Tips for nightlife venues working with promoters

Think Events managing partner Greg Dufton shares best practice on forming a mutually beneficial relationship with promoters
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Greg Dufton
Greg Dufton

The nightlife industry can form mutually beneficial relationships, and Think Events managing partner Greg Dufton hosted a best practice session at the Caterer Middle East Bar & Nightlife Forum on how the industry can work better with promoters to improve numbers at their venues.

His tips included:

1. Understand the promoter and what they’re trying to achieve. It is a business relationship and you’re bringing the promoter in as your business partner. You treat them the same way you would as your suppliers of alcohol. As a business partner you would sit down with them regularly and make sure you have the same agenda and the same ideas for how the venue is going to move forward.

2. Research and understand promoters. Ultimately the people they’re socialising with are the kind of people they will bring in. Does the promoter have a good reputation for paying people? Find out.

3. Both of you need to make sure you have achievable results. Don’t set expectations which are completely unrealistic. If you can’t, as a venue, make a venue twice as busy, the promoter isn’t going to wave a wand and make it okay.

4. In the hotel business, the whole idea of setting the right deals from the start is important. You will find someone who will take a bad deal, but that promoter will last two or three weeks. If you’ve got somebody willing to take a stupid deal as a venue, then that probably isn’t a very clever promoter.

5. Build a relationship. Sit down at least once or twice a week and have a conversation. You will have fallouts and different opinions on things, but the more you sit down and talk about things, the more you will be on the same page and move the business forward.

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