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1.0 - Background and Purpose of Research
BACKGROUND
Since its opening the Mirage Nightclub has gone through many changes, each time to be able to adapt to its ever changing environment. At this point in time they are considering the opportunity of opening the club on Wednesday nights to increase revenue and their customer base.
The Mirage opened in 1998 by Ferguson with the hopes of providing a high end club night within Surrey, which at that time was nonexistent. They were able to capture the attention of those within the age bracket of 25 and above, and had drink prices that were comparable to those in Vancouver; in other words, they were not cheap. They had strong business mainly on Thursday, Friday and Saturday night and had slowly added Sunday allowing the Mirage to be open 4 nights consecutively.
With the changing nightclub industry there have been trends and regulations that have changed immensely. In 1999, the Worker’s Compensation Board had helped ban smoking in restaurants and night clubs in order to provide a safe work environment. This was a regulation that was lightly enforced within the Municipality of Surrey. In response to this major change, the Mirage was forced to ban smoking within the club, and had patiently awaited the municipality’s consideration of smoking rooms with ventilation. In January 1, 2001, the Mirage was able to obtain a license allowing them to provide a “smoking room.” It basically allowed those who smoked to do so in the specially ventilated room; thus, no affecting the nightclub workers or clients.
With the growing number of nightclubs in Vancouver, nightclub owners had felt that it was important to ...