There’s much more to a nightclub promoter’s job than sipping cocktails and dancing the night away. A good promoter makes the job seem effortless to patrons when in fact it takes lots of preparation. You’ll need to be well versed in legal, financial, technical and organizational requirements, all the while mixing and mingling at events with a smile on your face.
Life of the Party
If you’re going to promote a club party or event, an outgoing personality is essential. You need to be the life of the party and the center of attention. For promotions, communication skills are important. Club promoters must look for potential patrons wherever they can find them -- in your workout facility, your golf course, your school or your office. And when the party is in full swing, you must circulate and make your customers feel important and valued. Promoters want patrons to see them having fun, because that feeling can be contagious.
Promoters have multiple duties and need to juggle them simultaneously without getting rattled. You’re often responsible for hiring DJs, bands or photographers. You need to plan out the appropriate campaign for an event, design attractive fliers and posters and get them up around town in the proper places to target nightclub patrons. The lead time for events can vary, so you’ll need to be able to draw in crowds with little notice. And if the band or the DJ doesn’t show up, you need to come up with a quick solution.
Nightclub promoters must know their way around cyberspace. The Nightlife Marketing Association offers training for promoters to maximize Facebook advertising, Twitter, Instagram and blogs as ways to reach potential customers. A quick survey of the websites for New York’s top clubs reveals the ubiquitous presence of social media. Social media is a cheap medium for letting thousands of potential patrons know quickly about events. Promoters must also familiarize themselves with analytic software that lets them know which electronic messages were read so they can refine them to ensure they hit the mark in the future.
Read the Fine Print
Promoters need to know how to execute contracts, develop budgets and stay within the budgets. You’ll have a limited budget and you’ll need to stretch it by maximizing the quality of entertainment and reach of promotional materials without overspending. That means math and critical thinking skills are essential. You'll also need to hammer out a deal in writing with the club owner. Your financial savvy is needed not only to make the most of the event, but to protect your own interests.
Preparation Needed Before You Party
Most promoters have a college degree. According to O*Net OnLine, 54 percent of promotions managers have a bachelor’s degree, 22 percent have an associate degree and 14 percent at least took some college classes. Experience is important. If you want the responsibility of directing an event, start by handling lower-level duties and working your way up. You may also need licenses and certificates to do business in varying states, counties and cities.
- The Baltimore Sun: Midnight Sun, What Do Promoters Do Anyway?
- O*Net Online: Advertising and Promotions Managers
- Nightlife & Club Industry Association of America: Our Industry
- Nightlife Marketing Association
- NYC.com: Best Dance Clubs in New York
- The Baltimore Sun: Plan to Regulate Nightclub Promoters Draws Mixed Response
- Digital Vision./Photodisc/Getty Images