Six tips for a great special member event

It’s a fact – the member experience is vital to the success of a club and special member events can take a club from great to exceptional. While most clubs offer their members some sort of unique event at least a few times a year, some clubs resist innovation or opportunity – saying they don’t do events because members won’t come or enjoy them. To that I say, your members are special – but they are not different.  They will come and they will thank you for unique opportunities.

And here’s something to think about – member events can allow members use their minimum spend requirements at the end of a month. For an added bonus, let them invite their non-member friends or prospective members to experience the club and you not only get happy members, you now have a new-member marketing event!

1.     Hire seasoned and fabulous talent with club experience

Every great event starts with great talent. The secret to success is to find a performer or company with proven experience working in the club world.  Unlike a wedding or public event, your members are priority number one at this experience and the talent should have experience performing at multiple other clubs.  Start by looking at their website for testimonials from other club managers – and try to ignore any celebrity or audience endorsements.  My advice, call up other club managers you trust and get a first-hand recommendation. A performer with club experience will give you someone who can control the room, work with unforeseen problems, knows what they’re doing, and most importantly, will create a great experience for your members.  Looking for that performer – please visit my site for more information on The Members Only Show.

2.     Advertise the event

If your members don’t know about the event they’ll never come.  On average, only 23% of members read the newsletter, so it’s time to get creative.  Successful marketing campaigns starts with dedicated emails to members and an events bulletin board in locker rooms…  but don’t stop there! Strategies can include inserts with each restaurant check, large posters at the entrance, a digital sign board with event posters, and last-minute emails reminding members that they have just a few more days to sign up!  One more important note… let your members know what to expect.  Is it a comedy night? Is it a magician or a mentalist? Will there be food? Open bar? Is it 21+?  All of these things and the cost should be in the marketing!

3.     Overdeliver

When your members enter the event they should be blown away.  A professional experience is the starting point.  Decorations, lighting, sound, staff, food and beverage should all be thought out.  What is something special you can do to the room to set a theme?  You want your members to be your biggest marketing tool for your next event and that first impression stays with them.  

4. Take a risk and don’t be afraid of failure. 

Clubs like to play it safe – a dinner/dance, a casino night, a father/daughter dance; These are all great events but younger members want a little adventure.  Be willing to fail in order to achieve greatness and don’t be afraid of a small group on your first few new events – because down the road your over deliverance on expectations will reverberate into sell-outs in the future. One example comes from The Magic Castle in Hollywood.  They experimented with Drag Queen Bingo – and it was such a success they’ve done it multiple times to sellout crowds. For events like this, members who didn’t “approve” simply didn’t sign up.  Exciting and unique events include: Dueling Pianos, Line Dance Night, Mechanical Bull Rodeo BBQ, Lock Picking Class, Paint and Sip, Drag Queen Bingo, high end spirit tasting, candle making, psychic readings, and freestyle rap/music night.

5.     Book in advance

The best entertainers and events book in advance.  Don’t wait until the last minute to bring your members something special.  Plan your calendar 6 months to a year out and try to give your members at least one unique offering a month.  Members tend to wait until the last minute to RSVP so don’t worry about low attendance. 

6. Mitigating cost

Everyone has raised their prices, including entertainers.  The average cost for a solo act can be cost-prohibitive for smaller clubs, especially when you take into account additional costs such as stage and sound rental, food and beverage, and staff.  In this world you really do get what you pay for so it’s worth trying a few new things.  Some clubs have been successful with having events sponsored by their liqueur or soft drink distributor and others have asked members to have their companies sponsor an event.  It’s awkward at first but by giving a company a table you save thousands in entertainment fees!  For hotel costs use credit card points or offer a local hotel’s manager a few rounds of golf and a meal in exchange for rooms.  Don’t let the price point stop you from hiring the best… again, you get what you pay for!

About the Author:

Michael Gutenplan is the top rated Magician and Mentalist. He specializes in high impact and engaging entertainment for corporate and private events. His show The Members Only Show is the highest rated special member event in the private club world. He is the perfect entertainment option for any event. Based in Los Angeles he travels the nation weekly. Looking for a magician, mentalist, or entertainer for your next event? Contact Michael today to make your next event unforgettable!