London nightclubs need to find something to make them stand out if they are to survive, according to a VIP host.
In recent years, the rise of dinner first cultures, economic pressures, and greater social selection has left nightclubs with no choice but to rebrand, close, or narrow their customer base.
Maison Close, a Paris-inspired house music nightclub in central London, was replaced by Itzel and changed location in July.
XOYO, an iconic underground music hub, was relaunched in January, and Tabu London, an Asian themed nightclub, rebranded to Rumour last month.
Thabiso Carter works as a VIP host at Selene and REIGN and is involved in multiple nightclubs including Cirque Le Soir and Rumour, all of which are some of Londons most well-known and popular night clubs.
He said the rebrand at Rumours introduced a buzz within the first few weeks but has already seen a fall in numbers because people wanted to feel more of a sense of exclusivity.
He suggested that London nightlife comes with higher expectations and clubs have to find something that makes them stand out.
Carter said: “What is changing is what people want from a night out.
“Clubs struggle to maintain the same hype they had when they first opened.
“You need to keep people talking about it and give them a reason to come back.”
Nightclubs like Dear Darling, Maddox and Tape are also seeing vast changes in consumer behaviours, spending habits and competition.
Aaron Benito is a partner of Dear Darling, a well-established nightclub in Mayfair, that has two floors and constant investment with continuous growth through the use of promoters and VIP hosts.
He explained with the economy’s slow growth, clubs as a whole are finding it harder to break even with an estimated amount of £50,000 a week as a target.
This therefore leaves established night clubs with no choice but to rebrand or close.
Reopening with a new name or relocating keeps clubs successful for the next two to three years and has created a number of changes at some of London’s most famous clubs.
Benito said: “Nightlife isn’t the same as the younger generation drinks less and therefore spends less money.
“Hospitality as a whole is suffering as bigger spenders are moving to Dubai.
“Clubs are only successful if the atmosphere is good as it encourages customers to spend.”
He added that exclusivity may attract a better crowd but is not financially practical as those members will still not spend that much.
According to the Night Time Industries Association the disappointment is greater because the promise was better.
They said night clubs are over promising and under delivering making the overall experience not as good as expected.
Featured image credit: Thabiso Carter
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