How to Attract Customers to Your Venue

Attracting more people to a club or pub is a topic that we discuss frequently. Having worked in hundreds of clubs over the years as musicians and now entertainment agents, we’ve seen firsthand what works. Understanding the psychology of patrons—why some venues are packed while others struggle—can help make your venue more profitable and successful.

Tell Everyone

It doesn’t matter how big or small the change is, if your customers don’t know about it, they won’t show up. Effective communication is key.

Examples:

Installed a new air conditioner? Let customers know—they’ll appreciate a cool place on a hot day.
Added a new beer on tap? Announce it! Beer lovers will come to try it.
Updated your menu? Share the news—people enjoy discovering new food options.
Renovated your venue? Promote it! A fresh look can generate curiosity and bring in new patrons.
Hired a new staff member? Introduce them on social media to create engagement.
Got a pub mascot or puppy? Encourage people to visit and meet them.
Your chef made an amazing dish? Snap a photo and share it online.

Consistently updating your customers keeps your venue fresh in their minds.

Be Different

Standing out from competitors is crucial. The more unique your venue, the more people will talk about it and visit.

Ideas to create a buzz:

Organize quirky theme nights or costume parties.
Feature unusual promotions (e.g., a raffle with an eye-catching grand prize).
Introduce live entertainment or unexpected experiences.
Decorate creatively to make your venue visually memorable.
Offer a specialty dish or drink that becomes your signature attraction.

Try New Things

Don’t be afraid to experiment. Some ideas may surprise you with their success.

Examples:

A venue placed a shiny red car in the foyer for a raffle. Patrons kept returning for a chance to win.
A trivia night run by drag queens unexpectedly became a weekly hit.
Family-friendly environments attract large groups. Investing in a play area can boost sales.
Outdoor attractions like water slides can draw in summer crowds.

Unique and engaging experiences make customers eager to return.

Always Have Something Exciting On

Consistency is key. If customers can rely on your venue for great entertainment, they’ll keep coming back.

Tips:

Book high-quality, diverse entertainment regularly.
Avoid gaps in your schedule—empty nights hurt your reputation.
Rotate themes and event types to keep things fresh.
Promote upcoming events well in advance.

A lively atmosphere encourages return visits.

Establish Your Customer Base

Building and maintaining a loyal customer base ensures repeat business.

Strategies:

Capture customer emails and phone numbers (with consent) for direct marketing.
Run promotions that encourage customers to return (e.g., loyalty programs).
Use text or email notifications for events and special deals.
Offer birthday perks—customers will likely bring friends and family.

A strong customer base means sustainable revenue growth.

Listen to Your Customers and Provide a Great Experience

Patrons appreciate when their feedback is valued. Their suggestions can improve your venue.

How to implement this:

Ask customers for ideas and acknowledge them when used.
Keep an eye on online reviews and respond professionally.
Train staff to provide excellent customer service—rude employees drive people away.
Ensure food and drinks meet quality expectations—bad experiences spread fast.

A positive experience encourages word-of-mouth marketing.

Promoting Your Venue

Knowing how to market your events and promotions is essential.

Here’s how:

Social Media: Post updates, photos, and promotions regularly.
In-Venue Advertising: Use posters, table signs, and digital displays.
Local Directories & Gig Guides: List your venue in ‘what’s on’ sections.
SMS & Email Campaigns: Keep customers informed about events.
Signage: An electronic sign outside can catch passing traffic.
Encourage Social Media Engagement: Offer discounts for following or sharing your venue’s page.

Increasing Venue, Restaurant, and Bar Sales

Offer outstanding service to ensure repeat customers.
Upsell drinks and food by training staff to make recommendations.
Introduce meal-and-drink combos to encourage larger orders.
Have servers ask tables if they want refills or additional items.
Host functions and private events to bring in large groups.
Partner with bands or local talent for album launches and exclusive performances.

Creative Promotion Ideas

Hosting themed events can drive significant traffic.

Consider these ideas:

Live Entertainment: Solo artists, duos, and bands
Trivia Nights (e.g., movie-themed, pop culture, or interactive trivia)
Comedy Nights
Karaoke Competitions
Holiday-Themed Events: St. Patrick’s Day, Christmas in July, Halloween, etc.
Singles Nights & Speed Dating
Local Charity Fundraisers & Benefit Concerts
Tinder or Dating App Parties
Outdoor Markets & Food Festivals
Pet-Friendly Events
Over-30s or Over-40s Dance Nights

The goal is to make your venue the go-to spot for entertainment and socializing.

Final Thoughts

Attracting more customers to your venue requires creativity, consistency, and engagement. Regularly introduce new ideas, market effectively, and listen to your customers to keep them coming back. Whether through unique promotions, engaging entertainment, or excellent service, the right strategies can set your venue apart from the competition and boost long-term success.