Decor is important, or was for me when I was a promoter.
With my Frenzy night I spent some money on developing the brand, logo, identity, the PVC banners that went on the wall, the website, social media - the whole lot, because ultimately it set us apart from all the other hard house nights that came and went. We ended up running hard house nights for 8 years and some of that longevity was definitely down to just hammering the brand out there constantly - and that included the decor.
We'd hang shit off the ceilings, camo netting, parachutes, get smoke machines in, lasers, inflatables - the whole lot - made it more of a party that was unique cos the clubs we used were also being used by other promotions so we wanted the place to look different and special when someone walked in.
As a result, any time someone took a photo at the event and slapped it on Facebook, you can immediately see that's it's Frenzy, plus our posters would always stand out and tie in - it's part of the brand building, and I hate to make it sound like a business,... but that's exactly how I ran it for all the years I did - like a business which I had to set-apart from the competition - decor, lazers, and branding was always very important;
You get the point - our decor wasn't the best - but you knew where you were at least
