Does a dance club need a valentine’s night?
I felt compelled to post about this subject. First of all I have to say I am not one of those people who believe that valentine’s should be celebrated the way it is – I believe it’s a yet another opportunity for overpriced dinners and useless gifts, an idea abused by marketers world-wide to the point that people feel the social push to do something on that day assuming they have someone to do it with or feel bad about it if they don’t. Along with everyone else even clubs and apparently their managers are living in this fantasy too, which is fine, but when it comes down to Dance clubs I think it’s a bit weird.
Here’s what on for this Valentines night:
- Lover’s Day @ Club The Escape
- “If music be the food of love, play on” @ klubd
- Valentine’s Night @ Versus
Club The Escape will celebrate Valentine’s with psychedelic. Yes people in love can listen to psychedelic too, the question is though, will people in a relationship who actually celebrate Valentine’s go to a psy party? Of course when was the last time that Club the Escape had made some sensible decisions?
Who are the customers of these clubs to start with? It only takes going out a couple of times to make reliable statistics that they are 18 to 30 year olds, mostly single middle-class male. It’s unfortunate even if we won’t admit it, that the proportion of women to men in clubs is small, and for dance clubs it’s just laughable. While everyone is aware of this fact, Versus is planning night based on ‘let us find you your Valentine’ theme. I was wondering how they’re planning to achieve that in the ‘natural/normal’ way but then I noticed that they have a low-priced open bar; which then translates the ‘let us find your Valentine’ to ‘let’s get you wasted and you might end up going home with someone or something’. At least people at Klubd seem to have put some more thought into the subject realizing that it won’t help them promoting Valentine’s as a night for people in love with each other but for people in love with music and at the same time kept their price the same as previous weekends (before anyone complains even though it’s a bit irrelevant with this posts’ topic I have to mention about their price drop from 25 to 10 euro since they opened a few months ago – which for some is taken as a sign that they failed and by others as a sign that they are quick to spot their mistakes and fix them).
Anyway, simply put, what I’m trying to say with all the above for anyone who hasn’t already got it, is that dance clubs on this particular over commercialised day, should keep the same character and theme as every other night they are open after all they are the ‘underground’. Keep the same pricing model and don’t waste their money on stupid decoration that doesn’t really impress anyone. The one’s who will celebrate this night will probably exchange their gifts, go spend their 50-60 euro per person (yes it’s the men who pay) at a posh restaurant (aren’t they all posh nowadays?) and then go home have a good one; they will definitely not come to a dance club full of drunk men breathing down the neck of their women. So what’s the point of having a valentine’s night at a dance club?
Club The Escape will celebrate Valentine’s with psychedelic. Yes people in love can listen to psychedelic too, the question is though, will people in a relationship who actually celebrate Valentine’s go to a psy party? Of course when was the last time that Club the Escape had made some sensible decisions?