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Independent venues are facing unprecedented challenges, from rising operational costs to changing audience behaviors. Yet, as Jackie Becker and Dan St. Pierre advised on the last Make More Money panel, creativity and adaptability can pave the way to profitability. Here are some of the innovative strategies they shared for boosting revenue while staying true to their mission.
Jackie, a seasoned talent booker with Up to Eleven and Mammoth Live, emphasized the importance of exploring new revenue streams to offset rising costs. “We’ve been focusing on creative solutions like offering non-alcoholic options at the bar,” she explained. “LaCroix, NA beers, and canned mocktails are small but growing segments that cater to a younger, more sober-friendly audience.” These items not only expand the menu but also signal inclusivity, helping venues attract a wider demographic.
Dan, owner of Tuffy’s Music Box in Florida, echoed this sentiment. “The bar pays the bills,” he said, “but you’ve got to know your audience. For shows that skew younger, we’ve implemented surcharges for under-21 attendees and pushed aggressive door deals to protect our margins.”
VIP packages have become a cornerstone of revenue for many venues, but they require careful management. Jackie noted the challenges of balancing VIP events with rising costs. “We’ve started charging for early load-ins and staff time to cover the additional hours required for meet-and-greets,” she said. “These small adjustments help ensure that VIP packages are profitable without cutting into the margins of the main event.”
Dan highlighted the importance of tracking every expense. “If you don’t know what you’re spending, you don’t know what you’re making,” he explained. Tuffy’s has incorporated items like ASCAP/BMI fees and credit card processing charges into their expense structures. “These costs add up quickly,” he said, “and it’s critical to reevaluate your deal points annually to ensure you’re covering them.”
Both panelists highlighted the success of branded events as reliable revenue generators. Dan shared the success of recurring dance nights like emo-themed parties. “We’ve been running our Emo Night Phoenix for almost 10 years,” he said. “It’s a guaranteed hit, with solid bar sales and a loyal following.”
Jackie added that locally sourced tribute acts and themed events can drive significant bar revenue without the high guarantees of national touring acts. “They may not bring in new fans every time, but they consistently fill the room and keep the bartenders happy,” she said.
As Jackie noted, “This business is about finding what works for your market and leaning into it.” By diversifying revenue streams, refining operational efficiency, and leveraging branded events, independent venues can remain resilient even in challenging times.
What creative strategies have you implemented to boost revenue at your venue? Join the conversation and share your insights below. For more from Jackie and Dan, watch the full panel discussion linked here.
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