 | I think IbizaBabeCouple hit the nail on the head. Marketing is key to the success of this club and building some close relationships with the local resources.
I think we all agree that the building, cleanliness and layout is second to none.
We find this club fantastic and generally have a great time be it a few couples or packed out. However, we agree that this club cannot run on thin air and has massive potential and needs to be successful. It would be a shame if this club lost some of its values and became "just another club" and has to keep some of its uniqueness but at the same time, attract a market to keep it breathing.
The couples only is a big selling point and one that should be a USP to build on. Adding single males to the mix will frustrate the couples that come to get away from this but this can also be a revenue stream for other clubs. The fact it is out in the middle of nowhere, unlike a club in a built up area limits interest. So whilst they have great onsite facilities, they should liase with local hotels, perhaps get a preferential rate, and/or source local taxis to have a fixed rate that will allow people to budget.
I also know it is a concern to allow people to run "nights" as this has put off regulars who feel the "people" who have attended have brought down the quality of the club. (Don't shoot the messenger. Just overheard a couple of conversations). Now that's a worry, because you want bodies there, you want a certain clientele, and you want to keep your regulars happy. But business depends on the number of regulars and whether they are covering the costs, let alone making a profit.
I like John's values, I like that he will give you a personal tour as oppose to a group tour (though group tours can also be Ice breakers) but it's a different approach.
But my advice to Liberty Elite is that it is near it's 15th anniversary. So if that is November or October and requires a belated one, then I would suggest to capitalise on this fantastic achievement, throw an anniversary party with guest list. Make it free or no membership for this event and maybe charge £20 entrance. Get around the club and speak to people. Get their ideas and ask what would they want. What will bring them in as a regular customer. Find out how often they are likely to visit. Do they like couples only, do they want cheaper fees, accom, themed nights, opening times.
Basically get a packed audience in there for market research, ask regulars likes/dislikes and the react.
Market the event in different sites, get some evangelists/product champions to support the marketing of the club. Give them roles to promote Libs in the forums and as a thank you, give them some kind of club incentive.
I know this isn't exactly a review and is leading down the consulting route but to add that I've made this effort because this is a great club, even the negative reviews are talking about this club positively and want it to be successful and for it to raise the bar. I still recommend this club to any newbie and it is our favour club of all the ones we have visited for many great reasons. We just need couples to jump on the Libery Elite bandwagon but need Libs to understand their market to make this successful.
Date: 28 October 2014
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