When planning a calendar you should use the times you need traffic (slow dayparts, slow weeks, slow seasons) combined with what might be convenient to a customer.
Take a look at last year’s sales numbers. What were your slowest nights?
Take a look at a local calendar to see what events are coming up. Can you capitalize on extra people being in town?
Check out your competition’s event calendars. What are they doing and when? If 3 bars are already doing karaoke during the week, you probably shouldn’t do karaoke. Be different and fill a void in your community!
Don’t forget to get input from your employees! They will most likely be running the special events, and you want them to feel empowered and involved in the planning process.