Hi Ady
Well you asked for feedback and here's my slant on the situation. As a punter, collector and promoter I think I have a slightly different perspective than some others because I run my own night and know the stress that goes into running a night so I'll do this from a promoter's head on. What I've always admired about you Ady is that even after 30 it still hurts if you have a bad night.
First off, you've got what most brand owners would kill for – a brand and brand name with iconic status. A name synonomous with quality and success but every brand manager knows that you've got to keep improving it as the competition will bite you in the ass eventually. I look at it this way. Everyone knows where the local church is but they still have to keep ringing the bells every Sunday morning for people to keep coming. Some of the things I say may sound a bit critical but I wish I were you Ady and had your problems (especially the records).
1. Don't know how long you can just 'tough it out' if you're losing money. Things sometimes have a habit of working themselves out if you leave it long enough but I don't know the financial commitiments you have to shoulder each month.
2. As a dj you are probably my favourite in the UK, but as a marketeer you're crap. One of the things all promoters need to utilise to their advantage is the internet. At Boogaloosoul we use email, texts, Facebook, a host of soul, RnB and funk forums to promote the club and are constantly keeping in touch with potential punters for each night. The 100 club is on at a different time each month (and not every month) but no one knows when the next ones on and who's djing. If you want people to plan ahead you need to let them know what to plan and who to plan for. I live in London but I know when Lifeline's on but not usually the next 100 club. Remember people spend a good £50 -£100 coming to London (petrol and accommodation) so they need notice. These days promoters have to find people not let people find them. Granted I get emails from you and you post in soul source but it's just not enough and not far enough in advance. And when's the last time I saw a 100 flyer?
I know you're really busy with your other activities plus life in general so if you haven't got the time you should ask someone to do your marketing for you. I bet you there's loads on this site who'd bite your hand off to help you with your marketing and promotions. And get yourself on Facebook – I bet you'd have a couple of thousand friends within a month or two.
3. Get djs that people will travel to see from around the country. I agree with Russ's comments earlier; I'm a great dj but I'd draw a bigger crowd in Manchester than London coz I'm not known there. One of the factors that make Solid Hit Soul work really well is that Dave has djs that are unknown in London so you go to see the face or if the tunes justify the reputation. If you do decide to go eclectic then book them months and months in advance as they'll do plenty of local and regional marketing for you to try to generate a crowd to support them. I remember when Niamh did the Pow Wow in Sheffield Alan H hired a coach and 50 people went to support her – and what a night that was.
You could even use warm up djs (for the first hour) that are new to playing in London. People will kill to dj at the 100 club and it builds loyalty.
4. You've got a marketing dream in the name of the100 club – probably second in recognition and reputation to the phrase 'Northern Soul' itself now I'm not advocation t-shirts or keyrings (although I bet you'd make a fortune off them if you did) but I'd say you need to plan at least 2-3 nights a year as big as the anniversary with 'really special dj's, themes etc. If you did a 100 club revival night with faces and djs from the past (such as Clarkie) it would be a packer. Stafford's a point in favour of that. Packed to the rafters.
Wouldn't never suggest you change the style and format of the club but you've got to give people a reason to 'keep coming back'. Anything, no matter how good it is, becomes samey if you don't keep pricking people's interest. The London soul nights are doing well – Boogaloo is going from strength to strength as an example but we've now got a new venue and that on its own has increased the numbers. Anything new in the Capital will be a hit until the next new thing comes along.
5. I'd recommend going back to membership or have a strickter door policy. Outsiders do swell the numbers but sometimes they take the 'special' away from the night if they become a little too enthusiastic. Mind you the girl with the six foot legs who was there last month should be given free entry every month.
I could continue but I've run out of time. I bet you that this 'classic' bit of marketing you've done now makes the May date a massive success. When is it by the way? Ouch.