Business plan of the night club

The rotation of clubs on the capital market impresses: almost of hundred of night institutions yearly is shut and is opened again approximately one fifth part. The annual turnover of market, according to the approximate estimations, composes order hundreds of millions of dollars. True, in this case it practically does not increase: avalanche-type increase arrived for three postcrisis years.

The average volume of the investments, necessary for the valuable work of night club in Moscow, is evaluated by specialists in 500 thousand dollars, profitability - in 20-50%. That interestingly, often the profitableness of such institutions is in no way connected with the volume of the investments: the club, built for 50 thousand dollars, can prove to be superuspeshnym, and that, in which million are inserted, rapidly it will burn down.

How to select accomodation?

In the majority of the cases the precisely correct selection of location determines the success of night club or disk library. The fashionable capital club, calculated for the average and upper class, compulsorily must be in the center of city, in the limits of the Sadovoye Kol'tso [Moscow ringroad], and for the simpler, more democratic institutions the urban outskirts (their visitors they are frequently the inhabitants of surrounding houses) completely will approach. And one additional important condition - to the youth clubs must be convenient to reach not only by ground-based transport, but also on the metro.

With the selection of accomodation from the list from the very beginning should be excluded the first floors of habitable buildings. If local authorities make it possible to place the there noisy night institution (which, in Moscow, for example, is impossible), will not then to you on no account give normally to work the excited tenants. And even when your soundproofing of sovershenna, for sure will be located pair- other of active grandmothers, capable of spoiling any party, simply several times after causing the detail of the police. Therefore from the very beginning one should be oriented to the separate uninhabited buildings.

Accomodation itself must satisfy a number of the criteria: to have the sufficiently large area (specialists they advise to make basic dance hall with the size not less than 250 square meters) and the high ceilings, suitable for the hinge of light and audio equipment (from 4 m).

In the beginning of the 90th it is annual it were observed the interesting tendency: for organizing of clubs and disk libraries the former or still working houses and the palaces of culture, foyer of cinemas and concert halls actively were used. Thus far their all did not dismantle. But in the regions, until now, it is possible to find similar buildings, which vegetate without the owner. The former shops of the inoperative plants began actively to be reconstructed from the middle of the 90th. Their basic merit - large area on the completely acceptable prices (in Moscow - from 200 dollars. for 1 square meter). Similar versions, in contrast to the building "from zero", require the much smaller expenditures: to you will remain to only dismantle machine tools or old armchairs, to obustroit' cloakroom and bar, to develop contemporary design, and the main thing - to establish light and audio equipment. The basement completely will approach for the small or closed (for the random visitors) club.

As practice shows, still years are such five to back find accomodation in Moscow was comparatively easy. But here now - this is the already serious problem, which restrains the development of club business.

However, as far as internal decoration is concerned, here general prescriptions there does not exist. It is possible to spend 2 thousand dollars. on 1 square meter, after creating ultramodern design, but to you no one will go, but it is possible to limit only to hundreds of dollars to the meter, but in the club there will always be notice. The fact is that such institutions sell first of all their atmosphere, and only in addition to it go interior, dishes, beverages, etc. for example, the fashionable (and, by the way, economical, making it possible not to buy expensive furniture) tendency of the last years - use of a rough tree.

Before taking up organizational- construction works, it is necessary to draw up competent draft. And to here without the professionals not manage. But to begin necessary from the development of general concept. This will make it possible to avoid excess expenditures, constant errors and alterations, which repeatedly increase estimate. Furthermore, specialists analyze the place on the object of the correspondence of its arrangement of the chosen concept selected by you. They will help to obtain the list of all permissive documents, which require for the normal operation of club. Consultants, as a rule, take for their services from 2 to 5 thousand dollars.

But here organizational functions completely can be laid on the main club person, whom it will answer for entire concept of the institution (but not only for its program, as, until now erroneously are counted many) - promoutera.

Main club person

In the opinion of many specialists, precisely, from promoutera to 80% depends success or failure of any entertaining institution.

And in reality, the majority of closings of clubs (but this not such already and rarity) is connected exactly with the nonprofessionalism of administrator. The specialty of "promouter" cannot be obtained in one institute, it is possible to learn to this only in the process of work.

Basic task of promoutera - to draw visitors. For this it must clearly direct the activity of institution into the river bed of the developed concept. As asserts Andrey Fomin (known in Moscow promouter and shoumen, the founder of the yearly ceremony Night Life Award, which determines the best night clubs year), precisely, promouter answers for the concept of club, beginning from the musical style and concluding by the organization of special parties. And the primary task of this person - each evening to create holiday.

In the opinion of Garry chaglasyan, one of most distinguished Russian promouterov (organizer of the club "XIII"), "in the West club is considered only the accomodation, in which each night of any new promouter arranges its party. However, in Russia thus far simply they do not understand, as this on Tuesday can play rap, on Thursday - imitation velvet -xop, while on Saturday - progressiv- House. Now in our clubs owner is often manager, and by art- director, and by promouterom in one person, but indeed to business this by no means contributes ".

Orientation of the club

According to the statistics to 70% of profit permanent visitors bring to club. Therefore during the first stage of the development of concept it is necessary to determine, on whom will be calculated your institution: to the "gold" young people or the adolescents from the outskirts, the solid businessmen or rokerov, representatives of sexual minorities or naturals. On purposeful audience wholly depend interior, the music, beverages, prices and even level of maintenance.

Basic visitors of night places - young people of up to 35 years. But also it is distinguished by the age, the abundance, the enthusiasm, the outlooks on life. Conditionally all clubs can be divided into three basic categories: the expensive, democratic youth (more similar to the disk libraries) and specialized. The latter usually are distinguished by the musical directions: jazz, fate, priest, etc. exist also clubs for the women, gays and the like being going to open night institution, it is necessary to keep in mind, if we attempt ourselves to make something alien for itself (for example, the convinced natural it will want to organize gay- club), then it is difficult to hope for the success.

the "gold" young people

To work with Bohemia and "gold" young people, most tempting visitors of expensive clubs, most complex. Moreover the creation of similar institutions has its specific character. In contrast to the discovery of the elite restaurants, where fabulous sums of money depart to the repair, the formulation of interior, the purchase of the expensive furniture and dishes, night club for the "gold" boys and girls it does not require special material investments. This assertion excellently confirms the success of that opening in 1998. "Jazz- cafe" - the club, organized by Yugoslavian promouterom The sinishem Lazarevichem, which has the wide experience of the spinup of similar institutions in Belgrade and Italian cities. The organizers "of the Jazz- cafe" strongly saved on the repair, the furniture and the equipment, and the advertising article of flow rates generally descended. Entire attention they concentrated on the creation around the institution of the situation of mysteriousness, bogemnosti, izbrannosti and elitarnosti.

Second example - club "XIII". As asserts its promouter of Garry chaglasyan, "for our visitors is important comfort, novelty, tendency toward the nenavyazchivoy luxury and the decadence, and is also dynamically changing atmosphere, when one evening is not similar on another". In similar clubs to take money as the entrance accepted, but profit goes only due to the bar. Prices appropriate: the cup of coffee - 10 dollars, cocktails - from 50 dollars. Basic principle of a similar club of such: it purchased, for example, the bottle of tekily for 20 dollars, and it sold into the flood already for 400. With a large quantity of realized bottles the profit can prove to be huge. Average visitor in similar places expends for the night of 100-200 dollars, i.e., only with hundreds of clients (this average number of visitors of one party) institution earns 10-20 thousand dollars.

Interesting special feature of expensive clubs - brief effective life (not more than two years). When place "priyedayetsya", owner simply shuts club in order to open him in the new place and under the new name. Another version: club is shut to the reconstruction, and then again it is opened in the same place (usually this it occurs precisely for lack of accomodations). True, previous success it, most likely, it will no longer repeat never.

But in the cut according to the principle of elitarnosti institutions there is one essential deficiency - the small number of potential clients, especially in the province. Yes even in Moscow the purposeful audience of expensive clubs, according to some estimations, does not exceed 5 thousand people.

Noisy is the place

The widest purposeful audience in democratic youth clubs. On the calculations of specialists, only in Moscow this about 100 thousand people, in essence from 15 to 25 years, i.e., schoolboys and students. Usually they are not inclined to acquire drinking bout in the bar, so that pay undertakes entrance ticket. Its ceiling - 150 rub these money compose the basic income of youth clubs.

And here such finesses, as the personality of promoutera and intensive feРЇ- control at the entrance, no longer have a value. The success of "wide-format" institution depends on light and musical equipment, size and capacity of accomodation, and the main thing - from the size of the advertisement. If music sounds loudly, lighting equipment sparkles vividly, input pay in the region 50-60 rub, and on the streets are heard flaersy- invitational with the advertisement, then the inflow of visitors is provide ford. Some, of course, are ready to leave rubles 100 in your bar, but it is necessary to be subdued with the fact that the basic dose of alcohol enters the organism of clients even to the doors of club.

Here, as in the first case, expensive design does not be required, major portion of the expenditures lies down for the purchase of the sonic and illuminating equipment corresponding according to the power. However, as far as monthly expenditures are concerned, here basic portion is fallen to the payment of invited di- Jays (DJ): from 50 to 150 dollars. for the evening. If, of course, this is not the star, which can earn, also, to 500 dollars. for the appearance.

In management of such institutions the main thing - to adhere to flexible price policy. In the output there are many more those desiring to rest and to be entertained; therefore maximum pay for the entrance should be assigned on Friday, Saturday and Sunday. But, after stormy Week -3nda, accretion fall on Monday, and the majority of clubs either arrange output or is made itself entrance free. Specialists assert that in the institution, which works according to this diagram, the profitability is held at level 20-50%.

Nontraditional profit

In the largest cities of peace the specialized gay- clubs actively are opened and untwist. The first similar institution in Moscow began its work in 1995, and today them already five on the calculations of specialists, yearly clients leave in the capital gay- clubs to 1 mln. dollars available.

According to the statistics 7% population they prefer to have sexual connections with the people of their floor. 20% more practice bisexual relations. They all, as a rule, conduct the active means of life and according to their nature are sufficiently curious. In order to find the suitable partner, to rest and it is simple to meet, these citizens very often attend night institutions. Noted also that among the persons with the nontraditional sexual orientation the sufficiently high percentage of people of those provide ford that he makes with their interesting clients for the sharks of "night" business. Moreover the atmosphere of freedom, merriment, permanent holiday and carnival, tsaryashchaya in the gay- clubs, draws there to 50% of visitor- naturals. Some owners of similar institutions attempt to artificially filter out visitors according to the sexual sign, assigning price for the entrance for the women two times higher than for the men. However, in practice this stops no one.

Despite the fact that the sequence of steps with the discovery of this club is briefly traditional, there are in it their finesses. Basic requirement: for control of club it is necessary to search for administrator, vkhozhego into the circle of potential clients and who knows the "specific character of genre". To the expenditures for the di- Jays payment are added the expenditures to the appearance of striptizerov, the conducting by travesti- show and the equipment so for those called dark room - the places, where the visitors can seclude.

Organization of strip tease - pleasure not of the cheap. Show "with the name" ", man ballet and the like work on the conditions of the fixed payment: from 400-800 dollars. for the appearance. Upper lath depends on the reputation of the invited association. The masters of club dictate to the lone persons of condition. As a rule, to them they pay from 50 to 150 dollars. for the output. At first of the work of this institution the influx of visitors is guaranteed, since people with the nontraditional orientation love to attend new places. And your basic task - of holding them.

Light + the sound

To independently select and to installirovat' the suitable on the size of club light and audio equipment to inexperienced person is impossible. With the selection the specialists are guided by such parameters as area, form of perimeter, height of ceilings, and also the arrangement of tables, scene and barnoy counter; special importance has a style of music, which will sound in the club.

With the creation of qualitative light and sound in the institution with the dimensions of basic dance hall in 150-200 square meters completely it is possible to be packed in 15 thousand dollars, from which two thirds it is necessary to the light, and one third - to the sound (light instruments they cost more expensively, yes even to establish them more complexly).

If the height of ceilings is limited by four meters, it is possible to save on the purchase of the equipment: the instruments, which illuminate maximum 4 m, almost to third cheaper than more powerful, more capable "of overcoming" 8 m. if in your club are planned the appearances of the different kind of the show- associations, then scene will require special lighting. For the valuable work of entire illuminating system focused attention must be, first of all, to a quantity it is hour the trouble-free operation of lamps.

If in the club is provided the appearance both of "living" musicians and DJ, will completely be sufficient power in 7-8 kW the minimum collection of equipment in this case it includes 2 wide-band acoustic systems, 2 two-band, 4 low-frequency, crossover (controller), the block of working (equalizers, compressors) and the place of equipment DJ (panel, "revolving door"). Specialists do not advise (especially, where there is "living" sound) to establish its digital sources: valuable sound reproduction is possible only on the analog equipment.

According to Nikolai oganesyan, director of company of the X -Light, the installation light and audio equipment should be produced even at the stage of rough works. However, many customers take up its selection already after all basic works are finished, which in the root is erroneous. Moreover even known and expensive clubs suffer this improvidence.

On the installation it is usually expended by 10-15% of the cost of equipment, and on the time it occupies week. Main light instruments, without which not to manage not to one club: so-called. "central" (1,5-2 thousand dollars.) with many effects, it is attached to the ceiling; scanners (500-1500 dollars.); the revolving heads (from 700 dollars.); stroboscopes (70-250 dollars.); UV- lamp (20 dollars.); dymmashina (in the manufactured smoke are most distinctly visible light rays - from 80 dollars.); specular sphere for the disc- music (40-100 dollars.); lasers (from 2 thousand dollars). But after becoming rich, you can acquire devices on the production of the soap bubbles or generators of artificial snow (500-1000 dollars).

Now only in Moscow it works order of hundreds of firms, which specialize at the deliveries of light and audio equipment. With the purchase of the large party of technology it is possible to design for reduction to 10-15% of the total cost. To the clients checked, who properly paid the first purchases, company- suppliers can propose the form of payment on credit without the addition of percentages.

Bases of the success

Price of entrance ticket - only visible part of the iceberg of the profit of club. Basic money, true, not in the democratic institutions, they are done on the work of bar, indeed price increase to the beverages is capable of reaching to 200-300%. But people are ready to pay for the possibility "to potusovat'sya" and to listen to music.

Today many firm- producers of beer allow barnoye equipment on its bottling into the termless free lease in exchange for the fact that you will acquire beer only in them. As a result on the purchase of the part of the barnogo equipment it is possible to save rather well.

Now average check in the bar of night club is equal to 10-50 dollars. from the man, i.e., for the night this from 1 to 5 thousand dollars of income, all depends on audience. Main face in the bar, certainly, barmen, it in many respects influences the profitableness of institution. In the absence of the owner of barmen it can sell from under the hem beverages, cigarettes, potato chips and nuts to the beer. As result - missed benefit of owner. One additional method to cause to owner loss - the incorrectly pierced check this problem is solved by the installation of video camera and by the merciless release of all unconscientious colleagues.

To obtain additional profit is possible, drawing the sponsor: when the advertisement of alcohol and cigarette is forbidden on the television, many producers direct their advertising budgets to the advertisement in the places of sales - there, where it is still permitted. Sponsor aid can comprise from several ten to 100 thousand dollars. for the party.

For the clubs, which play "living" music, extremely urgent remains the problem of the invitation of musicians. The appearance of the beginning groups stands entirely cheaply: it is possible to be finished by 150 dollars. for the party. But those standing very rarely fall among them, and poor music will simply frighten away public. Position can save the invitation of stars. Pravda it is necessary to pay by them to 10 thousand dollars. for the appearance, but all expenditures compulsorily they will be paid: for example, entrance ticket "to the star" into the popular Moscow club "16 tons" costs 15-20 dollars, and club contains 600-670 people. But here in the province the appearance of the untwisted group will cost 1,5-2 times more.

One of the basic moments for any club - reliable system of protection, indeed visitors are the most different. Some institutions prefer to create guarding structures independently. But to more advantageous invite professionals and furthermore their labor is not so expensive, as it may seem (2-5 dollars. in the hour, and 5-6 people on the night it is completely sufficient). Into the tasks of protection enters not only the protection of accomodation and all visitors of club from the external intrusions, but the maintenance of order in the hall, the development of the spreaders of narcotics and their "neutralization".

Stages promotion

One of the most important stages after the discovery of club - "spinup", to which usually it departs from one to several months. Its specific character furthermore depends on the directivity of institution. If your basic public - student youth, then advertising actions must be carried out in the institutes, the places of "get-together", the underground crossings (in the capital for these purposes it is used passage under Puskinskaya by an area). One of the popular is specific promotion - the propagation of flayersov (press a similar mini- leaflet will manage in 40 dollars. for 1 thousand pcs), that give to their possessors all possible reductions during the specific days. As a rule, spreaders obtain some percentage for each utilized according to the designation flayers, but free entrance is basic stimulus for them, especially if the cost of ticket is high. Advertisement on the popular musical radio stations also is sufficiently efficient (but also is perceptibly expensive).

However, all specialists into one voice assert that on the effectiveness nothing cannot be compared with the advertisement "from the mouths into the mouths". The Molodezhnaya "sarafannoye radio" will immediately extend entire information about the new institution.

So that it would be possible to rapidly find you in the darkness of Moscow streets, order that shining by all colors advertising signboard. In this plan is most popular neon, whose linear meter in the specialized advertising workshop costs 10-40 dollars. However, some clubs principally expend money neither on the advertisement nor to the signboard - by them this can even injure (for example, it will arrive undesirable public, but its and so everything they know).

Source: "the director -info" в„– of eya'200e of investment into the night clubs Dmitriy Tikhomirov

Is here given only exemplary business the plan of night club. In order to compose business the plan of night club taking into account the special features of your business, be turned to the specialists.