Monday, August 12, 2024
We owned a bar that featured Rum. Lots of rum. To be fair, 134 different rums from all over the world. We had a tropical theme and people who came in enjoyed the rum cocktails and easy going vibe. Jimmy Buffet, God rest his soul, would have been proud. But we wanted to create something that would keep the guests coming back. Out of that desire, an idea was formed. We started a Rum passport club. We printed an actual passport that listed the rums, told you where they came from and gave a brief description. Then, as guests came back and filled their passports up by purchasing shots of those rums, they were awarded prizes. Embroidered shirts, hats, tasting glasses, copper mugs, dinner for one and other fun things. The club became an absolute monster. People would come in wearing their Rum Club Member shirts and see what they needed to drink to get to the next level.
Once a month we would partner with a supplier who would donate a bottle of something that we would feature and all of the Rum Club Members could come in and fill up their passport for 25% off that night. When someone would get a group together and ask where they wanted to go for drinks, the Rum Club members would want to go where they could fill their passport. And even better, they would get their friends enrolled in the club as well. Now, to complete the passport with the 134 rums cost $1375.00 just in rum purchases but no one came in and just drank, they ordered food. And their friends ordered food. So by the time we had someone complete the rum club, there were probably $3,000 in purchases. And they became loyal customers. Now, you would think that getting through that was quite an accomplishment for one lifetime, but guests who finished the passport immediately got another and started to fill that one up. The second time through, we upped the prize game and they got more swag. Much of that swag advertised us and who we were . And again, they were spending money and bringing friends. We actually ended up creating a "Wall of Fame" where when they completed so many passports, they just got their name on a wall plaque. So, there wasn’t even an expense other than creating the display piece.
Though it’s hard to believe, we had a guest go through the passport 16 times. You do the math. It was a very profitable club! So, Rum's not your thing. What about a Tequila Club, A Whiskey Explorers Club, A Robert the Bruce Scotch Society? Get guests in the club and reward them for doing so. Build a brand around it. Have Tequila nights. Get suppliers to get you swag and prizes. Train the staff so they understand the product. Have fun. And laugh all the way to the bank.
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Father of Five , married to the love of his life for over 40 years and a business Card that reads; “The Idea Guy”, Steve lives in a world of creativity. He attended the University of Maryland where he majored in mass communications that help to fuel that creative streak. His Foray into Hospitality and his creative ideas and concepts has allowed him to have fun all of his professional career. He has owned five award winning restaurants and that has fueled his passion for “thinking out side of the box”. His restaurants have received accolades including “Top 100 in America” and Steve was named the State of Maryland’s “Restaurateur of the Year”. Steve has a passion for Philanthropy and his Restaurant Group has helped to raise over 7 Million Dollars for Charities. He is passionate about writing, public speaking and Maine Lobster with drawn butter.