing valuable word-of-mouth
advertising, asking customers to sign up for online newsletter to notify
clients about special upcoming events at the club. “Sending them discount
coupons with each edition of the newsletter and tracking how many of these are
redeemed can help profit margin.
“You can have one of the hottest venues in your city by
consistently providing an exceptional guest experience,’’ Ashiru said.
SOURCE:Vanguardngr
