Research Opportunity

Surrender is a premier nightclub located in Encore hotel and casino. The market research mission is to discover what it would take to get more locals to go to the nightclub. It’s common knowledge that most locals won’t go to clubs as their hangout spot. Some reasons for this have been parking, dealing with tourists, driving on the Strip, expensive drinks, the nightclub atmosphere, and the music. Despite the many excuses given for this, but the nightclub is trying to increase its appeal to the local market. The objective of this research project is to discover exactly what it would take to get the locals to make the nightclub the spot they want to go instead of all the local bars. In a city like Las Vegas where there are so many options, this club realizes that they have to implement some locals-only promotions in order to get people through the door. The outcome of this project will help the club decide which promotions will be the most effective. The target market is local men and women over the age of 21 that drink, like to party with their friends, and make new connections. The nightclub, its tables, cabanas, and drinks represent the product that is being sold to the target market. New promotions that have been discussed have been drink specials for only locals, food credits with nightclub entry, and free tables for groups of five or more with one free bottle of alcohol. Another option that has been discussed is having package deals for locals that come to the club to get a room at the hotel for a discounted price so that they wouldn’t have to drive home. There will have to be limitations put onto these promotions that will be decided at the completion of the research project. The price now for locals is determined by which night is in question. Local ladies can currently get in almost any night if they know someone with a guest list. Men still have to pay upwards of $30 for entry. One of the things the club would change is the price for local men to gain admittance into the nightclub. Many women won’t come if they are in a relationship because their significant others don’t want to pay this hefty fee. The distribution of the new promotions would have to be spread citywide. Facebook, Twitter, Yelp, and Foursquare would all be updated with the new pricing and promotional information. Billboards would be updated, the sign at the casino would advertise the changes, and radio announcements would be updated. The club marketing already has these forms of advertisement in place so updating the information would be easy and cost effective. The implementation of these promotions would go into effect immediately following the market research completion. The evaluation of the success of this will be tracked as people enter the club. They are checked off on guest lists as it is and adding a check to that list if they are local is a simple addition.