My client has spent millions of pounds refurbishing and re-launching some nightclubs and late bars but this has not resulted in increased sales! Each re-launch is promoted heavily in the local area and the work is conducted to a high standard by professional design & build companies. The “look” is exciting and vibrant and has featured in many trade magazines.

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Jay’s Answer: Basically, if they’ve been redone, they are to be considered “new” bars, not updates of the familiar. During the remodel, patrons have found other “favorites”.

How does your client’s offering compare with his popular competition? Why should people want to switch?

As for ideas, I don’t know your demographic, and even if I did, I probably don’t live in the area. Therefore, bring in focus groups (paid) of your target demographic. This will be a two-fer: you’ll get some input of likes/dislikes, and you’ll get them in the door (which can create a word-of-mouth effect). The key is to simply get used to coming (back) to the locations – anything that can bring them in (special events, free nights, contests, etc.) will start the ball rolling.