There they are, just where we expect them to be…leaning over their beers or Scotches, eyes glued to one or two of the multiple TV screens placed strategically around the bar for their enjoyment, shouting directions and encouragement to the men running around on the screens, chowing down on spicy chicken wings…our Prime Demographic, the 21-45 year old male.

But wait! What’s that right next to them? The same species, but decidedly different, perched uncomfortably on backless chairs, trying in vain to carry on a conversation with the back of his head, straining to hear the answer over the bar’s tumult, sipping an uninspiring “house” wine selection.

There are more of them than their counterparts. The fairer sex, the better half, the cause for so many Ladies Nights, not-so- cleverly disguised promotions to entice the Prime Demographic to where they are…Women…the XX to men’s XY.

Obviously, we need to accommodate and cater to our Prime Demographic, (a.k.a. P.D.), the ever-present, money-spending male. But must it be done to the exclusion of a majority of the population? I think not.

Let’s explore some ways we can make our bars equally friendly to the many women who frequent them, either in groups, alone (gasp!) or in the company of the P.D., without putting off our main income source.

Beverage Offerings

To paraphrase a current liquor ad slogan: They drink beer…it’s what men do.

Women, on the other hand, tend to drink what is affectionately known in the industry as “Chick Drinks,” (also known by the annoying moniker, Foo Foo drinks) a labor-intensive group that includes but isn’t limited to Margaritas, Daiquiris and Pi