When was the last time you stood just inside your club’s front door and thought about all the things your members and visitors see, hear and smell when they first enter the building? Is there a “look” that is easily identifiable? Is there an eye-catching focal point to lure them further into the space? Does the space have a signature smell? How does the space sound?
What your members/guests experience in the first five seconds is key to making a good first impression. These introductions are critical to keeping members happy and “wow-ing” first-time guests.
Here are five critical things to evaluate when you stand inside your front door.
- Lighting
Is your interior adequately lit? Dark or dim lighting is a turnoff when one enters a space (especially if it’s sunny outside as the eyes take time to adjust). Are your light levels interesting and appropriate for the activities in the spaces just inside the entrance? Light directs the eye, affects one’s mood, and serves to highlight key elements in the room. The right lighting will engage your members, entice your guests, and make your beautiful interior look even better. Never underestimate the power of a well-illuminated environment.
- Aroma/Odor
You may not think your club has an aroma or an odor, but you may well be immune to it. Too many clubs smell stale, musty or just plain old. Yet, infusing a strong scent is generally not the answer. First, neutralize the odor (if there is one), then gently infuse a natural scent (think essential oils) into the HVAC system or into a small diffuser near the entrance that can be controlled. Vary the scents with the seasons or create a signature scent for the club. Creating the latter may become important to your members as it’s something they can identify every time they enter.
- Size of Interior Reception Area
Do the size of the space and the proportions of height-to-width-to-depth feel comfortable? If the entryway is too cavernous, or ceilings are too high or too low, the entrance can make members/guests uncomfortable—even on a subconscious level. Spaces that challenge our sense of spatial comfort are first-impression red flags. With the proper selection and placement of lighting, color, furniture and focal points, challenging spatial dimensions can be visually fixed.
- Image/Style
What does the décor say? Is it traditional and classy, or traditional and tired? Is it transitional and on-trend, or transitional and overly done? Is there an eye-catching view, welcoming seating area or unique coffee bar to grab attention? Are colors well suited for the mood the club wants to set? Is seasonal décor fresh and in keeping with club traditions? How these first rooms express themselves is a direct reflection of the club’s mission, brand and overall experience. They should instantly communicate the essence of the club.
- Music, Sound, Noise and Acoustics
What does your club sound like? Is there soft music playing? Is there a receptionist there to greet members/guests? Are the acoustics comfortable? If you have music playing, does the genre of music appeal to your members and work with the time of day? Music type, tempo and volume are all critical to the formation of a first impression. A space that is too quiet can also disconcerting, especially if a visitor is sitting waiting for a member. The right acoustics and/or music can really affect that first impression.
The Right Feel
How does your club “feel” when you step inside? Your five senses quickly gather and feed all the incoming information to your brain and your brain signals your instinctive sixth sense which immediately responds with a “yes” or “no” feeling. Listen to that feeling. Can you tell whether or not your club is making a good first impression? If not, the good news is that all of the items noted above can be manipulated to create that memorable first impression that keeps members happy and visitors wanting to come back for more.
Lyn M. Falk is a consumer behavior specialist and experience curator with Strategic Club Solutions. She can be reached at [email protected] or 414-840-1244.