Know-How Exchange : Advertising/PR

No, you shouldn't have to pay the club. They'll get the benefit of increased covers, food and beverage sales. You'll be doing a lot of promoting the event, etc. You'll be fusion marketing with them for this event and both businesses will benefit.

Carol
Sell Well and Prosper tm

Most clubs will not charge if you have a good show plan. Negotiate free drinks and food for the models and if you can get it some money to help. In most cases you have to be pretty established to get a club to give you money. If you have never done it hire someone to do it for you. Also try to get your retailers involved, hair salon ect. All have email lists as does the club. Make it very easy for them to promote the party.

Depending where you are located you might get some print created and distributed in boutiques, etc. Don’t forget PR.

You might even consider getting a promoter involved. They know the ropes.

I agree with Harry. (An event promoter may be the way to go here if you've never done one.) The club will be thrilled to see a solid plan for an event like that. You are bringing in patron$. I've done similar events and the clubs supported the events with in-house signage up to 4 weeks prior. The key here is to promote, promote, promote. If you think you've done enough, do some more.

Make sure you are covered with model entries. Nothing is worse than a contest with no entries. Secure some models on your own at the mall or wherever the female type you are looking for hang out. Make business cards that promote the event to give to these girls. Add your personal cell phone number so they feel secure. If you are offering a compensated contract with the winner, you may want to run it by your lawyer. Also, a model release will need to be signed by all contestants if you will be publishing pictures in print or on your website. You can download samples of these releases.

Other things you may want to consider:
1] Hook up with a liquor distributor to x-promote the event. They have the resources to bring an additional spark. If it's big enough, the club should be able to help facilitate this.
2] If you haven't already, ask the club manager if you can wardrobe the female staff that night. Let them keep the clothes. you won't want them back anyway after they are soaked with vodka.
3] If the club has live music, meet with the band(s) ahead of time to help with the contest/promotion. They have microphones. Add their music/links to your website in return.
4] Contact local papers. Get them involved to publish the event in the weekend/entertainment/things to do sections. Even fashion if they have it. Try to get it for free. Based on your demo, I would put money elswhere. Invite them to cover the event.
5] Personally invite artsy, offbeat VIP's with reserved seating and have them come late. It's just looks cool.
6] Bring in your own paparazzi - One photographer and one vidoegrapher with big heavy equipment to cover the event. Take pictures with everybody. You are not just selling clothes, you are selling lifestyle. YOU NEED TO BE A ROCKSTAR. Post the pictures and video on your site.

The last two may seem contrived. You're right. You just have to make it seem like they're not.

Who will be the event MC? Is there a local celeb available?

Like I said and most would agree, promoting the event is paramount. You should be so lucky to have people waiting outside the door to get in.

Good luck. I love this kind of stuff. I want to go. One more word of advise, don't drink that night, but don't turn down an offer for one to be bought for you. Have a lot of fun, make sure the whole club is too, and laugh when things go wrong. (More than likely you will be the only one who knows.)

Steveg