1. By Eddie Wharton,
HayleySerebransky and Holly Lagasse

3.  Started off as a child model
 Played in bands
throughout High School
 Started Hosting Tables
 In 2009, Started
The Bespoke Group
with Doug Rand

4.  Nightclubs exist to make money
 They make money mainly from the paying
crowd – cover and drinks at the bar
 And from VIP´s who spends thousands for
alcohol that may only cost 1/20 of that
 They are not just buying alcohol, they are
buying other forms of value
 Value: Ambiance, Music, Status and belonging
 How do clubs create these other forms of
value?

5.  Higher items on the pyramid
are supported by things
lower down
 Blue signifies a revenue and
red a cost, with shade
indicating magnitude
The Nightlife Formula
 Loosely speaking, blue is the
target market and red is the
value proposition
 The larger a section is,
themore important it is
relative to others
 The pyramid represents a
club´s strategy for making
money an creating value to
justify the markups in prices
 Note the high value of VIP’s
and that they are on top of
the desirable crowd

6.  DJ is most important
and largest cost
 Desirable crowd and
VIP’s are less important,
but still produce
revenue
 The non paying
customers (college kids
having fun - us) are paid
for so that the paying
techie conference
members do not feel
awkward
 Everyone pays or is
meant to create a value
that someone else will
pay for

7.  Pyramid is a club’s strategy
 Clubs pay employees to
execute different parts of
this strategy
 Bespoke started by
executing on the goal to
bring out a “desirable
crowd”

8.  Brings out the “desirable crowd”
 Their ability to bring out this crowd is their
product
 Their target customer is nightclubs
 Started out merely hosting a table for 20-30
people
 Goes do a different club each night of the week
 Offers their desirable crowd VIP treatment in
exchange for coming, which builds a long term
relationship with them and sustains the model

9.  Ballooned to 80-200 people
 Bespoke was allowed to book DJ’s
 Starting managing and booking their own DJ as
a separate line of business
 Allowed Bespoke to control more of the
pyramid and therefore get paid more by clubs
because they delivered more value

11.  Bespoke can only grow by hosting more events
per week or by making more money per event
 Already host 6 events per week
 Growth has stagnated
 Without bringing in revenue producers, cannot
get paid more
 Clubs need VIP customers and are only willing
to pay more that

12.  The VIP’s do not follow Bespoke around the
way the desirable crowd does
 When they do come it is sporadic
 Clubs are forced to secure these VIP’s outside
of Bespoke through other channels

13.  In nightlife, it is necessary to move up as
you age
 You become too old for positions
 Nobody likes a 40 year old promoter, but a
40 year old club owner is respectable
 Without increasing revenues and executing
more of the nightlife formula it is impossible
to move up and stagnation is not sustainable

14.  How does Bespoke continue to grow?
 How can they execute on more of the nightlife
formula?
 How do they gain control over the elusive VIP
market?
 Should Cody start applying for a 9 to 5 job?

15.  Decided he needed to build a relationship with
VIP crowd just as he had with desirable crowd
 Scouted out big spender in clubs, lounges, bars
to find a central person in the groups
 Approached central person and traded him
access for his control over VIP’s
 Used him to build a relationship with VIP’S
 Before: strangers; Now: know Pruitt, his
partners, their crowd, models, etc.
 Increased Profits

16. SHORT TERM LONG TERM
 Expand private and  Open a restaurant in the
special events division next two years
 Build public relations  Gives him credibility with
and publicity business State Liquor Authority
 Eventually will open
club or lounge