“In order to really keep it fresh, you have to try and do something special.” — Matt Orlove, TRNDS report 2024.
Want to know the secret to promoting clubs on the biggest night of the year? You just read it.
New Year’s Eve isn’t just any party, and party-goers don’t want to treat it like one. To stand out, you need to create a memorable experience and use clever marketing to make your event the place to be. The goal is to make potential attendees feel that they’ve missed the best night of their lives if they don’t show up.
As the world’s largest event platform, we’ve seen NYE sellouts…and NYE flops. The difference comes down to how promoters market their nightclub in the lead-up to the event.
In this article, we’ll walk you through our top nightclub promotion ideas that’ll help fill your venue and bring in NYE the right way.
Skip to the best nightclub promotion ideas
1. Take a temperature read of your community
2. Weaponize FOMO (strategically)
3. Promote New Year’s Eve VIP packages
5. Create organic content that speaks your audience’s language
6. Partner with nano and micro-influencers
7. Look beyond just Facebook and Instagram marketing
8. Use Eventbrite to reach party-goers searching for nightclub events
9. Lean on “enemy marketing” to build a sense of community
10. Make your event shareable by using “social currency” marketing
Build an advanced nightclub marketing plan with these nightclub promotion ideas
Being a brand ambassador for your club all year round is a challenge, but on New Year’s Eve? It’s a whole different ball game. With 59% of US adults [1] celebrating New Year’s, the demand is there. But you’re not the only club trying to cash in on the NYE rush.
Here’s a list of nightclub promotional strategies to set you apart.
1. Take a temperature read of your community
When we spoke with Kae Burke, co-founder of House of Yes, during our Reconvene Session on “How I Stand Out During The Holidays,” she stressed the importance of checking in on your audience’s energy levels around the holiday season.
The reality is you’re not just competing with other clubs; you’re up against work events, family gatherings, and general end-of-year fatigue. A quick temperature check can help you understand what your crowd is craving.
How to take a temperature reading of your community:
- Put your event theme to the “cool test”: Start with your team. Do they think the theme is fun or cool? Would they actually show up? If your team isn’t excited, it’s time to rethink the event theme and concept.
- Use a “vib-o-meter”: Conduct a survey or dig into past event data to clearly understand what resonates with your target demographic. Were bar sales higher during themed nights? Did at-the-door sales spike for certain DJs? How many Instagram shares did your last event get?
To find this information, you can use Eventbrite’s analytics tools. Eventbrite compiles all your past event data in one place, displaying it in easy-to-understand graphs and tables so you can quickly spot trends and insights.
Make the most of Eventbrite reporting.
How to design your event promotion around your temperature read:
- Start planning early: House of Yes start planning their holiday events and promotions in the summer and refine them based on feedback. Follow their lead — brainstorm themes early, then tweak using audience input.
- Maintain your unique edge: If other venues are all doing the same thing, do the opposite. Offer something fresh that aligns with your brand and matches your audience’s energy.
You can see how all of this came together for House of Yes’s Gala Galactica NYE event:
Using their Eventbrite data, House of Yes found their audience loved “sci-fi” themes for NYE, so they crafted a futuristic celebration that captured their signature style.
2. Weaponize FOMO (strategically)
One of the biggest NYE worries is buying tickets to a boring event and missing the epic party.
This sense of FOMO is a powerful tool for event promotion — but it only works if you’ve built trust.
Club promoter Brandon Willington shared a story about a festival he worked with that falsely claimed to be 80% sold out in an attempt to create urgency. The problem? When people went to buy tickets, they saw plenty available. It didn’t make an impact because the audience had no reason to believe it — they couldn’t see the ticket scarcity for themselves, and the festival had never sold out before.
The lesson? Only use FOMO when you’ve built a reputation for selling out.
The best way to build this trust is to be transparent with your promotions. If you say you’re close to selling out, make sure it’s true. Once you’ve established a track record, you can use FOMO effectively to drive ticket sales right before the final rush.
FOMO-inducing promotion ideas:
- Brandon’s “keep it a secret” trick: Review waitlists, social media comments, and email replies to identify those who missed out, then privately message them with: “I noticed you missed out last time; here’s early access — keep it a secret!”
- Flash sales and time-sensitive offers: Use 24-hour flash sales to create urgency and drive immediate action.
- Highlight reels and public call-outs: Share event highlights and publicly shout out ticket buyers on social media to showcase their unique experiences and add social proof.
Now that you’ve set your FOMO strategy, let’s move on to one of the most sought-after additions to an event marketing plan: VIP packages.
3. Promote New Year’s Eve VIP packages
Our recent TRNDS report found that events mentioning “VIP” grew globally by 18%, and VIP packages are among the top three add-ons used for shows in 2024. Not only that, but 78% of attendees planned to spend the same amount or more on events.
The biggest takeaway is that attendees are willing to pay more for access to VIP-only areas and free drinks — especially on occasions. These preferences likely hold true across events, so keep in mind that the exclusivity of a VIP lounge and the convenience of an open bar are the biggest draws to your potential VIPs.
But to really capitalize on party-goers’ urge to splurge on NYE, you need to offer VIP packages and promote them across your social media channels. This helps highlight the exclusive experience as a must-have perk. For example, guests who pay a little extra for VIP access will enjoy special treatment and priority entry, like not having to wait outside in a long line, with everyone else.
What to include in a high-value VIP package:
- Bottle service options: Offer packages with different bottle quantities, starting with a single bottle and scaling up. Higher-tier packages could include premium liquor selections or additional mixers to enhance the experience.
- VIP-only room: Provide access to an exclusive room, separate from the main crowd. This area could include luxury seating, personalized service, and a more private party vibe.
- Premium location: Reserve prime spots in the main room for VIP guests. These tables offer a superior view of the DJ or stage, enhancing the experience. Include special perks like a dedicated server or priority ordering.
- VIP bar access: For guests who don’t need a table, offer entry to a dedicated VIP bar area with faster service and a more curated drink menu to avoid long wait times.
How to use your VIP to promote your club:
- Offer discounted early-bird VIP packages: Kick off ticket sales with discounted VIP packages. With Eventbrite, you can set up the perfect discount for your event — customize the amount, select specific tickets, and control timing, all in just a few clicks.
Offer multiple rounds of VIP tickets, increasing the price as New Year’s Eve approaches. This strategy not only creates a sense of urgency but also rewards early buyers. - Share street-style VIP guest interviews: Capture testimonials from past VIP guests, leaning into a playful, celebrity-inspired vibe. Use a phone to film quick, candid interviews, sprinkling in humorous questions like, “So, how does it feel to be better than everyone else tonight?” Share these snippets on your socials to show the value of upgrading to a VIP package.
- Encourage group bookings: Design VIP packages tailored for groups, such as “Party of 6 VIP Table” with bottle service, priority entry, and personalized service. Emphasize how these packages provide a hassle-free experience for groups looking to celebrate together.
💡Pro tip: Embed your event registration link on your social media profile and promotions so guests can book directly on the page as soon as they see your VIP offer. Then, use Eventbrite to create and add a promo code for an early-bird discount to drive sign-ups.
Discover more about discounted tickets.
4. Build ticket pricing tiers
Pricing VIP options is a tricky balancing act. You want to set prices high enough to maximize revenue but not so high that you can’t sell enough and end up losing money.
Offer a range of ticket tiers to cater to different budgets. For attendees looking for a more affordable option, provide a basic VIP package at the lower end, priced slightly above general admission. For those seeking a premium experience, introduce higher-tier options that include exclusive perks, like priority entry or bottle service.
Here’s how to hit the sweet spot:
1. Analyze Your Audience’s Spending Habits: Start by reviewing your event data to see what attendees usually pay. Who has attended similar events in the past, and how much did they spend on VIP packages? Look at specific instances where you set higher prices — how did that impact sales? Understanding these patterns will help you gauge what your target audience is willing to pay and identify the perks that attract them most.
2. Build your tiers from the bottom up: Start with general admission or a basic VIP tier to set the baseline. What minimal perks can you add to make this feel like an upgrade, like a free drink or early entry?
Then, move to the mid-range options. How is this different? Maybe reserved seating or exclusive bar access. Finally, go big with your top-tier package (gold or VIP) that screams luxury — think bottle service or access to a VIP lounge.
3. Price above general admission: Use your past event data to set prices for each package. Look for specific indicators, such as how different pricing strategies impacted sales.
For example, on Eventbrite, compare sales data—if you previously charged 20% more for a Gold tier ticket, how did this affect overall ticket sales? What is the average price of your VIP packages, and which events performed best? You can also conduct research on your competitors to see if your packages are attractive or if adjustments are needed to match the value you’re offering.
Keep in mind that, while it may be tempting to raise pricing and offer multiple levels of VIP access, you should only do so when there’s real value compared to general admission. Charging a premium for an experience that isn’t significantly different can hurt your ticket sales and damage your reputation, especially on holidays when price gouging is particularly disliked.
5. Create organic content that speaks your audience’s language
Let’s face it: attendees, especially Gen Z and millennials, have a very low tolerance for gimmicks when it comes to social media marketing. They can spot inauthenticity from a mile away. If you’re not being genuine, it’ll hurt your campaign or come off as “cringe.”
The best approach is to connect with your attendees and mirror their vibe. Spend time on the ground, chat with guests, and observe how they interact with and about the club.
Look for specific details such as:
- What are attendees wearing to your club?
- What language do they use to describe it?
- How do they interact with your venue — for example do they use it as a pre-event spot, or is it the main event?
Then, use the insights you gather to shape your club promotion ideas.
For example, Respectable Street has an audience with a grungy vibe, so they use dark humor and edgy jokes to connect with them in a way that feels authentic — and you can see in the comment section that this approach works. Their humor feels genuine, not forced or awkward.
Organic content ideas you can use when promoting clubs:
- Trend jacking: Look for rising trends among your target audience and create video content around them.
- Inside joke memes: Create meme posts based on your crowd’s inside jokes.
The key is to use language that resonates with your audience, avoiding a sales pitch every time. Aim for a 50/50 split to start, then test and adjust as needed to strike the right balance for your community.
6. Partner with nano- and micro-influencers
Did you know 82% of consumers are “highly likely” to follow a recommendation from a micro-influencer? The reason is smaller influencers, aka nano- and micro-influencers, have a niche audience filled with loyal fans who trust their opinions — ultimately leading to more ticket sales.
“Whether they simply want to turn their side-hustle into a full-time gig, micro-influencers are always looking at their analytics to see how their posts are performing” — Natasha Fuentes, Eventbrite’s Influencer Marketing Manager
Promotion ideas for an influencer-led campaign:
- Get ready with me or “pick my look” content: Have influencers share their outfit options for your event, building excitement and anticipation. For example, Tiff Baira showed off her outfit options for Georgia Room NYC to promote their upcoming event.
- “Day in the life” content: Have influencers weave your event into their routine to make it feel natural. For example, they can highlight how they get ready and head to your event. On NYE, they might share snippets of their day leading up to the celebration.
- Best things to do lists: Influencers can create curated “must-do” lists featuring your event as a top pick. For instance, sarahhodgson put together a list of affordable NYE events in New York City:
💡Pro tip: Check out our micro-influencer marketing guide to find out how to build an outreach strategy and measure success.
7. Look beyond Facebook and Instagram marketing
The end of Facebook marketing has been predicted for years, like some doomsday prophecy. And now, it seems the time has come, with Facebook declining in popularity with younger event-goers.
That’s why event organizers, like Matt Orlove from Orlove events, are starting to look at other alternative marketing strategies for promoting clubs and events.
“For over a decade, Facebook and Instagram have been such integral parts of our promotional and advertising strategy, but I believe we’re entering a period in which the audience for both is dwindling, especially for the younger demographic” — Matt Orlove.
Where to promote your NYE club event:
- SMS text message: Create a sense of urgency by sending exclusive early-bird ticket offers directly to your audience’s phones. Use a service like Twilio or SimpleTexting to schedule these messages, including a direct link to your Eventbrite registration page.
- Discord: Set up a Discord server and create channels for announcements, ticket info, and event discussions. Encourage fans to join for behind-the-scenes content, early access, or giveaways. DJ Dani Love does this well, building an engaged community that feels like an insider club.
- Reddit: Share your event in relevant subreddits like r/Nightclubs or local city threads. Make posts that provide value, such as “Top 5 NYE Parties You Can’t Miss” and include your event as one of them. Redditors appreciate honesty and genuine recommendations, so engage in other discussion threads to show your genuine interest and avoid appearing spammy to moderators.
By diversifying your promotion platforms, you’ll reach more potential attendees and connect with your audience in a genuine way, outwitting your competition and reducing ad fatigue.
8. Use Eventbrite to reach party-goers searching for nightclub events
Promoting your club on event discovery sites is a fantastic way to increase visibility and let potential attendees discover you when they’re searching for nightlife experiences. At Eventbrite, we offer a free version where you can easily post your event and include relevant phrases to help categorize it effectively.
But if you’re looking to maximize your reach, it’s worth investing in Eventbrite Ads. They increase event visibility and help your event show up in the top search results for specific phrases you want to target.
For example, Aykut Events saw a 488% return on ad spend when using Eventbrite for their New Year’s Eve campaign, resulting in an impressive $4.88 return on every dollar spent.
“Eventbrite Ads is a great tool. It’s so extremely easy to set up… you can set it up in seconds.” — Aykut Akcaoglu, Aykut Events
How to use Eventbrite ads to promote your club:
- Log into your Eventbrite account: On the home page you should see your upcoming events.
- Create a new ad: Select “Promote your Event” on the event you want to advertise. This will take you to the Eventbrite Ads tab.
- Choose your objective. Select “Increase awareness” if you want to maximize impressions and reach as many as possible. If you’re looking to sell more tickets, you’ll want to select the more targeted option, “Drive traffic.”
- Build your ad: Set the duration of your campaign and your daily budget, then design the ad using images and descriptions that showcase your club’s vibe.
- Set your target location: Here, you can select your target area with a radius of up to 50 miles.
- Set up your payment: By default, you’ll be billed monthly based on your selected budget until the end date for your campaign.
- Track and optimize: Use Eventbrite analytics to monitor ad performance, making it easy to adjust targeting, keywords, or ad creative for maximum results.
Start using Eventbrite Ads today
9. Build a sense of community with “enemy marketing”
Believe it or not, one of the best ways to connect with your community is to unite them against a common “enemy.” When promoting clubs on New Year’s Eve, there are many common frustrations you can use to boost your venue marketing. Position yourself as the “friend” who fights against these struggles and shows you understand your audience on a deep level.
Ideas for enemy marketing when promoting clubs:
- Declare war on “bad vibes”: Promote your club as the go-to spot for a fun, carefree atmosphere — nothing like the sleazy, overcrowded spots your crowd is used to on NYE. Use phrases like, “Tired of feeling uncomfortable at clubs? Come to [Your Club Name] where the vibes are always right!” to make it clear your venue is all about positive energy.
- Fight the “line” tax: Highlight your VIP or pre-sale tickets as the ultimate line-skipping hack. Use targeted ads with phrases like, “Hate long lines? So do we. Grab VIP access now and head straight to the dance floor!”
- Take down overpriced drinks: Post fun Instagram stories with catchy captions like, “Empty your glass for the New Year, not your wallet,” set against videos of attendees raising their glasses and toasting to the night.
💡Pro tip: Ask your audience what they want to boycott by creating an Instagram poll with options like overpriced drinks, long lines, or high ticket prices. Pick issues that are within your control. After the poll, use a greenscreen filter of the $5 cocktail menu, the VIP entry registration page, or a poster of discounted tickets to show how your club is solving that problem.
10. Make your event shareable: use social currency marketing
Social currency marketing is all about giving people something brag-worthy to share. The key is ensuring that what you’re offering makes the attendees look good and want to share their experience.
In other words, just being associated with your brand improves their social standing in a one way or another — whether that’s because your events are exclusive, and scoring a ticket makes them feel important, or because your underground vibe is edgy and makes them look more interesting and “artsy” as a person, enhancing their image.
Marketing guru Takumi Shyegun’s captures this perfectly when talking about the rise of “run clubs”.
They thrive because members look healthy and cool, so they can’t wait to show off to their friends. You can do the same with your NYE party by creating social media content that makes your attendees look super cool for scoring a ticket to your event and want to share it with the world.
How to use social currency marketing to promote your club:
- Lean into the “cool kids only” vibe: Highlight past guests who have a strong social presence, like a local celebrity or influencer. This reinforces the idea that only the most in-the-know attend your events. For example, Salt Shed shared a black-and-white, close-up shot of the “nosebleed” section, capturing the crowd’s raw energy:
As you can see from the comments, an attendee tagged their friend to show off they were in the photo, sparking further shares and expanding the event’s reach.
- Create insane “exclusive sneak peaks”: Share intriguing clips of the event setup, like glimpses of a wild light show or themed cocktail that show off the epic experience they’re about to have.
- Build mystery around your event: Post teasers hinting at secret performances or interactive elements to make your followers feel like insiders who are part of something exclusive.
The secret to using social currency marketing, and successfully promoting clubs, is to identify and lean into what makes your experience special. Tap into emotions like FOMO and the desire for exclusivity to build hype and create a movement around your event. That drives anticipation and helps get more partygoers through the door on New Year’s Eve.
Unlock the secret to promoting clubs
New Year’s Eve is the ultimate night to celebrate, with countless venues competing to be the destination for partygoers. Attendees are looking for a place that promises an unforgettable experience — a venue that truly stands out.
So, the real issue isn’t getting people excited to go out on New Year’s Eve — it’s convincing them that your event is the ultimate destination and standing out against the competition, who are all looking for the same thing: high attendance and impressive ticket sales.
To get ahead, go back through our guide and take note of any tips you’re not yet using. Are you playing up FOMO? Are you using relatable organic content to build a sense of community? Then, prioritize the most impactful strategies and work from there. Maybe start with a temperature read, and move on to building a sense of community around “enemy marketing.”
With Eventbrite, you can easily dive into your social media and event stats to see what’s hitting the mark and where you can boost your nightclub marketing efforts.
1. Infographic: How Americans Celebrate the Winter Holidays, Civic Science.
