How to Promote a Killer New Year’s Eve Event

Everyone goes out for New Years Eve. As a bar owner, you’re probably very aware of this. But depending on your location, sometimes bringing people in can be a struggle.  It can also become taxing if you have not promoted anything special for the occasion, while other local bars have.

It’s getting close to NYE, and if your customers haven’t already decided where they’re going, they’re dangerously close to doing so, so you need to jump in there!  The following are some ideas and examples of how to promote your bar when ringing in the New Year:

Define Your Theme
This is the time of year when everyone is partying, so you need to plan an event that is special.  The easiest way to do this is to choose a theme, and stick with it.  People tend to connect more to events that have a certain theme, such as: an 80’s style NYE dance party, or a black-tie affair.  Themes align the customer expectation with the customer experience.  Whatever you choose, make sure the theme translates to any marketing you’re doing for the event as well.

Ready the Staff
Chances are if you’re throwing a NYE event and you’ve promoted it well, you’re going to be pretty busy.  You should consider the amount of staff you need for the night, and plan accordingly.  Do you need to hire some temporary people for the holidays?

If you have a theme, consider carrying that over to staff uniforms.  Have a pre-event meeting with staff to explain how everything should run for the night.  Go over everyone’s role the day of the event, just to be sure.

Stick to a Schedule
Because it is essential that you countdown to the new year, it is important to stick to a schedule.  Are you going to have a cocktail hour?  Buffet?  Do you have entertainment, and when would they be playing?  When will you open the doors?

These are questions that will help you to determine what to do, and when to do it. People also tend to arrive early to NYE events, since it winds down a little after midnight.  Make sure you are prepared for that rush.

Establish and Engage Your Social Channels
Once you have planned the event, promote, promote, promote!  It goes without saying, really, that the most efficient way to do so these days is through social media.  Update your Facebook, your personal business page, Instagram, and even tweet about the event. If you’re using digital menus, add a promotion.

[related] digital menu holiday themes

Another way to market your event, is to temporarily change your profile pictures and theme to match your party.  Matching your theme will get people excited and planning for the evening.

Holding contests for tickets and engaging potential customers on social media is a great way to get them to choose your event to ring in the new year.  Answer any questions people may have, and just have a presence there, in general.

What are Other Bars Doing?
8fifty8 in Chicago is selling tickets for NYE at $70 a pop, which may sound steep, but the perks are worth the price. Customers get a 5-hour top shelf cocktail reception, all-inclusive premium amenities and service, unlimited cocktails from 9:00 PM to 2:00 AM, a variety of hors d’oeuvres and desserts, a New Year’s Eve photo shoot, and a midnight Champagne toast. Guests who pay just $25 dollars more, can get an extra hour of access to the open bar.

Treadwell Park is a craft beer bar in the Upper East Side that offers 20 rotating draughts, and a playful menu that includes items like: bacon lollipops.  $79 will get you admission, and a table for 2, along with a 2-hour open bar.  It also includes a free Champagne toast at midnight, party favors, and a live feed of the Times Square Ball Drop.  The hip bar features ping-pong tables, pinball machines, and a fireplace.

San Francisco bar Absinthe chooses New Years day, to really cater to their guests.  They have a brunch that is to die for, with dishes like pumpkin soup and oyster shooters.  Many people will be starved after all their partying, so this may be an avenue, you prefer to pursue.  Holding a brunch buffet, with Mimosas and Bloody Mary’s is a great way to celebrate the new year, and drive in that revenue.

[free webinar] how to increase sales this holiday season

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