Every week I have the privilege of performing at private clubs and events around the nation, which means that every week I have a chance to review the good and the bad, both things in my control and out of my control.  With this hindsight I write these articles as a sort of event autopsy.  My thinking is, write what can be changed, fixed, or adjusted so that my experience, not opinion, helps others.

So today’s “autopsy” is all about getting members to come to your events.  I’ve written about this topic before but since it’s one of the most important aspects of any event it warrants more thought.

Before we start, I think it’s important to point out that each club has their own unique expectations on what a good crowd size is.  I’ve performed at clubs where 15 people is a success and other clubs where the 150 that show up is a small crowd.  So, take everything below and adjust to your own club’s culture.

Offer daycare on site

This is the top suggestion for getting younger members (25-45) to show up.  On-site daycare will take away any excuse for not coming because of kids, and also give your members an incredible perk of membership.  A small “kids club” with some kid foods (think chicken strips or pizza), a move playing, and other games, all monitored by one or two staff members, will greatly increase your attendance.

Require RSVP by a specific date

Club members love to wait until the last minute to sign up or commit.  It’s just a fact of life for most event planners.  A RSVP by date pushes your members to commit to the event sooner than they normally would.  Consider offering a tiered rate, sign up before this date and the cost is a little less than last minute. 

Tell them it’s almost sold out!

Talking of signing up for the event… no one likes to feel like they’re the only one signing up, so let them know others are too! Use terms like “we’re almost sold out” or “only a few spots left.”

Charge a fee

This is actually really important. Charging a fee to attend an event (as opposed to ambience entertainment like a harpist) tells your members that this is special. Yes, most clubs pass along the cost of the event to the members but some don’t.  I strongly suggest charging your members for the event.  A free show, no matter how great it is, will always be “less than” a performance you pay for. Please note, this does not apply to special events like Stag Night, Tournament Receptions, Galas, etc.

Do the show before diner

When I talk to members after my show, and I always do, I ask what they would have liked to have changed at the event.  More often than not, older members comment that they wish the show started earlier.  Listen to your membership.  If it’s an older crowd consider an earlier show followed by dinner. 

Advertise in new ways

If they don’t know about the event, they won’t come.  Most event planners at clubs do a good job of promoting the event with posters and announcements but let’s do more.  Work you’re your club’s marketing department and membership team to get the word out. Use social media, email, direct phone calls and texts, in addition to your standard in-club posters and videos.  Working with other departments will really help everyone and you’ll see an increase in attendance.

Invite new and perspective members

Speaking of working with other departments, have your membership team reach out to new and prospective members to invite them to the event.  A personal invitation to a special event is a great way to show off your club to both those who want to join and those who just did.  At my show the other night a family of new members were invited to the event by the membership team and they commented that this night made them so glad they joined.

Shut down other options

Nothing is worse than going to an event and realizing that everything else is the status quo.  Here are my thoughts.  If people are paying to come to an event, shut as much as you can down.  Don’t let people off the tennis court sit at the bar in the room, don’t allow people to eat in the dining room if they’re not part of the event.  If your event is outside and your dining facilities are open for others, please make sure that the diners don’t disrupt the show with their conversations.  Respect the effort of your members who did attend the event and also respect your members desire to dine and drink in peace… your closing other venues not part of the show may seem like a disruption but it may actually help prevent complaints!

Check local calendar

This really should be the first thing on the list as it’s really one of the most important aspects of booking a special event.  When you can, check the local school, church, and national holiday calendar. Don’t book shows on holiday weekends unless your club is a destination club (ski, hunting clubs, etc).  Also, if you know your local school district is really into football or sports, don’t book a show on a game night in-season. 

Let them know who is performing

Last, but also important, let your members know who they are coming to see.  Share the performers website, social media, etc.  It’s a sales tool and if the performer was strong enough to get booked by your club, their socials and promotional material should be shared.  A bit of warning… just make sure their social media is “member friendly!”