have contests. like give away shirts, and some money since college students are bunch of poor bastars. you can have wet t shirt contests. just call people close to the stage and whoever is a good dancer pull them up onto the stage and give out t shirts. throw in half price on shots once in a while for like 15 minutes but make it random. always have good looking employees. it's about image. get rid of the penguin looking mother fuckers and get some really hot chicks wearing next to nothing as your bartenders, and get some pretty boy bartender to draw in the ladies. if you have a mic, get a good mc or mc yourself. it's all about creating the party atmosphere. brain wash those fuckers and they will come back repeatedly. good music also helps. get a good dj. most importantly talk to the customers, ask them how the place could improve. the chicks come up with great ideas, and you always need chicks to pack the place. also visit other clubs and see what they are doing and just copy if you think it works.