Club owners are reaching out to an untapped market of 45 to 54 year olds who spends the most on entertainment when compared to the other age groups. They’re also the biggest group going to bars, lounges, and clubs. They’re making the spaces smaller and more intimate and like a lounge. The refreshments are more upper scale, using bottle service to entice high spenders to stay longer. They’re also hiring DJs to play disco instead of modern EDM.

The traditional gigantic dance floor is out, making room for the private booths to be larger to encourage dancing there and in between the booths. Even restaurants are being updated to feel more like a nightclub. The thought behind this being that older guests are more likely to stay after their dinner to socialize and drink.


Read more at The Wall Street Journal