When it comes to club night business proposals, keep it short, talk numbers, and - of course - try and be confident that you can deliver.
Reader Jay Allan writes: “I am in the process of setting up a club night in my home town and have been asked to write a club proposal by the venue. I am wondering what essential info I should include and how to package it well. Any info/help is much appreciated.”
We’ve offered Jay a few pointers below, but would appreciate the input of our readers if you’ve ever presented a written club proposal – what you did right, what you did wrong, what worked and what didn’t.
Digital DJ Tips says:
The venue owner just wants a summary in writing. He’s busy and he expects you are too, so save him wading through reams of stuff that is irrelevant to him and give him a printed, spellchecked, edited (less is definitely more) summary over two pages maximum that states:
- Your business contact details (name, address, phone numbers, email etc)
- Proposed name of club and a summary of what the night is including music policy (do it in one or two sentences. Getting this right will also ensure your club night has been properly thought through. If your two sentences sound rubbish, maybe your club night idea isn’t as strong as you think. Best to work this out now!)
- Proposed dates and times of events
- Proposed business deal (cut of door, cut of bar, etc.)
- Expected attendance
- Brief details of your previous promoted events, focusing on profit made and numbers through the door
- Clearly outline who will be responsible for/paying for security, DJ bookings, decor, promotion (including flyers/posters), sound and lights, DJ equipment etc.
If you have any testimonials in writing from club owners or managers you’ve worked with previously, attach one or two of them too.
Talk business, not music
He’s not interested in your DJ mixes, or where you buy your music from, or the DJs you know (unless they’re household names) – his bottom line is money in his till, and an easy life (so what are you going to do to make everything run smoothly?).
He’s also interested in you as a person – specifically, how reliable, communicative and business-minded you are. His club is a business, and you should approach your promotion in a business-like manner too.
This document is for discussion, not cast in stone…
This document is for discussion, not cast in stone, so talk and listen and feel free to go away and redraft when you’ve come to agreement. Then both sign the agreed final pages – it’s not for legal reasons, more so you can refer back to it weeks or hopefully months (even years!) down the line.
Over to you: If you’d like to advise Jay on the best way to present a proposal for a club night and what should be included, please add your thoughts in the comments below.
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Tags: business, promoting for DJs
I must say, this damn thing keeps getting better with each day! very helpful little article and as of lately it doesn’t fail that when i have a question i find the answer here before i get to ask it lol; peace.
[ link ]Phil pretty much hit it on the head. Venue owners/managers want to know how your work will make them money. Speak in those terms.
[ link ]If you have been promoting yourself and your events on Facebook include how many fans or friends you have and short URLs to past successful events. Nothing says yes like demonstrating your ability to promote with cold hard numbers.
[ link ]Just wanted to say thanks for all this helpful info and running an excellent site. As a young dj who’s made a fast start, these articles have been excellent in helping me formulate a plan to get to that next level.
[ link ]True stories: Im was a salsa promoter in Chicago for 6 years. I wrote a proposal and had a 500 person event booked at a club. The DAY OF THE EVENT the place is closed. License revoked. More recently I made a proposal for a dance/house night at a restaurant bar. Sat down w/ the guy who then tells me he’s got IRS problems and may go to jail.
My experience and/or strong opinions:
Dont approach a dead venue thinking you can bring it to life. Find a place that is jumping or JUST on the verge of being hot.
Dont be meek. Dont promise the moon and stars. A venue needs to have a following and a DJ or band will add to that. An owner will make you think its 100% your job to bring in a crowd. This is crap. Who on this earth goes thru the trouble of opening a bar, club, restaurant and then lays awake at night hoping some great DJ is gonna be a savior? Dont buy into that pressure.
Make sure venue has a license to charge a cover (required in Chicago). Work for 100% of door. If no cover then 30% of bar GROSS. Set a start time; 9pm is $0.00. Anything after is split. (YOu cant claim money earned from his 4pm dinner crowd ok). Alternative; request a “Donation” at the door to get around the permit issue.
The venue pays for advertising. Another issue you’ll be manipulated into paying. Dont do it. You do the leg work getting flyers on the street/cars – they pay printing.
Find a great cheap printer and get the business rate. This can be 20% less than general public.
Security – never had to deal with this but to me, its the venues job. Want to hear a total nightmare scenario, Google “Chicago E2 nightclub” and brace yourself.
I have more to offer but this is a start.
[ link ]Where was I…..
Facebook and social media is nice but you need to be able to reach people directly and cut thru the clutter. Before FB/MySpace I started a Yahoo group called Hot Salsa Kitchen (look it up). At its peak I had 800+ people in the group and all the email addresses. This was far more effective because people could also post discussions and post their own events. That was my selling point. Direct access. Sadly today FB is flooded w/ events.
Get a partner. I was a promoter for years and never got behind the decks. Now Im a DJ and dont want to take on both responsibilities. You cant spin tunes and work the door and press the flesh and flyer cars and send emails. Get help.
Ask the waitresses names. Pump them up by name over the mic. Dont just say “tip your bartender” like a dork. “Guys, thats Tiffani bringing you drinks. Be sure to treat her well. Wave to the boys Tiffani!”
Be prepared to get totally blown off. Be persistent to a point but also be able to admit to yourself the guy/girl is a jerk and not worth the time. If trying to get in the door is hard, imagine what getting paid will be like.
Get a 2 month committment in writing to promote your night exclusively. I did a 2 level club where I had the upstairs and another guy had the main level. It didnt go well.
DO NOT LET YOUR FRIENDS IN FOR FREE. If you have a cover charge you stick to it. If its free before 10pm, at 10:01 you charge. If the night is a success everyone is going to try and get over on you.
Have a Plan B. You need to be able to move the party to a different club at the drop of a hat. Build and maintain a very loyal following that will go with you. If someone comes in and books your entire venue for a private party, what are you going to do?
Lastly, make every effort to get email addresses and phone numbers. Dont abuse it. One email a week. 2 texts a week. Build that list and guard it like your little sister at a strip club.
Peace, out.
[ link ]I think the answers here are not bad, but there is a more basic level we have to start from.
What the venue really really really wants to make sure is, that all security aspects are taken care of! Nothing is broken, no one gets hurt and all that stuff. Make sure you have a security concept, people who can take care of things, emergency exits and what so ever…
[ link ]Then you have to make sure your party / club night makes sense. I know it sounds stupid, but is this just the 10th house club night in town or do you have a real target group and fullfil a specific need ?What I am trying to say is: find out what night activity is missing in your town, find out what people want, what should be done better than in other venues – find your niche !
Then calculate what costs you have, what you take for entrance, prices of drinks, special offers / happy hour. So set up an financial plan. It doesnt have to be very very detailled though, just show the venue you are not blind running and expect a good ROI (return of investment).
Dont have more time – sorry, but maybe I will add some stuff to that later
Some good points, although in my experience the venue provides and is licensed for the security/public safety aspect of things. Having said that, they’re going to be interested in the kind of crowd you’re going to attract – the security team on the door quickly learn what types of night cause them all the work and what types are easy street for them.
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