Why Your Miami Hotel Should Cash In on Live Entertainment
Take a moment to scan the Miami skyline or stroll its palm tree-lined streets and one thing is clear: the Magic City is a destination location and hotels (or tourism in general) make up a healthy percentage of our regional economy. In fact, more than 9 out of 10 people who visit our city do so for leisure and each one of those visitors spends an average of $1,637 per stay.
Not only that, but hotels are a major employer and contribute to the area’s broad appeal. Across South Florida nearly 4,200 hotel rooms will be completed in the next two years, a 71 percent increase from 2017-2018. That means 22 new hotels and continued cutthroat competition. Standing out from the crowd, that is, being different, is essential if you want your hotel brand to succeed and maximize its revenue. Increasingly live entertainment is the key to that success.
That’s because hotels are more than places to get shut-eye. Lodgings both large and small and everything in between have become destination and lifestyle experiences in their own right.
Cashing in on that potential has never been more valuable. And live entertainment, consisting of a DJ, a band, or some other form of entertainment, added as a stand-alone offering or combined with your dining, bar, and/or poolside amenities, is a surefire way to stand out from the crowd and define your own space. In fact, consumers who develop an emotional connection to a brand (hotels included) have a 306 percent higher lifetime value.
The good news is that compared to other industries, hotels are at a significant advantage. You’ve already done the hard part and managed to attract, retain and engage a large number of guests. That includes first-time visitors and repeat loyal customers.
They’ve already booked their room. Perhaps they’re cashing in on their loyalty rewards for additional perks. Now the goal is to encourage them to remain on your property longer still so that they have the opportunity to enjoy additional onsite amenities and your live entertainment. This can include at your bar, at your restaurant, at your poolside area, and at your spa center, etc. After all, live entertainment is an experience that fosters deep emotional connections and entices people to remain where they are. The longer they stay to enjoy the live entertainment means that more food and more drinks will be consumed. Why take an Uber or a Lyft to another venue when everything you need is right where you are?
The Pitfalls of Partnership
For hotel managers who have drank the Kool-Aid and are on board with adding live entertainment, many opt to partner with an event promoter. At first glace this may seem like the best solution. Partnering with someone else allows them to take care of the music, the equipment, the logistics, etc., etc. It also means less headache and hassle for you.
But the drawbacks shouldn’t be overlooked. Some of those net negatives include:
- Hotels that are strong armed – Agreeing to unfavorable terms like sharing bar profits or allowing the promoter to charge a cover – a practice which denies entry to possible visitors unwilling to pay the entry fee – can powerfully impact revenue (and reputation) generation
- Lost crowd control – Like the above this too has the potential to risk damaging your reputation. How? By allowing promoters to attract a crowd far different from the hotels’ ideal client
- Reliability Shortfall – Many of these promoters will fail to establish a regular event. They will not have consistent events, and their quality may ebb and flow from event to event. In short, there is limited accountability and transparency
A Difficult Choice You Don’t Have to Make
So for many of our hospitality customers it comes down to two choices. Either hotel brands lose control over the event, the crowd, (its demographics, i.e. age, gender, location, and psychographics, i.e., personality, values, interests) and who is permitted to enter your event. The alternative is to go through the costly and time-consuming process of planning the event on your own.
The most encouraging news is that many Miami hotels have yet to capitalize on a live entertainment option. The key here is to think big. In order to innovate and remain cutting edge, hotels need to think more like event destinations and not just places to get some sleep. They need to think about how they can transform themselves by offering an entirely new experience.
Sure, there are examples of Miami hotels getting in on the live entertainment act. But dozens of brands have yet to embrace the emerging trend. For a host of reasons live entertainment could be just what your hotel brand is looking for to super charge your revenue and greatly enhance your popularity and the degree to which your most loyal guests and visitors are motivated to come back for more – and spend more money.
Our three step system:
Choose your Setup
Choose the Setup that best fits your entertainment needs. Having the right amount of sound is critical for a successful event, especially in a city like Miami. Our production advisors will help you select the perfect live entertainment option for your Miami space.
For hotels with sound system in place
The Basic live entertainment Setup will provide you with the essentials for the Artist to perform: Mixer, Instruments, CDJs, Turntables and Booth Sound System. This is the perfect option if there is already a powerful sound system in place.
When you need some power
The Premium Setup provides you with everything the Basic Setup does, plus a state-of-the-art sound system. Ideal for entertainment venues with small sound systems.
For Big Open Spaces
The Premium Setup provides you with everything the Basic Setup does, plus a state-of-the-art sound system composed by tops and subwoofers. This live entertainment option also includes a large canopy that will cover the setup in the case of a Miami downpour. Ideal for Pools and open spaces.
For special occasions
Build your perfect "DJ temple" with the help of our production advisors. Choose between an ample offer of sound, lighting, stage structures, lasers, smoke machines... Anything you need to make a long lasting live entertainment Miami impression!