I typically advise clients who serve patrons in an event-based venue to walk their customers’ footsteps.  All too often, event organisers get so wrapped up in logistical details that they forget all about the customer experience.  For example, what refreshments are serviced is just as important as them getting there on time. 

I recently visited the Boston Ballet’s performance of Cinderella.  The show could use some help, but what struck me the most is the mismatch between the performance and the food served at intermission.   I’m not sure if the Wang is restricted from serving anything but prepackaged food, but I want to believe that there are better alternatives than Thin Mints and pretzels.  The food and the event don’t match and the result is a cheapening of the experience.

Here is the logic behind serving more exquisite and elaborate food. 

1. The atmosphere: going to the Ballet is an exciting experience.  We get dressed up, we go out to a nice dinner beforehand, ladies put on makeup, gentlemen shave.   Keeping the atmosphere consistent is key to making people look forward to the experience with anticipation. 
2. For kids, an art performance is usually something that parents have to convince them to attend.  I remember when I was a little girl, the anticipation with which I would wait for the trip to a show not because I was craving culture, but because they served the tastiest chocolates. 
3. More expensive food means more revenue.  Let’s face it, in this economy, cultural performances can use all the money they can get, and here is one simple way to do it.

So, the next time you attend a performance where the atmosphere doesn’t match the event, send us an email (info@browncouchconsulting.com) and we’ll do our best to work with them on it.