Peter Marks, chief executive of nightclub operator Luminar, has admitted that some drink promotions run by the company are “not to my liking” but conceded that they are the only way to attract customers in the downturn.
Marks also stressed that Luminar has “got some improvements to make” but simple changes could make the company “great again” when he appeared on the Channel 4 programme Undercover Boss last night.
In the programme, Marks worked undercover shadowing Luminar employees to understand better the issues that the business faces at the frontline.
One club, Arena in Exeter, where Marks shadowed a floor supervisor, was running a 3-4-1 drinks deal on a bank holiday.
“Some of what I’ve seen has been not to my liking,” he said. “But I know the recession has made drinks pricing a real issue.
“We’ve tried everything else to get people to our clubs but it’s just not working. We are up against the supermarkets and empty pockets.”
Shadowing an in-house medic at Oceana in Kingston, Marks saw a group of four men, one of whom appeared very drunk, who claimed to have spent £40 between them on Jagerbombs at £2 each.
“It makes me both angry and saddened that someone could put themselves in that state,” said Marks.
Oceana in Swansea, was running an 80-per-drink deal, and a promoter at the venue said he didn’t believe that was “ethical”. A nearby Yates also ran a £1-per-drink promotion.
Marks said: “What people want is value for money. It gauls me to say it, but that’s what people want. I don’t like it though.”
Changes he promised as a result of his experience include putting together a first aid training package and investing more in cleaning equipment.
Marks, who headed a group of industry veterans that bought Luminar out of administration last December, said: “I know that implementing very simple changes will make this company great again.”
