By Mark Heather
Managing Director of 3Sixty Solutions. Hospitality Management Consultants. .
During my time in this industry I have worked and been part of many business models within our trade, from pubs to nightclubs, cafes to restaurants and hostels to hotels. The late nineties and early noughties were a time of target markets, demographics, social status and an array of other buzz words to describe the direction in which a licensed premises had undertaken. But in this climate, can we still afford the luxury of desire over necessity?
Over the coming months I aim to address the issue of diversity and how ultimately it is the key to sustaining and indeed developing our business. This month, I will be focusing on the positive effects of diversity on the nightclub industry in Ireland.
Historically, the Irish nightclub market could be categorised into four areas:
Over 18’s: Appealing to the young working professionals
Over 23’s Appealing to the now virtually extinct Yuppy crowd
Over 30’s Appealing to what would commonly be referred to as “The Golden Oldies” crowd (a phrase that bothers me more now than it did 10 years ago, for the life of me I cannot think why!).
Students: Aged 18 to 21/22 years old, with a tight budget and big expectations