In today’s competitive hospitality landscape, it’s not enough to simply open your doors and expect customers to walk in. Venues need to give customers a compelling reason to come in, especially as they seek memorable experiences. Hosting events is a powerful way to generate excitement, build community, and drive additional revenue. Whether it’s turning a bistro into a disco or celebrating a venue’s anniversary, events can transform ordinary nights into standout experiences that keep guests coming back. Here’s why event creation is crucial—and how some venues are making it work.
1. Events Create Unique Experiences and Boost Revenue
Events give customers a reason to come in, especially on nights that might otherwise be quiet. One of our clients has found a creative way to turn his bistro into a nightlife destination. Normally, his bistro would close by 9:30 p.m., but every four weeks, at 10 p.m., he transforms it into a disco, complete with a temporary 3 a.m. license to make the night even more special. By doing this, he generates an additional $10,000 in revenue—money that would otherwise be left on the table.
This example illustrates how a well-planned event can tap into new audiences and create excitement. Customers don’t just want a meal; they want an experience that’s unique, social, and memorable. For venues that are used to closing early, occasional events that extend hours or change up the usual format can be a great way to bring in new revenue without disrupting regular operations.
2. Annual Celebrations: Building Community and Loyalty
Events that celebrate milestones or anniversaries can help foster a sense of community around a venue. Another client of ours makes a point of celebrating the venue’s birthday each year. On a typical Sunday, the venue might bring in about $5,000. However, this year, with the birthday celebration, they generated $30,000. This significant increase in revenue was due to thoughtful planning, targeted marketing, and an effort to make the celebration an experience customers wouldn’t want to miss.
Annual celebrations not only boost revenue for the night but also build loyalty among patrons who look forward to the event. Creating a yearly tradition, like a birthday celebration, strengthens relationships with customers, making them feel connected to the venue in a meaningful way.
3. Entertainment Acts with a Following Bring in New Crowds
Bringing in entertainment acts with a strong following can be another game-changer. At my own venue, Freight Bar, I make it a point to host acts that have a large local following. Recently, we had the group “Sam and Sam” perform in one of our function rooms, and this single event generated over $10,000 in additional revenue. Acts with a strong fan base bring in a guaranteed crowd and expose the venue to new potential patrons.
Choosing entertainment acts strategically allows you to tap into their existing audiences. It’s a win-win: the act gets a venue to perform in, and the venue benefits from increased foot traffic, higher food and beverage sales, and a stronger social media presence.
4. Seasonal and Holiday Events: Preparing for Big Trading Days
It’s also essential to recognize and plan for the big trading days that come from seasonal or holiday-related events. At Freight Bar, for instance, the Sunday before Labour Day has always been a strong trading day. By planning early—ensuring that marketing is done well in advance, booking entertainment, and arranging sufficient security—we make the most of this big night each year.
Recognizing these seasonal peaks and planning accordingly can make a substantial difference in revenue. Early marketing, adequate staffing, and a good entertainment lineup help ensure that the night goes smoothly, maximizing both customer experience and profits.
5. Effective Event Marketing: Reaching the Right Audience
For an event to succeed, it’s not just about planning it—it’s about making sure people know about it. The clients above start marketing their events early, creating Facebook events, and promoting the upcoming occasion with in-venue signage. These tactics build awareness and excitement, ensuring that the event reaches its full potential.
- Social Media Marketing: Creating a Facebook event and posting regular updates can build anticipation and make it easy for guests to share with friends.
- In-Venue Signage: Promoting upcoming events within the venue keeps regular customers informed and creates buzz.
- Early Planning: Starting promotions well in advance gives you the time to build awareness and allows customers to plan around the event.
Events are Essential for Standing Out and Driving Revenue
Events are a vital tool for any hospitality venue looking to stand out and draw in customers. By transforming spaces, celebrating milestones, hosting popular acts, and planning for seasonal peaks, venues create memorable experiences that boost revenue and keep customers coming back. For any venue, it’s not just about being open—it’s about giving customers a reason to walk in and a memorable experience that ensures they return.
Through thoughtful planning and targeted marketing, events have the power to turn ordinary nights into standout successes, as shown by the examples of clients and my own experience at Freight Bar. In hospitality, where customer loyalty and experience are everything, events provide that extra pull, helping venues build lasting relationships and achieve consistent growth.
