Donny and I talked at great length about his Dance Parties, I went to see it in operation first hand on several occasions, and I seriously considered setting up a similar operation in my area. The problem I encountered here was booking a facility 52 weeks a year, on the same night of the week. None of the halls, even those that were rarely booked at all, would go along with it at a reduced price.
Here's what Donny did. He found a nearby hall that he could book at a very reduced rate by booking it every week for an entire year. They're not easy to find, and he'll be the first to tell you this. Many will not budge on their rates, while those that will want a clause in a contract that says they can jack up the rate anytime they wish if they feel the need. I went to all the nearby halls, Elks, Moose, American Legion, VFW, Knights of Columbus, and in each location the story was the same - if you want the hall, this is the price and we don't dicker price no matter how often you book. Ironically, most also insisted that they cater the event, then some wanted to charge ME for the having to pay extra waitstaff. Donny is very fortunate in that he was able to work some great deals on the hall rentals.
Donny also spent a lot time and effort advertising the event. He placed posters at every conceivable location, gas stations, senior centers, retirement communities, you name it - had a had a poster there. He also employed direct mail to some of his existing clients form whom he previously provided music for private parties.
One he became established, word got out and it didn't take long before the hall was packed to capacity. Donny's wife Nancy handled a lot of the work as well, taking care of the door, collecting entrance fees, setting up snack tables, decorating the hall tables, and most importantly, gathering information and creating a data base/mailing list of customers.
Donny is good at reading an audience and knows how to keep those dance-floors packed to capacity. He knows what kind of music the crowds will respond to and keeps the music flowing non-stop from beginning to end. He takes time to learn the names of those who attend his dance parties, introduces new comers to the regular crowd and makes everyone feel right at home - so much so that there were at least three marriages that resulted from couples meeting at Donny's Dance Parties.
Nancy took care of birthdays and wedding anniversaries, purchased a big sheet cake for the events, did the liaison work with the data base, and Donny did the announcements, got the birthday folks out on the dance floor and made them the center of attraction.
When he first began, the entrance fee was just $5 a person if I recall correctly, and that included soda pop, coffee and snacks (pretzels, chips, popcorn, peanuts.) That was many years ago, and while he has changed locations a couple times, the event is still very successful and packs hundreds of dancers to his Dance Parties every week. EVERY WEEK! Yes, in order to make this go, you have to be ready to do this every week of the year, sick or well, rain or shine, 52 weeks a year. The only way you don't show up is if you happened to die that week. Then, and only then, will you have a legitimate excuse. You must dedicate yourself to the business, no vacation lasting longer than a few days unless you can find someone who is equally as talented and dedicated to fill in for you. If the van breaks down, you rent or buy another the same day. If your house burns down, you find another place to live, but you still have to go to work that night. The only reason the dance parties stop is for blizzards and floods. As the saying goes, "The Show Must GO On!"
I eventually gave up on the idea for my area, mainly because of the obstacles I encountered with the halls. I then concentrated more on the NH circuit, expanded my advertising base, and eventually raised the rates. This led to working 6 to 7 days a week, often doing 2 and sometimes 3 jobs a day. For a while, I became too successful, I was running myself into the ground, and after having a heart attack, I decided to slow down to 250 jobs a year or less, which is where I am today. Next year, however, I'm gonna edge my way closer to retirement. I'm planning on working just six months, then spending 6 or 7 months sailing to and from the tropics and enjoying what little time I have left on planet Earth.
Cheers,
Gary