On weekend nights, bar hoppers flock to Washington Street canvassing the crowds like fishermen searching for a spot where the fish are biting. It’s not always easy to lure them in. New or renovated bars along the strip have bright lights that cast a glow on young, hopeful faces looking for a good time.

But bright lights and loud music only go so far. PJ McLaughlin, the gregarious general manager of the Whiskey Bar, says that his staff has “to be all in.”

“We are not just selling alcohol, we are selling ourselves,” said PJ.

Even those who don’t know the energetic manager are sure to spot him at the bar. Usually casually dressed in jeans and a plaid shirt, PJ can often be found chatting up people at the door, or dashing to the sound booth to check on a band. Yet most people do know him. It’s not unusual for groups to ask one of the bouncers, “Where is PJ? Is PJ here?!”

“We want people to know names – everyone from Sean at the door to Carey behind the bar,” explains PJ. “On any given night, the most important thing is the customer and the impression you leave on them.”

While most managers will tell you the customer is the most important thing – you can’t fake friendly – PJ is a natural people person. He wants you to have a good time.

“I love meeting people from all walks of life,” he says. “I am really interested in how other people tick. In grammar school, a teacher said she thought I would become a stand-up comedian.”

He probably won’t tell you a joke and his job looks like fun, but there is a lot of work involved in running a live music venue.

“Things aren’t what they were 10 years ago, or even 5. The demographics have changed from mid-20s to people starting a family,” he says. “Everyone knows live music isn’t really peaking right now. As music changes, our role will change as well.”

One of the ways it’s changed is how the public views live music. It’s not always enough to have a great sounding band, he says. Several of the acts entertain with a show:

“Johnny Drama shows video clips,” he says. “Go Go Gadjet does a whole Stomp routine with garbage cans.”

In addition to weekend cover bands, Thursday nights are for original local bands.

“It’s a different demographic for each band, which is good for us. It allows us to reach out to new clientele,” he said.

And reach them he does. An avid promoter, PJ uses social networking to make new connections.

“The Whiskey Bar has been on Facebook probably since I started. Back then, MySpace was huge. Facebook is still relevant. Twitter, ReverbNation, Foursquare are all very important for what we do. You have to be aware of social media and try to stay one step ahead,” he said.

He also embraces new ideas. When his bar staff approached him about having a “True Blood” party on Oct. 28 he decided to run with it. For the party, staff members will dress like characters from the popular show and the bar will be decorated to emulate the Fangtasia bar. He believes it’s important to work with staff to help create a memorable night.

As much as he loves his job, he eventually wants to be in business for himself so he can spend more time with his 18 month-old daughter Layla.

“I don’t want to be the dad that has to work. I want to be able to go to her soccer games,” he said.

He describes the birth of his daughter as a life changing experience filled with “more balance and less sleep.”

“Being a father gives me joy. At the end of the day, I’d like people to remember my legacy as a great father, not just a great bar manager,” he said.