Recession gives clubs a chance to improve

Bouncers are nicer these days, but empty clubs need to step up their game. (Credit: Pat Shannahan/azcentral.com)

By Megan Finnerty
Metromix

While drinking itself might be recession-proof, the nightlife industry is not.

Now that the crowds in town for the NBA All-Star Game have left, along with the players they came to see, Scottsdale's clubs are back to struggling through these tough economic times.

Walking through Old Town, you can see it. Bouncers are particularly welcoming, even if the sidewalks seem particularly empty. Inside clubs, you can actually hear yourself talk—never a good sign.

But having covered nightlife in this city for years, I'm actually inclined to see this all as a little bit of a welcome opportunity to improve the Valley's nightlife scene.

There were a lot of little things that were always annoying, or kind of offensive, about the way some clubs operated. And now that they're so hungry for our business, I'm hoping many places will make the improvements necessary to win us over.

Here are a few suggestions.

Keep drink prices in single digits: Seriously, most of us will buy two $7 cocktails, but we're only going to buy one if it's $10. And we know how much Skyy costs—don't act like you can't afford it.

Stop charging a cover: Right now, bars and clubs are not competing with each other so much as they're competing with people's living rooms. And there's never a cover charge to stay at home.

Create intimacy: If your club looks empty, it will feel empty. And no one wants to hang out in an empty bar. I recently went dancing at a new club that filled in the empty spaces with tables, and it worked. The club felt cool and crowded, even when it was a pretty light night.

Give patrons free stuff: People like free stuff. And people are rarely picky about free stuff. Now is a good time to roll out free appetizers, free happy hour food, free shots, whatever.

I was at Cream Stereo Lounge last week, and a hostess was passing out free chocolate-dipped cheesecake bites on a stick. They were tasty, and it was endearing.

Make more compelling cocktails: Lines at the bars are shorter. So bartenders should take advantage of this lessened rush to move beyond the vodka Red Bull, beyond the tonic or soda mixer. It's time to craft a few signature cocktails. Take a page from Metro Brasserie's menu.

Try something new: It could be time to book a new DJ or to freshen up you music program. No matter how many new clubs seem to open, Scottsdale is still starved for a progressive music night. If anyone could promise me music I can't dance to anywhere else, I'd be there. DJ Kevin M.O.B can only run so many nights in this city.