Durham, NC – Bralie’s Sports Bar has been a staple in Durham’s nightlife for years, and while some knew it as Arnie’s, many more have always known it as Bralie’s.

Bralie’s Sports Bar, named after a combination of the sibling owners (Brad & Leslie), is primarily run by Leslie Crabtree who is a local Durham, NC resident.

Recently, Ms. Crabtree came under heavy scrutiny by local media outlets for failing to abide by the newly effective North Carolina Tobacco Ban that prohibits the use of smoke producing tobacco products within all North Carolina businesses; only excluding non-profits and venues in which tobacco sales produce a majority of the transactions.

The complainant against Leslie Crabtree is Dan Richardson, the owner of Sunset Grille in Durham, which is a bar and grille establishment within proximity of Bralie’s Sports Bar.

Regardless of the validity of the claims pending against Bralie’s Sports Bar, which are completely based on a second-hand complaint, the fundamental key lesson I wish my readers to take away from this recent media fiasco is not whether or not Bralie’s was in violation of the North Carolina Smoking Ban; but the fact that regardless of what industry your business is inherently in, Social Media and Online Reputation Management can fundamentally change the desired outcome to one which may be the opposite intended.

The Bar Business is a Cut-Throat Industry

Bars have traditionally used such cut-throat tactics to put pressure on competitors. Typically, certain local area bar and club owners have been known to bring to light certain infractions regarding fire codes/regulations, Alcohol Law Enforcement regulations, marketing/copyright infringements, and other tactics which utilize tax payer resources to investigate complaints against competitors.

Why Should Businesses Reconsider Cut-Throat Tactics?

In today’s ever increasingly internet connected society, a fundamental lesson is becoming blatantly clear. Due to the increasing acceptance of Social Media technologies and Communities, businesses can no longer simply view their industry rivals as competitors, they must also consider the effects of their actions on their own clientele.

When Dan Richardson performed what is considered a “public service” by notifying the Health Department, it may have been a better course of action to have done it anonymously. One could assume that by blowing the proverbial “whistle,” that Sunset Grille may have gotten some positive press for helping the Health Department.

However, as it turns out the audience that frequents Sunset Grille was less than enthusiastic about the complaint. This is not to say that Mr. Richardson did anything wrong. In fact he did indeed do what any concerned citizen should have d0ne, but what Mr. Richardson failed to do was to adequately engage and understand his own clientele.

The North Carolina Smoking Ban is a highly controversial topic which remains fresh in the minds of many North Carolinians, especially since North Carolina was built upon the tobacco industry.

However, those that frequent nightlife venues such as Bralie’s Sports Bar and Sunset Grille are also a unique group of patrons. Many nightlife venue owners can validate the fact that is it often difficult to gauge how their patrons may react to even the littlest of things.

The Sunset Grille Case Study

In Mr. Richardson’s case, his public complaint against Bralie’s Sports Bar did in fact cause some patrons to reconsider their loyalties concerning his establishment. Social Media and the internet have made traditional practices within the bar industry finally come to light, and for their patrons to decide whether or not the tactics deployed by their favorite pub should be commended or reprimanded.

As of currently, various news organizations have picked up the story since Friday, January 8th, including ABC, NBC, and the Herald Sun. The articles were quite neutral regarding Mr. Richardson’s involvement in the complaint, however, comments from the readers (and on other online communities) were less than neutral.

“Dear Sunset, Great publicity for Bralie’s. Fail! Love, Former Sunset Customer”

“The complaints coming from another “local bar” are just a joke. Sunset Grille, as a now former regular Customer, your childish “snitching” just lost you a regular Customer.”

“Boy, what a way to “Level the Playing Field”, Never have been to The Sunset and now will never Go. BOYCOT THE SUNSET GRILLE, What a Doorknob.”

Lesson Learned, the Take Away…

The emergence and general adoption of social media trends over the past three years have brought to light a very important lesson which business owners must take into account. Now more than ever, it’s the PEOPLE that business owners must focus on, and less on their competitors. Social Media has changed the dynamics of businesses and marketing.

Today, businesses are no longer what they TELL their customers they are, but what their customers SAY that they are. Meaning that it’s not enough to promote how wonderful your business is anymore. Businesses must win over their customers, and convert them into brand evangelists. Customers are more likely to trust a business due to a personal recommendation, than from any marketing collateral they may stumble across.

If businesses don’t start focusing more on their own clientele, their needs, their wants, and turning them into brand evangelists, they will find that their customer base will shift to competitors that do.

Cut-throat business tactics are no longer in the shadows, and regardless of whether or not a rule or newly effective law was broken, the way a business conducts itself can result in hugely different reactions from their own clientele.

I’ve frequented both establishments and the service and environments of both venues is commendable, but public bickering and cut-throat tactics could easily sway my own personal venue selection, and while I am obviously a vocal clientele, I can guarantee that I am not the only one in the area.

Some situations require a certain level of anonymity and tolerance, while other situations should be brought to light. This entire situation between Bralie’s Sports Bar and Sunset Grille should have been handled with a little professional courtesy; a simple email or call to say “I just wanted to give you a heads up that smoking isn’t allowed in venues anymore. I’d hate for the Health Department to issue you a fine…” would’ve been a positive outcome for everyone involved.

So in closing, if you’re a bar owner (or owner of any business that deals with clients in person and online), please focus your energies on positive customer experience, engagement, and building brand evangelists; and please leave out the archaic cut-throat tactics, the people are watching, listening, and speaking…