The Most Exclusive Scene - Really Worth All The Buzz?
Written By Erin Rachel Toth
Published April 24, 2011 I spend most of my days observing advertising and marketing techniques while analyzing the 5 W’s and contemplating whether it’s smart and/or effective. If it’s one category I know it’s the restaurant/night life scene; I have worked in the service industry for six years. From my experience most of their tricks are the same and can be used to push sales and gain popularity. I am learning more about ‘the scene’ in Chicago since moving here in November; word on the street is that Underground is the hot place to be. What’s so great about this new hot club, you ask… The place has a fancy décor that you can’t see because it is so dark, the drinks are very expensive, it is filled with girls, and you can only get in if you are lucky. Chicago is not short of clubs exactly like this. I think the biggest reason the place is so popular is the exclusivity. Now that I am thinking about it, I don’t even think that there is a sign outside stating the name of the club. To get entrance you have to be dressed appropriately, granted this happens at most late night clubs, especially men. If you want to get in, you need to be on a list, have a name of a “friend”, or be a girl dressed-to-impress. I understand that clubs need more girls to attract the men, but going to a club with 85% girls is not what I am looking for. There is never a line outside; there is only a group of people calling out the doorman’s name: “Alex! Alex!” The club’s other tactic to get the most fabulous people in their club is to send them from Sunda, run by the same owners. Sunda is an upscale ‘New Asian’ restaurant just down the street; also known for celebrity sightings. Normally I am all for manipulating the consumer into spending ridiculous amounts of money for things they don’t need, but for some reason in this case I am not impressed. I feel that if I am making a purchase that is beyond my needs and serving my wants, the product or service should satisfy me; Underground does not satisfy me. Are you on the guest list? |
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