By Nick DiMatteo, Fortyfivegames
Bar and restaurant owners are constantly seeking ways to stay ahead of the curve when it comes to attracting and maintaining their customer base. Great food and drinks are the obvious components, but in previous posts we’ve looked at a variety of entertainment and recreation options that bars and restaurants can explore to boost not only patron experience, but their bottom line.
It is not surprising that entertainment options are a crucial aspect of bars' success. According to recent trends, bars that provide entertainment are more likely to attract and retain customers than those that do not, and there are a wide variety of entertainment options to consider.
“Lots of TVs are probably the most common source of entertainment in bars and restaurants,” notes Henri Mazza, owner and managing partner of Trifecta on Third, “but while those TVs are typically used for live sports viewing, I’ve always advocated for using the screens beyond just sports. With the right public performance rights in place, you can attract fans of reality shows, create unique vibes with landscape videos, and increase dwell time with short viral clips.”
There’s also so much more than TV content available as bar entertainment, but it is important that owners and operators make savvy decisions for their business. One thing to look at is the inherent challenges that come along with a variety of popular entertainment options.
The Challenges of Live Music
Live music performances are a popular choice for bars, as they create a lively atmosphere and may attract additional patrons when choosing a band or performer that has a following. On the flip side, loud music may be a deterrent to some guests who are looking for a quieter space or one where they can engage in easy to hear conversation. Along with live music, patrons may arrive with an expectation of a dance floor or adequate space to dance, so that is a factor that needs to be considered.
There will be electrical and sound equipment needs that will need to be ironed out, whether you have live performers or a DJ. Most of these same factors will come into play if you offer karaoke as an entertainment option. If karaoke is new to your venue, it becomes even more important to promote the event or have someone engaging to facilitate and ensure there is participation from patrons. The trick with musical selections is that you would want to be careful not to alienate any particular segment of your potential audience.
One effective solution for implementing entertainment options in bars is to offer a diverse range of music genres that cater to the different tastes of customers. This can be achieved by hiring DJs or live bands that specialize in various music styles -- such as jazz, rock, or country -- to appeal to a certain set of your patrons on given nights. Or you can find someone who can offer a varied range of selections that can appear to a broad range of guests.
“Of course there are plenty of bars devoted to a certain audience, or one kind of scene,” Mazza said. “And that works great if you’re a country bar in an area with enough country music fans to sustain the business. I’ve long been a fan of diversifying audiences by offering a mix of genres, promoting different styles of music -- and different types of events altogether -- on regular days of the week, or with reliable monthly offerings.”
The Challenges of Comedy and Burlesque Shows
Another option is to host live shows, such as comedy or burlesque performances, which can attract a diverse range of patrons. However, it is important for bars to ensure that the entertainment options they offer are in line with the overall brand image and target audience of the establishment and that performers are aware of the expectations and willing to adhere to them.
Additionally, the onus will be on owners to determine that their entertainment selections are in compliance with local laws and ordinances. However, by making careful and strategic selections when booking live entertainment, you can keep things fresh and relevant and attract different customer bases.
Cost considerations are especially important if the entertainment you are considering requires an investment in equipment or modification of your existing venue. It would be very important to ensure you will see a return on your investment and find reputable and knowledgeable vendors and installers to work with.
Trends come and go so it will be important to take into account what the longevity of the entertainment options will be -- is this a “flash in the pan” trend or something that will have long legs and result in a long-term benefit for your business. A great vendor will be able to walk you through any potential pitfalls and advise you the best approaches in install and implementation, as well as maintenance and labor needs to think about. It is important to research the reliability factors, availability of replacement parts or potential downtime. If a guest seeks you out for a particular entertainment offering only to find out the experience is down, it will leave them with a negative view of your entire business.
The Challenges of Arcade and Video Games
Video games are a common sight in many entertainment venues, but they are not without their own challenges. New games can come with price tags of $10,000 or more. Games come in a variety of forms, but finding space for them in your establishment can be a challenge.
Games break and someone has to fix and maintain their working components. Video game repair is a niche field. While many people can learn to make basic repairs, experienced repair people are hard to find and they don’t come cheap. People, especially regulars, will become tired of finding the same game offerings time after time, so it is important to have a financial plan to retire equipment and buy new or rotate equipment if you have multiple locations. One great option is to work with a third-party game vendor/operator.
These vendors can install and maintain games for you in exchange for a fee or portion of the profits. There are many great vendors with high standards and appropriate inventory. Working with one of these vendors is mutually beneficial and because your success is their success, they will be invested in ensuring the game selection is the right fit for your location and remove some of the logistical aspects from your shoulders.
Other Common Entertainment Challenges
Ensuring that the entertainment options are accessible to all individuals, regardless of their background or abilities is another challenge. For instance, the use of certain technologies may be inaccessible to some individuals, such as those with disabilities. Therefore, it is crucial to consider alternative options that are inclusive and allow for all members of a party to engage in something fun during their time with you.
Liability issues need to be taken into account as well. With certain recreational pastimes, there is a potential for accidents or malfunctions that could result in patron or employee injury or property damage. It will be critical that your insurances cover the particular options that you have chosen to offer your guests.
Lastly, a common challenge is ensuring that the entertainment options are appropriate for the target audience. This requires careful consideration of factors such as age, interests, and cultural backgrounds. Overall, the implementation of entertainment options requires careful consideration of various factors, including balancing entertainment with educational objectives, ensuring accessibility and inclusivity, and appropriateness for the target audience.
With careful planning, research, and consideration of the target audience, these challenges can be addressed and solutions can be found. By providing engaging and exciting entertainment options, bars and restaurants can create a fun and memorable experience for their customers while increasing revenue and staying ahead of the competition.
A logical step may be to engage the services of a consultant who can help guide your decisions. Rather than risk making costly mistakes, investing in a knowledgeable consultant can help you come out on top. Consultants with entertainment options expertise can help you select an appropriate complement of recreation options, steer you towards reliable equipment and provide insight into layout choices that will help the flow and feel of your location and make it somewhere patrons will want to visit and visit again!
