When the weekend arrives, and the sidewalks of Richmond Row are lined with people waiting to get into the hottest clubs, what goes on beyond the bouncers?
WATCH: Beyond the bouncers: Running a nightclub in London
The Barking Frog is one of the most prominent figures in the London nightclub scene.
The club’s Facebook page boasts more than 22,000 likes, which ties into the marketing team’s social media approach to attracting guests.
“We don’t open the doors and hope people come,” said Derek Hsiung, head of marketing for the Barking Frog.
According to Hsiung, the entire marketing campaign is “influencer-based.”
Hsiung says this revolves around reaching into the club’s demographic, which is largely formed of students from Western University and Fanshawe College, and learning who is the “leader of the pack.”
Nikko Esguerra is a photographer for the Barking Frog and describes his job as “making memories” and providing viewers of his work a reason to want to stand in line.
“I know it’s good when they post my photos on Instagram and they tag me,” said Esguerra, “Usually, I don’t see other clubs having their photography posted online.”
Keeping guests safe is the top priority for security manager, Omar Kadri.
Kadri describes his job as a “true test of patience.” As a result, he’s constantly looking for that same trait when conducting the club’s hiring process.
“Some people say, ‘you’re looking for size,’ it’s not that at all… You just need to have patience, excellent customer service, great communication skills and obviously a security license.”
As for how to avoid getting stuck in line, Hsiung’s advice is simple – show up before the rush.