C – ThruAn Entertainment Venue

Team 6:Aaron Itsell, Chelsea Rollins, Christina Sanger, Melissa Tenney

HTE 3570-OTRHospitality and Tourism Marketing

Preview of What C-THRU is all about…..

http://www.youtube.com/watch?v=OTRkFMrNjTk

What is C-THRU • entertainment venue type with a burlesque speakeasy lounge feel• Its located in Las Vegas, Nevada in an off the strip standalone property

that has no ties to one specific hotel• We are a nightly burlesque and variety show that will be reminiscent of

the heyday of burlesque with an updated and upscale twist• Following the burlesque show the party will continue with lounge funk

and instrumental house music that gives a relaxed and comfortable atmosphere

• Aim= entertain our clients in an upscale, fun environmet – sophisticated gathering place, there is a low and inviting glow filled with modern design

and the clientele to match

Las Vegas

• Attracts 300,000,000 annually

The Burlesque Show • Will take place nightly at 10pm

with an extra show on weekends taking place at 8pm

• There will be enticing entertainment where guests will be able to sit back and relax while sipping cocktails and enjoying the upscale environment we provide

After the Show • C-THRU is quiet, save for the

ambient DJ-driven music that rarely disappoints. It avoids all gambling and serves the drinks just as you want them, strong and often. C-THRU is planned, yet seamlessly flowing.

• Goals and Objectives Include: – Providing an upscale experience

to all clientele, both local and transient, by providing memorable service, unique cocktails and tasteful adult entertainment

Marking Strategy • 21-34 year olds • Our clientele will come to Las Vegas seeking a different Vegas experience

without the cheap drinks, bad gambling atmosphere, but who cannot afford a high rollers only experience.

• We seek to attract the bachelor and bachelorette parties to want to show their friends a high profile lifestyle, for a more affordable cost

• We seek to attract those who want a laid back lounge atmosphere with tasteful adult entertainment through burlesque and lounge entertainment.

Situation Analysis

Company• C-THRU Cocktail Room and

Entertainment

Current Market Status/Situation • Nightlife is very popular for tourists

coming to Vegas. It is one of the main attractions people are interested in, besides gambling that draws a large crowd.

• One of the more popular Burlesque shows in Las Vegas currently is the Absinthe show at the Caesar’s Palace Hotel. Absinthe would most likely be our biggest competition.

• Currently, Las Vegas attracts mainly 21 to 34 year olds who are visiting for bachelor or bachelorette parties or celebrating a 21st birthday

Strategic Plan

Goals • To provide an upscale

experience to all clientele, both local and transient in a permanent, respectful setting that can be attributed to the memorable service, unique cocktails and adult entertainment in a relaxed after hours bar.

Methods of Marketing • Select placement of billboards, avoiding areas

such as the strip, and along the highway to Los Angeles

• Lit signs on select few taxi cabs?• Signage in the airport terminals?• Magazine ads in: Vegas Magazine, GQ (city

guides), Vegas7, Las Vegas Weekly, Travel & Leisure, Food and Wine Cocktails (goal to make top 100 bars), spin magazine, Imbibe Magazine

• Social media pages• Winning awards in magazine’s “Best Bars List”• Bringing in local and national bloggers to

experience the night of their lives• Concierge in hotels that would like to enjoy the

kickbacks received for referring guests over

Market

Current Market • When searching “speakeasy”

in Vegas online there are 15 locations that come up so compared to the average bar out there our market is significantly smaller. It seems as if based on reviews the largest competition for a speakeasy lounge is called Downtown Cocktail Room.

Desired Market Share

Budgeting • Within the first 3 months, the venue

sees an 80% occupancy level during business hours. Within the first year, the goal is to break even with overhead costs, employee salaries and rent.

• Within 3 years, the company will reevaluate its market share, the business plan and consider continuing with burlesque show and theme or seek a business revamping.

• Maybe the reevaluation will lead to a second location in Las Vegas or other gambling centered city seeking a place full of relaxation and void of the loud, intrusive noises of the gambling atmosphere.

Environmental Factors -External

• An economic factor that may present a challenge would be the decline of tourists to Las Vegas. – decline in numbers in a market segment that

would cause a decrease in profits. – The success of C-Thru relies mostly on the success

of the Las Vegas economy. While C-Thru seeks to accommodate the local living nearby in Las Vegas, the local population would be less likely to spend money on an outing

Political & Social Factors • Political• Social: Our competition would

be other night clubs or lounges offering live entertainment and free flowing booze

• All other venues in Las Vegas could be considered competition

• C-THRU can differentiate itself from the other entertainment and food and beverage venues because of the atmosphere and the clientele it will attract.

The Market

Market Trends • The baby boomers seek the

entertainment in a burlesque show, while the younger generation, the main group that we target, seeks to impress their friends with the upscale experience and bottle service, but seeking the place that provides the most valuable amenities for the best price

Market Potential• There is a very small niche market

for this type of lounge.• The likelihood of finding a tasteful

burlesque show where men and women alike can enjoy themselves is different than that of going to a local Las Vegas strip show

• This is a different type of entertainment value that may only exist in one or two other venues, and is not hosted by a hotel

Segmentation of Market • Geographic: the locals are there,

provide services with no cover to after show lounge, and discounted rates for burlesque show. – The transient visitors will be targeted

through ads in select airports, positive reviews on bloggers websites and word of mouth social media outlets

• Demographic: the clientele seeking an upscale experience, those who can pay for it, we seek to entertain above a certain tax bracket, but not shutting out the others. We seek to provide an upscale experience for a larger audience.

• Behavioral:• Psychographic: Aimed towards providing

an upper class experience

Action Plan • Our marketing plan is customized in a way that promotes our cocktail room to

individuals through the utilization of creative advertising. • Advertising

– Billboard– Rental space on top of taxis – Ads in tourism magazines

• A key component in our advertising would be getting out in the community handing out small business card promotions for free admission to hotel guests and tourists.

• Social media outlets is also crucial in acquiring a client base. Our advertisements indicate that we offer a superior lounge stocked with cocktails and tasteful adult burlesque shows, comedians, and music for entertainment.

• It is important to us to correspond with any customer inquiries, compliments, and complaints. – strategy implemented to maintain a good rapport with clients – establish ourselves in the lounge/burlesque culture. We will accomplish this through

assessment of reviews on websites like Yelp, Facebook, and Twitter.