Millennials (a.k.a. “Generation Y” and “Echo Boomers”), the 73 million Americans born between 1977 and 1994, currently constitute about a third of the U.S. population.  In 2015, they will represent the largest, most influential market segment in the United States. About 4 million Americans turn 21 every year, while millions more anxiously await that day. Although many cities offer mixed age entertainment venues (establishments that allow 18-20 year olds to socialize with persons 21 and over), under 21 year olds are generally prohibited from participating in late night entertainment. 

This policy of exclusion is becoming a growing issue due to the rapidly increasing numbers as well as unique characteristics of this particular generation of young Americans. Millennials are by far the most technologically savvy and entertainment-consuming generation ever, having grown up with the Internet, video games and MTV. The market research group, Teen Research Unlimited, projects that by 2006, the 12-19 age group will represent a $158 billion market in consumer spending. They are also arguably the most music oriented generation, which can be seen in the rising trend of portable music players such as Discman’s and iPod’s.  Millennials want to be entertained and have the money to spend.  However, due to their cultural influences, places where under 21 year olds have traditionally socialized, such as malls, no longer maintain the same level of appeal to this generation.  (more info)

Underage members of this generation want to be treated like adults and socialize with them in bar/club style atmospheres where they can be provided with live music and/or entertainment. However, the kind of entertainment they seek is often exclusively provided by establishments that serve alcohol.

Several concerns associated with the mixed age venue discourage many bar and club owners from establishing 18+ venues or hosting 18 and over nights. The primary concern of allowing under 21 year olds into entertainment venues is their potential access to alcohol. Underage drinking in late night venues is undeniably a valid concern, especially in establishments with lax policies on checking ID’s or insufficient security to ensure that drinks are not passed to under 21 year olds by older adults. Furthermore, strict legislation has passed in numerous cities that holds venues responsible for any underage drinking that occurs on their premises.  The admission of a minor into a late night venue therefore poses a serious risk to a venue’s license, making their presence a liability rather than an asset. 

It is indisputable that there is a great deal of risk involved in creating a mixed-age venue where underage patrons can potentially have access to alcohol.  However, excluding young Millennials from places where they can publicly socialize with older members of their generation forces them to interact in private. Thus, it seems preferable that minors be provided with entertainment in an environment that strives to prevent underage drinking, rather than having this age group organize their own parties where alcohol-use is generally not supervised or regulated. 

The next column will focus on technological resources that can be used in entertainment venues to help create a mixed-age environment. 

More General Information About Millennials