Choosing where to open is one of the biggest decisions a bar owner makes. Use this six-step process to evaluate a territory methodically and bring better information to your licensing conversation.
Before you start
You’ll need a map tool, a notebook or spreadsheet, a few evenings to walk the area and contact details for your local licensing authority. Plan on spreading the work over several weeks so you see the market on different nights and in different conditions.
Steps
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Define your target guest
Write a short description of who you want through the door: age range, occasions, nights out and spending habits. Every later step checks the market against this profile, so be specific about celebrations, groups and the energy you want in the room.
Tip: Write the profile before you look at spaces, so a great building doesn’t bias you.
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Map population and activity centers
Mark residential density, universities, hotels, offices, arenas and entertainment districts on a map. Nightlife depends on volume, which is why SHOTS sets each territory by population density and market potential. Note which centers are active on which nights.
Tip: Note transit stops and rideshare pickup points too.
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Visit at peak and off-peak times
Walk the area on your busiest expected night and on a slow one. Count lines, watch crowd flow between venues, and note when the street fills and empties. Talk to door staff, rideshare drivers and neighboring business owners.
Tip: Bring a partner and compare notes afterwards.
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List competitors and gaps
Record every bar, lounge and club nearby with its concept, crowd and busiest nights. Look for what’s missing. A celebratory, shots-focused party venue may stand out in a district of quiet lounges.
Tip: Note which venues are packed and which are empty, and why.
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Check zoning, licensing and hours
Contact your local licensing authority and a hospitality attorney. Confirm whether a bar is allowed at candidate addresses, what licenses apply, the expected timeline and any limits on hours, entertainment or outdoor seating.
Tip: Ask about application timelines, not just requirements.
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Score and shortlist
Score each candidate area on guest fit, activity, competition, regulations and available spaces. Shortlist the top options and bring them to the SHOTS licensing team through the form so you can discuss territory availability.
Tip: Weight the criteria that matter most to your concept.
Putting your findings together
Once you finish the six steps, write a one-page summary for each shortlisted area: the target guest fit, activity levels you observed, the main competitors, regulatory notes and the most promising spaces. Include photos from your night visits. This summary is useful for lenders, partners and your licensing conversation, and it keeps your reasoning clear as you move toward a lease.
Revisit the summary after a few weeks. Markets change, and a second look can confirm or challenge your first impression. If two areas score closely, spend another evening in each, focusing on the nights you’d depend on most. Ask a hospitality-focused real estate broker about upcoming developments that might shift traffic. When you’re confident, bring your top choice to the SHOTS licensing team. Because territories are set by population density and market potential, your research helps the team understand your plan and discuss availability quickly. Careful evaluation now makes every later step, from lease negotiation to opening night, easier and less risky.
Common mistakes to avoid
- Judging a market from a single visit.
- Skipping the regulatory check until after finding a space.
- Treating all competition as negative.
Final tips
A careful territory evaluation won’t guarantee success, but it dramatically reduces avoidable risk. It also makes your first conversation with our licensing team far more productive.
Frequently asked questions
How are SHOTS territories set?
By population density and market potential, so licensees have room to grow without competition from other SHOTS licensees.
Do I need a space before inquiring?
No. You can start by telling us your market.
Can SHOTS help foreign investors find locations?
Yes, as an additional service.
Where SHOTS fits
SHOTS is a nightlife brand built over more than a decade on quality, ambiance and unforgettable experiences. Through brand licensing, one one-time payment gives you permanent rights to the SHOTS brand, recipes, menus and other brand assets, with no royalties, no terms and no renewals. Pay once, yours for good. Licensees operate independently and keep 100% of the profits. Every SHOTS location is unique. We strive to save startup costs for owners wherever possible, without ever sacrificing the SHOTS experience.
The SHOTS rights include:
- The right to use the SHOTS brand name in your territory.
- Access to the proven SHOTS recipes and menus.
- Digital media rights and more than a decade of SHOTS digital materials.
- Rights to produce branded merchandise.
- A location page on shotsbar.com/.
Ready to talk about your market? Request licensing info and our licensing team will reach out. Each licensing deal is tailored to fit your territory, so the first conversation is about your market, your plans and how SHOTS could work there.
