No-shows are an unavoidable reality in the nightlife industry. Even though you've already made money from ticket sales, every empty seat means missed opportunities for drink sales and lost energy on the dance floor. While at first you might recognize this as free money since you did not have to provide service to those guests that don't show up, the reality is that it will likely cost you the same to run the venue for the night, no matter if a small percentage of ticket holders don't attend to the event. On the other hand, the lost revenue on drinks and other services your customers can purchase while at the venue can be quite large.
No-shows can happen for a variety of reasons, from pricing to competing plans, but they’re always a factor. Whether it's a complete no-show or a guest arriving late, both situations cut into your potential revenue. When guests arrive late, your venue loses not just revenue but the energy that fuels an unforgettable night. The more time they spend elsewhere, the less they engage with your event, and that impacts both your bottom line and the atmosphere.
Boost Revenue by Offering Drink Pre-Sales
One of the solutions we can take to minimize the lost revenue of sales during the event is to introduce some sort of pre-sales. When attendees buy drinks, food, or merchandise in advance, you secure part of the event's revenue upfront. Plus, pre-purchasing keeps customers more committed to showing up, reducing no-shows and driving earlier arrivals.
Encourage pre-sales by offering a 10% discount on early drink purchases or create bundle deals like "buy three drinks, get one free." These offers not only increase your revenue upfront but also get customers excited to start their night at your venue.. Even better, it can be combined with a loyalty program to offer tiered discounts depending on customer value (like how often your customers visit the venue, or how much they spend there).
Pre-sales don’t just boost overall revenue—they can also help you get customers to show up earlier. Late arrivals, often due to pre-gaming elsewhere, spend less time (and money) at your event. Offering discounted pre-sales gives guests a reason to commit to your venue sooner, ensuring you capture revenue that might otherwise be lost. Add this to the other benefits of pre-sales we've covered in an earlier post and it makes them an alternative that should really be considered for your night club.
There are several ways to implement drink pre-sales. You can bundle drinks, dinner, or other services into the ticket price, ensuring early revenue. This approach works best for clubs with recurring events where guests typically buy tickets close to the event date. For venues where guests plan further in advance, use the time between the ticket purchase and the event to upsell drink pre-sales, maximizing revenue before they even step through the door.
Ready to see how drink pre-sales can maximize your club’s revenue? Check out how FesteaPay helped Fabrik, the largest club in Spain, boost their profits and create unforgettable experiences. Read the case study here, or contact us today to learn how we can help your venue do the same!