There are two basic realities when doing business in the Club world: Not everyone can get into your establishment and not everyone should be allowed into your establishment. There will always be times when someone is denied entrance to your club, for any number of reasons. The fact is that there are basic rules and regulations that need to be followed in regards to admission.
The problems usually start when your “rules” don’t fit with what is legally acceptable. Arbitrary refusal of service is illegal. However, if the Patrons’ behavior (e.g. flashing gang signs) or dress (as in wearing “gang colors”) detract from the safety, well being, or welfare of the other customers or the establishment itself, refusal of service is legitimate. (Local laws vary and as such you should know what they are and how they apply to you.)
There are situations and circumstances which are universal to establishments that serve alcohol. Here are some hints on how to deal with them.
1) UNDER AGE PATRONS – The legal age for consumption of alcohol in the United States is 21. Period. Unless your establishment is running an “All Ages” or “18+” night, this law never changes. So don’t let underage drinkers in. Ever. Period.
2) OVER INTOXICATION – The hardest thing for any establishment to do is strike the very precarious balance between selling alcohol and keeping their Patrons at a “safe” level of sobriety. Your Door Staff are really the first line of defense when it comes to keeping your place of business at the “safe” level. Allowing an intoxicated individual into your establishment not only increases your liability, but increases the risk of altercations and accidents. In many states, the final establishment an intoxicated individual frequented may be held liable for the actions of that individual once they leave. Car crash? Fight? They can lead back to you and your bartenders.
Sometimes it is as simple as telling an overly-intoxicated individual that they’ve had too much to drink and you cannot allow them in. But more often than not this will elicit a response of , “I am NOT drunk.”, which will lead into a circular conversation that goes nowhere. Many Doormen will tell overly-intoxicated Patrons to “come back in an hour”. It often works, as by the time an hour has passed the Patron will either have forgotten the invitation, found another place to drink, or passed out. But you do run the risk of the Patron returning.
The easiest solution I’ve found is to offer free passes or drink tickets for the next time the intoxicated Patron comes to your establishment. This will show that you do want their business…just not tonight. Outright rejection is never easy for anyone to take and denial of entrance couched with an invitation to return at another time helps to ease the blow.
3) DRESS CODE – While we have covered this subject in detail in a previous post, there are a couple of things I’d like to touch on in regards to Dress Code. First off, besides intoxicated Patrons, individuals who do not pass Dress Code are going to be the majority of the rejections at your Front Door. And, most of these individuals will take offense when told that they will not be let in based on how they are dressed. Often, “not passing dress code” is taken to mean that the individual is sloppy or low-class. In reality, this is far from the truth. Dress Codes are implemented to give clubs a look, draw a specific clientele, or for special events. Dress Code can be ugly Xmas sweaters for a party, button down shirts and dress pants on Friday nights, or vests and riding boots in a motorcycle bar. The key is to let your Patrons know what the appropriate Dress is before they wait in line.
Always post your dress code. On your website, on the front door, at the entrance to any lines. It should list exactly what items of clothing are prohibited. Ultimately, the goal is to educate your Patrons so they know what to expect when they are preparing for a night in your establishment. In the same vein, your Doormen should know to be polite and apologetic when denying entrance for Dress Code. Explaining to Patrons why they cannot enter is always better than an outright rejection. Have your Door Staff prepared to answer all questions regarding Dress Code with an explanation.
“Why dress shirts and pants?” – We run a promotion every Saturday we call ‘Business Casual’. It’s like a costume party, but with stylish clothes. But we relax the Dress Code on Fridays if you’d like to come back. (If your dress code is always business casual, you can state that the look for the club is “upscale”)
“Why no open-toed shoes?” – We don’t want to risk anyone cutting their feet should their be broken glass on the floor. We want you to be safe.
“Why no athletic jerseys?” – Unfortunately, we’ve had some problems with rival teams’ fans starting altercations. On Sundays we allow jerseys during games.
Again, educating the customer will let them know what is or is not allowed. With enough time and “education” most people will know what the Dress Code is for your establishment.
4) UNRULY CUSTOMERS – The most difficult and often most dangerous Patrons to deal with are those who are acting unruly before they even enter. Being rude to others in line, pushing or shoving their friends (or other Patrons), skipping in line, or just plain being abrasive, there is a good chance that the behavior of these Patrons will deteriorate once they enter and start drinking (or drink more than they already have). It is EXTREMELY important that when dealing with these individuals your Door Staff be patient and always have back-up.
While there is no easy way to turn these Patrons away, one approach that works well is for the Door Staff to “deflect” the blame. The Doorman can state that his boss “…believes that your group is too intoxicated to be let in.” Again, when preceded with an apology, “I’m sorry but…”, it is easy for the Staffer to play the “I’m just following orders” card. This technique works even better if the group sees an individual (it can even be another Staffer) speaking to the Doorman just prior to their arriving at the Front Door. The “manager” can then step inside, out of the group’s eyesight and “unavailable” to talk.
Is this approach sneaky? Yes. But if applied by a patient and apologetic Door Staffer, it can work wonders.
Remember, the key to Denial of Entry is to educate the Patron. Not condescend, not insult, not anger, but EDUCATE. Let them know WHY they can’t come in and how much you want for them to return another time. Heck, you’ll even buy them a drink!
Until next time…