Credit: Found On Internet

Over the years, working as a promoter, an event director and a club manager, I have heard and said every excuse there is to account for a “slow” night.

Let’s start with of course – the favourite – the weather, which is top of the list and the most widely used excuse and a constant conversation topic for the English. If it’s too hot the punters are all at a BBQ, too cold they don’t want to leave their house, too wet they can’t brave the queue and if it’s snowing they can’t get a taxi.

Clashing with another event should really take joint first place with the weather. During the World Cup everyone’s watching the football (not sure what the point is, the chances of England getting to the final are somewhat slim). Over Glastonbury weekend every living soul picks up and leaves for three days, and there’s obviously absolutely no point doing any event during the Space opening and closing parties. The day after a big event is never a good time either as everyone’s recovering.

Timing is critical – the days leading up to pay day are disastrous. By the time people have paid the rent, bills etc., there just isn’t enough left over for socialising. If only the event was on payday, that would surely guarantee a sell out every time. January should be avoided at all costs – the whole country goes into hibernation to recover from a hangover caused by a month long binge of drugs, alcohol and general over-indulgence in December.

The Christmas season is also a dangerous time – the closer it gets to the big day, the more difficult it becomes. Everyone’s either away or at some sort of “Office Christmas Party”. Summer’s never a good idea either – everyone’s off on holiday or they are all at home drinking Pimms in their garden. March is out as we’re all at Nikki Beach or sitting at a conference we’ve only come to as it’s in Miami. It’s ADE in October – another exciting conference we go to for the music – or maybe it’s their relaxed attitude to drugs and pornography.