An amazing blues guitarist plays at a local bar in our area every week. The performer has toured around the world and is a recognized virtuoso when it comes to blues and rock. His sound is rich, round and rocking, and his solos are visionary. The same 2-3 dozen people see and hear him every week.
The bar updates its sign out front announcing the acts for the week and that's about it. No promotion on Facebook, no event listing for each week's performance, no videos or audio from past performances. Nothing. You have to know about the event to attend it because you're unlikely to just stumble upon information about it.
Yet, it's in the best interest of the bar and the performer to attract as many people as possible who will then buy food and drinks, CDs, etc. and spread the word about the guitar player they can't believe they just saw play in a tiny local bar.
Events and entertainment are a perfect fit for social media promotion. Utilizing the tools available to promote events, share videos, etc. would definitely bring in a larger crowd. But, the business owner or someone on staff has to know how, when and why to use the tools. They have to be pro-active in promoting their events beyond just changing the sign outside.
Changing the sign isn't enough.