BARS & NIGHTCLUBS PROFILER 2018 Brought to you by Media Group Online, Inc “DRINKING PLACES” EVOLVING WITH YOUNGER PATRONS’ TASTES © 2018 Media Group Online, Inc. All rights reserved

SALES STRONG, BUT COMPETITION IS INCREASING www.mediagrouponlineinc.com SALES STRONG, BUT COMPETITION IS INCREASING Total 2016 revenues in the US Census Bureau retail category, “drinking places” (NAICS code 7224), was $24.0 billion. Revenue for the first 11 months of 2017 amounted to $25.4 billion, a 16% increase over the same 2016 period. Nevertheless, the On-Premise Intelligence Report from Technomic and Beverage Marketing Corporation stated that increasing drink volume sales is a challenge, because of less consumer traffic. The On-Premise report blames less bar and nightclub traffic on competition from other venues, such as sports stadiums, winery and craft brewery tasting rooms and even fast- casual restaurants, that are offering sophisticated alcohol and food choices.

www.mediagrouponlineinc.com TENDING BAR 2017 spirits sales increased 2.3% for the 7th consecutive year, with whiskeys (bourbon, rye, and single-malt Scotch) the leaders, increasing almost 4%. Non-whiskey spirits increased 1.7%, with tequila, mescal, brandy and Cognac as the leaders. Wine sales have continued to increase somewhat (1.3%), as consumers choose more expensive wines. Sparkling wine sales increased 23.2%. Premium- and higher-priced spirits and wine accounted for 33% of spirits and 20% of wine sold. Sales of beer decreased 0.5%, and since beer is almost 80% of all alcoholic beverage purchases, it makes a big impact. Overall, 2017 alcohol consumption decreased 0.2%, double the decrease of 2016; experts credit a moderation/abstaining/health trend.

MILLENNIALS CAN DRINK, BUT WILL THEY www.mediagrouponlineinc.com MILLENNIALS CAN DRINK, BUT WILL THEY According to Mintel, Gen Xers and Baby Boomers are infrequent on-premise drinkers. Older Millennials are primarily dark-spirits consumers and are more likely to try different types of beverages than other groups. Millennials are not visiting nightclubs as often as older generations did at their age. Reasons include an inability to socialize easily, the high cost and that it is impersonal. Some solutions include bar games that encourage interaction and packages for groups of customers, providing bottle service and special treatment at a lower cost than VIP

NIGHTLIFE ENTERTAINMENT CHOICES www.mediagrouponlineinc.com NIGHTLIFE ENTERTAINMENT CHOICES According to research, playing fast music results in more alcohol consumption. Playing music compared to no music causes customers to spend more time at the bar. Successful bars use the music volume to buffer conversation from table to table; it should be loud enough that customers cannot hear the conversation at the next table, but low enough for a conversation at their table. Millennials like to play games, including traditional board games, ping-pong, billiards, virtual-reality games and old-school arcade games. Arts & crafts at bars are also gaining popularity, with activities, such as painting and Lego® building.

www.mediagrouponlineinc.com BARS GO HIGH-TECH A new app called Current Nightlife uses a Snapchat-like interface that shows live video of activities at local nightclubs and bars. Owners and patrons can upload a video. The app will eventually let bars send exclusive invites and offers to patrons. Some nightclubs are using digital venue management systems to identify frequent patrons for special services, to personalize and analyze marketing activities and to improve efficiencies. Several cutting-edge nightclubs have interactive touch tables that customers can use to create and project images and messages onto the walls or place orders with their servers.

www.mediagrouponlineinc.com WELCOMING THE FUTURE As consumers become more health- conscious, more high-end “mocktails,” craft sodas and clean-label juices will be served in bars and nightclubs. Alcoholic cocktails will include healthy ingredients, such as turmeric, blueberries, ginger and coconut water. Craft spirits and beers will become even more popular during 2018, as Millennials search for unique taste experiences. Bars will differentiate themselves by serving locally inspired drinks and drinks made with locally sourced ingredients. In limited markets, cannabis-infused wines and beers will become available. Due to the prevalence of social media, colorful cocktails will gain popularity.

ADVERTISING STRATEGIES www.mediagrouponlineinc.com ADVERTISING STRATEGIES Build a base of regular patrons with a VIP program, then encourage them to invite others, with discounts/coupons or points in a rewards program. Contact popular touring and/or local bands to have their after-parties at your venue. Promote your bar or nightclub with local companies for happy hours with a group discount. Offer an Uber or Lyft ride, also at a discounted price.

www.mediagrouponlineinc.com NEW MEDIA STRATEGIES Encourage customers to post photos or videos of your bar on social media with your hashtag to earn discounts. Reach Millennials via Instagram and Facebook, featuring interesting drinks, food and entertainment. Host a dance contest and feature video clips of the best (and most attractive) dancers on your Website and social media.

TITLE Body copy