Loyal Pennings Innovates With the Wickler

Loyal Pennings, the nightlife entrepreneur famous for his successful clubs like LAX, Las Palmas, Concorde, Deluxe and Garden of Eden, has translated his prodigious experience into a new invention called the Wickler. The Wickler - a Wireless head-count Clicker - is poised to bring the hospitality and security industries into the 21st Century.

Though it started out as a modern case of necessity being the mother of invention, the story of the Wickler is bound to spread far beyond the world of nightclubs once the Hospitality and Security industries see the nearly limitless applications possible with this state of the art device. The Wickler digitizes, centralizes and stores the traffic information from all of the entrances and exits of an establishment through a wireless network.  It also gathers demographic data and merges it with the Point of Sale data being gathered through the ordering system, and finally delivers it all to a main Wickler held by the club manager or owner.

In brief, the device will not only be able to tell a club manager/owner how many people are in the establishment at a given moment, but it can track the length of time spent there, the ratio of drinks ordered, the rate at which they are ordered, and even how sales are affected by the DJs set! The Wickler also surpasses traditional Point of Sale data by merging it with the headcount to give the club manager/owner a clear sense of how club capacity can affect the sales traffic. More is not always better, as an overcrowded club can actually hinder the guests' ability to get to the bar and result in a sales bottleneck. These usages and applications only scratch the surface of the potential of the Wickler, an invention that is sure to have a massive impact on other types of venues like casinos, sports arenas, museums and amusement parks, just to name a few.

Loyal Pennings began to formulate the idea for the Wickler when he opened Garden of Eden, his first club in Hollywood, in 1997. Garden of Eden was where he met his future partner, DJ AM, but was also the place he encountered the extraordinarily vigilant Hollywood Fire Department in the personage of the infamous Fire Marshal, Robert Gladden. Pennings found himself spending an inordinate amount of his time on many nights running from door to door checking the head count clickers held by security, and mentally subtracting the exit numbers from the entrance numbers in order to give the Marshal an ongoing, accurate, and current count of guests in the club. Failure to provide an accurate count could result in the club being shut down, but the time and effort needed to provide that count in a large club was quickly becoming a job unto itself.

In 2005, after years of developing the Wickler concept between club openings, Loyal Pennings partnered up with Eric Parmarter, entrepreneur and technologist, who immediately grasped the potential of the device. Together they created a prototype of the Wickler with a stunning set of features. They licensed a micro battery to avoid unnecessary bulk, created a custom casing smaller than a Blackberry, installed an enhanced data chip inside and put a digital display on all units. The also included an amber and black light luminator to check IDs. In addition to the external design and functionality they also tweaked the software to include multiple menu items. A user can hit a combination of buttons to process the incoming data in numerous ways. By far the most effective feature of the Wickler is that the information base is a web application, meaning that no installation is required for this incredible device. All the data and software is housed online, accessible through a web client for detailed reports. This centralization also means that the password-protected data can be accessed by the club owner or manager online or through a PDA from any location. The Wickler is the ultimate traffic-tracking device...as valuable to security at a political rally as it is to a nightclub.

Necessity may be the mother of invention, but originality, ingenuity and foresight are the father and the godparents! Pennings and Parmarter have thought it through thoroughly, but even they have only just begun to envision all the possible applications for their invention; the first wireless hand-held hospitality and security management tool.

Comments

[tom mcdermot]

in june 2008 article about the top ten things to running a successful business. What a joke you thinking girls are going to bring in business. I've been doing this for 30 years and have yet to meet a good one. that why I have men behing the bar for good responsible beverage service

[shaun ALVAREZ]

the only thing i can say about loyal is that he is a stubborn dumbass who is kind of a prick and cry baby. I made him cry because he wanted to feel like he was untouchable and that he can do whatever he wants to do, but I wont let him.

[Night Club and Bar Guide]

Found this article on blogmaverick.com, if mark cuban is going to fund it I am sure it will be a great venture.

[Brian]

I don't get how he can track point of sale info from the door.

Clikers transmit the count of in and out, so you can see total "sample size" but you cannot see who is buying what. I get the idea of a timed sales and graphing that against the sample size to determine the best ratio, but a bar code print out incorporated would give specific information... ID scanners could kick out bar codes to allow owners to understand who the best clients are. So there is my free idea for improvement for Wickler... incorporate the ID scanner and bar code printer and then have the bartender/server scan their barcode with each order.

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[James Bowers]

Loyal Pennings is the biggest POS I've ever worked for in my life. He met my girlfriend one night, while I was bartending, and proceeded to spend the next three weeks texting her to dump me and asking her out on dates...highly inappropriate. funny enough, he assumed she wasn't showing me any of these texts, so when I said something about it, considering he was being a total d*ck. He decided to find the very first thing I EVER did wrong at the bar...something that I was never told not to do, and something that everyone else does in front of him without issue, he used that to fire me under "misconduct" Loyal Pennings is a HUGE HUGE C*CK and represents EVERYTHING that is wrong with Hollywood and really everything that is wrong with the human race. I hope sincerely that his club fails now that I don't work there. I hope he ends up passing out flyer for Domino's like he used to do.

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[xxx.de]

What's the innovation? Clubs in Europe have been doing this for years...

[truth.hurts]

Loyal Pennings is a total douchebag. His parents money has allowed him to do whatever he feels like with little regard to the consequences. I agree he would love to think he is 'untouchable'. He hired my girlfriend to work at one of the clubs he ran and proceeded to text, call and 'show up' at her other work. He thinks (and acts) like he is fresh out of college, but is just another pervy, sleazy, old club owner.