Alana Udwin

The Business of Partying Alana Udwin

The Business of Partying examines the production, creativity, and strategy behind nightlife hospitality. The nightlife industry encompasses operating a nightclub, bar or other evening destination and marketing the "night out" experience. While not an easy business, it can be a lucrative one with numerous perks if it is done right. The author delves into the minds of nightlife's leading experts and the business models of some of the top nightlife groups and venues in the United States. Tying two main topics together, the book explores how these venues break out of the clutter and how industry-specific marketing tactics have evolved in this digital age. Each generation typically employs some form of the "work hard, play hard" lifestyle, and nightlife brands must fight for their "play hard" attention and money. What makes each individual venue a unique nightlife experience, and what influences partygoers to choose that brand over another? This book is a collection of stories from an array of industry professionals who have created successful nightlife experiences.