Marketing hyperbole (From Durham Times)
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Marketing hyperbole
8:40am Friday 27th April 2012 in Leader
WE can forgive the hyperbole of the man launching a new nightclub in Durham. He’s got a job to do and that’s to pull in customers.
But to describe Durham as “boring” was perhaps not the best way to endear himself, or his new venture, to the city.
Impressario Paul Rowe clearly has a target market in mind for his new Eazy Street cabaret club.
It’s young and it is the kind of people who previously frequented the premises in North Road when it was The Loft.
The Loft had a chequered history, because of attempts to turn it into a lap dancing club, a fatal incident on its dancefloor and a grossly irresponsible ‘£10 all you can drink’ offer which led to it being stripped of a Best Bar None responsible operating award.
Eazy Street, with its drag queens, saucy cabaret routines and £65,000 refit, is chasing a similar market.
Although there is no reason to suggest that it will have the same problems that The Loft had, Mr Rowe may, in time, come to regret his description of the city as beautiful but boring.
He can rest assured the city authorities will be monitoring his enterprise carefully. Durham might be boring in some people’s eyes, but it will not tolerate anything less than the highest standards in the operation of this club.
