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BEFORE I BEGIN WITH 2006, let me say this loud and clear, if you were not PACKED and JAMMED WITH MOVERS AND SHAKERS ON NEW Year's EVE and you didn't have a RECORD NIGHT OVER the Year Before, you better fire, hire and change every single facet of your entire Operation NOW.

It's 2006, OK Club, Bar, Ultra Lounge, Restaurant turned Night Life Establishments at Night, ready to sit down and make your ANNUAL NEW PROMOLUTIONS"?

First, let's start with the basics: it's time to "STICK" with a "GAME PLAN," a "STRATEGY" and a "PROMOLUTIONS PATH" that does not include any drink specials or free cover charges.

For example, in Siesta Key, Florida there is a club giving away a free buffet at "Happy Hour" and offering over 22 different musical acts a week.

WHY????

What kind of Owner gives away free food and then on top of that, offers free live music and expects to make a profit?

You can't.

Between your entertainment costs, 2 for 1 drink specials, free food and no cover how, why, when do you expect to make money?

Their NEW Year's PROMOLUTION should be to cut the live music by 75% and offer patrons more than just the same old local boring duos, trios, and bands.

Stop giving away "FREE FOOD" with two drink minimum, and stop giving drinks away 2 for 1 on top of this.

Make your NEW Year's PROMOLUTION to turn the corner and bring Females in for what you’re doing and not what you’re giving away, for bands that are unique and fresh and not so predictable and stale.

Change your free food to buying food, the right food at the right price and not the usual bar food.

Then there is a Club in Sarasota, Florida on Clark Road giving away drinks on a weeknight. Are you ready for this act of genius? Everything for Everybody one dollar all night, now who is the brain salad surgeon who thought this worthless act of despair up?

Again I ask how are you going to make any money offering every drink for a dollar?

Your NEW Year's PROMOLUTION should be to stop the "PANIC PROMOTING" and start "THE FUN FANTASY."

Stop drawing in the trash and bring in the Class with a consistent basis of

"THE WOW FACTOR."

Both these clubs sure did spend a lot of time thinking up these nonsense specials and then wasting money in an alternative newspaper to advertise them. I mean just when you thought it was as dumb as you can get, it gets dumber.

Now for the final club in Sarasota, just remodeled and here is their latest promo: Ready? A "LATIN NIGHT.” A night that has been so overplayed in Sarasota, that I think even Latin Dance Freaks are fed up with "Gringo" Clubs trying to exploit them. This club offers $2 Coronas and $6 Long Island Ice Teas on a Thursday Night. This night will die faster than Vanilla Ice's comeback.

This Club's NEW Year's PROMOLUTION, should be to dial in on its style, its image, its draw should be the appeal it has to not discounting but Mounting a concerted course of "ENERGY."

But when you let Managers who allow "anything goes" to manage your clubs and you as an Owner are too consumed with playing "BIG SHOT and not "Businessman", You break every rule in Club Ownership.

You are losing tens of thousands of dollars, your NEW Year's PROMOLUTION should be to fire any Manager who cannot list TEN Changes or Additions or Modifications he or she made that doubled and or tripled your revenue, your patron counts and of course your bottom line last Year.

Times are too challenging in 2006 to simply let biz slip.

Your NEW Year's PROMOLUTIONS should include a commitment this year, not to rely on giving away, discounting, lowering or even mentioning drink or beer prices.

Your NEW Year's PROMOLUTIONS should force you to reevaluate what you’re doing, why your doing it, and what the results are, which is the most important factor of all?

I repeat my MANTRA all year long, because I have never spoken to so many Owners who rely on Club Promoters, when you don't need them, this Year, make your NEW Year's PROMOLUTION to host and present your own PROMOLUTIONS, without paying, relying on and using any Club Promoters.

YOU DON'T NEED THEM, YOU NEVER DID!

This Year, make a NEW Year's PROMOLUTION to stop spending so much money on Radio, you DON'T TO, YOU WILL MAKE MORE MONEY WITHOUT IT.

This Year, make a NEW Year's PROMOLUTION to stop ignoring the obvious, and do something about your competition.

I had a Club Owner contact me, he wanted to circumvent a new club from putting a WHAMMY on his club and he didn't want to see his loyal patrons lured away, but he was not prepared to do anything about it.

What an Oxymoron. "I want to prevent them from hurting me but I don't want to do anything about it."

His NEW Year's PROMOLUTION should be to stop the flow of patrons out his doors and regain his base and take back his Nights.

Then there is a Club Owner who calls me, he is good friends with a Popular Country Singer's Brother, the Brother frequents his bar, but the Wife of the Brother is getting uptight about him being at this bar quite often and the Owner should have made a NEW Year's PROMOLUTION that included planning an optional Plan that did not depend on a Famous Singer's Brother from being his main draw,

Then there is the Club Owner who calls me with "MY Saturday Nights are dead, I am offering Ladies Drink Free till 11pm and Guys 2 for 1 till 11pm and I am still empty."

I often wonder, should I ask these Owners if they are on any medications?

I mean how much more scared can you be?

How much more begging can you do?

This Owner's NEW YEAR'S PROMOLUTION should be to draw Females in for "EXCITEMENT & ENTICEMENT" not please, pretty please, here Ladies, you drink this for free, here you guys drink these two for one, please just come.

Enough of this drink despair.

I had another Club Owner call me with this problem: "I am letting in under 21 patrons for $3." I said, "how much are you charging over 21 patrons?"

He responded "$3."

First I asked him if he wore a straight jacket and was calling me from a padded room, then I asked him to explain his logic?

He couldn't….

This is the mentality of some Owners in this industry, this "Beavis and Butthead" thinking.

His NEW Year's PROMOLUTION should be to charge anyone under the legal drinking age triple what your normal cover charge is.

Let me say this again, loud and clear, if you can't make a great living off Legal Drinking Age Patrons, than you are really in the wrong business.

No one under the legal drinking age should even be allowed in your Club, Ultra Lounge, Bar, or Restaurant turned Night Life Establishment.

Club Owners all the time tell me, "MAN YOU COME ON STRONG." What should I do, hold you in the breast feeding position and nurse you????

The biggest problem in this industry from Owners is PURE ARROGANCE. They think they know it all, they refuse to spend money on what will help them, but rather listen to some skirt and heels tell them what will work and they are scared of Change, of improving and of packing their clubs.

Oh and I am not going to change, don't expect me to make this a NEW Year's PROMOLUTION, because unless I tell you exactly like it is, many of you will not be in business.

This is 30 years of "EXPERTISE" and you’re reading it for free….

Now if you want to make serious money, and stop the old ways of the drink specials, ladies nights, no cover and please, please, please, come into my club mentality, then pick up the phone and call me, call Rich Unger at 941-921-7027 or e-mail RichUnger@promotingnightclubs.com

It's 2006, you know deep inside it's time for a switch...............................and I know it too.