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New Media and Nightlife

New Media has dramatically shifted the landscape of nightlife. Marketing tactics and social media have rapidly changed revenue streams and prestige for venues.

Prestige and Popularity

New Media has expanded the way in which owners promote the prestige and respect for their venues. Companies are now able to control the image of their spaces to appeal to different audiences and demographics. Social Media has also negatively impacted some venues. Customers can use social media and New Media to discuss their experience with venues and their service, positively, or negatively. A negative image of a venue on social can dramatically decrease prestige and attendance.[1]

New Media has also allowed for many venue owners to capitalize on certain social media movements or buzzwords to create events catered to certain audiences, such as in the case of one venue and nightlife app, Ichi Cellar and Get Apollo. Following the popularity of a couple of Facebook pages (Subtle Asian Traits & Subtle Asian Dating) that focused on posts that cater to the younger generation of Asian Americans who share similar backgrounds and experiences through many forms such as jokes, stories, videos, and pictures, Ichi Cellar and Get Apollo reached an agreement to create events catered to the fans of those aforementioned Facebook pages. This allowed for an easier time promoting the event and getting customers to RSVP for their spot at the event. [2]

Revenue and Ticket Sales

Nightout Logo
Eventbrite Logo

New Media has increased the presence of 'promoters' (People paid to bring people to a venue) and the way they do business. Promoters today need expansive social media reach, and a connection to each individual they aim to bring to an event.[3] Revenue for the venue has slowly shifted from cover charges to online ticket sales on websites like eventbrite.com or nightout.com. These websites allow users to browse, create or promote local events. They can charge a service see to event organizers for online ticketing services as well. This allows venues to sell tickets at 'Early Bird' discount pricing for special events, keeps better accounting of revenues, and creates more exposure for the event. Additionally, consumers have a simpler experience at the venue when a ticket has been pre purchased.

Marketing

The make or break for a venue or event depends on its marketing campaign. With social media's rise, the social media campaign in particular has to be exceptionally strong and appealing to attract a large crowd. Social media networks such as Instagram, Facebook, Snapchat, and Twitter are flooded with promoters, owners, and venues advertising an event or space. Advertising has shifted to targeted social media campaigns that are more cost efficient, and target the desired demographic better.[4]