By Faith Haushona-Kavamba
A drastic drop in temperatures, being unable to stick to one’s diet and cowering indoors out of fear of catching a cold seem to be the most common reasons people dislike winter.
Some people operate under the assumption that the former and the latter are to be fingered perceived drops in entertainment based events like music shows.
While there is some truth to it when it comes to entertainment based businesses that operate outdoors, winter is the goose that lays the golden egg for indoor entertainment business like restaurants.
The owner of the relatively new The Lounge: A Druza’s Concept, who also dons the cap of event’s organiser, Andrew Matjila, having previously organised and hosted close to 200 shows at the old Druza’s was among those who said that winter has a negative impact on his business.
His Druza’s brand is renowned for locally hosting internationally acclaimed musicians such as Black Coffee and Malaika, as well as collaborating on major shows like the P-Square concert.
“During winter sales drop because people don’t go out as much as it is cold outside. It all has an all-round negative effect on business because one’s employees need to be paid. I try to have regular events like bringing in sought after DJs to entertain, this entices people to come out,” he said.
An events promoter to the stars, who lists many award winning musicians to his roster of clients who spoke on condition of anonymity agreed with Matjila. He said winter was the time of the year he normally has the least number of events to promote, mostly because his clients do not host events out of fear of not making back what they would invest in organising the shows.
“Most artists hold their events outdoors, at stadiums mostly because they can occupy large numbers of people…But that would be taking a gamble in winter because no-one will fully enjoy a show while they are shivering. Just think about it, how many shows, apart from indoors activities like fashion shows, exhibitions and karaoke events have you heard of in the past two months,” he noted.
However fellow event organiser/ promoter, Knowledge Ipinge begged to differ, noting that it all depended on approach.
“Event management or let me say hosting of any successful event begins with the audience, understanding what will excite and emotionally engage people and creating an event that does that. Winter has a positive effect to my business simply because most of my competitors are not willing to take the risk of hosting events during this time,” he said.
He added that choosing to host events indoors during winter, as well as discovering and using technologies that can support that vision and help achieve one’s goals is the key to successful winter events.
“Or if you choose to host an outdoor event than look at options like creating bonfires for example. The events industry is really all about being innovative and understanding your target market,” Ipinge said.
Carol-Jean Rechter, the managing director of Joe’s Beerhouse, said that her establishment did also not experience any drops during winter, mainly because those are the months when South African tourists frequent their establishment as they are on school holidays.
Conny Pimenta of the Warehouse Theatre shared the sentiments of her two fellows too, saying that their establishment drew in more guests in winter than the summer months.
“It could very well be that this is because we continue with our entertainment no matter what the temperature, but we like to think that our guests feel at home at the Warehouse Theatre and the Boiler Room as both venues have a great atmosphere…As a matter of fact, we’ve had full houses in the Warehouse Theatre for the past couple of weeks,” Pimenta said.
However she pointed out that it a bit of persuasion in terms of marketing to get people out of their houses but once they arrive at the venues they never regret their choice to venture out of the warmth of their homes in the cold.
“Our audiences come specifically for the shows, with no pressure to eat or drink from our side and this creates a very relaxed atmosphere. During winter we make very sure to start the shows on time so our guests know that they can be back home by 22h30 latest if they need to get to bed early. And for this, the audiences will brave any temperatures,” she stressed.
With the general consensus being that winter is a golden goose for most entertainments spots with the right incentives; it goes without saying that those in the business merely need innovative and unique ideas to boost their businesses in winter.
Confidente. Lifting the Lid. Copyright © 2015