When was the last time you heard a positive media mention about any Indian city’s nightlife?
Most function well but are ignored until something bad happens, and then the media takes an “if it bleeds, it leads” approach that sensationalizes violence and crime. This paints everyone who runs a business in the nightlife Industry as part of the problem, though nearly every venue is safe and well run.
Nightlife has a public relations problem !!
It’s a delicate situation to preserve nightlife and a nighttime economy. People are so aggressive and naïve in their positions. ‘No more nightclubs! Too many nightclubs! Shut them down!’ Or, ‘This is India — if you can’t take it, get out!’
We feels It’s not about punishing entertainment entrepreneurs — it’s about fixing the problem. “We dwarf that, but as usual, nightlife is ignored, The best thing that the industry can show is that they’re good business operators, not fly by night.”
It’s dependent on nightlife to demonstrate the value that it brings to a city, both to the economy and to the culture. “The more we can get people to think outside of just drinking, the better off we’ll all be because it’s more likely you can appeal to a broader range of potential customers,”.
As Shivam Bhaskar, a famous restaurateur in Delhi explains, “A lot of people look at nightlife in a negative way because they construe it as a bunch of young people going out to create havoc.”
But nightlife is a significant contributor to a city’s economy and culture. The problem is that the economic contribution of nightlife hasn’t been well stated. “The Economic Impact of the Nightlife Industry on New Delhi itself would be over 2500 Crores,”. But not being properly stated & recognised by the government, its positive economic effect is easy to be overlooked — especially by people who don’t participate in nightlife.
The Paradox !!
Here’s a curious paradox: a hip urban neighborhood draws rentals & prices for properties to spike up for its easy accessibility, walkability, fun restaurants and bustling nightlife, but then those same residents sour on nighttime noise and occasional violence due to a few bad elements of society. They grow irate and complain to the authorities. Club owners find themselves visited by the police and Alcoholic Beverage Control.
But what is Nightlife ? And how does it effect our quality of life ? Lets begins with a demographic lesson:
It’s important to understand all the type of customers the Entertainment Hubs and Nightlife serves too, and what they value most. We lays out four key demographic groups that everyone and policy makers should consider when just bluntly blaming hospitality zones:
Young unattached adults, often in their 20s, who go out to meet people. They want venues in which they can dance and people watch, and they mask their insecurities through alcohol. Definitely an after-10-p.m. crowd. They, at times are unruly and immature and cause the maximum PR problem to the industry but are only 11-14% percent of the total nightlife business.
People in their 30s or 40s who like music that is good but not too loud; they are there to socialize. Lounges often appeal to members of this group, who tend to have more disposable income. They tend to be an educated class which serves as a stress buster for working people, entrepreneurs and industrialists alike. They tend to be the biggest factor to the nightlife industry and key factor for growth and make about 40% of the whole Nightlife Business.
Their lives are oriented around raising children. If they go out it will be in the early evening, and they probably won’t stay long; babysitters are expensive. But entertainment zones and restaurants that cater to the whole family certainly seem to draw higher net values and business. Customers usually are highly cultured and donot create any major harm to the society. Most places entertaining families donot serve alcohol and close by 11:30pm. The industry draws a total value of 26% from this particular group. They have zero tolerance for late-night street or club noise: they’re home before 12 p.m.
(from the jingle of money in their pockets). Also known as HNI’s & ELITE who are primarily business owners and big entrepreneurs. These are mainly young adults who’ve infused a huge amount of sum and value into the city by providing jobs and business opportunities for many people all around. They bring in various global brands to enter the industry and help create pressure to the nightlife & hospitality industry to keep on growing and provide the best possible quality of service and food. The Best the world has to offer in format to nightlife is brought to town to entertain them which further on leads to overall industrial growth. They are one of the highest spenders and comprise of 20% of the Total Industry Value.
Now, once we understand the demographics of the industry lets understand where the real problem lies. The real problem is that the industry isn’t understood by the city planners. The demographics aren’t very clear. We feel that the city planners should rebrand entertainment districts, which the public often considers solely nightclubs and bars, into hospitality zones that emphasize social activity. The more you can shift the activity away from drinking establishments to social establishments, you can neutralize some of the resistance to more dining and entertainment venues.
The city policymakers needs to see the impact these places have on people’s lives and the quality of life of all living individuals. “The role of the community is to make these districts safe for people of different generations,” These can be vibrant areas where they can enjoy themselves. Community cooperation can be a positive experience that allows for a healthy nightlife economy. And these days, clubs, bars and restaurants and the municipalities where they operate need to collaborate for the common good.
Obviously all of this has to happen on a legislative level and the government itself has to support a complete industry and its future in India. For now this particular article was just to make you understand what the nightlife industry is all about and how the various demographics matter and create and change our quality of life. Imagine the idea of a complete industry dying because of a 14% bad customer value, where in the remaining 86% will see a huge dip in their quality of life. 40% of us mainly go out to enjoy our evening, relax and unwind.
But if all the industry is all but troubled and looked down upon, soon it will all vanish. As entrepreneurs and investors will find it hard to survive and do business. Hence, eventually there would be no good neighbourhood restaurant or lounge to go to. You would only have your neighbourhood Mulitiplex to catch a Movie, popcorn and pizza.