| Remember the song Anticipation by Carly Simon? | | | | that the sushi bar in the Mandalay Bay Hotel had |
| I heard it the other day on satellite radio on the | | | | $5 sake and $5 sushi rolls from 4PM to 7PM |
| Music from the 70's station and it got me thinking | | | | weekdays. A great deal for a high end restaurant |
| about the power of anticipation! Think about it | | | | in a high end Vegas casino. Our party of four |
| yourself. What do you eagerly anticipate? Is it | | | | attended and had a great pre- Jersey Boys show |
| that special dinner, the Saturday round of golf, the | | | | snack, even though the Sapporo beer we also |
| weekend getaway trip, or the day off just to | | | | had was $13 for a bottle. |
| relax? Well, regardless of what it is, it is looked | | | | Returning from an out of town trip last week I |
| forward to and keeps you going! So ask yourself | | | | stopped at a Fridays because it was one of the |
| this. Are you creating Anticipation in your club or | | | | few places open at 10:30PM. Not expecting much |
| resort offerings? Are you keeping it fresh and | | | | I was overwhelmed with all of the options they |
| regularly trying new things? Do you brainstorm | | | | had for drinking and dining, and even though the |
| with your staff for new ideas? Are you willing to | | | | bar was not crowded, there was a great sense |
| step out of the box? Are your events really | | | | that I just arrived at a party put on just for me. |
| special or just called special because that's what | | | | I had special appetizer options, featured drink |
| you have always called them. | | | | choices, it was happy hour, there were featured |
| Three Types of Experience Providers | | | | entrees, a great vibe from the music, and college |
| In my conversations and visits to clubs and | | | | basketball tournaments on all the dozen or so |
| resorts I see three pretty distinct types of | | | | televisions. I was also given a calendar of the |
| experience providers: | | | | upcoming events for the next month. |
| The Routiners: | | | | With my check, I was given a website address to |
| Things are done at these clubs/resorts because | | | | access for a free appetizer on my next visit as |
| that's the way it has always been done. They do | | | | they were also trying to capture data from their |
| everything the same way on the same dates | | | | patrons. I had not been to a Friday's since they |
| with the same format every year. They are | | | | served steak on a stick when I was in college, |
| either scared to step out and try something new, | | | | but was back in this one 3 nights later. And, I |
| don't have the skill set to do so, or are just plain | | | | have several of their menus and promotional |
| not motivated. The word lazy comes to mind. | | | | pieces to share with our partners. |
| The Testers: | | | | So how can I get this happening at my golf club |
| These people know that they should try some | | | | or resort? |
| different things, but change doesn't come easy to | | | | It's not hard, but like anything worthwhile it |
| many people. So, on occasion, they will put a | | | | requires work and the desire to do so. Brainstorm |
| twist on an event or even try a new event. But | | | | with your staff, get feedback from your |
| they are quite tentative and more concerned | | | | members/guests, visit franchises and other clubs |
| about why something might not work versus | | | | resorts in your market. When you travel on |
| devoting the planning, energy, marketing, and | | | | business or pleasure take notes, pick up menus |
| execution to make it work. | | | | and other collateral material, and then DO IT! You |
| The Innovators: | | | | can start simply with things like a wine tasting, a |
| This is the group that creates fun, entertainment, | | | | business networking event, a single malt whiskey |
| and eager anticipation. Franchises are good | | | | tasting, a candlelight dinner with music on a |
| example of this and this is a big reason that the | | | | particularly scenic hole on your golf course, a sushi |
| success rate of franchises is so high and the | | | | chef for a sushi night monthly, a demo day, night |
| success rate of individually owned businesses is so | | | | golf, or special entertainment. |
| low. Walk into almost any franchise and your | | | | You can kick it up with a turn back the clock golf |
| senses are bombarded with information about | | | | event with knickers, wooden shafted golf clubs, |
| food features, drink features, loyalty programs, | | | | and gutta percha golf balls. Challenge you |
| and an upbeat atmosphere and energy created | | | | members/guests to take a tour of European |
| with music, lighting, props, and smartly uniformed, | | | | countries by providing a selection of 5 beers from |
| smiling staff. | | | | each country over 10 months. Provide custom |
| There is a buzz and a sense of arrival. Why is | | | | club/resort logoed mugs and specialty glasses or |
| there a sense of arrival? Because something is | | | | other promotional items from the brewers of the |
| going on! And the savvy operators have | | | | beers you select. Get creative, maybe even a |
| something going on every day, in some cases | | | | little crazy. People seek unique and fun activities |
| every hour. What's going on in your club or resort | | | | and if well carried out, are willing to pay for them. |
| today or tonight? What do members/guests point | | | | We're in the Entertainment Business |
| to and plan to attend all week? What's creating | | | | Clubs and resorts face fierce competition and |
| the "buzz" this week? What's new? What's | | | | consumers who are becoming more judicious with |
| exciting? What is creating intrigue, interest, and | | | | their spending. Simply being a private club, having |
| ANTICIPATION? | | | | a well designed and maintained golf course, and |
| Some Examples | | | | having a great resort facility is not enough. Clubs |
| I recently stayed at an Embassy Suites. They | | | | and resorts must evolve to succeed and |
| have a complimentary cocktail hour from 5PM to | | | | continually creating new events and activities and |
| 7PM daily. I had a meeting in the lounge area near | | | | a sense of arrival will logically lead to |
| the bar and as 5PM approached people began | | | | ANTICIPATION of what's scheduled and what's |
| appearing from everywhere for the party. There | | | | next! So where do you fit? If you're not an |
| was a buzz. It was clear that a great majority of | | | | Innovator, make the choice to become one |
| these people were eagerly anticipating this event | | | | today. You can do it if you simply decide to |
| all day. I was looking forward to it myself. | | | | dedicate the necessary effort to do so. |
| Attending the PGA Show in Las Vegas I noticed | | | | |