I rejected taking money from mortgages just because my family or I don’t have mortgage yet.
We all want to win from the lottery but you don’t know am I going to be the next lottery winner, and even if I play really often lottery it is all about really good luck to win. If I really want that business venture to run I need to find another way taking money to start it, cant sit there and wait to win.
Retained profit and gifts from family and friends – I don’t have profit yet to have the money and to start the dance club. When I make profit I might decide to open another club to another place, like for example another city. Taking gifts from family and friends is not really good idea because, that it venture that it takes a lot of money just to open it and wants also lot of money and good management to keep it running, and family or friends might not want to take that risk, even if is only for having some experience.
Leasing is not appropriate for my business venture. Leasing mean when you don’t have enough money, to have big company that will buy some of the equipment for you and you will pay them rent for the equipment every month. Once you paid the last payment (usually is 12 moths ) the company might sell it to you back, that how they will make profit, you can walk away and not pay them but also and not taking the equipment, but you can also keep paying back to the company till you pay them the full price that you own them. I don’t think that its good to have leasing for the business venture because there is risk that even if a company buy equipment for my business, I cant know if that business venture will run good since the very beginning or it wont run at all.
Viability Statement:
My business idea is to open a dance club that will be a place that people would prefer to go and to have once good night out while dancing in the techno/house /progressive rhythm.
My vision is to provide good techno/house/ progressive dance music in the club, which will be based on Leicester Sq. so our customers would enjoy themselves.
We will offer different music choices and variety DJ’s in order to keep the club fresh and to be interesting place for the customers. However we will keep our main style: techno/house /progressive. We will provide high-energy dance music at Dance Club Plazma. We will have the latest music and DJ’s in a fashionable, comfortable and distinctive venue. The emphasis will be on fun and good times with people leaving there problems and inhabitations at the door
My USP is to sell service that it is different than others. It will be a dance club that will play different style of music than the other clubs based on Leicester Sq., the look will be different I would have different sound system and laser system that would make the club nice and interesting place. Will be with different type of furniture than the normal clubs, will offer different music and types of drinks.
The business venture: Dance Club Plazma is an adaptation of an existing idea. A few years ago my family used to run a nightclub ”Kavatzi” which was based on the beach Kavatzi in Bulgaria. We had that nightclub for two years but because it was only a season club we couldn’t make profit.
In the beginning I have decided the dance club to be open in Friday, Saturday and Sunday (9.30/10pm – 4am). During the holidays such as summer, winter, Easter holiday to be open all week, because more people will be going out and more people would prefer to come at Dance Club Plazma.
For the grand opening night I think not to put price to the entry because it is a new club, without a reputation yet, people needs to know it, to go, have fun and if they like it, they would come back with their friends.
After the grand opening night I think to put £10 entry, and to leave people in the club without paying who look good. The nights when I would have famous DJ’s playing I would be able to put the entry price high, such as £15 or may be £20 if the DJ is knows by everybody.
Dance Club Plazma would have around 250-300 sitting places that will give me the amount of around £3750 for one night. When I am having DJs playing would be around £6250. These money would be only from the entry, I would have more coming when my customers buy drinks in the club.
The level of competition is really high, because there are clubs that offer same type of music, that already have build reputation and have their customers. All the clubs that are on Leicester Sq. already have reputation and regular customers. These are just a part of all clubs on Leicester Sq.
- NYT Club (based on Leicester Sq.)
Their motto is “its not what you are, its where you’re at!”
For first time NYT opened doors in 2003 like a stylish late nightclub you could hang out in London's West End. NYT has burst onto the club scene in a major way, becoming the venue of choice for London's funkiest crowd.
The music at NYT has already been recognised as the best Hip Hop, R'n'B and Funk in town.
- Oxygen Bar and Club ( Leicester Sq.)
A townhouse over 3 floors with views over London’s most famous square, Oxygen is a fun and lively night out. From the chilled out lounge bar to the club, Oxygen is all about enjoying yourself. With three very different but equally enticing bars to suit all moods and occasions – Oxygen has everything from chilled out nights to high-octane parties.
Their motto is “Party hard… Or go home!”
With over a decade of disco divas, Zoo Bar is the famous party bar and club.
open until 3am, Zoo Bar has big range of cocktails, premium beers and spirits to set you up for a night out. The DJ’s plays commercial dance, house anthems and the best classic pop tracks
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Sound (based on Leicester Sq.)
Sound is a Bar, Restaurant, Night Club. Music Venue and Events Space on 3 levels
- The VIP Mezzanine – exclusive space comfortably accommodates 40 guests. Featuring sumptuous leather modular sofas, Italian designed furniture and a deep shag pile carpet. Individually Hosted service and exclusive wrist brand entry only
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The balcony bar – sentry boxes with an army of glowing headlights illuminate their 44h floor party space. With a capability of up to 300 hold the ultimate party in the heart of sound.
- The tomato lounge- is in upper level and holds 20 people with an eagle eye view of the main room below.
- The Balcony lounge –is a bar with place from up to 30 people.
- The Ivory Room – self contained and holding up to 275 guests, is on the top floor bar and restaurant space has spectacular view of the London Skyline.
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Storm (based on Leicester Sq.)
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Metra club & bar (based on Leicester Sq.)
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Heaven (based on Charing Cross Road)
Also there are other nightclubs with well-established reputation such as “Ministry of Sound” in South London. That nightclub is well known from the people that are into house/techno/trance music, and they might prefer to go there. “Café de Paris” on Piccadilly Circus has great look, with good music. It is more like “dress to impress” place, but still has their regular customers. There are many more nightclubs that has reputation that are knows from people by having regular customers.
The nightclub industry is in a growth stage, but with really high risk. There are clubs that could not make it to break-even and they had to close down, others decided to close, change the interiors and then to open again but with a new theme to appeal to consumer tastes (such as hip-hop music).
“The hip hop community is the biggest brand building community in the world” (Russell Simmons, ). Customer taste in music has changed gradually over the years, and with the introduction of hip-hop music, its popularity has grown rapidly. Even clubs that are themed ‘Country’ or ‘techno’, now play hip hop music, and this shows that the hip hop music is making a huge impact on people’s tastes. Because of that fact I want to do something different, a nightclub playing different sound. Of course we will have one of two nights playing hip-hop but the main sound would be Techno/ House/ Trance and Progressive mixed with club and dance music.
The clubs that are listed above are playing mostly hip-hop, but my real competition is “Ministry of Sound”, “Heaven” and “Zoo Bar”. Only Zoo Bar is located on Leicester Sq., after I open doors at first night, Zoo Bar might decide to put their prices down so they wont lose their customers, they might try to change the club look and have promotions such as 3 for 2 entry or free drinks.
Many young professionals enjoy visiting the clubs/lounge as a way of relieving the stress of word. With future success of Dance Club Plazma, I plan on entering the London market, and providing young professionals with the benefits of Plazma. It will beneficial to us in terms of creating a strong brand name ‘Dance Club Plazma’. We will be associated with luxury, class and sophistication and want our brand name to illustrate all those things in the minds of present and future customers who have been or will be acquainted with us. Secondly, in the long run, if we are as successful as we plan to be, we hope to be sole sponsors of various activities surrounding the techno/ house music.
Dance Club Plazma satisfies customers’ needs for entertainment and provides a full experience. We will have well-trained staff to provide continuous quality service to customers. The music would bring the customers back for more because the style and the service that we will provide.
The music played at most other hip-hop clubs becomes boring and repetitive. Those who frequent the nightclub scene are often subjected to listening to the same songs several times a night. This can be frustrating for those who have come to dance and listen to something new and interesting. This problem is remedied at Dance Club Plazma. By playing a wider variety of music, that is not taken straight from the current Top 40 list, we have an advantage over our competitors. This enables us to attract customers who have become tired of listening to the same monotonous type of music. The upscale and sophisticated atmosphere present at Plazma is a crucial competitive advantage over our competitors. As a result of the mature atmosphere, an added sense of security will be palpable to our customers,
Our membership cards will offer great benefits for consumers in two different levels: gold and black. Members are waived of paying cover, and there is a special pathway for members to enter the nightclub without waiting in line like the other non-members. Special discounts on alcoholic drinks, mini concert tickets, and VIP rooms are just some of the benefits members can enjoy. In addition, memberships will be recognized in other clubs and bars around the world that we partner with allowing VIP access to those clubs as well. Finally, we provide free bottled water for club dancers, and free coat check which is directed to satisfying and meeting customers’ needs. We also have special ties and connections with our promoters who will aggressively promote Dance Club Plazma through word of mouth. In order to maximize our customer’s safety, we even have metal detectors at the front entrance.
Dance Club Plazma will offer alcoholic drinks such as spirits (vodka, gin, rum, tequila, scotch, rye), coolers & cider, wine, and beer. We aim to provide customers with other specialty alcoholic drinks (special mixes) as well, that are only available at Plazma to set us apart from the other competitors. Besides alcoholic drinks, we have beverages such as Coke, Red Bull, and water. The goal at Plazma is to provide more than the service of providing alcohol, but to give the customer an enjoyable experience that they will not easily forget.
The main prices are for the cover, membership, and food & drinks.
- Our cover charge is £15 (those with membership cards are exempt from paying)
- We offer two levels of membership cards – gold card, black card - each with its own special privileges and benefits
- The alcoholic drink prices for beer and hi-balls range from
- Wine and Champagne range from per bottle
Although the nightclub consists of a differentiated type of music, superior customer service and a more mature atmosphere in relation to our competitors, our prices are very similar in all respects. With the pricing of products in the nightclub at comparable levels to other competitors, we are conveying to our customers that great service does not need to cost more.
We focus on providing our customers with a place for entertainment, to meet new people, and to make our customers feel that they are not stuck. With Dance Club Plazma being a new venture with a pioneering concept an aggressive marketing program is vital. Advertising combined with internal promotions will create a buzz about the nightclub. Promotions such as concerts and live entertainment featuring celebrities attendance and a variety of DJ’s will give people reasons, other than our competitive advantages, to come and enjoy all Plazma has to offer. Another promotion idea is to throw a huge party for people who have just turned 18 in the previous month. Initiation 18 will take place on the last Saturday of every month and allows capturing those moving into our target demographic. All promotions both internally and externally are motivated to convey to the audience that Plazma is luxurious, sophisticated and prestigious.
Dance Club Plazma will be located on Leicester Sq. This area of London is a high traffic area renowned for its exciting nightlife. After securing sufficient funding for preliminary operations, there will be a three-month period before the nightclub is opened for business. During this time the management team will have secured an operating lease on a suitable building and extensive renovations and refurbishing will happen in the building so that the venue emulates the creative vision of the management team.
Approximately two months into renovations, two key elements of Plazma will begin operations. Staff will be hired and the marketing program will begin on a wide scale across London. We will be recruiting bartenders, servers, dancers and security personnel. The primary concern of all staff will be a high level of customer service and attention to detail. This will be critical to the success of Dance Club Plazma. This dependency on the quality of service will result in the extensive training of employees and opportunities for wage increases amongst tenured employees, in order to motivate employees. The marketing program targeting young business professionals and entrepreneurs and fans of house/techno music, will be widespread and heavily promote the grand opening of Plazma as well as the competitive advantages of it. The grand opening will be central to the early success of Plazma as in the entertainment industry word-of-mouth plays a large role in popularity. Normal operations will begin after this opening.
Short Term Risks
If attendance is unable to meet expectations than we are at risk to fail in the first few months. Cash flow is crucial to the success of the business and if attendance, which is intrinsically linked to all revenue generators, falls short we are at a large risk. Secondly, if we are unable to differentiate Dance Club Plazma from its competitors then cash flow will suffer. It is very important that in the short term, Plazma is able to generate enough revenue in order to maintain a positive cash flow. The fiercely competitive nature of the nightclub industry makes it a risk in the short term to set Plazma apart from the competition. Through an marketing campaign these risks can be minimized. Also, if customer service, which is a key competitive advantage, does not meet expectation, a large number of repeat customers will be difficult to secure, which is vital to the survival of any nightclub.
It is imperative for my business to understand, as well as the internal influences, the external influences of the surrounding environment, which can have a very big impact on my business. These influences are highlighted by analysing such things as a PESTLE Analysis.
A PESTLE Analysis is made up of four factors:
Political
Economical
Social/Culturally
Technological
Legal Influences
Environmental influences
The first factor (political) is very important as it lays out the rules and regulations that my business would have to undertake in order to become a legitimate nightclub.
- There are Government legislations on safety which would have to be taken into account. There are safety rules and regulations which would (depending on the size of the building) restrict the amount of people allowed into the club at any one time. This is done so that in the case of an emergency e.g. a fire breaks out, then everyone can safely get out.
- There are employee health and safety regulations that must be followed accordingly, such as payment of minimum wage, safety and comfort within the workplace, flexible hours, fair treatment, no fear of discrimination of prejudices of any kind etc. This will also include hired security so that if a fight breaks out in the club then the employees do not have to risk harm to themselves by trying to break it up.
- Taxes must be paid, such as income tax, corporation tax and VAT. Also money would have to be spent on monitoring tax payments e.g. a hired accountant to balance books etc.
- Identification checks would have to be made as there are government laws on the age of alcohol consumption (currently 18 years).
The next factor (economic) is important as it shows the current state of the economy, which involves our potential customers.
- It is important to establish the current state of the economy as it depends on the public’s perception of the country’s economic situation as to whether or not they decide to go out and spend money. The economy operates with periods of ‘booms’, and ‘recessions’. Opening the nightclub in a period of recession would be unbeneficial as people would have less money to spend, and as it could find it unnecessary to visit nightclubs, therefore this could affect the success of the business.
- At the moment Britain’s current economic state is bordering a recession, more money is being spent by the government than is being made. This has had a knock on effect and less people are going out spending money on leisure activities such as nightclubs etc.
- Unemployment levels in the local area would have to be considered as it could mean less potential customers, but market research has shown that people who visit nightclubs come from quite a wide area, therefore theoretically it shouldn’t have too big an affect on the business.
- Finally fluctuating prices of electricity and other necessary resources could affect the business’ expenses. This would have a fairly small affect though as prices of electricity etc are at a constant and relatively low.
- It will have to be made clear what acceptable behaviour within the nightclub is, as peoples perception of the nightclub can determine how successful the business will be. Also, as stated before there will have to be security (bouncers) present in order to prevent fights and other illegal activities going on (e.g. drug dealing).
- It is important that the location is chosen carefully, because if the local community are disturbed or there are rising numbers of violence and crime as a direct result of the nightclub, then pressure groups could form, this can be detrimental to the reputation of the nightclub, which in turn can have a negative affect.
Other factor which is also important is Social.
Speaking of the socio-cultural future it should be mentioned that people retire earlier these days, as well as working shorter hours. Average working hours per week have decreased over the last 20 years. As a result many people have more spare time. This means they have time to compare prices in the High Street and the quality of goods and services from retailers. But as a result, they spend more time in the shops.
Another issue these days are the "Green environmental issues". Because people have more time and have ample access to the media via the TV, radio, as well as newspapers and the Internet, the consumer is better informed and therefore this awareness of environmental issues challenges him to care. He wants more than just a product. He is interested in the production process. He wants to know if the factories are environmentally friendly or not, where his product was build and under which circumstances etc. etc
Other factor (technological) is important as it is the challenge of retaining the customers once are inside the nightclub.
- The music system would be very important, as with the technology available nowadays it can be difficult to keep up with the latest equipment. If the nightclub fails to meet customers acoustic preferences then they may go elsewhere or neglect the idea of being there. Therefore the type of music system would have to be considered carefully.
- Security equipment would have to be made available as it can ensure a feeling of security among the customers as well as the nightclub itself. It can be used to highlight possible threats of problems or illegal goings on and therefore deal with them quickly and efficiently.
- The technology available nowadays can provide time saving services such as the monitoring of stock levels, and the monitoring of customers inside the nightclub etc.
Legislation:
The effect of national and world legislations is also important and they involve the following:-
- Health and Safety.
- Employment regulations.
- New restrictions on trade and product standards.
Restrictions on working hours – EU integration
Pressure group politics and consumerism have prompted the introduction of environmental legislation and regulations by the European Commission and individual state governments. Industry has had to change to meet consumer demands.
The most important law governing environmental operations is the Environmental Protection Act (EPA) 1990. The EPA unifies to some extent, previously fragmented areas of environment law. The Act has implications for all businesses that produce domestic, commercial or industrial waste.
The final factor is Environment.
The local, national and world environmental issues are very important because I have to make sure that whilst producing my product it does not affect the environment and I have to look at the following legislations which regulate the following issues:
- Pollution Control.
- Noise Levels.
- Additional Requirements on manufacturing processes.
- Parking restrictions in towns and cities.
- The disposal of waste
Public concern about the environment creates opportunities and pressures for the small business. Ever more stringent regulations are forcing businesses to put in new systems to limit their harmful impact on the environment. Smaller businesses do not have the resources of large corporations, but are in a better position to respond quickly to changes. Businesses require new services and products to help them improve their environmental performance
Mission statement:
We will provide high energy dance music at Dance Club Plazma. We will have the latest music and DJ’s in a fashionable, comfortable and distinctive venue. The emphasis will be on fun and good times with people leaving there problems and inhabitations at the door.
My vision is to provide a good techno/house/ progressive dance music in the club which will be based on Leicester Sq. so our customers would enjoy themselves.
We will offer different music choices and variety DJ’s in order to keep the club fresh and to be interesting place for the customers. However we will keep our main style: techno/house /progressive.
We will provide to our customers with wide selection of alcoholic and soft drink. The staff working for the club will provide a first class service insuring that all of our customers needs are meet and that they are enjoyable and safe time.
The nightclub will be open a different time and will play different type of music. Like for example Friday night the club would be open from 10:30pm to 4am; Saturday – 10 to 3or 4 am and Sunday – 10:30 to 3am, or later till we still have a lot of customers. That how I think that the place will stay fresh and interesting for people. I have decided Friday nights will be more popular with the best in House/ Techno / Progressive music, sometimes we will have guest DJs coming to play their sets in the club. Saturday could be more Club/ Dance music that will keep our customers all night dancing. I am choosing Saturday to be Club and Dance music because more people are going out clubbing than Friday. Friday usually people are tired from work and school and the people who are going out want to have a bit more crazy night than every other night, to relax and to start their weekend. Sunday night I prefer to be Hip-hop, R&B and Pop night, because the next day people are back to work/ school and I think that they need calmer and slower night. All nights will feature various promotions such as drinks or entry discounts.
Objectives and keys to success:
Objectives
- To provide enjoy and comfortable atmosphere for our clientele to relax in
- To showcase the countries best DJ’s and music
- To provide a fashionable and trendy environment
- To become one of the biggest dance clubs in the city
- To maintain a tight control of costs, operations and cash flow though good management and computer based system
Key to success:
- Providing a clean and stylish venue
- Provide the latest music
- Provide excellent customer service
- Tight control and monitoring costs
Marketing is the lifeblood of a nightclub business. If you expect 5,000 customers at your door in one night, you need to find ways to promote your business, increase the level of awareness about your nightspot, and reach new customers while keeping the regulars.
Some of the most common marketing strategies employed by other nightclub owners include:
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Advertising and promotions. Nightclubs owners commonly use advertising to promote their business. Radio advertising has proven to be a potent tool for bringing customers to nightclubs, as well as local newspaper advertising. If college students form a big part of your market, advertise in school publications (if allowed) or sponsor school radio programs.
Brand awareness can also be enhanced with promotional materials (e.g. flyers and brochures) that can be distributed to patrons, radio listeners, among others.
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Grand opening. Many new nightclub owners invest a significant portion of their marketing budgets in making a big splash for the opening event. The public relations activity as well as advertising work towards creating excitement about the new night spot. Some owners even sponsor contests giving away VIP passes in radio stations in order to create awareness about the nightclub.
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Events marketing. Club events organized by themes have become essential marketing tool for nightclub facilities. Events typically bring up the entertainment factor in the club a notch, more so if the event features celebrities. Imagine the publicity your club will generate if you are able to bring in Paris Hilton or any of the hip-hop royalties to attend your event! Your club can host large-scale, indoor/outdoor events, frequent concert-style shows, product release parties, etc.
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B2B Marketing. If you are targeting travelers and businessmen visiting the area, you need to have a presence where they go and stay. Travelers are often on the lookout for places to hang out at night to relax, unwind, and check out the hottest spots in the area. Reach marketing partnership deals with hotels in order that you may place your brochures in their lobbies, or better yet, guest rooms. Buy some ad space in airports.
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Word of mouth. The hip factor, quality of service and overall reputation of a nightclub can fuel positive word of mouth. Coupled with other marketing efforts, word of mouth is an essential crowd drawer in the nightclub business. For example, people are more willing to check out a club highly recommended by their friends, peers, or relatives, more so if word spreads around that the club is where the hottest celebrities hang out at night.
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Web site. A web site is becoming to be an integral element in nightclub marketing. Web sites can be an effective tool for raising awareness and catching attention. Make sure your site is listed in regional directories.
The nightclub business is not as simple as selling alcohol, counting the cash, or just dreaming up the “next hip idea.” It is a complex business that requires a tremendous amount of personal and financial investment. Success in this business depends on what your goals are and what you think you can execute to make the guests extremely happy, have a great time and come back to patronize your club
1. Understand why people come and give it to them. Success in the nightclub business entails an acute understanding of people. Your understanding of what customers’ want will form the basis of your concept, your layout, your operational policies and others.
It is important to remember that different markets patronize nightclubs for different purposes. Some customers go to clubs to be seen at a hip and cool spot. Some come to dance and enjoy, while others love the exceptional service. Some come to find a relaxing place to unwind. Some go to meet people, while some check out the great drinks and food. If you are planning on generating a high-volume business, your nightclub needs to focus on themes that have mass appeal. The key is to understand why customers would come to your club, and then give it to them.
2. Have a clear understanding of the nightclub business. You need to have a realistic understanding of the inner workings of the nightclub business. Many nightclub businesses fail because their owners simply thought that a nightclub would be a cool business to earn lots of money, without understanding the complex requirements this business needs. You need to have the financial smarts and a thorough understanding of its logistics – things that you can only gain from totally immersing yourself in the business. Some business owners even apprentice or work in a nightclub business (not just go to the club regularly), while others surround themselves with people who actually know the business.
3. Provide exceptional service. To be successful, you must provide exceptional service that leaves positive impression to your customers. There must be adequate service employee to customer ratios, including wait staff for the dining area, beverage servers, bussing personnel, and valet staff (if provided). Quality service is a result of various strategies, including continuous service training to all employees (even managers), employee recognition program (e.g. employee of the month, etc.), and higher service employee to customer ratios (e.g. separate beverage servers & bussing personnel, adequate table count for each wait staff, etc.).
4. The right looks for the right market. Decor plays a large role in determining who the clientele will be; the target market should be one of the first considerations when deciding the decor of a nightclub. You need to consider your location, the number of people in the town, and demographics of your neighborhood. If you live in a low-income neighborhood, a ritzy five-star nightclub will be beyond the reach of the immediate market; and upper class folks may not be too willing to travel and party in a low-income neighborhood.
5. Consistent entertainment atmosphere and product quality. You need to ask yourself what the target market can afford and what they want in terms of food, beverage and entertainment – then consistently give them the same kind of quality (or better yet, keep on improving) every single day. The nightclub business is very affected by fashion, so you'll need a good sense for how to make your club "the" place to be.
6. Safeguard money handling and operations. One of your biggest concerns as a nightclub owner is “who is and who is not handling the money.” Theft is always a concern in this business with cash on hand. To minimize your loss percentage, it is essential that you trust your money handlers, if you cannot personally oversee this aspect of the operation (although many nightclub owners prefer to handle money issues personally themselves).
7. Smart financial sense. A nightclub business demand adroitness in managing internal finances and cash flow to meet daily operations and attain capital growth. Your role therefore includes understanding the business side of things. Spend time learning the basics of accounting and bookkeeping in order to understand where your money is coming from. You will be more equipped to manage cash flows, control inventory, and make financial decisions that affects your business. It is critical that you are able to maximize your sources of revenues (e.g. is your biggest slice of income coming from events or bar charges?) and minimize the costs. It is important to maintain strict control of all costs, at all times, without exception, the first step of which is to set targets for food costs and total beverage costs.
8. Flexibility and proper space planning. You can maximize your nightclub’s potential by creating different atmospheres to attract varied clientele. Through proper space planning, your club can be a restaurant by day and a club by night. At night, you can transform part of the unused diner’s area to a dance floor. You can further subdivide the floor plan by creating a quaint mezzanine where customers can relax, underneath of which bars and DJ booths can be created. A section can be cordoned off for a VIP area.
9. Security and safety. Maintaining security and safety is paramount to the successful operation of any nightclub. Your management team and staff should be keen to explore any methods that create the safest environment possible for customers to continue to enjoy their nights out. Make sure that your facility is in accordance with fire ordinances in your area, including number and size of exits. Do not wait for a tragedy such as fire resulting in the death of your patrons to occur before making a thorough evaluation of the safety of your premises. It is also your role to ensure that assaults and other crimes do not occur in your premises involving your customers. To tackle anti-social behavior, a major nightclub in Scotland even went so far to introduce plastic beer bottles in a bid to cut down on violent assaults.