With traditional late night venues in decline and closing in large numbers across the UK, the Cabaret Voltaire project was a real challenge. Paul and Mike were tasked with delivering a newly refurbished and energised venue and did so in the glaring eye of a watchful, tentative Edinburgh music and clubbing community. The name was kept but the branding, the strategy and the marketing were completely overhauled to reflect a more dynamic, modern and fresh Cab Vol which spoke to a new, younger generation of clubbers.
More penetrating social media, more interesting products, cooler POS and materials plus a root and branch music policy review reaped immediate rewards with the club scene in Edinburgh rallying round the venue’s relaunch. Sales increased over 100% and whole new demographics were introduced to a fantastic, subterranean hub of electronic music. Given the potential pitfalls and general market trends, this is a project of which all three of us are proud.