Events in bars and clubs Essay

Another source of competition is how an event may have to source out its resources through sponsorship; this means that the event will be marketed to potential sponsors that will believe that the event will create a significant leverage to the company’s own marketing initiative. Hence, it is also important to stress to the potential sponsors the benefits of the event. This is discussed by Mack in which the author pointed out that (25):â€Å"[†¦ ] sponsorship allows organizations to reach their target market with less clutter than other communications methods, exposes the product/service directly to the market, and provides an excellent mechanism for the organization to give back to the community by which it is supported. Event sponsorship, or sponsorship marketing, refers to supporting various types of event [..] Whether the type of sponsorship is financial, media, or in-kind support (Cicora 1991), the list of company benefits derived from it can range from publicity, to product sales, image enhancement, or even improved employee morale (Decker 1991). In addition to getting sponsors, companies that are about to hold an event should also take into consideration its capabilities (Silvers). These include the ability to handle the demands of the event and the ability to have the resources. It is also important to have the ability to know how to handle different events; for instance, a bar that may be holding a fundraising concert may be faced with different challenges if organising a battle-of-the-bands. As Silvers pointed, although the core processes of these two events are the same, it should be noted that one of the important elements in events management is the ability to handle the differences in the requirements of different events. All in all, the events management concept can be considered as an important marketing activity in which an establishment or company is able to communicate certain initiatives to the public (Soares). Hence, events serve as an attractor especially if the company utilises popular channels such as concerts, dance events and exhibits,among others; these venues fulfil the curiosity, the wants and needs of the people which is why events continue to be patronised throughout time. Many enterprises venture into the nightlife sector by means of establishing bars and clubs. As Chatterton and Hollands discussed, the demand for these establishments is that these have been a part of the urban landscape; there is always the market among the youth, specifically the young professionals, who are â€Å"in search for the latest cool, chic, fashionable bar or club† (3). Because of this, it can be said that there is business in this industry, especially with the continuous influence of the entertainment and leisure sector. The nightlife scene which comprises of establishments such as bars and clubs can be also said to contribute to the local tourism initiatives (Chatteron & Holland). The success of any bar or club requires a significant understanding of the business especially in the aspect of strategy. Lawson provides many guidelines in the success of any club or bar including a good understanding on food service operations (which is a fundamental in any bar or club), the facilities, the design, the themes, and last but not the least, the business aspects. Lawson therefore emphasised the business framework of these bars and clubs which are heavy in the marketing practice; this is because this is a means for companies to get customers into the establishment. Bars and clubs, therefore, do not just have to excel in the food service operations but also in its ability to add value to its basic concept, and that is, to add event concepts to its entire operations. This is further attested by Smith in which the author mentioned that in order for bars and clubs to succeed, it needs to continuously come up with something interesting; hence, in addition to food and drinks and the regular dance floor or in-house performer, it is the specific events that make these bars and clubs special. This is therefore a part not only in the marketing aspect of the bar and club but also these events help the customers to identify what else they can do in the establishment, or at least, have something to look forward to (Smith, 75). Brown and Miron also mentioned the role of events in the success of any bar or nughtclub; these fall in the aspect of marketing and advertising. When an event takes place, the tendency is that the event is supposed to pull more people into the establishment. Hence, events help in the increase in sales and to make the club and bar more memorable to the consumers.