Nightclub tries to get over-30s off the sofa
A NIGHTCLUB boss has launched an ambitious move to tempt more over-30s off their sofas and into his venue – by letting them in free of charge.
Pete Terry, owner of Manhattans in Uttoxeter, says the biggest reason that comparatively older clubbers are staying home is the requirement to pay an entry fee.
Pete, who is 42, is making a concerted effort to create a “broader demographic” at his Market Place establishment.
He said: “We found it interesting in Uttoxeter that we weren’t getting as many older people as at our other venues.
“Having canvassed some opinions, we found they didn’t like paying to get in.
“We went round town and asked people aged over 30 whether they’d like to come to our club and that was the most common problem they gave.
“So I thought ‘why not remove that obstacle?.’
“Our bars are designed to appeal to a broader demographic – Uttoxeter’s a small market town and we want as many people as possible to enjoy our venue. I still go out to nightclubs and really enjoy it.”
Entry to Manhattans, which also houses Society Bar at the front of the venue, is free before 11pm and costs up to £5 to get in after that.
The new offer will give anyone aged 30 or over, who has ID, free entry all night on Fridays and until midnight on Saturdays.
The move is to be rolled out across all the clubs run by Mr Terry’s firm, Disco Bars Group. He said: “These kind of offers are found up and down the country, from offers for over-60s at B&Q to loyalty cards at Starbucks.
“It’s our way of making everyone’s night better. There’s been some bad news for the hospitality industry recently, with lots of operators posting big losses. The weather’s been really hot this summer and the World Cup’s been on, meaning people have wanted to drink in the day – rather than at night.
“But we’ve always found Uttoxeter to have a really steady market on Friday and Saturday nights.”
Among the other clubs owned by Disco Bars Group are Manhattans branches in Long Eaton and Ashby.