The Secret Weapon Boosting Concert Venue ROI? It’s Not the Bar. It’s the Coat Check System.
- Chexology
- 37 minutes ago
- 7 min read
The nightlife industry is rewriting its own playbook. As alcohol consumption hits historic lows, concert venues are being forced to innovate or fade. Boston’s Royale Entertainment Group, led by VP of Sales and Operations Jamison LaGuardia, stands at the forefront of this reinvention. From digital coat check systems to mocktail menus, Jamison has pushed for technology that has future-proofed the venue.
In August 2025, Gallup reported something few nightclub owners wanted to hear: America’s drinking rate has fallen to a 90-year low. Only 54% of U.S. adults now say they drink alcohol, and more than half believe that even one or two drinks a day are unhealthy.
No industry feels this cultural shift more sharply than nightclubs and concert venues, where the bar tab has long been the backbone of revenue. From coast to coast, alcohol sales are dipping, margins are tightening, and operators are being forced to reinvent how they make nights profitable.
Young people are hanging up their late nights and hangovers for a healthier alternative called, “soft clubbing.” According to Eventbrite, coffee is replacing cocktails. Coffee raves, high-energy morning dance parties fueled by espresso, not tequila, have surged 478% nationally and an eye-popping 550% in San Francisco in just one year.
“We realized after COVID the entire landscape has changed and nobody operates like they used to,” says Jamison LaGuardia, Vice President of Sales & Operations at Royale Entertainment Group in Boston.
Royale, one of Boston’s most celebrated concert venues, has stayed ahead by rethinking everything, from the events it hosts to the technology it runs on. Royale's leadership team has leaned into data, design, and smart tech like Chexology’s paperless coat-check system, transforming operational pain points into new profit streams. While many venues saw bar revenue slide, Royale found ways to replace lost alcohol dollars with efficiency gains and ROI-driven guest experiences.
“If it’s going to be mocktails, we’re going to serve mocktails. If we have to pivot from table service, we will. People are tired of waiting, so we’ll offer an app and use a digital coat check system,” Jamison says, summing up the ethos of a venue that’s not just surviving post-COVID, it’s leading the reinvention of nightlife itself.
Jamison’s concert hall playbook: adopt new revenue streams and embrace technology
“I’m a big… big advocate for… new tech is cool tech, and… we want to make the place bigger, better, smarter, faster.” — Jamison LaGuardia
Update your space: “We did a $2 million renovation and embraced technology.” Tap-to-pay POS systems, “Skip the line” apps to build a loyal repeat customer base.
Double-dipping event calendar: “We’re one of the few venues that can pull off an early early event and then a concert later that day.” Royale can “cycle the room within 30 minutes” and reset from corporate showcase to DJ night the same day.
Digital coat room: “Adopting Chexology’s ticketless coat check has expedited getting people out, we’ve eliminated lost or missing coats, because their phone number is associated with their coat.” The premium ticketless experience also allows venues to raise coatroom pricing if they so choose, increasing revenue.
Text marketing: “Happy hour’s illegal in Boston! We had to get creative with our marketing to get people in the door.” Royale leaned into their coat room texts to encourage guests to engage on social media and promote up coming events.
Creative mocktail menu: Serving delicious zero-proof mocktails with fresh squeezed juices, at the same price point as a regular cocktail means welcoming the soft clubbing movement while still keeping bar revenue alive.
Chexology’s digital coat check system is pure ROI for concert halls and nightclubs
Chexology’s coat check system isn’t just faster, more secure, easier for your staff, and eco friendly, it’s also highly profitable. By replacing outdated paper systems with a digital-first coat check experience, venues unlock new revenue opportunities while reducing operational costs. Here’s where the ROI really shows up:
Optional Revenue Increase: Many Chexology clients raise their coat check price a few dollars without resistance. Guests see the premium, ticketless experience as a step up, not a surcharge.
Revenue increase from guest time at the bar: Sped up coat check lines mean guests can order more drinks before the concert starts. Existing Chexology clients show that every extra minute spent on the floor instead of in line drives higher bar tabs.
Cost reduction in paid staff prep hours: Digital systems auto-generate everything, cutting back-of-house setup time dramatically. Chexology even offers data into your team’s performance.
Cost reduction in leftover management hours: Text notifications help guests recover forgotten items quickly, reducing next-day “lost n' found” calls and freeing up costly admin hours.
Cost reduction in misplaced reimbursements: Each coat is digitally linked to its owner Chexology thanks to photos of both the guest and their belongings. This smart security feature dramatically reduces mix-ups and refund payouts.
Direct replacement cost advantage: Chexology’s digital plan replaces the cost of printing, shipping, and storing paper tickets with a simple-to-use iPad app.
Modern text marketing to you existing customers: With each transaction, your customers receive a friendly confirmation text. This text also allows for personalized messaging, encouraging social media engagement, promotional offers, early tickets to upcoming events, and much much more.
How Jamison LaGuardia revamped Royale’s coat check room and changed the guest experience forever
A conversation with Jamison LaGuardia, VP of Sales & Operations at Royale Entertainment Group, and Shark Tank survivor and Chexology CEO, Derek Pacqué.
You’ve been part of Boston’s nightlife scene for a long time. How did Royale evolve into what it is today?
“When I came up, Royale was still the Roxy, a DJ venue since 1985,” says Jamison. “We rebranded, relaunched, and built a new team. At first, we focused on big DJs every Friday and locals on Saturdays. So we partnered with Bowery Presents to expand into concerts, from about 70 shows a year to over 130.”
What did the post-COVID comeback look like?
“We realized after COVID the entire landscape has changed and nobody operates like they used to. We were closed for 14 months. When we reopened, it was like the end of Prohibition! Everybody wanted to go out, dance, and just be around people again,” Jamison recalls. “We broke every record this place has ever seen.”
You’ve completely modernized the space. What changed?
“When I moved up here, Royale had carpet, and it had a smell to it,” [ Jamison laughs.] “We did a $2 million renovation, redid all the AV, pulled out the carpet, flattened the dance floor, and put in tap-to-pay POS system and upgraded lighting - which pissed off a lot of people because they were not fond of change.”
He adds, “I’m a big advocate for new tech. We want to make the place bigger, better, smarter, faster.”
What role does technology play in your guest experience?
“We’ve learned that the big-room thing is harder to fill now. So we’ve become a venue that can pivot, so concerts one night, conventions the next. As you saw, Derek, when you came to visit us, we hosted a snowboard expo that afternoon, transformed the whole venue, then reopened our doors a few hours later to a well known DJ who helped us dance the night away. We've learned to be flexible and double dip with our calendar.”
That flexibility maximizes ROI. Royale can “cycle the room within 30 minutes” between events thanks to a well-trained staff and modular setup.
Let’s talk about Chexology: why ditch the paper coat tickets?
“Since the ’80s, everyone used paper tickets. I used to think, ‘Boston needs something better.’ One of the biggest complaints was waiting 30 minutes for your coat at the end of the night. A thirty minute ways just expected,” Jamison says.“Now with Chexology, we’ve pretty much eliminated our coatroom line, and guest mix-ups because their phone number is associated with the coat and the person. It’s sped up the lines, and guests don’t forget their coats anymore.”
Chexology’s system also lets Royale text their customers after the show, thanking them, promoting upcoming events, and if someone forgot their belongings, they get a friendly reminder of their left behind item, along with a phone number and time to come retrieve their items.
“It’s expedited getting people out, and the texting thing is really cool for marketing our promotions. We’re not using it as much as I'd like to, but I want to push that this year.”
With Boston’s strict liquor laws, how do you keep guests coming back?
“Happy hour is illegal here,” Jamison explains. “We can’t discount drinks or bottles, so we have to get creative with guest lists, two-for-one entries, or exclusive invites. That’s where Chexology's texting comes in. We're marketing directly to our existing patrons and it's been great to have.”
He’s bullish on tech-driven marketing: “If someone’s walking out and gets a text that says, ‘Hey, you forgot your coat,’ or a message about the next event, that’s huge. Nobody else has that kind of outreach like Chexology."
What do you see changing about nightlife audiences today?
“The next generation isn’t drinking like we used to, and it’s not just Boston, it’s everywhere,” he says. “People are micro-dosing, eating edibles, or just choosing not to drink. So we’re adapting: If it’s going to be mocktails, we’re going to make mocktails. If people are tired of waiting in line, we’ll use an app. It’s all about adapting to today's trends and giving the customer what they want.”
And looking ahead, my friend?
“We just renewed our lease here at Royale. We just opened CandiBar, which has been really fun. We’re excited about the future and doing new things,” Jamison says. “The energy here is incredible. Royale’s a special place.”
A special thank you to Jamison and his amazing team at Royale!
As nightlife continues to evolve, Royale Boston stands as proof that innovation and adaptability keep venues thriving. From embracing new trends and reimagining guest experiences to discovering new revenue streams through technology, Royale continues to lead by example. Chexology is proud to support trailblazing partners like Royale, the teams redefining what modern nightlife looks like.
To learn more about Royale, visit RoyaleBoston.com.