This isn't going into lyrical content per se, but more so into marketing strategies.
Does your audience want tickets to shows?
Do they want free booze at the shows?
Will giving them free booze get them to come to shows?
Obviously, I don't know the deal you can work out with every venue, but start to think about what they REALLY want.
I've come to find when you help people with what they want, they're much more likely to help you with want you want (even if you don't push your objectives on them)
With all the knowledge assembled from the previous thing, you should know the answer to the question, "What does this audience want or need?" And you can now tailor your music thought from the item above to fit the wants and needs of your likely audience.