Themed nights are good look also at the advertising a colourfull advert you have to look at what age range you are looking to go for the type off people etc mybe a cocktail night!!!!!.
People do like places where there isnt no hassle so a nice and polite but tight security team needs to be availbe(not always big motherfukkers as they sometimes seem to intimadanting).
Theres loads off stuff you can do make get a survey going see what drinks people like in your town what sort off music research and advertisment is the key.---------WET T SHIRT comp is always a hit also give aways best dressed girl and boy etc