Hi Ady.
First off i have never been to the 100 club or know you.
The 100 club for me is about 180 mile's to far south for me so am unlikely to go.
I can make a comparison with the Twisted Wheel thou as a venue thats Iconic, not got a great dance floor and occasionally drunk non soulies attending but it has never affected attendance in fact it just keeps on growing in popularity to the point of around 700 on a sunday afternoon and 2 to 3 hundred for the nighters.
So you have to ask yourself what are they doing right that you should be doing !!!!
I think the answer is promoting. Pete Roberts and John Green have put there Heart and Soul into Promoting .As they still use the same music policy of the 60,s and more or less the same Dj's with 1 guest each month.
Hope i haven't come across as arrogant and condescending, its just me looking in from the outside.
Regards.
Brav