Club Owners and Promoters:
Related Article: "Keep Them COMING!!"
The following are some very important tips from dancers if you want your club to succeed: Your Attitude... When the promoter is shaking hands, smiling, and greeting guests, it gives the clientele a warm feeling inside. Guests end up "wanting" to stay. They have a few more drinks, and will do everything they can to get their friends to come to this "friendly, easy-going, relaxing, and fun" place next time. To get guests talking positively about your club is 10 times as hard as them not saying anything (notice how I said "guests", not dancers, people, or clients). It’s an uphill battle to get positive "word of mouth" to start happening. But get a single negative comment or rumor started, and it’s over. Negative remarks about nightclubs spread like wildfire faster than you can imagine. The sad part is, people tend to believe negative comments 90% of the time more so than positive comments. There are certain clubs in LA that I refuse to go back to because the owners are unfriendly, rude, uncaring, apathetic, appear completely stressed out, don’t take the time to shake your hand, or even smile. When you’re promoting a club, treat your clients as if they were friends or guests in your home. Welcome them, love them - even if your clients are unfriendly back and complete jerks - it’s OK. Remember, your clients have problems of their own, they’re at your club to relieve their tensions of the day. Remember where they’re coming from. You don’t know the whole story - they don’t know yours, but that shouldn’t matter. They’re patronizing your club, and that’s the only thing that matters. The one thing they will remember is how well they were treated by you and your staff. They will remember your warmth, and come back later with a better attitude over time. Give them time. The main thing is that they COME BACK. That’s what’s important. Right? If you promote a nightclub, believe it or not, its just like "performing on stage". Even if you don’t want to, SMILE damn it. Show your clients you’re happy to see them, APPRECIATE their patronage, shake their hands, Nod your head in a "yes" fashion when talking to them, put your hand on their shoulder in a friendly brotherly way, LOVE your clientele, and for crying out loud, be SINCERE about it - remember, people can see right through you - especially dancers. Welcome them back, ask them to come back, make them feel at home. Your door man and ticket-giver’s attitudes and smiles must shine like solid gold. They give the first and lasting impressions. Provide Coffees, Lattes, Sparkling Water, Juices, Sports Drinks, Teas, and charge for water... To make money, and keep your Salsa Club open, you have GOT to charge people a minimum for coming in, be very strict with your guest lists, and provide us with drinks we enjoy - don't just limit us to alcohol. You will be surprised to see the number of serious athletes that frequent the Salsa dance floor. Marathon runners, gymnasts, stuntmen, martial artists, bodybuilders... all of them watch their health like a hawk. Drinking alcohol is not part of their makeup, but exercise is. Dancing to them is another form of exercise. If this is the case, provide them with the fluids they need such as Sports drinks, juices, and coffees. Salseros can't AFFORD to screw up or fall on the dance floor if they drink. To some dancers, Salsa/Mambo is not only a spiritual and physical renewal, but it's also an art form, and to others, a form of exercise or contact sport. Whatever the case, they may not want to mix health, art, sports, or exercise with alcohol, but when that's all there is available, no wonder they don't buy anything but water at the bar. There have been countless times when I show up at a club a little tired from the day, and need an extra "caffeine" kick to start off the night. About 50% of the time, the bar doesn't serve coffee. Once I dished out $3 for a coffee, very willingly because it tasted great, got me going, and with a $2 bottle of water, quenched my thirst! Plus, I was able to stay awake for the long drive back to my house! Many of us are "athletes" out on the Salsa dance floor, and nutritional and stimulating caffeinated drinks are what we'd prefer if we don't drink alcohol, so provide it for us! Provide Proper Lighting I used to frequent a club that used to flash strobes, have black-painted walls, and colored flashy lights all over the place. I saw three women fall there. Two of them got hurt and could no longer dance that evening. You are asking for lawsuits if you don't turn some white lights on! Besides, Salsa is a beautiful, erotic, fun, PARTNER dance, where you must be able to see your partner and their hands. Non-Salseros or people new to Salsa love to watch the dancers. You won't attract these folks if they can't see anything. Salsa was meant to be seen!!!
Provide Adequate Ventilation You know it's too hot inside when you see men's shirts soaked to the skin with sweat. Some of them look like they just got out of a swimming pool. What's worse, is when you don't allow them to leave to change into another shirt (50% of the guys bring spare shirts specifically for this reason, believe it or not...). Your club feels like a prison with no relief after a while. No woman wants to dance with a man that's completely sopping wet!!! And the same goes for a man! If a woman is all wet from dancing so much and there's no relief for air anyplace, they will leave. They will more than likely not come back. The only reason why a club will last is if it is the only one within a 20 mile radius, and there's no other place to go. It was sad to see these people go through that because they didn't want to have to drive downtown... Good MUSIC - THE ESSENCE... will keep your clientele coming back for MORE!!! Play Good, Old, and Slamming Salsa Music Hard Core Salseros especially like the music where the the flute and güiro are used a lot.... where you can REALLY FEEL the clave, congas, cow bell, and timbales boil in your veins... THAT'S the type of Salsa we love to JAM to. Steve Shaw of www.salsanewyork.com puts it beautifully with the following statement, "Edie, here [in New York], when they put on "Lady" by Orquesta Palabra, "Otra Oportunidad" by Jimmy Bosch, "La Soledad" by Ismael Rivera, "Apiadate De Mi" by Victor Manuel, and similar others, the dancers love them. I think the real issue is that strong dancers' rhythm and groove, not the speed. And it can be romantic too, as long as the strong rhythm is there." Steve Shaw has created a list of more than 150 songs with that "classic sound" . Higher up on that page is the Guidelines of DJ's. The info on their site is definitely World Class! THIS is what serious Salseros LOVE, and EAT UP while they TEAR IT UP on the dance floor. Old School Salsa gives Salseros their FIX, puts them in that hypnotic, drug-like, addicting state that can at times, be better than sex... and will keep them COMING BACK FOR MORE... Again, there is NOTHING more important for a club's success than awesome Salsa music. Fast, (NOT modern slow and romantic) old, Rumbero, 70's Salsa is the best. I'm compiling a list of great DJ's that play phenomenal hard-to-come-by music so you can get their opinions and samples of the type of Salsa music they play. A good Salsa Club mix is one or two Merengues for every 7 or 10 Salsas. In other words, one Merengue during every set of a band's Salsa. Ask any true Salsero, and they'll tell you there's no real reason for Merengue other than to rest between Salsas. Maybe to practice your Salsa moves, that's just about it. Oh, and to make you appreciate just how much you really love Salsa... Seriously, a good DJ mix is really only one or two Merengues for every 7 or 10 Salsa songs. No Techno, House, Rap, or Rock Music, please. None. If you advertise "Salsa Club", then why play Techno? I would not go to a Techno club to listen to 45 minutes of Salsa, would you? You scare off all the great Salseros that way. Believe me, they start looking for other, even smaller clubs the minute your Techno starts playing. Sad, but true. When they leave, I usually end up leaving because I look around and realize there are no more good dancers left to dance with! If you feel you need a variety of music during the evening, try playing a few Cha Cha's and Rumbas. I can GUARANTEE you'll get repeat customers - higher income, less messy, classier, drink more liquor types - it's true. You will. Plus, you'll get the added benefit of actually educating these teeny boppers on what a classy place truly is. Those places are few and far between, and when they do come around, they stay forever. If you feel you get more liquor-paying folks if you play Techno, consider the "type" of people you are attracting to your club. These types usually require additional expense to the club for...
You can also make more profits by charging everyone that comes in - don't do a "Ladies in free before 10:00pm". Forget about that. This day and age, there's a great deal of women who wouldn't mind paying a little extra to get into a classier place that doesn't play Techno, House, Rap, or Rock music, nor have to deal with all the undesirables that come with it. Side Note: Someone was telling me today that Salsa attracts a lot of compulsive/obsessive-type people. The go-getters in life. The type "A" personalities. I'm not surprised, as it is such a challenge to dance. I've met more Doctors, engineers, lawyers, physicians, CPAs and College Professors on the Salsa dance floor than I have any other type of nightclub. What does that tell you about the caliber of people who love Salsa? To Have a Band or Not Have a Band? Many, many people have often wondered why clubs just don't try and play good 'ole DJ music. Sometimes it's just so much better. You don't HAVE TO HAVE a band every Salsa night. It's not necessary. Many people go for the bands, but more go for the dancing and social atmosphere. If the band is just too expensive, you can have one every other weekend. Please do not buy into the idea that "Oh, the Band is Everything"... It's important - but not as important as you may think. What's most important is the music, the floor, and the people. Offer Valet Parking Stick to One Solid Night per Week Provide a large, Non-Slippery Dance Floor We Don't Need Smoke Machines I'm going to throw this one out to our readers as well. I'll start with a few Emails I've kept over the last few months. Your Comments? Email me... Hi Edie, All the Salsa places in New Orleans are like that... DUMPS. 6.) A place where the music is NOT TOO LOUD. You can really damage your hearing in some of the clubs. Why don't those idiots have the common sense to know better? The best thing to do is wear HEARING PROTECTION. I use the little flesh-tone foam EAR brand hearing protection. They are like little sponge cylinders that you slowly compress by rolling them between your fingers, then when they are compressed you place them into your ear. Then you hold them in place until they expand... you will sense them becoming expanded as noise is blocked out. USE THEM. You can buy them at pharmacies like Eckerd Drug Store, just ask and they'll show you where they are. EAR plugs are cheap and you can use them until they start losing their effectiveness. AND 6.) A place that has a service where you can check you items, hats, coats, etc. I'd gladly I disagree with the Valet parking. I would rather just have a well lit parking lot where you I disagree with the music. I like slower Salsa also because I can really enjoy dancing. If you guys can stay hyped up for hours at a time on Salsa played at what is equivalent to 78 speed you need to mellow out! I know ALL the clubs in Miami. Believe it or not the best one is actually outside of Miami, in Ft. Lauderdale. It is called "FEVER" disco and is on Oakland Park BLVD. You can get the number from the phone book or directory assistance. It doesn't get too smoky, the lights aren't bad, and the dance floor is nice. Good dancers go there. The club is nicely decorated. Valet parking is available, or you can park your own car but still have to tip the valets. However, the music is loud, and the club is a bit small. "Dear Edie, Personally, I can do without the smoke machine! Just like the lights, if there is TOO MUCH SMOKE, you can hardly see who you are dancing with much less try to avoid the traffic around you! Given the choice, I would rather not have any smoke used during salsa dancing, but if you must use the machine, use it sparingly! OH, I just thought of another comment...I don't like it when the music is played so loud that it hurts your ears! As much as I LOVE Salsa, it takes some of my enjoyment away when the music is played really loud! Ok, Ok, one more and I am done (I think!)...I don't like it when the floor is slippery. It makes it really tough to dance and you and your partner get concerned about falling! I agree that a good dance floor that is not torture on your legs (like some concrete floors I have danced on!), but PLEASE don't make it slippery to boot! If anything else comes to mind, I'll let you know!" "Dear Edie, "Dear Edie, "Dear Edie, "Dear Edie, "Dear Edie, While I agree with you about strobe lights throwing off people's dancing, I don't mind the spinning lights or the coloured lights. One nightclub I frequently go to has these but the floor is lit up by a giant TV screen that shows Salsa videos. There is enough light for me to see where the crowd is and that's enough for me. I agree with you that it's important for the follower to see the leader's hands. Some followers are so good at this that I can lead them with my eyes closed because I know their hands will be in the right place at the right time. (Although Dancing with your eyes closed is a NO-NO on a crowded floor it can be interesting.) As for dancers falling, I once a leader lead his partner in alternating inside underarm turns (left then right) during the whole five minute song. As soon as the song was finished the couple tried to WALK off the floor. Both were so dizzy that they fell (much to everyone's surprise).
Very good point. I fully agree about the ventilation. One of Montreal's most popular clubs has air conditioning in the summer. Sometimes it is so cold in the club that the dancers have to dance to keep warm :-). The case of men being so soaking wet, you mention rarely happens in Montreal as our weather is generally cooler than what you have in LA. As for playing good old fast Salsa Music I personally agree. The club I go to the most plays some techno crap that I hate every night. The reason that it keeps being played is that many customers dance when it is played. The Salseros can take a break and drink a beer while that stuff plays. If the floor is empty during the techno stuff it won't last. I recommend you boycott the floor when techno stuff is played. There is nothing wrong though with an occasional slow Salsa music. It can look great when danced right.
Merengue is a good way to get beginning dancers hooked on Latin dancing. It is far easier to teach Merengue to a beginner in a club than Salsa. Also our local club frequently plays Barchata and an occasionnal Cumbia.
Higher income doesn't always mean classier. I've been in places where they played Ballroom dancing music including Cha-cha & Rumbas where the men would try to grope their partners. Scum bags can be found in every profession. (Sad but true).
Most clubs apparently believe that the expense is justified. I know that I do not drink that much when I go out Salsa dancing. The bars make their money with the heavy drinkers.
This isn't surprising as this is the kind of people that can afford the dance lessons. You will find the same crowds dancing ballroom dancing, Argentina Tango and Lindy Hop. I agree about the band. When you mention that Salsa music of the 70's is the best I really wish I had a list of those artists. Is there any way to make such a list available on your site ? I know that a few posters have mentioned the 70's music before.
Well since I can walk to the nearest Salsa club from my place I can't really appreciate the service. In downtown Montreal it's hard to find parking. You're better off using the public transport system.
Montreal's most popular club "Salsatheque" is jammed packed on Wednesday nights, Thursday nights and Friday nights. There are slow nights on rainy days but it is usually really packed. (Sometimes it's hard to dance because you feel like a sardine in a sardine can).
My biggest complaint about most Salsa clubs is that they have no wood floors. One club has a floor composed of fiberglass tiles, another has a wavy floor (it has the texture of a hard scott towel). Some clubs have a cement floor. Gimme a suspended wood floor any day.
The smoke machine always makes me feel like I am a roach being exterminated :-). They mess up your breathing and dry the eyes of people who wear contact lenses. I personally hate them myself." |