The bottom line is that traditional patron management techniques cost licensed venues revenue. Not only have they controversially led to restrictions being imposed on the industry by the authorities, things like decreased trading hours, but they also don’t make the most of what we’ve already got coming through our doors. The traditional techniques need to evolve to what’s been shown to be the best patron management techniques now in operation.
The new, improved techniques noticeably surpass traditional techniques. They seek to maximise;
- Revenue / profit
- Hospitality patrons experience
- Sustainability of drinking culture
- Venue’s overall service on offer to the marketplace
- Staff enjoyment in their roles
- Protection of venue from liquor law breaches
- Venue safety for both patrons and staff
- Safety in the local community and the local amenity
- Venue’s good relationships with authorities e.g. the Police, Liquor & Gaming NSW
Getting patrons onsite is one thing and once that’s done the next step is keeping them there spending money, most importantly having a good, safe time so that they want to stay and then later come back again.
The improved patron management techniques may initially increase workload, but in the long run, over the course of a day’s or night’s trade, it decreases the amount of work needed to be done and makes life a whole lot easier.
The new improved techniques have 3 foundations as their base; Mood, Assist and Water. Each one of these things must be equally strong for it to work properly, like 3 legs of a tripod each one of these foundations must be equal in strength and application.
Mood: The way in which we interact with our guests / patrons influences their mood. Every time and in every way that we interact with them, we influence the way they are feeling. We aim to elevate our guests / patrons, not to control them via an “us versus them” mentality. We’re all on the same side, we all want the same outcomes.
Assist: Drinking guests / patrons require our assistance. The frontal lobe of the brain, which is known as the executive centre, is effected by alcohol within less than 10 minutes of the first sip of alcohol. This has drinkers become more emotional, impulsive and losing their inhibitions. Arguments in the industry that patrons need to be more accountable for their intoxication in the eyes of the law are both invalid and pointless. By law we have to assist patrons, it’s easy enough to do, so it’s best if we just get on and do it.
Water: Alcohol substantially dehydrates drinking patrons / guests, approximately at a rate of 120ml for each standard alcoholic drink they have. Dehydration is unwanted as it’s linked to increased irritability, decreased cognitive ability and the formation of a negative outlook. It is also linked to hangovers and possible regrets the next day the drinker may have from over doing it. If you keep patrons hydrated, as best you can, then these issues will generally not arise. Having free water available for them to self-medicate is unfortunately not enough. This must instead also be coupled with direct intervention when necessary as well as taking the water out to the crowd in general and offering it to them. Water is like a magic potion in its effect.
Mood, Assist and Water all feed off each other. The stronger they are, in line with hospitable appropriateness, the better the outcomes. The less effectively a venue applies them, the more money they’re leaving on the floor and out of their coffers.